Google Ads is a powerful marketing tool that online business owners and marketers can use to grow their online traffic and sales quickly. In a 2019 report by eMarketer.com, 73% of the paid search market share belongs to Google, with a network reach of more than two million websites and applications worldwide. This makes Google Ads the perfect advertising channel to venture into, especially if you’re still new to online business and digital marketing.
But for any campaign to be successful and profitable, you need to plan and execute a strategy that can work in the online market. And that’s what we’re going to discuss for today’s article. As a Google Certified Pay Per Click Marketing Agency in Los Angeles, we at Cybertegic have rounded up a few tips on making your Google Advertising profitable!
By following these tips, you can improve your current Google Ads campaign and increase your profitability.
1 – Check for Customer Demand.
Is there a demand for the products or services your business offers? If people aren’t searching for these products or services, then Google Advertising will not work for you. So before creating your first campaign, you need to verify if the keywords related to your business have a search volume to drive online traffic and conversion to your business.
Here are three important questions you need to answer before starting an ad campaign for your business:
- Are the keywords you’re planning to use in your campaign being searched in Google?
- Are the people searching for the keyword buying the product or service online?
- Can your ad budget afford to advertise on your chosen keywords?
Knowing that your product or service has a demand on Google means that you can get quality leads through Google Ads, which has a high chance of converting into sales.
2 – Create Compelling Ads.
When advertising through Google Ads, you only pay when online users click your ads. So your main goal when creating text ad campaigns is to write ads that will compel your target audience to click on them. An ad Clickthrough rate (CTR) is a ratio of how often your ad is clicked on whenever it is shown. Ads with a high click-through rate help boost your ad’s quality score, which can lower the cost per click of your keywords.
How do you write a compelling ad? Here are tips you should take note of:
- Create an Ad Headline that attracts attention and encourages users to click. Also, include the keyword in your headline.
- Include offers, benefits, and your unique selling proposition why customers should click your ad instead of those from the competitors.
- When adding a display URL, don’t just use your domain name or your landing page URL. Instead, edit the display URL to include your keyword or offer.
As stated, compelling ads have a higher chance of getting clicked by the search users. And the more people click on your ads, the more traffic you get, which could mean more customers and more sales.
3 – Choose a Relevant Landing Page.
One common mistake marketers make is not creating a specific landing page for their ad campaign. A landing page can make a large difference in how you capture leads and increase conversions. In fact, according to Marketing Experiments, 48% of marketers build a new landing page for each new campaign. Your landing page should have the perfect elements to convert any visitors to leads or sales, like a clear call-to-action.
Your landing page should be optimized with the keywords you’re using for your ads. The keywords increase the relevance of your page to your ad and boost your ad’s quality score. Aside from optimizing the landing page, it should also have content that showcases your products or services’ selling point and benefits and an irresistible offer or call to action (CTA). Including a CTA will encourage the user to take immediate action or drive conversions. Having a relevant landing page increases your chances of securing the leads and converting them into sales.
4 – Compete on the Top Three Ad Spots.
According to research made by Hubspot, the top three paid advertising spots that appear on the Google search result page get 46% of all clicks. So if you want your ad campaign to convert into sales, you need to work on getting your ads to show within the top three ad spots. Securing a spot into the top 3 ads will make sure that you get a high percentage of clicks which means more sales.
To achieve the top 3 ad positions, make sure to focus on your Ad Rank as it determines your ad’s position on Google’s search result page. Ad Rank is a combination of optimizing your ad bidding strategy which includes auction-time, ad quality, ad formatting, and other ad rank thresholds.
How can you improve Ad Rank? Here are few tips:
- Improve your Ad Rank by making sure that your ads and landing pages are relevant to each other, and deliver content that customers are searching for.
- Adjust your bidding high enough to compete with other advertisers who are also bidding on the exact keywords you are using.
- Constantly monitor your campaign results.
5 – Calculate your ROI.
One of the best things about Google Advertising is that advertisers are able to track conversions and calculate ROI (Return of Investment). Tracking your conversion involves measuring the sales and spend generated by your Google Ads campaign. Tracking helps you know which keywords and ads generate sales, and which campaigns need more optimization so you can get more conversions out of them.
The formula for calculating your Ad Campaign ROI goes like this:
ROI = (Sales / Investment Costs) 100%)
When it comes to computing the investment costs, this doesn’t only include the cost per click but also the manufacturing and distribution costs of the item. Here’s a simple example of how you should calculate your Ad Campaign ROI from Wordstream.com:
6 – Do A/B testing.
A/B testing is a simple and effective method you can use for optimizing your Ad campaign. Also known as split-testing, A/B testing simply means dividing your audience into two segments or running two campaigns with the same end goal. The first campaign is similar to your working ad campaign, while the second one is an experimental campaign, where you may lead users into a different call-to-action, landing page, or show another ad.
Google Ads has a built-in feature that allows advertisers to set up a campaign experiment. This feature is called Campaign Experiments, which you can choose from the Drafts & Experiments on the left-side menu. Campaign Experiments will also give you advanced options on how you want to split your experiments. Doing A/B testing helps you learn more about your target audience, and actually study their behavior more closely. This allows you to know which type of ads and conversion path works effectively so you can apply them in your other ad campaigns and increase your sales.
7 – Optimize your ads.
Once your ads are up and running, this doesn’t mean that you can to stop there. An active ad doesn’t mean that it will appear in the first page. And even if it did, it still requires constant monitoring and optimizations to make sure that your ad retains at the top position.
When optimizing your Google Ad Campaigns, you should focus on checking these things:
- Keyword Bid – To make sure that you always stay on top of the three ad positions, you need to check your keyword bidding continuously. Otherwise, another competitor might bid higher than you and can take your position.
- Ad CTR – As mentioned earlier, your Ad CTR can significantly affect your Ad Quality Score. To optimize your Ad CTR, make sure to update your Ad Campaigns and do A/B testing to check which ads get the most clicks or conversions. Keywords and Ad Relevance are also important factors that affect your Ad CTR.
- Landing Page Conversion Rate – Last but not least, always optimize your landing page. Work with your web designer or web developer to ensure that your landing pages are built to generate conversions. You can use Google Optimize and try A/B testing by launching two landing pages and measuring which one can generate the most leads or sales.
Google Ads is a great and effective marketing channel to get instant results and grow your online sales. For a marketing channel to be profitable, one must learn how it works to maximize its features.
Cybertegic is a Google Ads Certified Partner agency that can help you increase your click-through rates and boost your website conversions by optimizing your Google Ads campaigns.
We have a team of Google PPC experts that can help you develop and execute a strategic Google Advertising campaign to optimize your ads to their full potential. Schedule a free consultation with us today by going to this link.
Sources:
https://neilpatel.com/blog/profitable-google-adwords-campaign/
https://lakeonedigital.com/profitable-google-ads-campaign/
https://www.wordstream.com/blog/ws/2016/10/04/adwords-roi
https://www.powertraffick.com/ppc-trends-and-statistics
https://marketingexperiments.com/lead-generation/registration-form-optimization-steps
