Pay-per-Click or PPC is quite easy to understand. A firm looking to promote its products or services chooses a platform where it would like to have its ads published. Every time the ad is clicked, the firm pays the platform hosting the ad a specific fee.
PPC offers businesses an effective way to drive visitors to their websites. It is also an incredible strategy for building one’s brand awareness.
To most, PPC might seem like the most straightforward digital marketing strategy to implement, but that’s not true. Creating a successful PPC campaign that generates a high amount of click-throughs is hard to achieve.
In this article, we are going to explore one of the subfields of PPC – Google Ads.
Google Ads gives business owners the privilege of ranking their ads on the SERPs without investing in search engine optimization. Typically, anyone who wishes to rank on page one of the SERPs for a competitive keyword would have to do a thorough work of optimizing her website and its content for Google. She would also need a high amount of backlinks from authority sites.
Google Ads requires none of these. A user only needs to bid for a top position on the SERP.
According to a study by the folks at Serpwatch, 78% of marketers say they rely on Google Ads to reach their target audience. This goes on to show us how much of a great tool Google Ads is for small businesses.MIGHT LIKE ALSO:
How to Create a Profitable Google Ads Campaign
Start Your Campaign with Keywords
Search engines work with keywords to determine what a searcher’s query is all about and what sort of content in their databases best matches the query. This is why your ad should contain the right keywords in its title and meta description. One of the differences between an ad that gets lots of clicks and the one that gets little or nothing is related to the keywords.
Regardless of how high your bid is for a top spot on search engine results if your title contains wrong keywords, potential customers won’t click through to your site.
That said, your ad campaign should start with keyword research. This lets you discover what your target audience is searching for. There are lots of tools that could help you out in your research, some of which are Google Keyword Planner and Ahrefs Keyword Explorer.
In the image above, a Google user looking to purchase affordable sheds types into the search query – cheap sheds. The results display ads for cheap sheds at the top of the list.
These ads all have a keyword phrase that matches the searcher’s intent, and so Google displays them to her. There’s a possibility the searcher would click on one or both of the ads as they both seem relevant to what she is looking for.MIGHT LIKE ALSO:
Write a Persuasive Ad
Crafting your titles with the right keywords is great, but what happens when a user clicks to your website and finds a poorly written ad copy? The answer is simple – she returns to the SERP immediately. To save yourself from losing potential customers, it’s essential to create the most convincing ad there is.
Google ads limits users to:
- 25 characters for a headline
- 70 characters of ad text
- 35 characters for display URL.
This makes it essential for businesses to hire an expert copywriter — an individual who’ll be able to create something powerful out of the few words. It’s also important to note that your ad should contain the right keywords in its headline. Potential customers will be on the lookout for the keywords that convinced them to visit your site, and if your copy is about something else, they might leave.
Have an Appealing Landing Page
This is crucial. Your Google Ads must match what’s on your landing page. Most PPC and Google Ads campaigns fail because users who click on ads get directed to a landing page with entirely different information.
Your landing page should contain the right content and images. Don’t advertise the selling of cute Pugs and have your landing page displaying something entirely different – the sale of Dobermans, for example.
You don’t only get to lose potential customers when this occurs, but Google would also penalize your ad by demoting it and giving it less exposure.
Choose the Right Location for Your Ads
Not every location will work best for your business. Make sure to have your ads exposed more in an area where your target audience resides.
If you own a local business, you should target potential customers within your area. On the other hand, if your business services an entire country, it’s best to have the ad exposed throughout the country.
Track Your Conversions
One of the goals of implementing PPC or Google Ads in your digital marketing campaign is increasing conversions. Google Ads lets you set up conversion tracking options before your ad goes live. This enables you to monitor the performance of your ads to know if they are working or not.MIGHT LIKE ALSO:
Google Ads provides you with a great platform to reach your target audience, raise your brand awareness, and make more sales. If you carefully follow the steps outlined here for creating a profitable Google Ads campaign, you’ll be well on your way to enjoying the many benefits it offers in no time.