A few years ago, internet marketing was not as competitive as it is today. But today, traditional advertising methods like TV advertising or newspaper adverts have taken a backseat to the rapidly growing online marketing campaigns.

Google alone commands 90% shares of the search market, which makes ads the biggest source of online exposure for businesses. The more companies that turn to digital agencies to burn their cash on expensive marketing campaigns, the fiercer is the competition.

 Source link: https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/

Badly executed ads campaigns are the main reason why you don’t see your results improving.

Luckily, we’ve figured out some tactics to help you learn how, as digital marketing consultants, we can improve Google Ads management to yield higher conversion.

So, let’s begin!

1.    Keywords Are the Key to Better ROI

Yeah, no pun intended.

This might seem very basic, but that’s where you’ll have to start if you want to make your ads work. The first rule to a successful ads campaign is to pick the right keywords. If you don’t pick the right set of keywords or simply don’t know how, you’ll keep going in circles to no avail.

So, how do you pick the right keyword?

It’s simple. Focus on what you want from the consumer. If you’re selling a cooling mattress, you want to attract people who are looking to buy cooling mattress. So, there’s your main keyword: buy cooling mattress.

People already intend to buy the product; all you’re doing is putting your own brand of the product in front of them.

Then there are those who are researching the product. What if someone wants to go over a few good options for the best cooling mattress before they shop for one?

You target a keyword that would appear in their research, like best cooling mattress.

The ultimate trick is to leverage the intent of the buyer.

What do you search for when you look for something on Google? What do you type in the search engine when you’re looking for a particular website that sells the product?

Using the right set of keywords is the first step to getting more customers. 

Need help picking the right keywords? We’re here to help!

Leverage our top picks for keyword tools to harness the power of keywords and improve your ROI.

2.    Dabble With the Match Type of Your Keywords

The next step to improving your ads campaign is to make multiple matches for your keywords. It’s possible many of the Google ads specialists are already aware of the practice. But for those of you who don’t, there are three fundamental ways you can switch the match type of your keywords.

• Exact Match
• Phrase Match
• Broad Match

 

Exact Match

In an exact match, your ad will show for searches using a similar phrase as your keyword – exact order or not – or any close variations of the exact word or phrase.

Keyword: buy new car

Search matches: buy new car, buy new cars, buy new car, new car buy.

Phrase Match

In a phrase match, your ad will show for searches either including the exact phrase or with other terms added before or after the phrase.

Keyword: buy new car

Search matches: how to buy a new car, buy new car 2020, buy new car cheap

Broad Match

A broad match is like inviting a friend to your party but having his neighbors show up too, because, well, they were in the neighborhood. Turns out they brought gifts, so they’re staying.

We’re looking at synonyms, singulars, plurals, misspellings, and related searches. Your ad will show for the slightest match in the search.

Keyword: tennis shoes

Search matches: best tennis shoes, discount tennis shoes, tennis equipment, designer shoes.

If you’re new to Google ads and don’t want to spend a lot right away, go for the Exact Match Type. When you learn the ropes, you can go for a Phrase Match Type.

Broach Match Type is expensive, but it is the most effective when you’re looking to rival competition. Broad Match Modifiers will ultimately generate a better ROI given your product matches the search at least 80% for relevance.

If your ad is getting lots of clicks but no conversions, you’re likely wasting on Broad Match Modifiers with no idea how to leverage them for a better ROI.

3.    Leverage Remarketing to Procure Sales

If the clicks on your ads are falling through, there’s a problem with your marketing strategy. Remarketing will give you the chance to actually convert those clicks into sales.

But how do you do that?

You can start by using messaging to proposition people to gather where they dropped off on the purchase. Find out what distracted them. Was it a show on Netflix or Call of Duty or their favorite skin product getting restocked on Amazon?

Retarget by offering a discount or a voucher. If your product alone wasn’t enough to procure a sale, your proposition definitely should.

4.    Use Google Analytics to Study Your Data

The best way to get ahead of the competition is to do your homework. An extra bit of study can give you insight into what’s driving sales and what’s not. But to do that, you’ll need Google Analytics.

Pair your Google Analytics account with Google ads. Once you do so, you will be able to find out what people do after clicking on your ad and before making a buy. The link between the two accounts will help you see which keywords garner the most traffic. You could also see which keywords are redundant for your brand and which do not give you conversions, but make people spend time on your website.

The first image identifies the sources that bring traffic to your page.

The second part of the report, Acquisition, identifies the quantity of traffic from each source.

The third section of the report, Behavior, is the ultimate tool to help you determine your visitor’s actions after they land on your page.

Source link: https://www.socialmediaexaminer.com/track-social-media-traffic-google-analytics/

All of this information will ultimately help you make the necessary changes to your ad campaign and best your competition in internet marketing.

Wrapping It Up

If you have a competent digital marketing consultant, a Google ads campaign is easy and simple to set up and run. But sometimes, due to bad practices, tough competition, and lack of insight, your campaign just doesn’t perform.

Google Ads services is a powerful tool when you know how to use it to your advantage. Otherwise, you’re wasting your money.

But if your ads are underperforming, you’re not without hope yet. Implement the above hacks to improve the performance of your Google ads and overcome the challenge of underperforming ad campaigns!