The world today is loud. And when I say “loud,” I mean you can’t go anywhere without being bombarded with information. The flow is constant, and when a person is looking for a specific product or service on the internet, it’s often like getting blasted with a firehose of offers and information. As marketers, we find one of the most essential tools for closing the nozzle of that firehose and rising above the noise is Google Ads.
Google Ads allows you to get the thing you’re selling in front of your desired audience in an incredibly targeted way. But for the novice, it can be a little daunting. Because the platform is so robust, it can often leave you feeling like you’re a little in over your head. Aside from getting your Google Ads certification (which you absolutely should do), we recommend these three basic tips for success.
1. Organization is Key
Because Google Ads offers so many different ways to calibrate and customize your Campaigns and Ad Groups, it can be easy to get mixed up about what goes where and why. Define a clear structure. For example, say you’re a watch company that offers three different types of watches. Set up an Ads Campaign labeled “Company X Watches.” Within that Campaign, set up an Ad Group for each style of watch you wish to advertise (Watch A Ad Group, Watch B Ad Group, Watch C Ad Group).
Within those Ad Groups, write ads that only pertain to that specific topic. You wouldn’t put ads for Watch B in the Watch A Ad Group. That way, your products are clearly siloed and you can get a clear idea of what’s working and what’s not.
2. Create a Compelling Narrative Flow
A tool is only as useful as the hand that wields it. The same goes for Google Ads. With all of its precision and levels of customization, your ads will fall flat if they lack consistency on every level. Start by assessing the page you’re directing users to. Research the best keywords that can be found on that page. Then use those keywords in the ads. If you create a through-line to the beginning stages of your Campaign down to the ads in your Ad Groups, the copy that’s written, and your landing pages there should be message consistency the whole way.
3. Test, Test, Test
You won’t know what combination of ads, keywords and settings works best for you unless you’re constantly testing and switching things up to see the change in response. Research and try out different keywords with different ads to see what catches. A high click-through rate (CTR) is one indication of the quality of your ads. Another way to measure success is by setting up conversion tracking, which makes a note of any time someone makes the desired action (a call, an email, downloading a white paper, etc.) after clicking on your ad. When you see the CTR or conversions increase, you’ll start to get an idea for what works and what doesn’t.
Want more tips on starting your Ads campaign off on the right foot? Get in touch with us today.
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