The pros at Ranolia Ventures would love to extend a warm and warm welcome to everyone who joins us on our blog! We are dedicated to using this platform to share with our readers some useful tips and insights on everything related to the world of growth and internet marketing services.
In our premiere edition, we’re going to take a look at our top 5 tips for executing a successful Google Ads/PPC (Pay Per Click) campaign.
Know Your Customer: Successful Google Ads
It almost goes without saying, but to ensure the success of your campaign, you need to know what your potential customers are looking for.
Each customer’s overall product search can be broken down into four phases: awareness, evaluation, comparison, and purchase. Together, they form the consumer purchase cycle.
At each stage of the cycle, consumers use different keywords from the very general in the awareness phase to the brand and product-specific keywords in the comparison and buying phase. It is your job to ensure that your campaign will be able to target customers at any stage of their purchase cycle.
We recommend applying an “always-on” approach to keyword research that will allow you to determine which words to invest in that will be most relevant to your customers at each stage of their purchase cycle.
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As the world’s leading search engine and pioneer of pay-per-click marketing, successful Google Ads (formerly known as Google AdWords) is a great place to make a substantial investment in your PPC marketing efforts. However, this is not the only place where you should be spreading your advertising budget.
The most effective marketing campaigns will be sure to involve other search engines like Yahoo! And Bing too. Although their reach may not be as big as a Google Ads campaign, they are steadily increasing in search volume.
The best part is that due to the less competitive presence, setting up high-impact ads on these platforms can be much cheaper than Google Ads. By focusing a portion of your budget on these Google AdWords alternatives, you can maximize your return on your marketing investment, leaving no stone unturned.
Optimize for Mobile
More than 70% of all search queries now originate from mobile devices. One of its biggest advantages is the ability to pinpoint the precise geophysical location of the user. This means that your marketing campaigns must be 100% optimized for mobile to take advantage of this incredible power.
You can optimize your Google AdWords PPC campaigns for mobile with a bid modifier that allows you to target users based on a specific location, device type or search type, all while providing a tailored copy to mobile users. Huh. You can also add “call to call” functionality to your mobile advertising campaigns so that users can easily contact you directly by phone.
When it comes to setting your AdWords budget, make sure your campaign isn’t moving forward ignoring mobile.
Be there when the customer is watching
A great way to target users at different stages of their customer journey is to use ad groups to group keyword types together. This is done by dividing the AdWords PPC keywords into broad matches, phrase matches and exact matches.
Broad matches don’t care about specifications. Your ad is likely to be seen if your keyword is present anywhere in users’ query. With Broad Match Modifiers (BMMs), include close variants of that word by adding a “+” before increasing the reach of your keyword. For example, using “+men +blazer” will show your ad in searches including “men’s coat”, “men’s formal jacket” or “men’s sports coat”.
On the other hand, when a user’s search matches the exact sequence of keywords you specified, your ad will show phrase match. The phrase match “blue blazer” may also show your ad in a search for “men’s formal blue blazer”.
Lastly, an exact match will show your ad only if the search query matches exactly what is specified, such as “Male Italian Formal Blue Blazer”.
These techniques will ensure that even if customers are just starting their search, or are ready to make their purchase, your products will be among the first things they see.
Maximize the impact of your ad with extensions
Another great way to increase your Google Ads campaign investment power is to increase each with a variety of extensions available. Ad extensions allow you to highlight additional information about your product that organic search results don’t provide.
Extensions capable of displaying multiple products range from basic text lines to callout extensions that encourage action from users, review extensions that link to your product or service to read reviews about it immediately.
Extensions also increase the visible footprint of your ad, as well as drive more attention to your product while pushing your competitors down the page.
Running an AdWords marketing campaign can seem like a daunting task, but it doesn’t have to be. Using these strategies can get your business up to speed in no time.
The Ranolia Ventures team has years of experience in offering highly successful digital marketing agency services as well as full-service web, mobile app, and software development. Ranolia Ventures is here to help you take the next step! Click here to schedule your free 30-minute consultation and see what Ranolia Ventures professionals can do for you!