For most businesses, advertising on Google Ads promises a wide range of benefits. For one thing, doing so is one of the strategies that you can adopt while waiting for your SEO efforts to begin to bear fruit. Let’s assume, as an example, that you are a new business. Google Ads allows you to IMMEDIATELY begin talking to your prospects. However, you will soon discover that there are complications along your path to success. For one thing, your competitors are probably already advertising on the platform. So, how do you get ahead of the pack without spending an arm and a leg? The following 5 Google Ads marketing tips should help you get started;
1. Spy on the competition
As a business, you know who your competitors are, right? Before doing anything else, one of the steps that you need to take as part of the process of getting ahead of the competition on Google Ads is to carry out a comprehensive study of their strategies. What is it that makes them tick? How have they been able to achieve the results that they have been getting?
Most of the Google Ads marketing tips that you will find out there tend to neglect this rather useful tip. However, understanding your competitors’ strength and weaknesses allows you to come up with winning ways through which you can beat them. Do you, as an example; need to spend more to outbid your competitors? Or is success a simple matter of playing around with your copy? Use SEMRush or SERanking’s PPC Competitor Reasearch to spy on what keywords your competitors are bidding on.
2. Use Seller Ratings
Seller Ratings are another useful way through which you can improve your Google Ads performance. But what are seller Ratings and what impact do they have on your CTR in Google Ads? Carry out a search for a laptop, or any other product, on Google today, and chances are high that you will get results that included CPC text ads. These appear at the very top of Search Engine Result Pages (SERPs).
One of the things that you will notice is that some of these Ads will have a five star based rating system. Star Ratings are one the extensions that are used by Google to enhance the performance of Ads on the Google Ads platform. If you think Seller Ratings are just for show, then you need to think again. According to Google, advertisers that use Seller Ratings can expect a CTR boost of up to 17%!
How do I get Seller Ratings?
Google uses data from online reviews for Seller Ratings. If you are interested in getting Seller Ratings as a way of beating the completion on Google Ads, you will be happy to know that there are a number of ways through which you can go about doing so;
- You can use third party review aggregators to get Seller Ratings. Google has licensed 28 companies for Seller Ratings. Follow the link, and you will notice that eKomi is one of the companies that are licensed by Google for Seller Ratings. Once you have signed up, these companies will automatically syndicate online review data from your site to Google.
- You can also get Seller Rating through Google Customer Reviews. Once you have integrated the system on your website, your customers will get the Google Customer Survey opt-in after making a checkout. Google Customer Reviews is, ostensibly, free. However, you actually need to pay someone to do the work of integrating the system on your site.
- It’s also possible to manually upload data from reviews on your website to Google. However, this tends to be impractical, particularly for big businesses.
3. Improve your Quality Score
One of the things that you may not be aware of is that Google assigns a quality score to ads. This score determines your placement with regard to the competition. The score is from one to ten. Let’s assume, as an example, that you have an ad that has a quality score of 5/10. Your competitor, meanwhile, has an ad that has a quality score of 8. What this means, should that be the case, is that you will need to pay more to achieve results that are similar to those of your competitor. The following are some of the things that determine your ads’ quality scores on Google;
- Relevance of an ad to content on your landing pages. Where possible, create a landing page for each ad! Okay, this may not be possible, but try to keep your ads as relevant as possible.
- Other factors.
4. Work on your ad copy
Before balking on hiring someone to create your ad copy, remember that words can have a huge impact on the performance of your Google Ads. If you want to beat the competition, then one of best ways of doing so is by having great ad copy and reachable phone numbers. Also make sure that your call to action is the best that it can be.
As far as improving the CTR in your AdWords Ads is concerned. Research indicates that people respond better to the use of symbols, as opposed to having an ad that is composed completely of text. So, an ad that says “30% off” is going to have a better click through rate than one that says “thirty percent off.”
5. Proper keyword matching
One of the things that people tend to neglect when creating Google Ads is the issue of keyword matching. The result is that most of their ads are delivered to wrong audiences. Knowing what to do is, therefore, a good way of improving the performance of your Google Ads. Google uses 3 types of phrase matching;
- Exact match
- Phrase match
- Broad match (ONLY USE BROAD MODIFIER)
The thing to note here is that if you are on a budget, you need to exact match your terms. This prevents Google from broad matching your terms, which tends to eat into your budget. The good news is that you can use negative keywording to stop Google from matching you for terms that you are not interested in.
Still on keywords, you need to carry out proper research to achieve success with your Google Ads. Doing so allows you to fully understand what people are typing into Google with regard to the terms that you are interested in. Once you have this information, you can then use it in your copy, both for the ad and for your landing pages. Doing this is one way, as we have noted at the top, of getting a great quality score, which ensures that your ads are placed favorably against those of your competitors.