Running Google ads and why you need to pay for it.
It is one of the most frustrating things when you search for your company, product or service in Google and your competitors pop up, and you don’t even see your name. If this happens to you, it also happens to your customers, and that means that you are losing money.
“Make sure that you understand the intricacies of Google.”
Creating effective Google ads can be a complicated task. Implementing them and optimising it can be even worse.
Just having a website and not advertising it is like opening a small shop in the hidden back alleyways of a mall, no one will see it. Do not just rely on search engine picking up your website, metadata or SEO. It is not always good enough. Your competitors will beat you every time someone searches for your product or service.
Spending money on Google ads can easily be one of the most important things you can do as part of your online marketing strategies.
But, as soon as you start using Google a lot of questions suddenly start popping up. Things like: How do you create an ad? Why am I not seeing my ad? Why am I paying so much?
When you want to run Google ads, you need to keep a few things in mind:
To run Google ads, you need to have an ads manager where you can create your campaigns, ad groups and ads. The ads manager is not the easiest to figure out, but when you understand it, you can run amazing ads.
Keyword, key phrases, negative keywords etc. These are the most important things when designing your ads. Your ad will not be effective if you throw a bunch of keywords at it because you think it is relevant. Having too much (or the wrong) keywords will waste your money. Make sure that you identify 5-10 (max) very relevant keyword/phrases.
After your ad has run for a few days, you will be able to collect data from Google to start optimising your ad. This is important because it can save you money. The more relevant and clearly defined you can get your ad, the cheaper it will become to run it (and you can still hit the number 1 spot).
Implementing retargeting ads can give your business a massive boost. Having a potential customer seeing your brand, product or service all over the internet will only build your reputation and will drive that prospect to your website or landing page.
CALL TO ACTION
Your ad (and the landing page that follows your ad) needs to have a clear call to action. What is the use of telling someone in your ad that he needs your service or product, but when he clicks your ad he has no idea what to do next? It is to easy to get distracted by branding, navigation links and images. Always tell your prospect what to do next.
“Always tell your prospect what to do next.”
Make sure that you understand the intricacies of Google. How the campaign structures work and how you can optimise your efforts. Landing at the top of the search is not only a significant confidence boost for you and your company, if done correctly, it will also give you a high return on investment from new prospects.
In the next Blog:
We will have a look at ways to get a customer to return and how to become a regular repeat customer.