Google Ads are a great tool to help your organization grow financially and in brand awareness. Google Search Ads help you reach users who are already searching for terms related to your products, services or offerings. Almost any organization can benefit from this type of advertising, but it is only worthwhile when done right. Here are our 5 tips for getting the most out of your Google Search Ads:
1. Have a strong call to action in your ad copy
When writing copy for your ads, it is important to have a call to action that users can follow. Whether you want your audience to make a purchase, schedule an appointment, or simply go to your website to learn more, make sure you include it somewhere in the ad copy. Without a call to action your ad might not get the desired result and the user might not know what action to take.
For best results, include the call to action in the “description” portion of the ad copy. Example calls to action include:
- “Call now”
- “Book your appointment today”
- “Schedule your free session now”
- “Shop now”
- “Sign the petition”
- “Apply now”
2. Link to a quality, relevant landing page
A proper landing page is important to include with your Google Ads. Without it, you will be left wondering why your ads result in low performance metrics such as low conversions and a high bounce rate. A good landing page should be relevant to the search term and the ad copy. This enables the ad viewer to take the desired action when reaching the landing page, instead of continuing their search. If there are multiple desired results, each ad copy may lead to a different landing page.
3. Conduct thorough keyword research
To ensure that you reach a relevant audience, do thorough keyword research. Take inventory of keywords that might be used as search terms on Google to find your organization and what you are advertising. Keyword research tools such as SEMrush can give you datapoints on what keywords will be most effective.
Reviewing Google Ad Search terms of your ad campaigns is another helpful keyword research tactic. Search terms are simply keywords that are currently not in your Google Ads campaign, but are still directing to your ad. Adding those search terms to your keyword list, increases the frequency your ad is placed. Adjusting negative keywords can also help improve relevancy of where your ad is placed – you can add negative keywords for terms you do not want showing up with your ads.
4. Include Ad Extensions with your ad copy
Ad extensions are add-ons that provide additional resources and typically improve the click-through rate. Ad extensions include:
- Sitelinks: additional links to your website such as “FAQ” or “hours”
- Callouts: a great way to highlight business offerings like “free shipping”
- Structured snippets: a preview of your business offering
- Call extensions: a phone number or call button that can be clicked directly
- Price extensions: preview prices before reaching the landing page
- Location extensions: location and directions to your business
5. Link Google Analytics with your Google Ads
If you want to get the most out of your Google Ads, connecting to Google Analytics is a must. The biggest use of Google Analytics is website tracking data that helps you see who is visiting your site, how long they are staying on the site, and if they are taking action once they are there. Other data available in Google Analytics includes:
- How many of your website visitors are coming from Google Ads compared to other sources like organic search and social media referrals
- Other pages that users view once reaching your site
- How much time users are spending on each page
Linking Google Analytics with your Google Ads provides deeper insights you can learn from to improve your ads.
Need help setting up or improving your Google Ads as a part of your digital strategy? We’re here to help.