Drive Traffic By Refining Your Ads

Improve The Quality Of Your Ads

Business is business. Business requires more business. No business means out of business.

Your company needs leads. Without leads you don’t have the opportunity to grow your business and keep it running. There are plenty of ways to gather these.

Networking. Word of mouth. Social media. Adverts. Plus a lot more.

Your online presence is also crucial.

All businesses should have a website. It’s unfathomable in the world today that any business, no matter the size, doesn’t have at least some form of online persona. Basically, if you don’t have a website, you need one – they’re worth the investment.

But if you do have a website, it’s lowest-level purpose is to give information about your business. Information about what you do, where you’re based and how people can connect with you. Those are the fundamentals.

How do people see the site though?

Only a select few sites appear on the first page of Google automatically. The ones that do normally offer an out-of-this-world product or service, and/or are working tirelessly on their SEO (search engine optimisation). 

You can do both of these. You might be already. SEO takes time though – it can be months and months before you see any sort of results.

And after months and months of trying, there’s no guaranteeing that any of your hard work will come to fruition.

However, if you’re not ranking highly on Google organically, and want to try something that will take much less time, there is another option. 

You can pay to advertise on Google. Yes, doing this will cost you money to run. 

Scared? Don’t be. It’s an investment and there are many advantages of using paid ads.

If you manage to produce high-quality ads and target the correct audience, the money you spend on ads in the first place may become merely an irrelevant fraction of the returns you make on them.

The ads must be excellent though.

How To Advertise on Google and Be Successful

There are several things to do to run successful Google ads.

Small things you may not have thought about that can increase your click-through-rates.

It’s important to implement as many of these methods as possible.

These are some of the things you need to do when making search ads.

Use a powerful headline

On the internet, we scan. We look through information at double, triple speed. If something’s not worth our time, we don’t bother.

The things that we do read have for some reason caught our attention. A lot of the time it’s the headline.

Make your headline interesting. Entice people in. Make them think that they’ll benefit from whatever lies behind the click.

Don’t lie though. We don’t condone clickbait.

Be honest about what you’re offering and use what you have to create attractive headlines to lure in your audience.

Use your USPs

Big up whatever it is that makes you different. Why should someone choose your company over your competitors?

Tell people why in the ad. It’s a reason for them to be interested.

You don’t have lots of space to work with here. Short and sweet – and to the point.

What features of your products are exclusive to your brand? Is your customer service better than your competitors? Why is it better? What are you doing that makes you stand out from everyone else?

People deserve to know what they’re going to get. And if what they’re going to get is so great, it’s a no-brainer to tell them.

Include a call to action

Add calls to action to your text.

Calls to actions prompt just that – action. People are more inclined to do what you want them to if you’re giving them hints along the way.

Tell the user to ‘call now’ or ‘visit our website’. Whatever it is that you want them to do – give them a nudge in that direction.

Make it seem urgent

This is an age-old marketing trick.

Is a product/service on sale for a ‘LIMITED TIME ONLY’? Are there only 100 products left for you to sell?

People purchase when there’s an element of urgency involved. They have FOMO – the fear of missing out.

They can’t risk missing out on such a good deal so they purchase or book a meeting with you.

Include words such as:

  • now
  • limited time only
  • limited stock

Urgency works and including this language will boost the success of your ads.

Use all the space available

Google Ads give you a maximum of 90 characters for your headline and 180 for you description. Use them all, or as many as you can.

Give the user as much detail as you can while enticing them to click.

Using all the space available is important as it increases the size of your ad and means you can be more descriptive with your text.

Use all the extensions you can

Google Ads let you include various extensions to improve your ads.

Extensions include callout, click to text, sitelink, call and review.

By using them you make your ads bigger and more attractive. There are more options for the user to see and click on.

The larger your ad, the more you stand out.

Make ads relevant to search terms

Your ads need to be relevant to the terms searched for.

You can do this by breaking down each campaign into ad groups.

Your keywords and ads need to be synchronised so the appropriate ads show.

Relevancy is key here.

By following these guidelines, you’ll increase your chances of people clicking on your ads.

Google Ads can be a great marketing tool for your business but ROI will only be achieved if you adhere to what works.

Look out for a blog about conversion tracking coming soon.

For more digital marketing information, fill out a contact form below.

Or, send us a message on Facebook.

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The Author

Michael Barlow

Michael has worked in digital marketing for over 20 years. He is a certified Google Ads expert and has overseen the design and development of more than 100 websites. Michael has helped manage dozens of businesses’s marketing spend, growing their revenue year-on-year through innovative online marketing methods.

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