Are you sure Google Ads work for you, or are you just throwing away money? Can you evaluate the effectiveness of contextual advertising? This article contains the secrets of Google Ads that will answer these questions and help you use your account to the fullest.
#1. Think twice before deleting keywords
The keyword reflects the intention of the user. However, what good is it if what the user expects, what the advertisement promises and what the final page offers are three different things.
What can kill your conversion? Too many ad groups in the campaign, too many broad keywords, few negative keywords, etc. What should you do? Do not rush to conclusions which keyword is ineffective and do not delete them without thinking well before that.
#2. Do not be average
When it comes to advertising text, the first question that arises is what is a “good” CTR? There is a stereotype: 10% is the average click rate. As a result, search results are filled with weak and average ads.
Did you know that top advertisers try to achieve a click rate 3 to 5 times higher than average? Good text is great, but why stop at 10 % when you can do better and get more clicks?
Here are some key recommendations.
- Do not copy the language and style of competitors, your task is to find your customers;
- Do not focus on the quality indicator — it depends on the clickability;
- Do not use keyword insertion, it is only suitable for the short term.
How to create an effective ad in contextual advertising?
- Add emotions to ads. Emotional ads create the desired associative series. Use knowledge about the desires, needs, objects of love and hatred of your potential customers.
- Develop their fears and prejudices and rely on positive emotions. Think about how to attach meaning to the product.
- Sell the result, not the process. This will distinguish your offer from competitors.
#3. Trust numbers, not intuition
Try different ad variations to find out which one is preferred by the audience. Do not rely on personal preferences. After all, you are advertising for customers, not for yourself.
What is worth paying attention to?
- Google wants to deliver more clicks and spend your entire budget, but you want to increase conversions and ROI;
- Test ads only for the target audience;
- Combine ads in a group of 1–3 narrow keywords;
- Use extensions to increase clickability;
- Do not waste time making minor syntax changes;
- In the pursuit of clicks, do not lose sight of the final goal — the conversion rate.
#4. Model Key Phrases
It is important that keywords with narrow and broad matches do not compete with each other. Create separate ad groups with one or more narrow-matched keywords. Add exact match keys to all other lists as negative keywords.
#5. Use effective keywords to the maximum
At first glance, all keywords correspond to a common topic, which represents this:
↑ relevance = ↑ CTR = ↑ Quality Score = ↓ CPC = ↓ CPA.
Not surprisingly, Google recommends a list of 5–20 keywords. Ignore this tip. With too many keywords in one group, it is difficult to achieve a match between the search and the value proposition.
Get the most out of the top keywords. Here is a simple but explosive strategy:
- Move them to separate groups;
- Create ads, at least 2 for one group;
- Direct target users to the landing page;
- Model key phrases;
- Test similar options.
#6. Take advantage of Google Analytics
You pay for clicks, people visit your site, but there are no conversions. A typical story. Use Google Analytics to understand which pages work poorly. Note high bounce rates, low average session times, no or low conversions.
What to do with the “losers”?
- Identify and correct inconsistencies in the ad;
- Answer this question: does the user have reasons not to trust the landing page?
- Do not load people with a large number of options.
You get profit from committed target actions on landings. Google makes money by giving you that opportunity. However, your advertising budget is not to feed the system, but to promote you. These tips will help you get the most out of contextual advertising and show your competitors who you really are.
We wish high conversions to you!
https://bizonaire.com/en/blog/article/6-secrets-of-google-ads---279.html
