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There are more than 3.5 billion Google searches conducted every day. 76% of all global searches take place on Google. So, if you are not seriously thinking about how to leverage on Google to expand your business, think twice.
While the organic search engine optimization (SEO) is the desired outcome for any business, it can take a long time to excel and there are no guarantees. For companies with little or no organic presence, pay-per-click (PPC) advertising, through Google Ads (previously Google AdWords), can provide profitable campaigns much faster.
Having said that, launching a Google Ads campaign, particularly a profitable one, can come with stress and fear, if you don’t know the essential steps.
In this blog post, we have outlined the 5 key steps to follow to turn Google Ads campaigns into profit in 2021.
1. Master your Headlines
Let’s face it, Google Search Engine Results Page (SERP) can be a jungle. For the key search terms you are targeting, it is guaranteed that there will be your competitors’ ads, organic results, and so on. And your first ultimate goal is to trigger clicks towards your ad. So, how to stand out from the competition and be the king of the jungle? The answer is through your headlines.
Invest a lot of time yourself or work with an experienced external agency to write the most punchy and attractive headlines. Here is an example of the Google SERP for the search term “digital marketing agency google ads”.
Look at these headlines. Do you see how similar they are? Does it excite you to click on any of them? Do they deliver any value proposition? Do they promise anything? Go bold, deliver a promise, and be different.
Don’t forget, your headlines should deliver a strong value proposition. If the ultimate purchase decision comes purely from the price factor in your area of services, focus on how much “cost reduction” they would acquire if they were to choose your brand. We have purposefully chosen the term “cost reduction” instead of “savings” because most people have more tendency to avoid losses rather than to have gains. Keep this in mind.
2. Consistency between the ad promise and the landing page
Let’s imagine that you have now written the best and most promising ad copy and generated lots of clicks (your first ultimate goal) towards your website. Now what? Where do potential customers land? Your landing page is one of the most important factors to have profitable Google Ads campaigns. At the end of the day, this is where people convert, or not.
You should absolutely have a well designed landing page matching the quality of your ad copy. The majority of consumers (75% to be exact) judge a business's credibility based on how their website looks. What did you promise to the consumers on your ad copy? Do you deliver the promise on your landing page? This is absolutely important as it also affects the “quality score” of your Google Ads campaigns impacting your ads’ performance.
Do you want to generate leads through a form? Explain why people should fill out this form. Even if you are providing a free consultation service or a resource, for example, you still need to explain and justify why they should take time to fill out your form. Summarize the key benefits and convince your audience to take action.
3. Use Keyword Planner for Optimization
Keywords are indeed an important part of your Google Ads campaign. However, when you are first launching your campaign, you don’t need to necessarily aim to have the most performing keywords right away. The reason is; you simply can’t.
Finding out the most profitable keywords is an optimization game. Launch your campaign with a few keywords you find essential for your business. Once your campaign is enabled, then go to Google’s Keyword Planner to discover the suggested keywords, search terms, etc. Remove the negative keywords (essential if you don’t want to end up losing your ad budget). Change the keywords into “exact match” or “phrase match” depending on the search term.
On the 4th of February 2021, Google announced an update to the matching behavior of phrase and broad match modified (BMM) keywords. Starting February 18th, phrase and BMM keywords began to match the same user searches. Google informed that this can lead to an increase in traffic on any phrase match keywords and a slight decrease in traffic on any BMM keywords. Google says that to simplify keyword match types, this new phrase will fully replace BMM by July 2021.
You may want to start broad, but in any case, your objective should be getting as “exact” as possible with your keywords if you want to generate highly qualified leads for your products and services without losing too much money to unrelated clicks.
4. Use Ad Extensions
Ad Extensions are a free feature of Google which can be oftentimes neglected and/or underutilized. Ad extensions allow you to increase your presence and space on the SERP, providing additional links to your site, special discounts and offers, and other information that can attract people and increase your click-through rates (CTRs).
Start with “sitelink extensions”. Here is how a sitelink extension looks like:
Another extension you should definitely add to your ad is the “call extension”. You can go ahead and add the telephone number of your business. You can even choose when this call extension should be displayed depending on your availability to reply incoming calls. Make sure to configure this feature not to miss any calls.
Would you like to increase clicks to your website through an attractive discount? Why not use a “price extension” to highlight the price reduction percentage. Everybody likes a 30% discount on products or services. Don’t you think?
5. Measure your KPIs and ROI
Finally, never forget that you’re not running a profitable Google advertising campaign if you are not converting. You should always remember to track conversions and measure your results. You can, for instance, add the conversion tracking code into your Google Tag Manager.
Let’s say you’ve invested USD 1000 on your first campaign and you have now generated USD 1500 worth of sales. Well, this is great! You have already made a profit of USD 500. This means your campaign is working well and you should consider spending even more money on this campaign. Rapidly figure out what is working and what is not working in terms of ROI and keep investing in converting campaigns.
To learn more about how we are helping organizations worldwide to run profitable Google Ads campaigns and massively increase their sales, contact us now for a free and no-obligation phone call.
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