Advertising has continued its shift from print, television, and radio to online. Businesses are trying to draw as many eyeballs as possible to their products and get customers in the process.
You want to follow suit and put out Google Ads campaigns. It’s not that simple – you need to optimize those campaigns so that you give yourself the best chance. But how do you do that?
You could consult with some Google Display advertising companies to see if they have any suggestions. But there are some basic things that you should know before you do that.
Automate Your Bidding
It can be tempting, especially as a novice in this area, to want to scrutinize every single bid. Don’t do that. You can set parameters for the bidding and let Google handle that.
Just know ahead of time what kind of things you want to do, like getting as many new people to your site as possible, making your site more visible, getting more people to convert, getting a return on spending, and getting either more conversion within your budget or more conversation value while staying within the budget.
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Doing this is a simple matter of clicking a few fields and then letting everything else be automated.
Take Advantage of Location-Based Modifiers
Do you want people in a certain area to see your ad? Are you selling things that might get the interest of people who live in a suburban or rural area as opposed to an urban area? Do you want to target states where those people are? You can set your bids to target those areas where you might get more business and thus more return on your investment.
Come Up With a Keyword Strategy
One thing you really need to do is think about the people who are going to be doing their searches that will then get your Google ad in front of them. What phrases or words would they use? How can you find those things to help you do this?
One thing you can do is consistently look over the metrics of your campaign. See if there are things that you can add. There is also a strategy called using negative keywords that can keep the wrong people from clicking. Implement both short-tail and long-tail keywords. There may be some trial and error, but by using Google’s Keyword Planner, you can wrap your arms around this.
Personalize Your Message
People like getting things that make them feel like more than just a statistic. That includes seeing ads in their native language. You could create ads that go out in Spanish so that you could target those people. That way, you won’t have to pay people to translate your ads into other languages – Google will do that for you.
Use Remarketing Lists For Search Ads (RLSA)
If you do remarket lists, you can then do secondary targeting, which will likely reach people who are already familiar with you and your brand. You do need to have 1,000 active cookies in order to use this.
See What Google Ad Variants Look Like Before Spending
You really don’t want to be throwing big money at these ads before you start. There’s an option, known as Google Ad variants that allows you to put out a variety of ads under a number of different headlines.
Use Cross-Channel Campaigns
Don’t confine your Google ads to one specific channel. See what other platforms you can use to get some results and then bring those into your own campaign. That way, you won’t just be focusing on one single area and missing out on a lot of other places. See what works on places like Facebook, Twitter, Instagram, and TikTok, for example. That will allow you to run a very well-rounded ad campaign.
There are a lot of options out there for you. Google offers a lot of tools that you can use, such as Customer Match. While taking care of this can require a lot of time-consuming work, it will be worth it. Doing the extra work can ensure that you have the most optimized campaign that you possibly can.
That will give you the best chance of having a successful ad campaign. The road to success may not be a straight line, though. You may have to try some trial and error. That will make the rewards even sweeter when you do get results.
Of course, there is some luck involved. Customers can be tough to read. You can offer them a great deal, but there are other variables, like their own finances and their life situation. It’s basically a “You can lead a horse to water but you can’t make them drink it” scenario. If you are diligent and pay constant attention, you can increase your odds, though.
Google ads are still an excellent investment, but you need to think about these strategies before you devote a lot of money to them. Otherwise, you could find yourself losing money. By doing the above things, though, you will improve your chances of success.