By Tom Marchant, Senior Digital Manager at PMW
If a business is not getting clicks on its Google ads, the campaign should not be considered ineffective. A few simple tweaks could take it from thwarted to thriving.
Google Ads has revolutionized the way services are promoted online and has been used successfully by businesses around the world to bring products and services to the right people.
Some businesses struggle to succeed with Google Ads. According to Tom Marchant, Senior Digital Campaign Manager at creative marketing agency PMW, it’s all about the skillful execution:
“When we get a new client, many of them say that Google Ads has never worked for their business. However, these same clients will ask for SEO services because they want their website to reach the first page of Google. If that’s your goal, a Google Ads campaign can be one of the fastest ways to get there, if you know what you’re doing.”
How can a business create a successful Google Ads campaign? PMW provided their best advice:
Shift your focus
Tom recommends shifting the focus from clicks to conversions:
“If you’re so focused on getting a high number of clicks, at all costs, then you’re missing the point. As you pay per click, it can be easy to forget that the click itself is not the goal. You want to convert those clicks into leads and conversions. If you’re always thinking about how to maximize conversions, you’ll naturally increase your click-through rate because you’ll create ads that reach the right customers, at the right time, and say the right thing. »
Choose keywords that target customers close to the point of sale
To run a successful conversion-focused campaign, Tom suggests starting with the basics: keywords.
A business should target people close to the point of sale; those who know what they want and are ready to buy, pick up the phone or make an appointment.
To reach these customers, it is best to bid on long-tail keywords. These are very specific 4-6 word phrases with a high probability of conversion that account for 70% of overall search traffic. Think: “black faux leather quilted jacket” rather than “jacket” or “leather jacket”.
Review the Quality Scores of your ads
Check ad quality scores regularly, as improving the score can increase both clicks and conversions; Tom explains how to do it:
“It’s not just about bidding more – you can outrank the highest bidder if your ads are better, more creative and more engaging. Make sure your ad title is specific, includes a call to action and shows how you can quickly resolve a search query. All ad extensions should align with your call to action and signal to customers that they can get the information they want in a click.”
You know what’s been wanted – be sure to give it to customers
“Don’t underestimate the importance of relevant landing pages. Imagine being told you’re getting on a plane to an idyllic Greek island and landing in Scunthorpe instead – not that there’s anything wrong with Scunthorpe,” Tom said. “It’s like that when your landing pages don’t match what you advertise and aren’t optimized for user experience (UX).
“Make sure anyone who clicks on your ad lands on an existing service page relevant to the ad or on a very specific page created specifically for your ad. You know exactly what they’ve been looking for because you’re bidding on the keyword, so there is no excuse!
Use negative keywords
If a Google Ads campaign is not getting results, the ad may be shown to customers who are unlikely to click. Setting negative keywords will block an ad from showing for irrelevant search queries. For example, if a company sells new Audi cars, the terms “used” and “pre-owned” should be blocked.
The data can be used to track the progress of a campaign and show where adjustments need to be made to improve click-through rate. It’s time-consuming work, but it’s an essential part of a successful campaign. Businesses need to refine ads to bring them closer to customers who are right at the point of purchase, for example. choosing more specific keywords or adjusting calls to action.
Do not neglect the practical aspects
Tom’s final piece of advice is to stay aware of which admin is involved with a Google Ads account, as failure to do so can cause ads to stop serving:
“If your Google Ads were performing great and your clicks suddenly dropped to zero, it may be because you’ve reached your budget cap – Google Ads allows you to set a number of different spend caps, from campaign individual to overall account limits. If you’ve hit your limit, but are getting a great return on investment, it might be worth increasing your budget.”