When it comes to displaying ads on search engines like Google, Google Ads is the most popular online advertising platform. Before you start creating your Google Ad campaign, you need to be aware of the many types of ad campaigns available. The following are the five primary types available:
– Ads in Search (text ads on Google search results)
– Banner Ads (image ads on websites)
– Commercials in Video (video ads on YouTube)
– Advertisements for Shopping (google product listings)
– Advertisements in Apps (promotion on many channels)
Google Ads works in a similar fashion to an auction. If you want to advertise on Google, you must first grasp what CPC (cost per click) means.
This takes us to our first Google Ads top tip…
1) Conduct keyword research
The idea is to attract the correct type of audience for your Ad, so knowing who your target audience is and what they’re looking for is critical. When it comes to research, there are some great keyword research tools on the market right now that can help you figure out exactly what your target audience is looking for. SEMrush and Google’s own Keyword Planner (which is already included in the tools tab on Google Ads) are two of our favourite keyword research tools. Both tools can provide you with useful information such as the estimated average monthly searches for a keyword and how competitive it is.
2) Quality & Compelling Copy
Did you know that 8 out of 10 people read the headline but only 2 out of 10 read the body copy? This means that a compelling headline is essential for retaining people’s interest in your advertisement.
To keep your readers interested, you’ll need a combination of keywords and interesting and engaging material. When it comes to text-based advertisements, appealing to your potential consumers’ wants and emotions, as well as implementing calls to action, should yield the desired results.
Most individuals will want to know right away how your product or service may help them. In text-based advertisements, quality beats quantity, which is why Google Ads limits you to 30 characters for the headline and 90 characters for the description. Make certain to read your copy out loud and proofread it to perfection.
3) Brand Consistency
To boost the odds of attracting traffic to your website, it’s a good idea to have a tone of voice and keywords that are particular to your brand—for example, bidding on your brand’s name.
By being distinctive to your business, having a strong brand personality should make it simple to design commercials that are original and easily recognised by customers.
To promote your specific brand, you’ll need to incorporate imagery, taglines, logos, and brand names. If you want to be recognised online, personalisation is essential.
4) Search Ads: Dynamic vs Responsive
Understanding the distinctions between these two phrases can assist a Google Ads novice in the early phases of ad creation. A dynamic ad is ideal for your website if the information on the website remains consistent, such as product and service offerings, and the website’s overall layout is clear and succinct.
If you’re not sure if your website is visible to Google, try typing your page’s URL into the search box and seeing what comes up. If it does, you’re good to go ahead and start working on your dynamic text ad. Responsive search advertising is popular as you can create a few different headlines and descriptions, and Google will mix and match them to determine the best performing combination.
AI is supposed to be helping to enhance people’s CTR (click-through rate), which is the ratio of users who click on an ad relative to the total number of viewers. Responsive search advertising is trying to take over dynamic ads.
5) Split Testing
When it comes to determining which ad will work best for your company, there is no one-size-fits-all solution. Experiment with a few different possibilities and compare how they perform.
Google Ads allows you to go deep into each campaign and analyse and report on which ones are succeeding and which ones should be paused or deleted entirely. Most individuals will evaluate campaign success based on a few key criteria, such as the cost of the campaign vs the number of conversions received.
If one ad costs £20 but generates 5 conversions while another costs £200 but generates none, it’s worth investigating why one is more successful than the other.
Google Ads is a simple method to promote, sell, build awareness, and drive traffic to your website. Overcoming these first obstacles is difficult at first, but every success story has to begin somewhere.
If you are looking for professional support with your Google Ads or other pay-per-click services, get in touch with us today.