Blog Layout
4 Top tips to deliver a successful Google Ads pay per click strategy
October 8, 2019
With over 85% of online searches completed on Google it’s the world’s largest search engine [1], so when it comes to pay per click (PPC) advertising, Google Ads is a popular choice for small businesses wanting to invest in online advertising.
If you haven’t participated in any form of PPC before, then Google Ads can feel like a daunting and complicated process, however because PPC traffic is 50% more likely to convert to a sale than organic traffic [2], it’s important for businesses to start advertising online and developing an effective PPC strategy. Follow our 4 top tips to get started.
Ensure you know your audience
As with any marketing activity, it’s imperative that you understand your target audience to allow you to reach them effectively. Ask yourself questions such as:
- What do your target customers do online?
- Where do they do it?
- When, where and what are they searching?
These will help you to deliver a more concise and targeted plan and will increase the efficiency of your Google Ads campaign.
With 3.5 billion [3] daily searches on the Google platform it’s tempting to ‘go big’ and try to get your ad in front of as many people as possible. However while it may sound counterintuitive to limit the number of eyeballs eligible to see your ads, doing so will ensure that your offerings and messaging are as relevant to a searcher as possible, ensuring your ad’s reach to the right audience. Understanding who your customers are allows you to use demographic information like gender, age and location to adjust bids and develop a more targeted approach.
Conduct keyword research
Keyword tools can help you discover cost, competition and volume for search terms. Finding those relevant keywords which best represent your business can be a difficult task. There are synonyms to consider, alternative meanings to negate, and long tail terms to unearth, all of which take time and the navigation of specialised tools. Without this research, you can end up overpaying for unrelated keywords or worse, identifying queries that are searched for so infrequently that you never get the chance to do any advertising.
Spend time researching what keywords are going to be best suited to your products and services. Ask yourself how much a keyword is worth to your website? For example, if you own an online holiday cottage company, do prospective customers search more commonly for ‘self-catering cottage’ or ‘holiday cottage’, and is it more important to capture the common search terms, or the ones that indicate a more committed potential customer.
Write killer ad copy
Not every advertiser also happens to be a copywriting expert. The key to success is a healthy balance between qualitative and quantitative components. To write copy that converts, focus on maximising click-through rate by ensuring every text ad has a pair of compelling headlines, a call to action and includes the keyword you’re bidding on. Use extensions where possible to make your ad bigger and more informative.
Part of writing killer ads is to ensure you’ve designed a great landing page, ensuring that your customer follows a strong call to action and embarks upon a sound customer journey and experience with your brand, hopefully converting into a sale. Follow these 5 guidelines for high performing landing pages:
- Minimise form fields
- Focus on benefits, not just features
- Use multiple high quality product images
- Make your call-to-action really clear
- Make sure your landing pages work on mobile devices.
Activate the conversion tracking tool
Testing, reviewing and evaluating performance is one of the most important aspects of PPC and if you fail to do this you will not reap the rewards in your future PPC plans. Google Ads conversion tracking is a powerful tool that lets you identify how well your ad campaign is generating leads, sales, downloads, email signups and other key actions for your business.
The data recorded by conversion tracking allows you to identify which areas of your campaign are working and which are not, so you can optimise your bids, ad text and keywords accordingly. The whole process relies upon placing a ‘tag’ on your website and then watching conversion data roll in. It sounds easy enough, but it can be tricky to get this linked. Getting it right is something you really need to do, because the only thing worse than no conversion tracking is inaccurate conversation tracking.
Deliver a stronger strategy
Google Ads can be a minefield for small businesses wanting to promote their business online, but many recognise the need to participate and develop a PPC strategy. So if you are thinking of investing in Google Ads, following our 4 key tips will ensure you get a head start. Honing in on these elements will help create a solid foundation and deliver a stronger and more effective PPC campaign which has a higher rate of converting sales.
ChatGPT is changing communication as we know it, but this doesn’t spell the end for your copywriter. In fact, you need them more than ever. Here's why.
Unsure about how to launch a website successfully? Our expert website development team shares excellent advice you can't afford to ignore. Learn more!
Wondering how to optimise images for SEO? From captions to keyword stuffing, improve ranking with our tech team's
As anyone who has ever dabbled in Search Engine Optimisation knows well - there is not a one-size-fits-all solution. Instead, there are endless pieces to the SEO pie, each contributing to your site’s general performance and health. However, some of the quickest wins and lowest-hanging fruit can be found in metadata. Indeed, this is where some of the most common SEO mistakes and misunderstandings occur. Typically, the HoneyBadger SEO copywriting team will commence most new client activity by addressing metadata before progressing to on-page optimisation. It’s perhaps no surprise that we tend to see the same mistakes made irrespective of a client’s size, industry or audience. So, what are these metadata research and copywriting errors, and how can you avoid them? We share all here! What is metadata, and why is it needed? First, let’s be clear that in this instance, we’re talking about meta titles and meta descriptions appearing in Search Engine Result Pages. So, if, for example, you run a search for ‘red balloon’ the results of that search list a series of titles and quick-snippet summaries enticing you (or not!) to click through to their page.
What is good customer service, and how can marketing agencies deliver? We explore what does (and does not) work and how to best keep clients satisfied.
If you’re running a marketing agency and think your team is in over its head at the moment, consider a white-label solution . An innovative solution, white labels keep resources down, increase productive output and can go a long way towards improving agency-client relationships. It’s also HoneyBadger’s area of expertise. We share more about this potential secret silver bullet for success here.
HoneyBadger is a Newcastle Based SEO Agency that delivers onsite SEO to help improve our customer's Google ranking position. As an SEO Agency we are focused on supporting local businesses by delivering comprehensive solutions including on-site SEO | off-site SEO | Google My Business | Content writing | Linking your website
HoneyBadger is a Digital Marketing Agency & Website Design Agency that can modernize your business's website with lead capture, implement eCommerce, add On-Site SEO and invest in search engine marketing to ensure that customers can find you. HoneyBadger's Website Agency is currently offering to upgrade your current website for a 30% reduction in price and provide an eCommerce add on Free of Charge. HoneyBadger delivers comprehensive solutions including Website Design | eCommerce | Google Ads | SEO | Content Creation | Newcastle | Sydney | Copenhagen | Toronto.
HoneyBadger is a Digital Marketing Agency & Website Design Agency that delivers Websites to customers using best practice methods. As a Digital Marketing Agency, we are focused on supporting local businesses by delivering comprehensive solutions including Website Design | Google Ads | SEO | Content Creation | Newcastle | Sydney | Copenhagen | Toronto. The article highlights the important criteria when trying to find a digital marketing agency that works for your business
HoneyBadger is a Digital Marketing Agency & Website Design Agency that delivers Websites to customers on time. As a Digital Marketing Agency we are focused on supporting local businesses by delivering comprehensive solutions based on Website Design | Google Ads | SEO | Content Creation. HoneyBadger Digital Marketing Agency delivers websites | Google Ads | SEO | in Newcastle, Sydney, Copenhagen, Toronto
Headquarters
Locations