What Are Your Paid Search Ads Missing?
You know those ads that show up at the top of the search results pages when you look up something online? That’s paid search marketing. These ads can be beneficial in almost any industry by boosting websites to the top of the page, where they’re most visible to audiences interested in the products or services they’re selling.
Paid search helps businesses reach customers with a better return on investment than traditional marketing tactics and helps consumers find products that are suited to their needs.
These ads deliver powerful results when done correctly – and seasoned digital marketers know there are six keys to successful paid search campaigns. Keep reading to learn how to implement them for your business.
Key 1: Plan Ahead Before Creating Paid Search Ads
Look ahead and strategize for the campaign build. Without proper planning, you likely won’t see the results you are looking for. Poor planning could result in underspending budgets, targeting the wrong people, or even paid search ad groups being thrown into a campaign that doesn’t align with the same goals.
The easiest way to avoid these issues is by establishing a plan before opening the Google Ads platform on your browser. Establish company goals, develop the structure of the campaign that will work as your ad groups, and look for keywords that tie everything together.
Key 2: The Keyword Headline and Ad Copy
Keywords are the primary targeting method used in paid search advertising campaigns and trigger ads to appear when a user types them into Google. An ad will appear if the search engine finds the keywords relevant to the inquiry.
Although relevant and targeted keywords help paid search ads show up, headlines and ad copy are what get people to click. Headlines are the first part of the ads the users see, meaning they need to be relatable and informative.
Utilizing target keywords within headlines can help in a number of ways. The first and most notable is that the major search engines are designed to have those perform better. Keyword headlines are typically the easiest way to improve an ad strength score.
Another major benefit to adding keyword headlines to paid search ads is that doing so aligns with how users are searching. When users see ads that include the products or services they are searching for, clicks and leads tend to be much higher. Achieve it by adding the target keywords to headlines so users know your business offers the products or services they’re looking for.
Key 3: Measuring Conversions in Paid Search Marketing
Establishing the goals of a paid search campaign is imperative to accurately measure how successful that campaign is. In Google Ads, those goals come in the form of conversions.
Conversion metrics can be the most useful trackable data points if set up properly. Conversions have the ability to determine if a user performs a specific action after clicking on a paid search ad. These can cover simple actions such as visiting a page and calling a phone number, or more advanced actions like filling out a form or completing an order.
These metrics are essential because they tell how users engage with the website after clicking, how far a customer gets in the buying process, and on average how much you’ve spent to make a sale.
Key 4: Targeting Your Audience
Targeting is extremely important when it comes to helping your paid search ads reach the proper audience.
If the targeting is too broad, the campaign can show ads to people with no interest in your products or services, resulting in wasted budget. If the targeting is too small, the campaign could struggle to perform, or it may even stop altogether.
Most paid search platforms show estimations before launching, so using those projections and considering your target audience can help prevent those issues.
Key 5: The Landing Page
The next key to successful paid search advertising campaigns has to do with the URL – your website address – you associate with each ad. It is vital to the campaign’s goals to have the URL lead to a relevant landing page on your website.
If the ad leads to an unrelated or poorly constructed page, you’re likely to experience low site engagement and a high bounce rate.
Paid search ads should be an outline of the page consumers will be visiting when they click the ad. It is also very important to make sure the landing pages’ content is compliant with search engine policies. Failure to do so, can cause ads to be served in a limited capacity. Sometimes, the ads won’t be approved to run at all.
Key 6: Let the Paid Search Marketing Campaign Run
One of the most important aspects of running paid search campaigns is time. Campaigns need time to get started, time to gather enough data to make useful optimizations, and time to allow those optimizations to make a difference.
Although it’s true that paid search advertising can return results much more quickly than other digital marketing tactics such as search engine optimization, it requires time and patience to make a campaign successful.
Harness the Power of Paid Search Marketing
Paid search ads are a powerful, efficient tool that helps your business achieve its goals and objectives. Professional paid search marketers know the key factors of a successful campaign. Learn how to find an expert to help your business succeed in the ever-changing landscape of paid search marketing.