What are Google Ads ?
Google Ads, earlier known as Google AdWords is a useful tool that brands employ to increase traction and reach out to potential users. Google Ads is essential to drive traffic to your product. Advertisers can display concise product listings, services offered and even digital content like images and videos using Google Ads. Google ads to drive traffic.
Google Ads have skyrocketed within a mere 20 years of its release and is a major reason behind Google’s trillion-dollar valuation today.
How ‘Google Ads’ Works ?
The Google Ads system is mainly based on advertiser-determined keywords and cookies. These advertisements are short and customized to fit user preferences. Each Google Ad features three headlines of less than 30 characters each and 2 URLs of less than 15 characters each (excluding the root domain).
The service works on a cost per click (CPC) or pay per click (PPC) policy which means you only pay Google every time someone visits your website because of the ad. These ads usually appear at the top of the search engine result page (SERP).
Business owners can apply various filters to their ads. Ads can be limited by geographical location, time of the day, age or even the device being used. It is imperative to know the target audience for your ad and use these filters accordingly.
Here are 5 simple ways how you can use Google Ads to your advantage and maximize the traffic on your website. Google ads to drive traffic :
1. Targeting the Right Keywords
Keywords are the words that will trigger the display of your ad on a certain SERP. A strategy to get clicks at really low rates is to bid on misspelled keywords for your product or your competitor names.
- Make sure these keywords are used frequently and are common within a particular field.
- Avoid using very technical terms or unpopular jargon.
- Make sure to include wrong spellings as keywords too. Roughly 10% of consumers are seen to have been misspelling phrases when they look things up.
- Try to include names of your competitors, so your ads show up when consumers search for similar companies.
The right keywords will help you drive traffic even when users don’t specifically search for your website.
AdWords also lets you add negative keywords for the searches that you don’t wish to appear in. If you’re a skincare specialist, you don’t want your Google Ad to show up when users search for their pet’s skincare problems.
2. Target Undecided Consumers
Sometimes consumers are not looking to buy a particular good or service. But wording your ad in the right way might just be the trigger that sets them off.
Target your Google Ads at those who have no intention of buying a product at the moment. Your ad can work as a tunnel that grabs their attention. A website click from such users is a gain even if it doesn’t convert to an immediate sell.
But make sure to have the right marketing channels in place once the consumer reaches your page. (Point 4)
3. Optimize your Landing Page
Most times users click on certain Google Ads and land on the company’s home page. This is the worst mistake that companies can make after spending heavily on these ads.
Customers that land on home pages are confused about where and what to search for particularly.
It is essential to divert an ad click to a specific part of your website.
This landing page must be customized in accordance with the ad that leads to it.
It’s always advisable to build highly targeted landing pages for your ads to be the most effective. A good landing page must have a sole purpose that answers the user’s search.
4. Run Multiple ads
Certain companies use Google Ads to drive traffic and spend heavily on just one ad. This isn’t the most effective way to use this tool. Various users of Google Ads have found that it is best to run multiple ads with similar objectives at the same time.
Break up your advertising budget in smaller units and run several ads simultaneously. These ads will help gauge customer sentiment and you can compare which techniques work the best for your brand. The ads that show slow or no conversions can be discontinued eventually.
Multiple ads can also be used to test various strategies or new techniques without spending heavily on R&D or other sources of marketing.
5. Test Away (A/B Test your Ads)
The job is not over once the ad is up. The work only starts from here. Google Ads can be edited, tweaked and tested over time. Make sure you keep running different searches and check what works best for you.
Even a slight increase in traffic and visibility can mean massive returns in the long run. Keep a tab on the traffic, website clicks and how often your ad shows up on the SERP.
You can keep changing the headline that is displayed or the contents and display of your landing page. Make sure every Google Ad goes through plenty of variations and edits to make the most of what you have paid.
Google Ads is a highly effective and widespread tool that can help small businesses gain traction. However, if not used wisely, it can cost you a lot of money without having any positive returns.
It is important to make the most of this service and choose your target users, keywords and headlines carefully. Don’t forget to constantly test and customise your ads. Keep a tab on your competitors in the field and the common phrases that are used in searches. Stay ahead of your game with these small tips and Google Ads is sure to drive traffic in your direction.