When a business wants to improve traffic, exposure, and conversions, Google Ads is a great tool. One of the primary reasons why Google Ads can bring a lot of traffic to your website is the search engine’s popularity. According to Statista, Google had a share of around 81.95% as of July 2023. Therefore, most people want to advertise on Google.
However, more work goes into developing a campaign that works and optimizes your return on investment than simply putting up an advertisement. The following insights can help improve conversion rates in your Google Ads campaigns.
Understand Your Audience
Identifying your target audience is essential to creating successful advertisements. To learn more about the characteristics, inclinations, and habits of your potential clients, conduct in-depth market research. The production of tailored advertisements that connect with your audience and raise conversion rates will be guided by this data.
How Do You Get Audience Insights on Google Ads?
Navigate to the “Audience Insights” cards on the “Insights” page. This gives you a quick overview of the audiences most likely to convert to your campaign. The data may contain the audience with the highest index, their percentage representation, and other details.
Utilize Keyword Research
Any effective Google Ads campaign starts with keyword research. Determine which keywords are pertinent to your offerings and comprehend their meaning. Find high-performing keywords with the use of tools like Google Keyword Planner. You should also take into account long-tail keywords, which frequently have greater conversion rates and less competition.
As mentioned by Semrush, the performance of the ad mainly depends on the type of keyword you are using. There are branded keywords, commercial intent keywords, and low intent keywords. A good keyword fills the gap between what the prospective customer online is looking for and your offering.
This is where the need for hiring a professional SEO company becomes clear, especially if you don’t have an in-house team. Since the competition across all markets and industries has grown fierce, an SEO agency can help you outperform them. Take Austin, Texas, as an example, where the number of firms is expanding rapidly.
Data shows that the number of businesses in Austin in 2022 was 62,964. This was 3,213 or 5.4% more than that in 2021. In fact, it has grown by a whopping 30.2% over the past five years. Moreover, it ranks second in the US based on the number of people starting new businesses, only after Atlanta.
This shows that the local SEO competition in the area would be high, as many companies will fight to rank for similar keywords. A small mistake with keyword selection and your competitors will drive away all the traffic. In this case, a professional company offering SEO services in Austin can help you make the most of your ads. They can assist you in choosing and utilizing the appropriate keywords that the community is searching for.
Optimize Ad Copy
Ad language needs to be attention-grabbing, understandable, and pertinent to the keywords you are aiming for. Don’t forget to emphasize the benefits of your product and include an effective call to action. Try a variety of display URLs, headlines, and descriptions to find what appeals to your audience the most. Recall that the objective is to elicit interest and motivate action.
This is something else that you should leave to professionals. While anyone can write a copy nowadays with the help of generative AI tools, professionals can make your messages compelling. An AI-generated text will look vague and won’t motivate your audience to take any further actions.
However, Motoza states that professionals can help you develop compelling messages based on the products or services you are offering. These messages and display ads, along with relevant landing pages, can increase the number of click-throughs and conversions.
These businesses also have a consistent procedure that they have refined over time. This procedure can boost your Google AdWords campaign’s effectiveness and likelihood of success.
Therefore, if you don’t have in-house resources to optimize your text copy, it is best to hire a local SEO agency. Let’s consider the same example of Austin, Texas. Suppose you own a small retail shop in Austin and want to run Google Ads for the same. A local service provider will have an idea about the latest keyword trends in the area.
This could help the PPC agency in Austin create the best copy for your Google Ads company. The company will also be able to help make necessary changes to the ads based on user interaction and key performance indicator (KPI) monitoring.
What Makes Good Ad Copy?
Writing effective advertising text requires an awareness of your target demographic and what drives them to action. In order to precisely address your target market’s pain concerns in your ad content, it is important to understand them. Good advertisement copy is also precise, succinct, and straightforward.
Leverage Ad Extensions
Ad extensions may improve the attractiveness of your ads and offer extra information. For instance, you can use:
- Call extensions to facilitate communication with mobile users
- Location extensions to display your company address
- Site link extensions to point visitors to certain pages on your website
These extensions can increase click-through rates and improve overall ad performance. There are 12 types of Google Ad extensions. They include location assets, call assets, site link assets, callout assets, structured snippet assets, and many more.
Monitor and Adjust Bids
The continuous practice of bid management has the potential to affect the effectiveness of your ads. To optimize your bids depending on your campaign goals, use Google Ads’ automatic bidding methods, such as Target CPA or Target ROAS. Regularly review your bids and adjust them as needed to ensure you are getting the most value for your spending.
According to Google, more than 80% of advertisers are using automated bidding. Target ROAS is more popular among businesses because it offers better results than Target CPA. In fact, those who switch from Target CPA to Target ROAS can see 14% better conversion value at similar ad spends.
What Does a Bid Adjustment Do?
A bid adjustment is a percentage change in your bid amounts. You may change how often your ads appear based on where, when, and how consumers search by adjusting your bids. A click may be worth more to you, for example, if it:
- It comes from a smartphone
- Happens at a specific time of day
- Happens in a specific location
Optimize for Mobile
It is imperative to optimize your ads for mobile consumers, as a considerable proportion of website traffic originates from mobile devices. Make sure your landing pages and ad material load quickly and are simple to navigate on mobile devices. Call-only advertisements and other mobile-specific ad formats can also be successful in encouraging mobile users to convert.
Estimates showed that 33% of the total mobile ad spending in 2023 flowed into Google Ads. This shows that the use of mobiles among end users is becoming increasingly common. Thus, advertisers or businesses that want to make the most of ads should put extra effort into optimizing them for mobile.
To increase conversion rates in Google Ads, a continuous optimization process, continuous monitoring, and a planned approach are necessary. By paying attention to the advice provided above, you may design campaigns that are more successful and produce better outcomes. Remember, the key to success lies in continually testing, analyzing, and refining your strategies to meet the ever-changing needs of your target audience.
