Businesses make approximately $2 in revenue for every $1 they spend on Google Ads. While this is true, Google ads are not cheap and if the proper information isn’t included, they will limit the ability to make money.
Unfortunately, there are also many factors you can’t control. This impacts how targeted and profitable your ad campaigns are. However, there are some Google ad hacks you can implement to increase ROI and qualified leads.
Be sure to use the hacks here to make the most of your Google ad efforts.
Optimize the Quality Score
The quality score is essential for several reasons. Google rewards high-quality score advertisers with a lower CPC (cost per click) and improved ad positions. If your quality score is higher for your AdWord campaign than what your competitors have achieved, you pay less to get leads and clicks.
Before improving your score, though, know what your existing score is. To do this, log into your account and click the “Campaigns” tab at the top.
Click “keywords,” then click on the white speech bubble found next to a keyword’s status, which will reveal the details about that keyword’s Quality Score. Here you can see ratings for the expected click-through rate, the ad relevance, and the experience people have on your landing page.
Improving Your Quality Score
To improve your quality score, stop targeting junk keywords. Additionally, it’s also important to increase your bid using match keyword phrases.
Do not forget, it’s important for your ad group to focus on this match type. It’s also a good idea to target more branded keywords. Try to make this approximately 10 percent of your total keyword usage.
When you follow these tips successfully, it will increase your overall click rate while boosting your Quality Score.
Another way to boost your QC is by using remarketing. That’s because you are targeting people who have shown interest in your ad during an initial search query. Give remarketing the attention it deserves.
Don’t Ignore Mobile Usage
From just 6.1 percent in 2011 up to 52.2 percent in 2018, there’s no question the percentage of mobile traffic is growing significantly. This number is set to increase in the coming years.
With so many potential customers using their mobile devices to access the internet, it’s crucial for you (business owners and advertisers) to stay a step ahead. Regardless of the ad type, Google is smart enough to format ads for mobile, which means they will show up on mobile devices automatically when a searcher puts in related keywords.
While this is true, there are some ads designed specifically for mobile use. These are called App Promotion ads and Call-only ads. The call-only ad is unique from a call extension. It’s these ads that allow people to contact a business directly and to help with engagement.
An add promotion ads focus on achieving an increased level of app installs, more in-app actions and action value. These are displayed across the entire Google network to help you promote your application.
Tips to optimize your ads for mobile devices include:
- Create mobile-friendly landing pages
- Include important information on the first line
- Use call bid adjustments
- Trak offline and online mobile conversions
With more mobile shoppers, it’s a good idea for advertisers to leverage the power of Google ads on mobile devices.
Optimize Negative Keywords
An overlooked component when managing Google Ads campaigns is negative keywords. With Google Ads, besides mentioning the keywords relevant to what you offer, you also need to choose keywords that aren’t a great fit for your product or service.
By doing this, you can keep your ads from showing up in search results of individuals who don’t match the ad intent. You can focus only on qualified leads that will help you achieve better conversion rates.
For example, if you have a business that focuses on renting apartments to office-goers, students, and bachelors in a particular area, your ad doesn’t need to show up on a search conducted by someone searching for apartments for a family. By excluding certain keywords, such as “apartments for rent for families,” you get rid of traffic that’s not in your target demographic.
Use In-Market Audiences
When running any Google Ad campaign (or any ad efforts) there are three main focal points you need to get right. That’s because they can determine your conversion rates based on the search query.
Sometimes, these are referred to as STO of Google Ads Campaigns. They include:
You know the benefits of using retargeting; however, if you are just starting to use Ads, the challenge with remarketing is that you can’t use it for generating leads. That’s because you don’t have an audience to remarket to.
This is a significant challenge for small business owners who rely on PPC advertising through Google Ads.
Enter In-Market Audiences
With in-market audiences, you can target individuals who are currently in your market. Consider you have gained access to thousands of people who want to buy your product, even though no one knows your brand. This is possible if your ad campaigns are displayed to in-market audiences.
When you target an in-market audience, you will achieve higher conversions because you will reach possible customers, while they are browsing, comparing, and researching all the products you sell by clicking your ad extension.
You can alter your Google ads to a structured segment in a larger group based on search query keyword results. For example, consider if you sell online courses that help marketers achieve their first 2,000 email addresses.
If you put your online or your text ad to target marketers who have large lists, you are going to significantly reduce your conversion rate. However, consider if you could target a group of site owners who are still working to build their list past the few hundred subscriber marks. Beginners with no or small lists would be interested in your course.
In-market segmenting is an easy way Google displays what they know about users. This gives you (an advertiser) a platform to reach an audience of people who are motivated, ready, and willing to act on your offer.
Create Compelling Ad Copy
This is one of the most fundamental lessons to learn for online advertising; however, people still aren’t good at it. You have to create appealing ads.
Most Google Ads are only posted for advertising sake. You need to understand a customer’s emotions come into play and you have to put yourself in their shoes. Consumers often come across ads that are so boring they are tempted to report them for causing dangerous drowsiness.
If you want to stand out from your competition, create amazing ads. Some tips to help with this include:
Add an Emotional Touch
This may be your best chance of engaging your audience. It affects everyone – in one way or another – by emotions. When you add emotions to your ads, people are forced to not only notice but also connect with your ads.
This includes adding stats and numbers in your headlines or copy. It’s a highly recommended step. By doing this, it helps to build trust and makes your ads more appealing to searchers.
Use the Display URLs
You should know that your landing page URL and your display URL don’t have to be the same – they can be different. While this may seem to have a trivial impact, but that’s just not the case.
By using keywords in the display URL, it ensures searchers they will arrive at a landing page that’s relevant.
Reviews and Ad Extensions
When you create a detailed ad, there are increased chances of it being clicked. An ad extension lists all the details about your business.
If a searcher is comparing two ads, they are going to likely click the one that has more extensions. Also, reviews about a business, builds trust and people will see what others have said about your work.
Provide a Solution
A person will click an ad when it provides a solution to their problems. It’s important to think about how your customer would think and consider what your ad copy should display.
For example, what keywords are your target audience going to look for? What information do they want to see? How can your product solve their problem?
When you address all these questions, you will write a more compelling ad copy that will engage your audience.
Google Ad Hacks: Consider Trying Them All
If you want to ensure your Google Ads efforts are successful, the Google ad hacks found here will be beneficial. They will help ensure you get the results you want and need and that you achieve more leads and conversions.
If you want help to ensure your Google ads help bring in new customer, then consider using our service. You can call us to schedule a consultation today.
Disclosure: The author currently holds many Google Partner Certifications. Sunbay Marketing is a Google Premier Partner .
Jason you nailed it again. I wish we would have signed with you when you reached out to us. Your team is working with one of our competitors and now we have been struggling. Any chance we can work together? Our current contact will end soon.
Hey Tammy. Thanks for the compliments. I am not sure who we are working with specifically. We work with a lot of HVAC companies. If we are working with a competitor in your area we would not be able to work with you. We offer a non-compete in the service area. We can only make one company rank number 1 in an area. We did receive your email. We will check our records and let you know.
I never thought to put statistics in Google Search Ads. The example ad looks like it is for this article. Do you recommend using ads to promote an article?
Hello Heather, I am so happy you took the time to respond. When we are trying to understand conversion metrics for an article, we will often feather in some ads to boost traffic. There should always be a goal of the article, even if it is just traffic. The ad above was for an article we wrote… the beginning of the funnel.