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Marketing 360® Blog

5 Tips for More Effective Google Ads

Post By Robyn Rivera | Blog | Paid Search

Google Ads are a great way to get your business noticed.

While Google Ads will never be as cost-effective as SEO (search engine optimization) in the long run, they’re an outstanding way to get your business noticed while you’re working on improving your standings in the organic search results, which can take time.

As I talked about in my last blog — Why Google Ads Are a Great Way to Get Noticed — there are many great reasons to utilize Google advertising for your business. With Google Ads, you can target specific demographics, groups, and locations; you can increase the awareness in your brand; you can retarget people who have visited specific pages of your website; and you can easily measure your results.

However, advertising with Google is not the same as doing so effectively, and if you want to make the most out of every dollar you spend on ads, you need to learn how to make them effective.

5 Tips for More Effective Google Ads

#1. Make your ad groups specific.

According to Google, “An ad group contains one or more ads that share similar targets.” Ad groups are used to help businesses organize their ads by different themes. Most commonly, ad groups are broken down by product or service type.

You may have lots of similar products and services on your site, but when you’re creating ad groups, the more specific, the better. Rather than creating ad groups for broader categories, try creating ad groups for your best-selling or most-sought-after individual products or services.

For example, if someone is on the hunt for a pair of hot pink high heels, they’ll probably be more easily swayed by an ad for hot pink high heels than they would be for a broader ad about shoes.

The general rule when it comes to ad groups is — the more relevant and specific the ad, the more effective the ad will be.

#2. Include the right keywords in your ad copy.

Google search ads are visible when someone searches for a relevant keyword, which means that a very important aspect of making the most of your ads is to pick the right keywords from the beginning.

The keywords you choose should relate to the specific ad group you’re using. Just like with ad groups, the more specific you can be with your keywords, generally means the better your results will be. Typically, one-word keywords, like shoes, will be incredibly competitive and expensive, and long-tail keywords, like hot pink high heels, will be less competitive and cheaper to go after.

Once you’ve found the right keywords to target in your ads, you’ll want to use them in your ad copy. It’s especially important that your keyword appears in the healing of your ad, as this shows people searching for that keyword that your ad is relevant to them.

#3. Test out your ads.

With most forms of traditional advertising, like television commercials, radio ads, newspaper ads, billboards, etc., you get one shot to get it right. After all, most small businesses don’t have the resources to commission several versions of a billboard or a television commercial. But, with Google Ads, you’ll get more than one bite of the apple.

Creating one version of an ad is a great start, but one of the biggest advantages of using Google Ads is that it’s easy to test out different versions. In fact, Google will automatically rotate your ads within a specific ad group, and it will provide you with data about the performance of each ad, which will help you better direct your advertising budget. Google also makes it easy by automatically displaying your better-performing ads.

By regularly monitoring the performance of your ads, you will not only be able to test out the effects of different ads, but you’ll be able to test the effectiveness of different aspects of ads. For instance, if you’ve noticed a drop in the click-through-rates of ads with a specific call to action, you can try out different options.

#4. Always include a call to action.

The whole point of your ad is to get people to take a specific action. Whether that action is to buy a certain product, get a free estimate, sign up for a monthly newsletter, or anything else, it’s important that you make the action they need to take clear in your ad.

Your call to action helps people understand what to expect when they click on your ad and get to your landing page. And, whatever you do, you shouldn’t settle for just one. Using multiple calls to action gives you a chance to figure out how to write more effective ads in the future. Try out similar ads with different calls to action to figure out which one is the most effective for your campaign.

#5. Fill out ad content completely.

Thanks to expanded text ads, you can add three different headlines, two descriptions of up to 90 characters, and two “Path” fields. Some of these fields are required, and some are optional, but even if a certain field isn’t required, it behooves you to take advantage of it.

Any ad content that’s left blank is ad content that’s wasted. These additional fields in Google Ads make it possible for you to actually tell a story about your service or product rather than just briefly introducing it. It used to be that marketers had to get creative in order to get their message across, and while creativity is still important, expanded text ads give you a lot more room to convey your message.

I hope that these tips will help you make the most out of every ad you create and every dollar of your ad budget. If you’d like help creating effective Google Ads, with your long-term SEO success, or both, learn more about Marketing 360® today.