How to make money with Google Ads Services

How to make money with Google Ads Services

Google Ads Campaigns

Having a profitable paid search campaign has money components. Here are eight ways to optimize your PPC campaigns to maximize your revenue. A well executed Google Ads campaign can be crucial to an advertiser’s overall conversions and revenue. What better way to find potential customers than when they search on Google or Bing and tell you exactly what they are looking for?

Geschatte leestijd: 10 minuten

Managing a Google Ads Campaign

However, because you pay for every click you get from your ads, a poorly managed Google Ads campaign can cost more, sometimes a lot more than the revenue it brings in. Target audience and messaging are unique to your business, but there are some basic tactics that work consistently in PPC campaigns, regardless of industry.

There is no silver bullet to a healthy and productive PPC campaign, but there are many levers you can adjust to maximize your outcomes. Here are eight of the most important (but often overlooked) elements when optimizing PPC campaigns. Some of these are more advanced than others, but if you implement these elements into your paid search efforts you should see a big improvement and make your business more money.

1. Make your landing page relevant

This is one of the most overlooked aspects of paid search. It is easy to get lost in the paid search platforms, tweaking bids, testing and copy, and funneling all your energy into the platform itself. But something important hapens after that user clicks on a ad in that platform, you are so focused on: they go to your website!

Making money

The ultimate goal of PPC marketing is to make a sale. A successful PPC ad drives qualified leads to a landing page, but that’s only the first half of winning. It is then the job of that landing page to convert that prospect into a paying customer. You should optimize your landing pages for PPC conversions by making the message of your ads align with your landing page message.

Click through rate

Maintaining consistency between your keywords, ad copy and landing pages should both improve your click through rate and conversion rates while lowering your CPC. Ideally, the outcome is you make more money while also maximizing your budget. Repeat the copy points in your ad on your landing page.

Since you know your customers are interested in your offer and message in your ad, you can increase conversions by presenting the same message and CTA on your landing page. By following this basic rule, you will be able to craft more compelling ads that will help your customers understand your value and drive more conversions.

2. Optimize negative keywords

One of the most powerful tools at your disposal to ensure the integrity of your Google Ads campaigns is to utilize negative keywords. The Google Ads platform let you specify what keywords are not a good fit for your product or service. By telling Google what your product is not, you prevent your Ads from showing on keyword searches that don’t align with the customers you want.

An example

For example let’s say you are an apartment management company that own a several off campus student apartment complexes. These apartments are made for students; not traditional families. To ensure they only receive qualified traffic, you can exclude terms like family along with cheap and other qualifiers to negate traffic from searchers that aren’t in your demographic.

It is just as important to tell Google what your product and service is not just as much as it is to tell them what you are.

Negative keywords

Negative keywords can be added to the campaign level, but you can also hone in by adding unique keywords to specific ad groups.

Use the right keyword match types

Google advertising is a direct attribution marketing channel, and Google Ads relies on user intent through keywords. Whenever someone types in a search query into Google, ads are shown based on how relevant the auction system considers the search term and displays an ad accordingly. The keywords you use and the type of modifiers you use to those words in your PPC campaign are important to understand. There are four types of keyword matches, meaning four possible ways you can tell Google and Bing to handle the keywords you bit on.

Broad keywords

This the widest net you can cast and will match searches with any words in any order that include the target keyword.

Broad Match Modified

This match type is the second widest net you can casr. Unlike Broad Match, which can allow your ad to show for any keyword in the phrase you are bidding on, Broad Match Modified tells Google ‘it must have all of these terms in the search query, in any order or placement.’

Phrase match

This modifier will show your ad only when searchers use the exact phrase you specify. The query must contain all the keywords you note, in the exact order you input them.

Exact match

This keyword modifier is similar to phrase match; traditionally your ads will only show with the exact search query you input, but Google relaxed this somewhat by showing your ad for things like misspellings, plural versions of a word, or infeering interchangeable keywords to what you have specified sem adwords search modifiers.

