Google Ads or Pay Per Click (PPC) account set up and set up other paid search ads are different. Using this very strategy for achieving business goals is even different, despite finding the ideal keywords and channelizing into the powerful intent in the exact search results.
For the paid ads to work, you have to give it time, good analysis, adaptation, and effort – the process is a constant one. It is a necessity to ensure you are bidding at the right level, the ad copy you have created is well engaging and the ads are appearing before the right target audience.
The PPC ad marketers of Elevate SEO Perth follow a series of rules for optimizing PPC ads. We shall now look into the details.
I. Setting Up Accurate Conversion Tracking
Marketers run the paid ads with a comprehensive conversion tracking to be sure what is working. As the small business owners should make most of their each marketing dollar, so quantifying the Returns on Investment is a must.
Identifying the key actions associated with the value to the business is the main target, and it could be a sale, filling a form, receiving a phone call, and tracking actions on the Ads manager platform for matching the action to a specific click on the targeted ad.
The generated data from the tracking allows in tweak copying, placements, biddings, and more – since the ads producing valuable actions can be seen. Even the data is helpful for refining keyword lists when the conversion rates of particular keywords can be seen.
iI. Creating a Second Layer to the Keyword Strategies
Different from SEO, Google Ads needs some more keyword mapping. In Pay Per Click Management, a lot of ad formats function by targeting particular keywords and it is done in multiple ways. For instance, Google can target the search terms having resemblance and relevance to the original keywords through the broach match.
Alternatively, the exact match keywords provide less flexibility to Google, instructing the algorithm to display ads just for that very keyword or else incredibly closer variation. We can analyze when we should set up a specific match type at the time of filtering through target keywords. There is another interesting layer to it in the negative keywords, that are used for filtering out the results other than targeting them. For instance, competitors’ brands or competing products might be added to the negative lists.
Iii. Understanding the Best PPC Ad Campaign Type for a Business
The four main campaign types on Google are the most basic form of search ads. Even Google offers Display, Shopping, Videos, and Ad campaigns. So, we identify the best ad that proves to be fruitful for the business. When should the search ads be run? Will the Shopping campaigns be selling well?
Business goals, relevance to the audience regarding where they will possibly see the ads, the clicks’ estimated costs, the expectations for Returns on ad spend, and its scalability it is working – determine the right campaign selection.
Iv. Creating Compelling Ads
Involving the copy and creatives, we create the ads along with the supporting elements. In the process, the main contents are done carefully – clear and distinct copywriting, consistent creatives, and more. These are the usual advertising rules.
The supporting elements are termed as ad extensions are helpful in creating a larger ad, and it takes up a greater part of the “real estate” on the search results’ top. These extensions comprise the elements like the phone number, ratings, pricing, secondary links to the remaining area of the website, physical locations, and more.
Well-planned extensions provide more information to the new customers regarding the business and more supporting reasons backed up by opportunities to click on it. For instance, when more phone-call-based leads are to be driven to the business, then phone call extensions are emphasized that places the clickable phone numbers on mobile ads for the people to directly call up with one click.
v. Deciding Where the Business Ads Should Be Shown
Google is having a large network comprising of partners and more products for showing the ads on the search results page to gain brand awareness and maximum reach – it is termed as the Google Display Network.
Display ads are more promising as greater reach a lower cost and are more useful for the business goals in raising brand awareness. The display ads put the business before the new potential customers before they are aware of their need for you, and keep the business higher in their mind at the discovery stage of buying cycle.
But, these might not bring in the best conversion rate. The strategy is not much written off, so these are not much tapped to the powerful intent guiding the paid search ads. If needed, we run a few testing on the display ads to check whether they are leading to good results for the business.
At Elevate SEO Perth, our PPC advertisers are clear about whom they should reach, what should be sold, and what are the customers looking for. So, they set up an effective AdWords campaign to keep the business high on the minds of the people at the exact time. Tapping into the best search engine helps to be on all the Google search ads that ultimately benefit the business.