Google Ads, formally Google AdWords, is Google’s paid promotion platform that allows organisations to bid on specific keywords to show their ads when potential customers are searching.
As Google’s dominance in the search sphere is cemented, the platform is a popular option for many types of businesses, from e-commerce stores to service-based B2B enterprises. In reality, the numbers speak for themselves.
Now, these are some compelling numbers. Just on the face of it, Google Ads drive sales through traffic to your website. Plus, businesses just like yours are already doing it! So why miss out?
The Google Ads platform is able to leverage Google’s location technology to show your adverts to potential customers in specific postcodes, cities or countries. This is great for making your ads efficient and ensuring the budget you’re spending is going to your target market.
For example, Let’s say you have a hardware store with a physical location in Leicester as well as an online store. You could run ads specifically in Leicester for your physical shop as well as run a national ad for the online shop. This way, you’re able to tailor your messaging to different clientele whilst driving the right customer to your website.
Sometimes it can be easy to get really specific with your keywords. Especially as you want to make sure you’re getting down to those with the highest search intent for your business.
That being said, taking a staggered approach to your keyword types will mean that you get broader coverage and more traffic.
There are three types of keywords that you can use:
Depending on the type of keyword you use, Google will automatically match certain searches to your ad. Utilising each type of keyword across ad groups will help you further through top-performing keywords and drive better, cheaper traffic to your website.
For us, competition is one of the most compelling parts of the business and it is no different when it comes to Google Ads. Your competition is most likely bidding on similar if not the same keywords as you. Due to this, we have to come up with unique ways to stay one step ahead.
One way we can do this is by bidding on your competitor’s name as a keyword and including their name in your headlines too!
Your first stop is taking a look at tools such as spyfu.com. These tools give you a great insight into the organic keywords that your competitors are ranking for, in turn giving you a great list to throw into your ad sets.
Let’s take Freshdesk as an example. If you search ‘Freshdesk’, you expect there to be an ad from the brand at the top. However, you can see from the image below that a competitor, Zendesk, is also bidding for the term ‘Freshdesk’. They have taken wording from Freshdesk’s ad to blend in perfectly and attract clicks.
Although this tactic might not be useful for all business, it does guarantee a boost in impression and traffic.
This is definitely not an exhaustive list of the steps you can take to address your Google Ads issues and boost traffic. However, the tips and tricks included in this blog will definitely get you on the path to success.
If you’re looking for advice on your existing campaign, drop us an email to speak to our Google Ads specialist: email@example.com