Lounge Lizard, Top NYC Digital Marketing Agency, shares 5 Tips for more effective Google Ads
It can be frustrating to stand out from the other advertisers you end up sharing space with in Google Ads to obtain high click-through rates which ultimately leads to higher conversion rates.
NEW YORK, Dec. 27, 2018 /PRNewswire-PRWeb/ -- Lounge Lizard is globally recognized as a Top NYC Digital Marketing Agency within the web design and development industry. Lounge Lizard's brandtenders are creative, tech-savvy, and passionate in developing innovative strategies that drive conversion for both startup and established clients of all industries, making them the "best of breed since 1998."
For those who might not feel SEO is worth it, Google Ads are one of the best paid-ad options out there to help drive traffic to a website. Of course, as these ads aren't free it makes sense to optimize them to see better performance. It can be frustrating to stand out from the other advertisers you end up sharing space with to obtain high click-through rates which ultimately leads to higher conversion rates. Today NYC based digital marketing agency, Lounge Lizard, shares 5 Tips for more effective Google Ads.
- Remove Bloat from Ad Groups – There is a limit that should be placed on the number of keywords being used in an ad group. The reason for this is relevancy. The keywords used in an ad group then determines which ad will be shown when that keyword is triggered. By using too many keywords the ads will either be too general to encompass them all or will not relate to the keyword very well. Ads that aren't relevant to a users' needs won't get clicked on. People on Google are searching for something to solve a problem or meet a need and they need to know that when they click on an ad, that business can provide what they need. Realistically anything more than 20 keywords is too many. Ad groups with more than 15 keywords should be reviewed carefully, looking for more than one theme to the ad. When you find these splits, simply sperate the themes into new ad groups to then narrow the focus of each group for increased relevancy.
- Focus on the End Goal – The end goal is what users will ultimately want to accomplish and they are looking for a product or service to help them get there. By understanding possible end goals for products or services a business provides, it can be easier to create better ad copy that starts with the solution of end goal in the headline and then works back towards the problem. This type of reverse engineering can be a way to stand out from the competition because your headlines tells them you can meet the end goal.
- Create Keywords from top Search Terms – The idea behind keywords are simple; these are words people input into a search string that will then trigger your ads to show up. It is critical when using pay-per-click campaigns that you are using the right keywords to maximize exposure to the proper audience. The right keywords aren't always the most basic option. To start, the shorter keywords are often a hot commodity and will have more people bidding on it and a higher level of competition. On the other side of the coin are longer search terms that will have less competition but can be just as effective as shorter counterparts. For example, if you have a pizza parlor then the term "Pizza" would seem to be a natural fit however that term is going to be highly sought after. You might find less competition for "San Francisco Best Pizza" or other variations which people will be searching under. Tools such as Google Ads Editor or other query insight options can provide detailed information of what people are searching for which can then be used as the basis for keywords.
- Include Negative Keywords – Negative keyword s are a way to exclude search terms in ad campaigns to ensure ads won't appear where they shouldn't. According to Google, over 20% of daily searches are completely unique to anything searched before. That increases the chance of an ad being picked up incorrectly and getting irrelevant clicks that will waste some of the ad budget. The example Google uses is if a business is an optometrist that sells eyeglasses then that business would want to add negative keywords for "wine glasses" and "drinking glasses" to avoid unintended targeting matches.
- Make Ads Hyper-Local – Ads should be as focused as possible including on the local level. Business that operate on a national or global level still need to let customers understand that they will be right there when needed. Geographic-specific campaigns can be created with ad copy and keywords used that are specific to an area. This same concept applies to local businesses as well where you need to stand out from big chains. Make sure they know that the business is literally right around the corner from them ready to help solve a problem or fill a need.
Lounge Lizard is an award-winning, high-end design boutique specializing in website and mobile app development, UX/UI, branding, and marketing. Lounge Lizard excels in creating the ultimate brand strategy, fully loaded with expertly crafted visuals that work together to increase sales and effectively communicate a client's unique personality.
Media Contact: Ken Braun, Lounge Lizard, 631-581-1000, ken.braun(at)loungelizard.com
SOURCE Lounge Lizard Inc.
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