We all know that Google is constantly evolving with more and more advanced features. It is therefore critical that we ensure that we keep up with these changes in order to stay relevant and ahead of the game. This is of particular importance for eCommerce retailers since GoogleAd is perceived to be the most commonly used marketing channel. In this article, I will outline important tips and trends in relation to Google Ad and will also touch on how you can gain sufficient traction to your website.
Tip #1: Create A Marketing Strategy
The first aspect in creating a cutting-edge GoogleAd is to come up with a well thought out marketing strategy which will define issues such as – the problems you wish to solve in the market, the way in which you will build a connection to your brand, your target market, the nature of your competitive advantage and the way in which you propose delivering your product or service to your specified target audience. Defining all these aspects will help you in creating the most effective and efficient Google Ad.
According to Kirk Williams, Founder of ZATO in 2020, it is vital for marketers as well as businesses to have a meaningful understanding of PPC’s place in their marketing strategy and how that feeds into the process. The same holds true for creating a Google Ad campaign since having an effective marketing strategy will set the tone and the direction for your business going forward.
Tip #2: Find your positive and negative keywords
Once your marketing strategy is developed and you have done all the relevant research as to how you want to reach your market, it is important to try and get into the mind of the user of your product or service. If you can imagine how a user would search in order to reach your page, you will have succeeded in finding the correct keyword. This can be done by using Google Keywords Planner. It is a great and useful tool which assists all businesses in finding the most significant keywords and how often specific keywords have been searched and provides a timeline of how keywords have changed. Another amazing feature of this tool is that it predicts an estimation of bid for each keyword. You can therefore formulate an estimated budget for your business.
It is also just as important to find the keywords that will not bring any benefit to your page. These are called negative keywords. Negative keywords restrict your ads from “matching to irrelevant search queries”. This in turn, creates efficiency since negative keywords can filter out the ‘bad eggs’ from the ‘good eggs’. For example, if you only sell sneakers, you would not want your ads to be displayed as, “ Shoes on sale”, “Cheap shoes”, “Discount on sneakers”. In order for businesses to avoid their pages from appearing in unwanted searches, negative keywords can block the search from signalling their page.
Tip #3: Make sure your Ad Copy and Landing Pages are Aligned
What does this mean? The goal is to ensure that the customers you are targeting are captivated by the content of your ad. As well, since Google is interested in providing its users with the best possible user experience, a relevant Keyword->Ad->landing-page experience will elevate your “Ad Quality Score” which will in turn make your ads placed higher and lower the click-cost. You will also want them to be just as captivated in relation to the same message on your landing page. This in turn will lead to an increase in conversions as well as lower your CPA (Cost Per Acquisition).
According to an article from the Search Engine Journal, it is the job of the landing page to convert a prospect into a paying customer. It is therefore vital to enhance your landing page and ensure that it is in line with your Ad copy in order to reap the benefits of a better conversion rate as well as the click through rate.
Now for the trends to look out for!
This a new feature on Google which solves the issue of a user being taken through a variety of redirects in order to get to the ultimate landing page. In simple terms, parallel tracking is the tool that “helps load your landing page more quickly which can reduce lost visits”. This occurs while “click management occurs in the background”. This feature is compulsory for all search, shopping, display and soon, video campaigns. It also brings many advantages as businesses can now improve their conversions as well as their ad performance.
Google Trends is a tool which ranks and analyzes the most popular keywords searched on Google. This tool displays trends all over the world and can be used in real time. This tool can also be useful when creating your Google Ad since you will be able to see the keywords that are most attractive to the market. In addition, you will be able to monitor the demand of your industry.
App campaigns is an effective method to help you gain more traction to your app. All you have to do is write a text, add in a bid and add an asset. From there Google advances the process in order to help users find you. This is a more sophisticated way of optimizing your app.
While it is important to focus on the technicalities of Google Ads, it is also imperative to give attention to some of the traditional and simple methods of creating an Google Ad. Setting the groundwork and building a platform for your business will place you at a great competitive advantage in the future.
Sleeknote.com: How To Use Google Adwords
Singlegrain.com:Google Ads Trends 2020
Searchenginejournal.com: PPC Trends in 2020
Udemy.com: Course SEO Decoded
Searchenginejournal.com: Simple Adwords Tips
Support.google.com:Google Ads Answer
Wordstream.com: Google Trends:What is Google Trends?
Ecommerce-platforms.com: What is Google Trends?
Karooya.com: Understanding Negative Keywords with Examples
Wordstream.com: The Definitive Guide to Negative Keywords in 2019