Optimize your ads
Your
ads are the showcase of your products and services. The more relevant and
attractive they are to your customers, the more likely they are to deliver the
results you want.
To
quickly calculate the performance of your ads, you can sort them by
clickthrough rate or conversion statistics, just as you can with keywords. This
way, you can easily see which ads:
They
receive more frequent clicks
They
create the most conversions
They
have the best conversion rates
They
bring conversions at the lowest possible cost
Your
ads should be attractive to customers and accurately describe what you offer.
Follow these best practices to make sure your ads are optimized:
Match ads and keywords
Usually,
the ads that consumers find appealing are the ones that seem most relevant to
their search. Therefore, make sure your creative, especially the title, is as
directly relevant as possible to the keywords you use. This way, you can get
the attention of users who searched for those specific words and indicate that
your ad is related to what they are looking for.
It is
important to group keywords by topic or product, rather than placing all the
keywords in the same ad group. This way, you can write an ad that is tailored
to the topic. In addition, the closer the relationship between your ads and
your keywords, the more likely they are to get a customer interested.
Create different versions of the ad
A
single text ad is not easy to include in everything you want to say about your
business. For this reason, it is a good idea to create different versions of
your ad.
It is a
good idea to have 3 to 5 different ads in one ad group. If you have more than
one ad in an ad group, Google Ads will start displaying the best-performing
ones by default.
In each
ad, try using different headings or description text. For example, you can
experiment with the following:
- Test different headings or prompts for action
- Include specific keywords or names
- Include specific prices or promotions
- Use a dynamic stimulus for action
Your
creative needs to encourage customers to take the action you want on your site.
A strong and clear incentive for action informs customers about what you are
offering and directs them to the desired action.
The
more specific the motivation for action, that is, the closer it is to the
keywords and the landing page, the greater the chances of conversion. By
choosing the right phrase as an incentive for action, you will not pay for
clicks that are less likely to secure you a clientele.
Point out what makes you stand out
If you
offer something special, make sure your customers see it. For example, you
might offer a 10% seasonal discount, an on-site discount, or a gift with every
purchase. Getting the user's attention to specific prices or promotions can
influence their decision to click on your ad. The more you stand out from the
competition, the more attractive your business will be to potential customers.
Use ad extensions
One way
to attract more customers to your ad is to use ad extensions. This is a feature
that brings with it additional information about the business, such as an
address, a phone number, a store rating, or additional web links. Adding ad
extensions can help improve the visibility and CTR of your ad.
Optimize your landing pages
Landing
pages play an important role in converting clicks to customers. When someone
clicks on your ad, they expect to be redirected to a page that is relevant to
what they saw in the ad. If he does not immediately find what he is looking
for, he will most likely leave.
Make
sure your landing page matches your ad and keywords
Choose
a landing page that matches your ad and keywords. For example, if the keyword
is shoes on sale and your ad promises shoes at a 20% discount, then on the
landing page customers should be able to find and buy shoes at that discount
price.
The
landing page should also reflect the motivation for action in your creativity.
For example, if the ad encourages customers to sign up for a free dating site,
then there should be a sign-up form on the landing page. Think of it this way:
The link between the ad and the landing page is the bridge between a potential
customer and a market. The stronger this connection, that is, the greater the
relationship between them, the greater the chances of conversion.
Make
sure your site is mobile-friendly
Many of
the customers will visit your site using a mobile device. Finding the desired
products on a smaller screen can be more difficult.
View
your site's mobile and speed ratings and learn how you can improve them. Try your
site.
Here
are some ways in which you can build an effective mobile website:
- Maintain speed
- Facilitate communication with you
- Use simple navigation
- Make sure the landing page navigation is easy
Make
sure customers can quickly and easily perform the desired action, such as
ordering your product, calling your business phone number or asking a question.
Make sure users do not have to search for the necessary information. Avoid
overcrowding your site with too many ads or pop-ups.
It is a
good idea to place the most important information at the top of the page. This
way customers will see them as soon as they reach the page, without having to
scroll down to find them.
Offer useful and unique content
The
landing page should contain useful and original information about the product
or service you are advertising. Provide clear information about the product or
service, its features and capabilities. For example, you can add reviews that
show real customer views.