Google Ads is an advertising platform that allows businesses to display ads on Google Search and other Google properties. Ads are displayed based on factors like keyword relevance and click-through rate. Businesses can use Google Ads to reach new customers and grow their business.
Google Ads are among the most popular forms of digital advertising.
They allow businesses to target potential customers with ads that appear when they search for specific terms on Google. Ads can be targeted to people based on their location interests and other factors. Businesses can also use Google Ads to promote their products and services on YouTube Gmail and other websites that are part of the Google Display Network.
Google Ads, like SEO and SEM, can be tweaked and enhanced. We contacted the best experts and asked for their advice on how to improve Google Ads’ efficiency.
Firstly, let’s define each one of these terms:
What is SEO?
Search engine optimization (SEO) is the process of improving the visibility and ranking of a website or web page in search engine results pages (SERPs).
SEO can be done on-page (i.e. within the website itself) or off-page (i.e. through external link building). Although it is possible to do both most businesses focus on one or the other.
On-page SEO includes optimizing title tags meta descriptions header tags images and other elements of the web page. Off-page SEO includes link-building social media engagement and other activities that can improve the visibility and ranking of a website.
What is SEM?
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through paid advertising.
SEM is the wider discipline that incorporates SEO. It includes both paid search results (using tools like Google Adwords or Bing Ads formerly known as Microsoft adCenter) and organic search results (SEO). It is important to note that SEM is not a substitute for SEO but rather an addition to it.
SEM can be divided into two categories: organic and paid. Organic SEM refers to the unpaid or natural results that are generated by the search engines. Paid SEM on the other hand are those that are paid for such as pay-per-click advertising (PPC).
SEM & SEO should be integrated
As we already defined before:
- Search Engine Optimization (SEO) is the practice of optimizing a website so as to increase its rank on search engine results pages.
- Search Engine Marketing (SEM) is the practice of using paid advertising to improve a website’s visibility on search engine results pages.
Both SEO and SEM are important for any business that wants to be visible online.
Integrating SEO and SEM can be a challenge but it’s important to do if you want to get the most out of your online marketing efforts. Here are a few tips:
- Make sure your website is optimized for both search engines and users. This means creating high-quality content that is both relevant and keyword-rich.
- Use keywords throughout your website including in the title headings and body text.
- Use pay-per-click (PPC) advertising to supplement your organic traffic. Target your ads carefully so that they reach your target audience.
Pay attention to Targeting Specific Locations
Target Specific Locations allows you to target your ads to people searching for products or services in specific locations. You can target by city-state country or even specific zip codes. This is a great way to reach people who are already interested in what you have to offer and who are likely to convert into customers.
The cost per click for lawyer keywords can range from $150 to $200. Marketers must be hyperspecific with the regions they target into not to fall into paying such hefty fees. In Google Ads, you can get precise using Maps. To notice a boost in converts and make your marketing spend get further, select the specific areas closest to your service regions.
Use Negative Keywords in your PPC google ads
A negative keyword is a word or phrase that you add to your campaign or ad group that helps you filter out unwanted clicks. When someone searches for one of your negative keywords your ad won’t show up. This can be helpful if you’re getting a lot of clicks but few conversions since it can help you focus your budget on more relevant keywords.
Adding negative keywords can be a strategic way to improve your campaign’s performance and save money. If you’re not sure which words or phrases to add as negative keywords start by looking at your search term report to see which queries are resulting in unwanted clicks. You can also use Google’s Keyword Planner tool to find new negative keywords.
Some KPIs should be prioritized over others
While all businesses should have a general understanding of the key performance indicators (KPIs) that are important to their success, not all businesses need to focus on the same KPIs. The KPIs that are most important to a business will vary depending on the goals and objectives of that particular business.
For example, a business that is focused on growth may place more emphasis on KPIs such as market share or customer acquisition rates while a business that is focused on profitability may place more emphasis on KPIs such as gross margin or operating expenses.
The key is to identify the KPIs that are most important to your specific business goals and objectives and to focus your attention on those KPIs.
Try Using Google Ads Recommendations
Google Ads is a powerful tool that can help you reach your target audience and grow your business. However, it can be difficult to know where to start when creating your first campaign. Luckily Google offers a Recommendations feature that can help you get started.
Recommendations are based on your account’s historical data and performance as well as data from other advertisers. They can help you improve your campaigns in a number of ways including increasing your click-through rate (CTR) reducing your cost-per-click (CPC) and improving your quality score.
While Recommendations are not guaranteed to work for every advertiser they can be a helpful starting point for those new to Google Ads. If you’re not sure where to begin consider taking advantage of Recommendations to help you get the most out of your Google Ads campaigns.
Do Competitor Strategy Analysis
Your competitor’s Google Ads campaigns can give you valuable insights into their overall marketing strategy. By looking at the keywords they’re targeting the ad copy they’re using and the landing pages they’re directing traffic to you can learn a lot about what they’re trying to achieve with their online advertising.
1. Facebook Ads
Facebook Ads is another great way to research your competitor’s marketing strategy. By looking at the images copy and call-to-actions they’re using in their ads you can get a good sense of what kind of messaging they’re using to reach their target audience. Find this info in the Facebook ad library.
2. Website Content
Your competitor’s website content can also give you some valuable insights into their marketing strategy. By looking at the topics they write about the tone of their writing and the overall structure of their website you can learn a lot about how they’re trying to present
Improve the Click-Through-Rate (CTR) for your Google Ads
The average click-through rate (CTR) on Google Ads is 1.91% Which means if you’re running a Google Ads campaign with an average CTR of 1.91% you’re doing better than most advertisers.
To optimize your CTR start by focusing on your ad quality score. Ad quality score is a measure of how relevant and useful your ad is to users. The higher your ad quality score the more likely your ad is to be shown and the more likely it is to be clicked on.
Another way to optimize your CTR is to target your ads to specific keywords that are relevant to your product or service. When you target specific keywords your ads are more likely to be shown to users who are searching for those keywords. And when your ads are more relevant to the user’s search they’re more likely to be clicked on.
Finally, make sure that your ads are targeted to the right audience.
Boost the speed of your mobile site
Google has stated that they use site speed as a ranking factor for mobile searches. This means that if you want your website to rank higher in search results you need to make sure it loads quickly on mobile devices.
There are a few things you can do to improve your mobile site speed:
- Use a content delivery network (CDN)
- Optimize your images
- Minimize HTTP requests
- Use caching
- Reduce redirects