Google Ads |
Facebook and Instagram ads may be the latest rage, but Google Ads go back to the earliest days of digital Internet marketing and they’re a classic for a reason. Google has an absolutely gargantuan amount of Internet traffic and well-placed ads at the top of a Google search result page can bring in countless potential leads if well-executed. Google Ads, formerly known as Adwords, are known to have a high conversion rate, making them well worth your time to help market your small business online. Google displays your ads to users at the top of their search engine results page (SERP) at the exact moment they are searching for a product or service related or matched to yours. |
Types of Google Ads
There are three major types of Google Ad: search ads, display ads and video ads. Search ads are text-based and show above Google search results on the SERP. Display ads are text or images and are shown throughout what’s called the Google Display Network. The Google Display Network ranges throughout a huge network of sites and can produce very precise targeting. Video ads are shown on YouTube before or during videos. Google Ads work on a bidding system, which can operate based on a few different options: cost per click (CPC), cost per mile (CPM) or cost per engagement (CPE).
Keyword Strategy
Google Ads don’t give you too much space to work with, so every keyword must be carefully chosen. Generalized and vague keywords will lead to a broad audience, which you don’t want – specific is better and will be more likely to result in click-throughs. You can also apply negative keywords, which are keywords you specifically do not want your ads to display for. Intelligent use of negative keywords can make your results much better and reduce the likelihood of ads being displayed to someone who they are irrelevant to.
Quality Score
Your ads’ quality score is a metric from Google that gauges how good your ads and keywords are. The better your Quality Score is, the better prices you’ll get and the better ad positions as well. According to Google’s judgment, the most major components of ad quality are ad relevance, click-through rate (CTR) and landing page experience. Digital MME can help you maximize all three of these components in Google’s Quality Score measurement, so that you will get the most effective results and best bang for your buck out of each Google Ad campaign.
Writing a Good Ad
Beyond merely including the right keywords, a good Google Ad must be written in such a way as to draw the searcher’s attention and to convince them that your ad contains a product or service that they are looking for. Providing a solution to their specific need. This is a fine art, given the extremely limited about of copy space you have to work with in a Google Ad. At Digital MME we can craft these for you. We have years of experience writing and tailoring digital ad copy to ensure click-throughs, and not just any clicks, but the clicks that count: leads that go on to be paying customers of your business.