The internet is highly competitive—one of the most competitive places in Google—more specifically, Google Ads. When advertisers want to introduce a new product or service to online customers, they create catchy Google Ads. These ads not only boost their online reputation but connect them to their customers.
Of the more than $130 billion that Google earns each year, 97% of its revenue comes from ads. These are not ads for Google, but other companies. Companies that are grinding out favour with Google and attempting to be a household name.
Below, you will find some excellent ways that you can use to create your next great Google Ad and connect with your customers better than ever before.
Understand Google Ads
To do anything in life, you must first understand it. Google is not like most other things, however. Understanding how Google works is something that professionals spend hours trying to figure out. While they may understand some parts, it is impossible to understand everything. Although, you can understand it well enough to make it work for you. The following are some of the strengths (pros) and weaknesses (cons) of Google Ads.
- Pros
- Once you have your idea, Google Ads are quick and easy to create.
- There is no better platform if you are looking for highly targeted results.
- The results that you receive are measurable.
- The results of the campaign will lead you to better lead and sales generation in the future.
- 100% of the control is yours: meaning, your ads, your budget, your timeline.
- Depending on your needs, Google Ads are very flexible.
- You can A/B test to find out which ads work better for your target market.
- Cons
- Whether or not a sale is converted, you will get charged for someone clicking on your ad.
- Depending on the ad, your Cost per Click (CPC) can be very high.
- While generally considered a pro, I feel the fact that your CPC campaign will end when you run out of your CPC budget. I would rather a message asking to top up my funds than having to recreate the ad.
- If you thought limiting a tweet was difficult, you have not considered that Google Ads restrict you to a 30-character headline and two 90-character description lines. They do allow you to provide a customizable URL, though.
- The wrong target will see your ads if you do not add enough negative words to your campaign.
- Having the wrong landing page can lead to zero Return on Investment (ROI) and a lot of wasted CPC payments.
Do Your Research
Before you do anything, you are going to want to research your target audience. This means you are going to need to know who your audience is, their interests and habits, what things they like to research, or how and if they have interacted with your business before.
In all honesty, you should understand any of these things before you create any sort of advertisement. In the past, television commercials were not targeted at any specific area. Now, they have target markets as well. That is the reason you would probably not see many television advertisements for cheque cashing establishments in Hollywood, CA.
To further your research, you should know who your competitors are and then see how they are marketing your shared audience. This is the way you should advertise to your clients – only better than them.
Set Goals
In all likelihood, you will not be creating just one ad; instead, use multiple ads for different reasons. In my personal experience, it can become quite easy to become overly ambitious when creating these ads. It becomes even more true if you are allocating a large amount of your advertising budget to online ads.
When creating your ad, have a goal in mind for each ad. Below, you will find a few of my suggestions for possible ads and what you should be expecting in terms of results.
- Search Campaigns
- Best used for additional sales, acquiring leads, and driving internet traffic.
- Display Campaigns
- This type of campaign is used for additional sales, acquiring leads, and driving internet traffic.
- Video Campaigns
- They are primarily used for additional sales, driving internet traffic, helping customers during product and brand consideration, and promoting brand awareness and reach.
- App Campaigns
- App promotion
Landing Pages
For each ad you create, you are going to want to consider the landing page. This may require you to make more than one landing page to satisfy your needs.
Landing pages are pages where your customer will go when they click on your ad. On this page, you should focus on optimizing the customer experience. Make sure you have a link to your main page so that you can funnel the customer further down the buying path.
Landing pages can be quite challenging to create. Hence, most companies will forgo landing pages and send them directly to their main website. I must warn you, doing this can lead to less ROI. If you want to convert your customers, you should make a landing page.
Analyze
Remember, it is not always going to be happy, fun times when you are working with Google Ads. There may be some days that your ads just don’t hit the mark. Especially on the first day of the announcement. Customers need to be shown more than once before they give in and click on your ad. Studies have shown that when someone sees an ad approximately five times in rapid succession, they will be tempted to click on the ad.
Once your campaign has concluded, take the time to analyze the results. This will, no doubt, be a learning experience. Improve your ads and start another campaign.
Conclusion
Online reputation and ad creation kind of go hand in hand. The more that a person sees your ads, the better they will feel they know you. Once you get them to click on the ad, don’t ever let them go. Do right by them at all times, and you will end up having a customer for life.