Google Ads Campaign Strategy 2020 | How to create effective Google Ads Campaign?
In today’s digital world, businesses are in a cut-throat competition to widen their customer base and outrun their competitors. Each new customer you obtain, each product you sell, and every effort you make to reach your potential customers is crucial to cut through the competition. So, what better way to find potential customers than when they search online and tell you what exactly they are looking for? This is where Google Ads comes in. A well-executed Google Ads campaign puts your business out in the front for your potential customers and thus increases your overall conversions and revenue.
However, creating and maintaining a profitable Google Ads campaign is not as straightforward as it sounds. Designing poor Google Ads campaigns only results in the loss of your hard-earned money. So, we have rounded up some of the effective Google Ads Campaigns strategies. Try these 5 tips to create an effective Google Ads campaign and improve your business.
What are Google Ads?
Google Ads (Formerly known as Google AdWords), is one of the world’s largest and most popular ‘pay per click’ advertising platforms. It allows you to create online ads to reach audiences that are interested in the products and services you offer. These ads appear in the google search results or other websites that have partnered with Google. This is popularly called as paid search. When you search for something in Google, Google shows you the ads that are most relevant to your search query. The top results in Google that are marked with a green ‘Ad’ label or ‘Sponsored’ tag are paid advertisements.
Why is Google Ads important for your business?
The ultimate aim of creating a Google Ads campaign is to advertise your business offerings to your potential customers at the right time. You can do this solely with the help of Search Engine Optimization (SEO) too, but it might take months to rank your website on the top of the search engine result page for a particular keyword. Google Ads works much faster than SEO. Although both SEO and Google AdWords are crucial marketing strategies to generate more traffic and lead for your business, a well-optimized Google Ads Campaign can work much faster for a business to get the top spot in the search engine result page for a particular keyword.
5 tips to create an effective Google Ads Campaign:
Stick to your objectives
What do you hope to accomplish by running a Google Ads campaign? Why do you want to advertise online? Are you looking to build your brand awareness? Do you want to grow the local customer base in a particular area? Do you want more traffic to your website? These are some of the questions that you need to ask yourself before you start to create a Google Ads campaign for your business. Having an idea of the end results that you’re trying to achieve can help you decide your goals.
The next step is to find out the keyword or keywords that you’re trying to bid for. This is the keyword for which your ads get displayed to the prospect. You also need to study your target audience. You might have a way of describing what you do but your target audience may use a different term to describe your brand, product, service, or your company. Try to think from the perspective of your potential customer. Choosing the right keyword plays a major role in the performance of your Google Ads campaign.
Work out your budget
Choosing the right keywords for your ads is not just about finding a long-tail keyword related to your product or services, you must make sure that you’re going after keywords that leave you with profit. Working out your budget and estimated profit is an important step you need to do before creating a Google Ads campaign for your business.
For every keyword you target on Google Ads there is a Cost per click (CPC). It refers to the price you pay for each click when a user clicks on your Ad. Another factor to consider here is the Cost per Action (CPA). CPA is the average amount you’ve been charged for conversion from your Ad. This is calculated by dividing the total cost of conversions by the total number of conversions. Just like CPC, CPA varies by the campaign. Take in all the factors and come up with a rough estimate of how much you would earn by running your Google Ads Campaign and adjust your budget according to it.
Structure your ads
By now, you would have a list of keywords that will bring you profits. The next step is to structure your ads. This is what is going to define your success. Structuring your ads includes everything from curating your ads, targeting the location, population, etc. Determining the target population, location and other factors should be easy for you at this stage because you must have already completed most of the work while selecting your target keywords. The real challenge is designing your ad. This is what the potential customer sees when he searches for that keyword.
The key here is differentiating your business from the competitors with a unique selling proposition (USP). A great USP is built around what the customer actually wants. Based on this insight you need to make an irresistible offer with a personal touch that urges them to take action. Make every character on your Google Ad copy count. Finally, make sure you include the keyword in the Ad copy. Use the same technique for creating other Ad formats in Google ads like Dynamic search ads, responsive ads, Call ads, product shopping ads, and showcase shopping ads.
Spend time on your landing page
If you’ve worked out all the above steps successfully, at this point, your prospect would have clicked on your ad and landed on your website. Now, this is an important part. If you can’t convert a potential customer who saw your ad, clicked on it, and reached your landing page with an intention of purchasing your product or service, all the efforts you’ve put till now are of no use. You need to create a dedicated landing page for your ad that matches the keyword and the other things you’ve offered in the ad.
One thing you have to note here is not to make the grave mistake of making your website’s home page the landing page for your Ads. Because you’ve just created a customized Google
Ads campaign that targets a specific customer and a specific keyword. So, your homepage won’t be completely relevant to the prospect and they may move away from your website. The goal here is to continually reassure the prospect that they are going on the right path. Thus, you need a customized landing page that is relevant to what you’ve offered in your ad.
Don’t forget to track your conversions
This is the final step for designing an effective Google Ads campaign in 2020. This is an important step because it lets you know which keywords and ads are generating sales and which are just emptying your wallet. In simpler words, conversion tracking tells you whether your current efforts are bringing the results you desire and helps you optimize your ads for better performance. Without this, all the changes you make to your Google ad campaign strategies are almost useless. Thus, setting up conversion tracking is the key component in identifying your success and keeping it that way.
Google Ads is certainly one of the most powerful advertising platforms for all kinds of businesses. For every $1 you spend on Google Ads, you get $2 as a return. Your Google Ads won’t just appear on the Google search results, they will appear on the entire Google display network- a collection of websites including Google Finance, Gmail, Blogger, YouTube, Google shopping, Google maps, and Google play. This network also includes mobile sites and apps. The best thing is that whatever your budget is, creating an effective Google Ads campaign in 2020 will definitely help you reap the benefits of this powerful advertising tool. So, keep these Google Ads campaign strategies in mind and you’re all set to run a profitable Google Ads campaign in 2020.