TikTok and influencers are the talk of the day… But let’s not neglect Google Ads.
Google is still the most-used search engine and it owns the second-most used one (YouTube). And the high intent of Google users means you can put your offers in front of hot prospects.
If you’re just starting out with Google search ads, below are a few tips for improving your conversions on the platform.
Leverage ad scheduling
Hop into predefined reports in Google Ads, and break down your performance by time of the day and day of the week.
These reports will tell you when your ads get the best performance.
Based on this data, you can adjust the schedule of your campaigns so you stop spending money on days, or times of the day, when performance isn’t so great.
Reign in your geolocations
The same way you get rid of underperforming days, you can identify low-performing geos and exclude them.
Targeting the wrong keywords leads to higher cost per click (CPC) and lower click through rates (CTR).
Some low-performing keywords are obvious enough that you can exclude them from the start.
However, as you spend more money on search ads, you’ll identify more and more keywords that do not perform well. Exclude them from your targeting.
Avoid broad keywords
Casting a wide net won’t help you catch oysters. Don’t target keywords related to broad interests.
Instead, use targeted match types, like phrases or exact targeting.
These points will definitely help you get more conversions.
And as always, don’t forget to use catchy headlines and solid landing page copy.
Low costs per click, but no conversions? Try this quick fix
Low cost per click (CPC) is a valuable metric… but probably not in the way you’d imagine.
Here’s what we mean.
We’ve all been there: You launch a new ad, it’s performing at dramatically lower CPCs than all the others… but it’s not seeing many conversions.
People are clicking on the ad, but they’re not buying anything on your site.
This happens when your ad doesn’t qualify users before they click. It’s a common mistake. Even well-funded startups and established brands do it.
The best ads pre-qualify users. Here are a few examples of how you can do this:
- If you’re linking people straight to a product page, don’t use “Learn More” as your call-to-action (CTA) text. Use “Buy Now” or something similar. Qualify intent before the click.
- If you want people to sign up for a free trial, write copy like “Try it for free for 7 days” in your ad. Let people know what they’re getting into.
- If you want people to book a demo, write something like “Book a product demo in minutes” in your ad.
Set expectations before potential customers ever click on your ads. If they read “Buy Now” and still click, they know what they’re getting into—and they’re more likely to buy.