3 Easy & Actionable Tips For Small Businesses To Make The Most Of Google Ads

Make the best use out of Google Ads with the following tips that most digital marketers overlook. Keep reading to see what they are!

Besides being the most common search engine on the Internet, Google also makes a name for itself with advertising services worth nearly $150 billion in 2020. With its extensive customer database and more than 2 million websites in the network partnership, no wonder why businesses are doubling down on this platform for their marketing.

If you are among those who have started a business and wish to take advantage of Google Ads and boost your store’s sales performance, make sure to check out the following tips for the best results!

Top 3 Actionable Tips To Utilize Google Ads

1. Keep going with the most effective tactics

When you first start out with online ad platforms, the sheer number of strategies to apply can be overwhelming. Therefore, it is wise to spend a few weeks familiarizing yourself with what Google Ads has to offer and how to integrate them into your campaign. But after a trial period, you should focus the time, money, and efforts on approaches that prove to be profitable. Below are a few suggestions that any reputable Google Ads agency would implement that might suit your business goals.

Ad extensions

Apart from the head title and copy of a standard ad, Google allows more than ten types of extensions to be displayed simultaneously. Not only do they provide more detailed information for your target audience, but they also improve the appeal of your content.

Sitelink extension: This feature will add several links closely related to your main landing page, which increases the chances of a clickthrough.
Lead form extension: If you want to gather personal information of potential shoppers (email address, age, sex, etc.), then this is a perfect addition. It immediately pops up a submission form if customers are interested in filling in.
Call extension: Should your business have a hotline available 24/7, feel free to insert the phone numbers here so that anyone willing to make a try can connect with your service right away.
Structured snippet extension: Sometimes, the ad content cannot cover all the characteristics of your products. Using this extension means you have a bit more space to grant users a peek into the unique selling points.
Promotion extension: Nothing encourages users to click on an ad better than the prospects of getting a special discount.

Relevant landing page

At the end of the day, every ad’s goal is to generate a conversion. And you cannot do it without a properly set up landing page. Thus, it is highly recommended that you create consistency between your ad and where it leads to.

For example, if the ad talks about the benefits of using moisturizer, then it is only natural that customers end up on a listing of the best-selling items. Vice versa, imagine the confusion when users are eager to have a look at your “secret device to take a mesmerizing photo” and end up being on posture tutorials instead.

Quality score

Google determines the ranking of each bidding by considering three main factors: the sum of money businesses are willing to pay, keywords, and the landing page. The higher your ad’s quality score is, the better chances it gets to be featured at the top of the search result.

2. Optimize the keywords

For some digital marketers, keywords are arguably the most important facet of a campaign. So how can you ensure the quality of your keyword bidding?

Use long-tail keywords

Long-tail keywords are usually phrases that target a specific section of customers. Despite their low search volume, long-tail keywords pride themselves on being high intent and are more likely to result in conversions.

Let’s say you offer self-help books for teenagers and young adults, with a price range under $30. A single term like “self-help books” definitely will not work in your favor. But what if you insert “cheap self-help books for people under 25”? Indeed, the latter is more persuasive and detailed to potential customers.

Use negative keywords

Negative keywords notify Google Ads of what your product is not, thus effectively weeding out searches that bear little resemblances to your intentions. Here is an instance of how negative keywords come in handy.

You want to advertise luxury jewelry that is aimed at middle-aged women. To tighten the traffic and make sure your ads reach out to those genuinely interested in the product, you put in “cheap jewelry,” “jewelry for young women,” or “fake jewelry” as the negative keywords. This way, your ads will not appear when someone tries to look for that particular term.

Use suitable keyword matches

Google Ads offers four types of matches: broad match, exact match, phrase match, and broad match modified. Each match type has a different working mechanism that allows your keywords to fit in with multiple business goals. Understand where your business is and what goal it is trying to achieve, then adjust the match type accordingly.

3. Narrow down the target audience

When facing the pool of customer data provided by Google Ads, it is tempting to spread yourself too thin when reaching out to a massive number of customers. However, this strategy will not do you any good in the long run. Not only is it expensive to target large circles of shoppers, but it also means you will get a bunch of non-qualified leads in return.

Instead, write down the exact descriptions of a typical customer you want to focus on. How old are they? What is their gender? What are their spending capabilities? How can your products solve their problems?

Conclusion

If you are already experienced in running a Google Ads campaign, then good for you! But just in case you need a bit of advice on how to navigate this online platform, why not consider outsourcing to Olifant Digital? No matter how much the budget is, the professionals here will find a way to accompany your needs and deliver the best outcomes possible. So check it out now and see the impressive work with your own eyes!