Are your advertising campaigns falling flat? Perhaps they’re failing to reach key audiences, or you’re unhappy with your return on investment (ROI)? Dare we say it... but you may need to refine or introduce a new fruitful Google AdWords strategy.
Google AdWords – or Google Ads – is an online platform that allows companies to bid for advertising space on search engine results pages (SERPS) and non-search web pages. Around 80% of digital marketers use Google AdWords, making it the most popular pay-per-click (PPC) advertising channel in the world.
The bottom line? You need to incorporate Google Ads in your advertising strategy if you want to remain competitive in the cutthroat world of digital marketing. With a surge of traffic online, it's vital you nail your online advertising month after month.
Maintaining a successful AdWords account requires time, skill, and effort. To help you streamline your advertising strategy, then, we’ve also included a few key benefits of outsourcing the job to AdWords Management Services.
Why does your company need Google Ads?
At the risk of sounding like a broken record, we really want to emphasise the importance of investing in Google Ads. According to recent stats, paid ads carry an average ROI of 200%, and Google Ads lead to 50% more conversions than organic search results!
While search engine optimisation (SEO) is undoubtedly vital for maintaining a loyal customer base and building your brand on a budget, PPC advertising is perfect for driving profits quickly. If you run a small business or start-up, Google AdWords could give you the boost you need to scale your business and challenge competitors in a harsh economic environment.
It is also worth noting that the Google Ads platform allows you to target desired audiences and measure the success of your campaigns. While SEO often requires guesswork (and a whole lot of patience), Google AdWords allow you to simply select the demographics you want to reach and measure the success of your ads at a granular level.
As artificial intelligence and predictive technologies continue to improve companies’ marketing strategies, you’d be foolish to ignore the potential of Google AdWords to help your business thrive.
How to grow your business using Google Ads
How do professional marketers create winning advertising strategies using Google Ads? Here are a few top tips for those new to the platform. Let's hustle!
1. Do plenty of research
You can’t create a successful Google AdWords strategy out of thin air... although that would be convenient. You must use competitive and in-depth keyword analysis to make strategic decisions. Start by analysing your competitors’ paid advertising campaigns and ask yourself questions such as:
- What ads appear when you search key terms on Google?
- What kind of long-tail keywords are popular in your sector?
- What do the ads look like? For SERP ads, what kind of meta descriptions do companies use?
- What negative keywords can you eliminate?
- What Digital Marketing Channels utilise Google Ads?
To maximise your keyword research, it is worth experimenting with a tool such as SEMRush or Wordtracker to obtain detailed and accurate data about the latest trends.
If you’ve never conducted a competitor analysis before or want to boost your chances of success, we strongly recommend investing in AdWords management services. No small business owner or marketing lead can design a killer marketing strategy on their own (you’re not a magician!), so enlisting the help of experts will strengthen your campaigns and boost your advertising ROI and online marketing.
2. Focus on targeting appropriate audiences
Obtaining those all-important leads and conversions requires careful consideration of your target audiences. If you sell clothing for trendy young audiences, for example, you won’t get very far by advertising to their parents!
You should, of course, already have a strong sense of who your key audiences are and how they behave. This will help you set your targeting preferences and create audience lists when you start using the Google Ads platform. Audience targeting is impressively gritty, allowing you to reach potential customers based on:
- Demographic behaviour: You can target ads according to how popular certain goods and services are amongst people in different demographic groups. These demographics can be determined according to factors such as location, gender, age, and preferred device.
- Intent: Google Ads allows you to capture users who tend to search with specific intentions. Let’s say, for example, you run a video streaming service. You can add apps, content, and URLs of popular streaming services to reach audiences who use them. Fans of TV boxsets are more than likely to spend money on several services.
- Google Remarketing: Ever found yourself looking at online ads for a website you’ve recently visited? Don’t worry – it’s not a spooky coincidence. Google’s remarketing function allows you to target users that already interacted with your app, website, or ads to help you retain their interest. In some cases, they may return to complete an abandoned purchase.
- In-market targeting: This function displays ads to users who have searched for goods and services like yours in the past.
Once your first campaigns are underway, you can also work on refining your target audiences and keywords using data. Is a keyword driving a high click-through rate? Don’t let it go all Mumbo Jumbo! Make sure to use the word again in future campaigns. If, on the other hand, a popular and expensive keyword is eating into your marketing budget, don’t hesitate to try something more cost-efficient. Remove the non-converting clicks as soon as you identify them.
On top of keyword analysis, you can use Google AdWords’ data analytics to determine which audience behaviours, interests, and demographics generate the highest number of conversion rates and irrelevant clicks.
In some cases, you may discover that your ads do better at certain times of the day or on individual weekdays. If so, you can set the times at which you would like your ad to appear. This will reduce unnecessary costs and enhance your ROI.
3. Focus on optimising your bids
A vital part of strategic AdWords management is optimising your ad spend with careful bids. This could include, for example, setting different bids for the most effective keywords rather than generating a single bid for a whole ad group. In so doing, you could improve your ad rank and watch your business climb up Google’s SERPs.
If this sounds like hard work, you’re not wrong. Proactively supervising your advertising budget requires time and effort. However, with AdWords management services onboard, you can outsource this task and watch your business thrive!
4. Use A/B testing
A/B testing is a form of marketing research that determines the efficacy of your advertisements according to metrics such as visitor numbers or ad bids. With Google Ads, you can carry out A/B testing quickly and easily using tracking features.
Before your compile testing data, however, you must coordinate with other teams to create the tests. This could involve asking graphic designers to mock up two or more ads or asking your copywriters to come up with several zippy slogans for a particular campaign.
What are the benefits of outsourcing your AdWords management?
Feeling a little daunted by the prospect of managing a Google Ads account? We totally understand! The world of digital marketing is vast and, with an ever-increasing number of technologies and platforms to worry about, even the savviest of business owners can feel out of their depth.
Fortunately, AdWords management services could help you to make the most of PPC marketing without having to lift a finger. If you’re already snowed under by work, outsourcing your AdWords management to a digital marketing agency could save you precious time while supercharging the growth of your business.
Remember – an advertising agency will have the skills and experience required to make blockbuster PPC campaigns. They are masters at unearthing the best keywords that could turn your advertising campaign from sluggish to super in no time at all.
Unfortunately, far too many digital marketers think they know everything there is to know about PPC marketing without comprehending how much research and practice it requires. Rather than waste time creating substandard campaigns, why not focus on what you’re good at and let the experts take the reins!
How do AdWords Management Services work?
Once you’ve hired an AdWords management partner, you will need to provide your account manager with details about your current marketing strategies and future growth plans. Usually, you will need to arrange an introductory session to tell them about your goods and services and what makes your company different from competitors.
Once your AdWords manager knows more about your target audiences and budgetary requirements, they can go about creating an effective campaign that can attract leads and generate conversions.
You may need to check in with your account manager and approve actions, but the time you need to spend on your PPC strategy will be minimal. Sounds glorious? Neighbourhood is ready to show you the ropes and help produce the best campaigns for your business goals. If you want to catch the attention of online shoppers, there’s never been a better time to make Google AdWords your best friend.