Google ads were introduced in the year 2000 as a game changing tool, designed to offer brands the chance to position themselves within’ their branch by performing unique element combinations that had the goal to outplace their competition in Google’s keyword search results.
Almost two decades after their launch, Google ads are more intricate than they’ve ever been, but they’re also as instrumental as early millennium developers thought they would be, if the Internet really exploded. But, what makes a difference when creating a set of Google ads? & how can you increase your brand’s or business’s conversation rates?
Digital marketing expert & Google ads specialist, Amrita Sahasrabudhe says: “you must take a risk and keep testing, because what works today might not work tomorrow, but in digital marketing, what worked yesterday might work again someday.”
That said there are certain things your company can do to increase its conversation rates, while you figure out what elements of your campaign are musts & which ones are not.
1.Google Ads negative keyword listings
Negative keywords are a crucial part of a profitable Google adscampaign; however, they sometimes go unnoticed by company tyros who mistakenly focus exclusively on getting their positive keywords right.
But why are negative keywords just as important to conversation & ROI?
Negative keyword listings may not be the kind of element that will stop your ad from shining, but they are the kind that will have your digital marketing budget being spent on fruitless audiences & networks.
Example: in order to sell high end goods, you need to rule out the word: cheap, if notyour ad will be added to low quality network displays automatically, because the system is designed to decrease your ad’s CPC as much as possible (cost per click.) Nonetheless, the former addition will affect your ROI & conversation because your ad’s heavy rotation will take place in front of audiences who won’t be able to afford your goods. Therefore, they won’t be talking about how interesting or cool your product is, instead, they’ll be generating negative online reputation on your prices. & yes, you want conversation & ROI; yet again you DO NOT want negative talk.
2.Use Google’s autocomplete feature to identify negative keywords
Before releasing your Google ads, be sure to step outside of the ad’s manager to look up your product’s main keyword on the google browser. This action, for simple it may seem, will give you a clear, reliable idea of how many other enterprises are using your main keyword as their primary one, & most importantly, how many organic results it (your keyword) is generating. It will also give you a better perspective on what keyword phrases are most popular, & how you can play around with them to avoid targeting the wrong crowd within’ your Google ads.
3. Improve Your Landing Page Experience
Making your landing page easy to navigate, transparent & relevant, will elevate your quality score, & your real time auction, allowing your ad to be seen by audiences that matter to you, & that are likely to keep a conversation about your product going.
4. Sharpen your Google ads relevance
Sharpening your Google ads relevance will also help you elevate your quality score & real time auction, because it will reduce the distance between your potential customer’s search intent & the features, virtues & offerings presented in your ad. Meaning, the closer your ad’s description is to your client’s browser search, the better.
5. Make your sure Google ads conversation tracking is up & running
If your goal is to increase your conversation rate, the second most important thing you should be looking at is, how your ads are doing on Google’s conversation tracker; it is a proven fact that conversation rates are the new gospel, yet companies know little to none about the benefits of the tracker. They’re also unaware of the fact that only 57.7% of advertisers using Google Ads are using it. 57.7% according to recent reports by top notch experts & agencies; that means little over half the active population on Google Ads is analyzing their head-of-the-game-information, so you should too, because belonging to the better half is a profit decider.
6. Keep track of daily stats
With over 42.3% of Google ads users being unable to check on their campaign’s success, once tracking is up & running, your business must keep track of daily stats such as:
-The # of new daily newsletter subscribers it gets.
-The # of packages, books, downloads or requests it sells.
-The # of free trial requests it gets.
Please note that, while none of the former will directly make your company any ROI, they will help you make immediate adjustments that will further increase engagement numbers on your Google ads campaign.
7. Watch your CTR (click-through-rate)
The more the clicks on your Google ads, the more the conversation rates; thus, when trying to increase your campaign’s conversation numbers, you should study how many people are clicking on your ads on a daily basis. The core fact to take into account within’ this particular operation is that: CTR is calculated dividing the number of clicks by the number of impressions on an ad. Therefore, if your ad generates a high number of impressions, yet again no one clicks on it, your conversation rates will be lowered because of CTR.
8. Don’t explore too many mayor locations
When using Google ads for the very first time, it’s easy to get carried away by the desire to appeal to the broadest audience possible; nevertheless, you should focus on your known targets, & on the crowds that are most likely to generate ROI. Avoid focusing on those who are likely to only explore your landing page, because they’ll cost you money, & make you no ROI.
The following are proven location facts you should take into consideration:
-An ad on the first position of its ranking is likely to get an average CTR of 7%.
-Highly effective ads make businesses 2 dollars for every dollar they invest.