Do you want to increase the conversions of your Google Ads campaigns from day one?
If you give me two minutes I think I can help you. Let's go!
This is all you have to take into account to improve your results, if you review and apply each of the points that I will list below, your conversions will increase.
What to do to increase conversions in Google Ads
What are the objectives of the campaign?
It is essential that you are clear about the objectives of your campaign both in qualitative terms ("what, how, where, to whom") and in quantitative terms ("how much, how many"). If, due to lack of experience or knowledge, you do not have references to serve as a guide, it is a good idea to create scenarios, working hypotheses on which you can build your campaigns.
As Seneca said, "No wind is good if you don't know the port you are heading to".
Which are the right keywords for your business
It is important that you know the search terms your Buyer Persona uses and the different searches they perform depending on when they are in the buying cycle when defining the keywords for your campaign.
You must not forget that it is essential:
- Remove those keywords that do not convert.
- Negativize those that do not generate relevant traffic for us.
- Periodically incorporate new keywords.
- Incorporate our brand and bid for it.
- Work the Long-Tail. For this there are a lot of tools that can help you identify keywords that are not under the Google umbrella. Use them!
How to segment and structure your campaign
It is very important to have a proper segmentation of the campaign and ad groups. It can help us to put ourselves in the shoes of our customers to try to understand what their purchase intention is at each moment.
The possibility of using SKAG (Single Keyword Ad Group) or single keyword groups, allows us to gain in relevance and have a Quality Score, conceptually, much better.
How to use copywriting in your ads
The wording of the ad is absolutely key when it comes to getting the click of a potential customer/user. Playing with emotions and incorporating CTAs that act as click triggers can be top strategies:
- FOMO: the Fear Of Missing Out. The fear of missing out on something.
- The scarcity principle. If we know that the product or service is running out of stock, we will trigger the purchase much faster than if we don't know.
- Use of ad extensions. For example, social proof Comments and starred comments allow us to check our original idea as users, and if it is corroborated, it is a first-rate CTA. Think also that every square centimeter of the screen is worth its weight in gold, so use extensions and occupy as much space as you can (or Google's friends will let you).
- As with keywords, use your brand name to get more relevance and prevent a third party from taking the sale. If it is registered, your CPC to rank should be much lower than that of a third party.
If you are interested in reading more about this specific point, here you have more detailed information.
What CPC you should set
Unless you go Long-Tail, it is very likely that you are paying a premium for your keywords. Working with Long-Tail presents much better ROAS, but it is more complicated to create and manage. Therefore, if you are working with "normal" campaigns, make sure that your CPC is correct, neither above nor below the number of impressions needed due to lack of budget.
The automated systems that Google offers
Although it is the line that marks Google, for our part we understand that it is not the time to bet on these technologies, because:
- They are not 100% automated, it is necessary to work manually on them.
- Despite working with campaigns with a significant volume, the results are much lower than expected.
Which landing pages should you create
It is essential that the landing page and the ad go hand in hand.
If we are selling oranges and the user clicks thinking that he is going to reach a page of oranges, under no circumstances will he find apples. Their experience will not be optimal, the bounce rate will be important, and Google will penalize our Quality Score.
Also very important, the loading speed. There are tools, even from Google, that already tell us how fast or not our landing page is. If it is not fast enough, Google will take it into account with the consequences that you can imagine.
That's all there is to it! And remember to always keep your campaigns updated so as not to be left behind in the face of the many changes that Google makes throughout the year.
JOS (without the E)