Google Ads are the epitome of quality over quantity in the digital marketing world because you are putting your ads in front of people who are actively looking to learn something, buy something, get directions, or find a vendor. When you can match your ad content and landing page to that search intent, you'll increase your chances of converting those visitors into actionable leads.
So, how can you get the most value from your Google Ads?
How do Google Ads work?
In general, Google is looking to present the best result for each search inquiry. To organically rank in the top 10 (or rank for free) you need to have a high site authority, relevant content, and other indicators to help with your search engine optimization (SEO). That's for another blog.
But, if you want to rank above the organic results, you'll need to run a Google Ad. When you set one up, you will:
Tell Google which keywords you want your ad to appear in - this will take some time to research.
Create your ad - these steps depend on the type of Google ad you use.
Set your budget.
Start the ad - Google will do the work for you.
Review the results regularly to adjust keywords, ad titles, or descriptions.
When your ad is running Google will use your budget to automatically bid against others who also want their ad to appear for those keywords. Google will also make recommendations to improve your results.
Deciding what to advertise.
Because you can drill down your Google ad to appear in specific keywords, the opportunities are endless.
There are two common strategies:
Product or service specific
Local awareness
For example, let's say you sell motorcycle parts and have an individual product site within your website for each item. You can research keywords for each product (or one or two that you want to advertise) and create Google ads for each product site.
If you're interested in raising awareness locally, you can research keywords like "XYZ business near me" and run Google ads to appear in those search terms within a geographic location.
Analyzing the results to optimize your Google ads.
When you first start each Google ad, Google will need about a week to run your ad, learn, and recommend adjustments (i.e. which keywords to add, create new ad content, etc.)
Plus, as you study your Google Ads results, you'll start to see the trends and know when to make your own adjustments.
If you have questions or would like our digital marketing professionals perform the keyword research, create your ads, monitor the results to make adjustments, and manage your Google ads for you, then let's schedule an introductory meeting to get to know each other better and discuss your goals.