Conclusion

Each match type is a trade off between impressions, relevancy and cost. If you want the most impressions, then Broad Match accomplishes that, typically for the lowest CPC. But it can also mean you are matched to a bunch of iirelevant searches and cost you money. On the other hand, Exact Match will have the lowest amount of impressions, but would higher relevancy and click through rate. The trade off is it’s typically more expensive.

Alter keyword match type over time

When launching a brand new Google Ads campaign, We usually start out with several ad groups that have strong themes of similar keywords. We often start out using Borad Modified match types because they offer a good level of control to qualify when our ads show, but also enough opportunities for the ads to show so I can gather data. Over time the focus tends to become more a blend of Modified Broad, Phrase and Exact Match words as the data starts to show what actually converts. Winning search queries can be upgraded to Exact or phrase, while my Modified Broad continues to be that wider net helping me find new things to bid on.

5. Fill out all available ad content

If you want your Google Ads to perform better, make sure you fill out all available information fields.

Final URL

Make this a highly relevant landing page.

Headline 1

Include things like the keyword theme the user typed in, your brand name or the primary value propostion in this field.

Headline 2

Include a supporting value proposition here, or use this area to establish the context for the description.

Headline 3

This one doesn’t show as often, bit it is still worth including a strong CTA or value proposition for it.

Path 1

The path fields are not the real URL but they are user friendly insertions to demonstrate relevancy to the searcher. This is a good place to note top level category, brand name, or keyword category that relates to the ad group.

Path 2

Try to include more additional, accurate information in this field to provide furrther context to the searcher.

Description lines 1 and 2

This is the longer section of copy that connects the needs of the searcher with the solution of your product or service. Focus on making this as relevant as possible for what the user searched. Instead of just dropping in general information about your brand or service. Remember, the searcher is telling you what they need, and this is your area to adress it.

Responsive search ads

Google has also added the option for Responsive Search Ads. (RSA) In RSA, you essentially give Google a list of headline options, a list of descriptiobs options, and Google will test combinations of them together to find the best result. In any given ad combination, a maximum of 3 headlines and 2 descriptions will show. It is important to note they can be put together in any combination, so ensure the headlines and descriptions you put in can be assembled in any way and still make sense.

6. Use every relevant Ad extension

A lot of Google Ads accounts focus mainly on the headlines, paths and description of the main ad. Howver Ad Extensions are an essential part of the customer experience and give your ads a considerable performance boost. Ad extensions can help tell your brand’s story beter while offering, valuable information to your customers.

Several ad extensions

There are several ad extensions to choose from, but here are the ones that are most often used:

Sitelinks extensions

These are additional links your customers might find valuable that direct to unique landing pages on your website.

Call out extensions

Use these to build trust with readers by including entries like ‘fast professional service’ or ‘Peace of mind guarantee’.

Structured snippets

Include these to provide more information about features offered. These are based on specific categories, so be sure to choose a relevant category as you build out your ad extensions.

Call extensions

This will allow you to pull your business phone number right into the listing.

7. Adjust bids for geotargeting

No matter your market or industry, you can benefit by focusing your marketing money on specific geographic locations. Review where your engagement comes from to prioritize media spend in those areas. Local industries like hotels or plumbers or lawyers often qualify their ideal customers by how close they live to their physical offices, but geotargeting performance isn’t limited to this. Even if your products or services do not depend on your customers’ physical location, you can still optimize your Google Ads Services with geotargeted bids based on seasonality, weather and user needs. You can save a lot of money by preventing ads from showing in some areas while increasig the likelihood of a conversion and increased bid adjustment in other geolocations

8. Look for opportunities to drive to mobile

Many of your future customers use mobile devices and more and more users convert of them. Mobile focused campaigns can pottentialy give you the best chance to engage your mobile customers in the right format on their preferred device. Separating campaigns is an easy way to drive more qualified clicks.

Digital Agency Den Haag

Herman Geertsema is the owner of Connect your World, a digital agency in Den Haag focussed on SEO, Content Marketing and Google Ads Services.

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