Why use Google Ads? Google Ads meets people where they are already looking. If you are trying to sell something, then this is the place you need to be.
You may be thinking, “I already run ads on Facebook.” While this is a great tool, Facebook ads are shown to users who may have no interest in your product. However, Google ads are shown to users who specifically type in keywords that match your product or service. Therefore, choosing not to advertise your business with Google Ads is a missed opportunity. In fact, it is estimated that for every $1 spent with Google Ads, a business will gain $8 in revenue.
Before setting up a Google Ads campaign, it is important to have a strong understanding of the brand’s target audience. Geographic, psychographic, demographic, and other factors of data should be considered when determining the target audience. While it may seem like a nice idea to purchase this data from companies such as LiveRamp or Acxiom, the truth is that the best data is the priority data that you already own. This is the data from visitors to your website, phone calls made, and existing purchase data. A marketing partner will be able to help monitor this data for you in order to model the best “ideal customer” profile from your existing customer base.
After deciding on a target audience, you will want to begin thinking about what keywords users may key in to find your product or service online. When deciding on these keywords, it is a good idea to use the existing words that are used on your website to describe the items or services in which you provide. To add a competitive advantage, you should also consider common misspellings that may be used in a search. An example would be “flashcards” versus “flash cards”. One simple space could cause you to lose a large portion of your audience. Considering factors such as this will allow you to better determine which keywords will best drive traffic to your business.
The best way to keep your ad running strong is to continually monitor it for any optimization needs. It is vital to monitor all factors of the campaign results including the cost per audience segment, whether the ad is skewing predominantly toward a particular gender, the cost per click rate, the clicks per geographic segment, and any other data that you are able to see. This data should be used by creating small modifications to the ad to ensure that it is running at its maximum potential.
While it is doable to create your own Google Ads campaign, the best way to get the most out of your budget is to get your marketing team to run an A-B test for you. Running an A-B test allows you to run two small budget campaigns and compare the results, thus, allowing you to allocate a larger portion of your budget toward the higher-performing ad. This not only saves you money but will also save you monitoring and optimization time throughout the campaign.
If you’re interested in learning about how Thoma can help you improve your marketing strategy, contact Shawn at Shawn@thomathoma.com.