Interested in what Google Ads can do for your eCommerce store? Continue reading to learn a little more about the platform and what Adwords management services professionals believe it takes to succeed in the world of pay-per-click advertising.
What is Google AdWords?
Google AdWords, now more commonly known as Google Ads, is a marketing platform that can help your business read a broader range of customers. You’ve probably interacted with Google AdWords without even realizing it. Ever clicked on the first result of a Google Search, one of those listings that has a small disclaimer stating the link is an ‘Ad’? The website owner has used Google AdWords to have their page listed in this spot.
Google AdWords is a form of ‘pay-per-click’ advertising, meaning you don’t pay unless someone clicks on your advertisement.
Pay-per-click, or PPC, differs from SEO in that you are paying for your spot on the search engine results page. When implementing SEO strategies, the aim is to organically improve your website’s ranking for particular keywords. PPC advertising is a paid strategy but can still produce a great return on investment.
The similarity between the two is that both involve targeting specific, relevant keywords.
Tips and tricks
Achieving success via Google Ads may take a little practice. Expect it to take some time to finalize your keywords and get your website in front of the eyes of your target audience, particularly if you have never tried this strategy before.
Keep reading for some tips and tricks that will hopefully get you on the right track.
Set a clear objective:
Without an objective, it will be impossible to determine whether your Google Ads campaign is succeeding. Your objective can relate specifically to your business — for example, increase sales numbers of a particular product by 50 percent. Alternatively, you might prefer to set an advertising goal, such as having a certain number of potential customers view and interact with your ad.
Having goals and tracking data relating to them will provide you with the information you need to tailor and adjust your strategy.
Avoid broad keywords:
If your keywords are too broad, there’s every chance that your ads will end up in front of the wrong audience. You’ll also be up against a much larger group of competitors all vying for the same ad space.
Keyword research will take some time — and it should. If you’re outsourcing your Google Ads campaign to an Adwords management services team, it actually causes concern if they turn around the next day with a list of neatly presented keywords.
Choosing the right keywords requires extensive research and strategy. However, putting in this effort at the early stages of your campaign will pay off in the long run.
Focus on improving your Quality Score:
What is your quality score? In the words of Google:
“Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers. This score is available on a scale of 1 to 10…a higher Quality Score means that your ad and landing pages are more relevant and useful to someone searching for your keywords, compared to other advertisers.”
Quality Score is calculated by combining the expected clickthrough rate, ad relevance, and landing page experience.
It goes without saying that the higher your Quality Score, the more successful your Adwords campaign is likely to be. If all this seems too technical, you should consider speaking to an Adwords management services team.
Consider your landing page experience:
It’s all well and good to have an engaging ad sitting at the very top of a search results page but it won’t do you much good if the ad directs users to a landing page that doesn’t contain accurate or relevant information.
The content on your landing page should reflect the content in your advertisement and be an accurate representation of the products and services offered by your company. If not, your Quality Score is likely to decrease while your bounce rate increases.
Measure your results:
The only way to know whether your Adwords campaign is succeeding is by measuring your results. Google Ads provides you with extensive analytics tools to help discern where your campaign is succeeding and where it is falling flat. Make the most of this data and use it to inform future strategic decisions.
Outsource to an Adwords management services team:
Finally, consider outsourcing your PPC advertising to an Adwords management services team.
Succeeding in the world of Google Ads takes time and skill. As a business owner, you’re unlikely to have experience in the world of pay-per-click advertising. By outsourcing to a professional Adwords management services team, you can get back to running your business and focussing on what you do best.
