Google Ads is an effective way to drive qualified traffic, or good-fit customers, to your business while they're searching for products and services like the ones you offer. With Google Ads, you can boost your website traffic, receive more phone calls, and increase your in-store visits.
Google Ads allows you to create and share well-timed ads (via both mobile and desktop) among your target audience. This means your business will show up on the search engine results page (SERP) at the moment your ideal customers are looking for products and services like yours via Google Search or Google Maps. This way, you reach your target audience when it makes sense for them to come across your ad.
Additionally, no matter the size of your business or your available resources, you can tailor your ads to suit your budget. The Google Ads tool gives you the opportunity to stay within your monthly cap and even pause or stop your ad spending at any point in time. Let’s consider a few statistics:
- Google Ads have a click-through rate of nearly 8%.
- Display ads yield 180 million impressions each month.
- For users who are ready to buy, paid ads on Google get 65% of the clicks.
- 43% of customers buy something they’ve seen on a YouTube ad.
Google is the most used search engine, receiving over 5 billion search queries a day. Not to mention, the Google Ads platform has been around for nearly two decades, giving it some seniority in the area of paid advertising. And, according to Google, advertisers make $8 for every $1 they spend on Google Ads. So, there are a few reasons why you’d want to consider advertising on Google.
Google Ads Best Practices
1. Use a PPC planning template.
2. Avoid broad keyword terms.
Review what’s working (i.e. which keywords are generating clicks) and adjust them to best match your ads with your target audience. You likely won’t get the mix right the first time, but you should keep adding, removing, and tweaking keywords until you do.
3. Don't run irrelevant ads.
If your ad doesn’t match the searcher’s intent, you won’t get enough clicks to justify your ad spend. Your headline and ad copy need to match the keywords you’re bidding on, and the solution your ad is marketing needs to solve whatever pain point that searcher is experiencing.
Use Google’s Responsive Search Ads feature.
4. Improve your Quality Score (QS).
Your Quality Score (QS) is how Google determines how your ad should rank. The higher your rank, the better your placements. If your quality score is low, you’ll have fewer eyeballs on your ad and fewer chances to convert. Google will tell you your Quality Score, but improving it is up to you.
5. Optimize your ad landing page.
Your efforts shouldn’t stop with your ad — the user experience after a click is equally important.
What does your user see once they click your ad? Is your landing page optimized for conversions, meaning does it use the same keywords? Does the page solve your user’s pain point or answer their question? Your user should experience a seamless transition through to the conversion.
Review landing page best practices and implement them to increase your conversion rate.
Given its reach and authority, Google Ads should be a part of your paid strategy. Use the tips we covered to get started, and remember to refine and iterate as you go.
There’s no such thing as a Google Ads campaign that doesn’t work — there are only ones that need a bit more work. Using the strategy and information provided above, you have what you need to create a successful Google Ad campaign that drives clicks and converts leads.