As a form of Pay-Per-Click advertising, search ads involve businesses paying for ads to appear above organic search results.
How often a search ad appears, it’s ranking, and cost-per-click are dependent on the bid and quality score.
Having said that, search ads typically drive more conversions than display ads.
This is because they connect advertisers to people actively looking for products. Therefore, they’re more likely to convert.
In this blog post, we’ll learn more about the different types of search ads, as well as highly-effective tips and tricks to implement the Google ads growth formula.
Let’s dive in!
Different Types of Google Search Ads
1. Responsive Search Ads
Responsive search ads enable you to provide numerous headline and description alternatives that Google mixes and matches on the basis of search queries.
This ensures that the most relevant ads are served to users. Try to implement at least one responsive search ad per ad group.
This is because advertisers who improve Ad Strength from ‘Poor’ to ‘Excellent’ see 9% more clicks and conversions, on average.
2. Dynamic Search Ads
Ideal for advertisers with a well-developed website, Dynamic Search Ads use your website content to target ads.
They also help fill gaps in keyword-based campaigns.
3. Local Search Ads
Local search ads enable you to feature your business on local Google search results.
When a user is looking for a specific service near their location, they are likely to see your ad showing your location, phone number, opening hours, and customer reviews.
Now that we are familiar with Google search ads, let’s discuss ways to use them to leverage sales.
9 Tips and Tricks to Drive Sales From Google Search Ads
1. Define Your Objectives First
Advertising has three primary objectives:
a. To Inform: Since advertising is used to increase brand awareness amongst your target audience, informing potential customers about your products and services is the first step towards accomplishing business goals.
b. To Persuade: Once people know about your products and services, try to convince them to buy from you. Talk about the benefits of your product and don’t forget to include a Call-To-Action (CTA).
c. To Remind: Reinforcing your brand message reminds people how useful your product can be to them.
Success in accomplishing these objectives is calculated via effectiveness measures.
2. Choose the Right Keywords
Well-chosen keywords ensure that your pay-per-click (PPC) ad is seen by people looking for products and services like yours.
This not only attracts potential customers but increases click-through-rates and reduces advertising costs.
Make sure keywords are relevant to your offering. Think about keywords that potential customers are searching for while looking for products and services like yours.
With search ad campaigns, you can use different keyword match types so that ads do not get triggered when users search for keywords irrelevant to your business.
Switching to a broader match gives you more control over the traffic you are getting, ensuring increased sales. This also enables you to create ads to match search intent.
3. Add Negative Keywords to Your Campaign
Negative keywords play a vital role in Google Search Ad campaigns.
This is because they help you eliminate searchers that are irrelevant to your products and services.
Add negative keywords to campaigns that are not performing well. This includes ads with low click-through-rates or high costs that are yielding few or no conversions.
4. Improve SEO
To improve SEO, use Google Analytics. It is constantly evolving because of algorithm updates that Google makes from time to time.
Although it is unrealistic to be able to boost rankings overnight, you can make adjustments over the long-term by following the top SEO trends.
Areas to work on include loading speed, content issues, meta tags, as well as linking. This will increase your chances of ranking higher on SERPs.
5. Run Your Campaign at the Right Time
What’s the most suitable time to run Google Ads?
This is a question whose answer will be as unique as your brand.
Are site visitors more engaged on Monday or on Saturday?
At what point during the day are people most likely to register?
Do sales happen during weekdays or on weekends?
You can answer these questions using analytics data.
The ‘Hourly and Daily Engagement’ report on Google Analytics helps you identify when your site gets the most traffic and when your audience is most likely to convert.
Therefore, If you meet customers with your marketing campaign at the right moment in their buyer’s journey – you are more likely to be successful.
6. Build a Proper Bid Strategy
A successful bid strategy suggests that you should bid on yours and your competitor’s brand name.
Bidding on competitor brand names entices their shoppers to look at your brand offering.
Make sure that your ad doesn’t pretend to be your customer’s ad. Instead, provide a unique option that urges potential customers to buy your products and services.
Remember not to use trademarked brand names in your ad text or landing page URL.
7. Calculate ROI
When you launch a new ad campaign, test whether the cost of the project is helping your company.
ROI enables you to compare the amount of money you spend on a project with the amount of revenue you gain from it.
With an ROI higher than your ad spend, your assets will have been utilized to earn a profit.
If ROI shows that you’re spending money in the wrong department, it’s a no-brainer that you need to make changes.
8. Optimize for Clicks With Ad Extensions
By enabling ad extensions on your account and optimizing existing campaigns or ad groups, you’ll receive more clicks.
Ad extensions include site links, callouts, review extensions, and structured snippets.
Improve ad experience by spotlighting promotions, products, and useful brand information.
Capitalize on all this by:
a. Making account-level extensions
b. Using as many relevant extensions as you can
c. Syncing snippet extensions and ad elements
d. Employing ad rotations to choose high-performing extension combinations
9. Use Remarketing Lists For Paid Search Ads
There was a time when keywords were the only way to target your audience. We are now seeing targeting methods that work alongside keywords.
Remarketing Lists for Search Ads (RLSAs) is a Google Ads feature that enables you to tailor search campaigns based on whether a user has visited your website previously, as well as the pages viewed.
They can be used in two ways:
a. Make bid adjustments on ad groups for users (remarketing lists) who are searching on Google using keywords you are bidding on
b. Set up search ad groups and display ads to be triggered if a user is a part of your remarketing list and is searching the keywords you are bidding on.
Search ads bring people to solutions faster. That’s why search advertising is a great short-term strategy to convince users to click through.
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