The goal of each advertiser is to earn more than is the investment in advertising. Therefore, it is not enough to only drive traffic to your e-shop if the visitors will not purchase anything. You pay per click, but the investment is not going to be refunded. Unnecessary waste of money, right? We’ve prepared some tricks to help you avoid this situation.
If you’re new to online advertising and you did not pay enough attention to necessary settings, you may be throwing your money into the air. Even trivial errors can make you run out of your budget without getting your investment back. The nightmare of every online retailer, right? To avoid this, we have prepared seven tricks to help you with better targeting of your ad so it will be more likely to convert:
Organize your Google Ads account
The organized structure of your Google Ads account can be the first step to saving your budget. It may seem that these two things are not related, but we will show you the opposite.
The more organized your account is, the easier it is for you to group similar ads and create Ad Groups based on common keywords. You can then edit them together, saving your time. Do not create only one Ad Group for all ads – it is very likely that they do not have keywords in common, and you won’t be able to split bids for different keywords based on their performance.
When creating your ad groups, the easiest way is to get inspired by the categories you have organized in your e-shop.
Create better ad copy
Ad copy is like your online business card. This is your first contact with the potential customer. Therefore, he needs to resonate and speak to him or she, making him or her clicking the ad and purchasing from your e-shop. If your ad is boring and uninteresting, it’s unlikely to happen. Ad copy should include a brief introduction of the product, its quality, but also the quality and uniqueness of your e-shop to differentiate yourself from the competition. For example, you can interact with a potential customer by using CTA phrases to encourage them to take action.
Good ad text increases your clickthrough rate and Quality Score, which in turn affects your ad’s showing and position.
Are you struggling to create good ad copy? Help yourself with these tips.
Use geo and scheduling settings
Spending money on advertising in localities where you do not ship your products or provide your services is undoubtedly unnecessary. Just like showing your ad when your target audience isn’t active.
When targeting a locality, consider where your customers are and what are the most popular in that area. You can find this information on Google Trends. In addition, consider using location exclusion, just as you do when setting negative keywords.
With a schedule, it goes without saying that your target audience isn’t active all day, and your ad do not have to show all day. Set up a schedule based on the activity data from Google Analytics. In weaker parts of the day, your ad may be paused or run at a lower bid.
Do not rely on broad match
For the keywords you advertise, Google allows you to set the matching options, to determine when your ad will run. These four options, which you can limit with negative keywords. Broad match is the default and most flexible option. However, it can show your ad when in unnecessary cases, which will lead to wasting your budget. In addition, some of these cases can be much more expensive than the base keyword you are advertising.
Use ad extensions
Ad extensions are interactive elements of your ad that help you differentiate from your competitors and make your ad more attractive. Let potential customers call you or to locate you… There are a number of extensions, depending on what your goal is and what you want to achieve with your ad. For more detailed information, read our guide to ad extensions.
If you haven’t already, start remarketing
If you are new to Google Ads, remarketing is a feature that can help a lot in advertising. A small snippet of code that you place on different pages in your e-shop and the system collects for you information about the people who visited your e-shop. This way, you can engage again with the customers who came but didn’t purchase anything.
You can then chase them with your ad and remind them to complete their purchase, or come back to buy something else. Of course, within the limits you allow.
Test and customize
Creating ads is largely about testing and optimizing. Observe what users get engaged with using various statistics and reports. When did they click on your ad more? Did these clicks convert? What search queries triggered the ad? Use the findings to optimize your ad with your best practices.
A/B testing can be one option. Experiment with two variations. Create two different ads for one product (within couple of weeks) and compare which one performs better.
There are countless influences on the success of your ad, and there is no clear guide to ensuring a huge number of conversions. By focusing on the areas presented in this blog, you will have a good starting position for creating and improving your first ads, or for basic optimization of those that perform poorly.