Whether your business is new or old, small or large, the basis to success for every business is tapping into the digital marketing space. Here are some handy tips to tackling the Google Ads juggernaut.
When it comes to a successful marketing campaign in the 21st century, if you’re not utilising digital marketing it may not be long until you’re left behind. So, whether you’re fresh to the cupcake-making business or behind a ten-year-strong manufacturing company, establishing a digital footprint should be a priority. “The greatest challenge facing the Australian economy and business community is getting traditional bricks-and-mortar businesses online,” says Kochie’s Business Builders and Bricks and Clicks host David Koch. There’s no doubt navigating the digital marketing space sounds daunting to many, but in reality, it’s a lot simpler than it may seem. Here’s how to hack digital marketing with Google Ads and take the business world by storm.
Build an account to last
When it comes to building a whiz-bang Google Ads campaign, it starts with a well-structured account. By streamlining the structure of your Google Ads account, your cost-per-acquisition will plummet dramatically, leaving you with just as much online real estate and exposure at a much lower cost to your business. How you ask? Plan properly. Keywords, ads and ad groups in each campaign should be tightly related in order to ensure your marketing is continual and measureable. Structure based on product lines or to mimic categories on your website in order to streamline your campaign. Essentially, a proper structure means you can find flaws easier and target your audience more effectively.
Keywords are the key
In the digital marketing world, you’re competing against a pool of companies doing the exact same thing, so when bidding on keywords it’s worth going outside of the box, using something different or using words that highlight a product’s selling point. For example, rather than ‘formal bag’ try keywords like ‘brown leather satchel’. This way, you’re drawing in a more specialised audience and have a higher chance of building rapport. “When we talk about successfully selling online, we talk about how you find customers and how you engage customers,” says Nick Wilson, head of marketing at Netregistry. For any sort of success, you want to be able to pinpoint your audience’s passions, predict their future obsessions and understand the way they communicate. The best part is, before you’re even brainstorming your ground-breaking campaign, you’re able to use the Google Ads platform to find all of this information without spending a single cent.
Direct traffic to the right place
A frequent Google Ads faux pas is directing traffic from paid ads to a website home page. But there are so many elements on this kind of landing page that it’s likely not relevant to what your audience is looking for – wasting their time and your money. In the digital space, your audience wants to have the information they’re looking for, in front of them, at the click of a button – that’s the whole idea right? So instead, send them to specifically targeted landing pages, products or contacts that directly address their queries and make it easier for you to measure conversion rates. Win-win!
Conquer conversion tracking
Digital marketing is all about increasing brand visibility, but in order to determine its worth for your brand engagement needs to be measured. Without effective tracking, you essentially don’t have a successful campaign. Setting up conversion tracking will have you in the know when it comes to what keywords users are clicking on, whether your CTA is effective, or whether users are purchasing your product.
Don’t neglect mobile
Last year, research found that 19.3 million Australians are using smartphones every day – that’s a pretty big portion of the population. So when it comes to targeting your audience with an ad, optimising for mobile is seriously worth it. This means you have the opportunity to create customised messages, mobile-specific calls-to-action and use time-of-day targeting to really zero in on your audience.
Launch doesn’t mean you’re off the clock
Birdsnest CEO, Jane Kay, puts her success down to her favourite quote by Darwin, “It’s not the strongest of the species that survives. It’s not the most intelligent that survives. It’s the ones that are most adaptable to change”. Before your Google Ads campaign is launched, get ahead by creating variations of the ad copy, big or small. Slight changes on copy will have a significant impact on the amount of users who click that all-important button. Once your campaign is running, to draw the most success, stay on top of conversion rates and make adjustments accordingly – either through copy or through keywords or landing pages. Doing the research in real time is the golden ticket when it comes to drawing in your audience.
Revamp, reshape, remarket
According to Kay, “80 per cent of our revenue comes from repeat customers online, so we use technology to curate the shopping experience down to an individual level. When customers come to our site we’re able to curate our range and recommendations based on body shape, favourite colours, lifestyle and even personality.” When launching a Google Ads campaign, it’s news to no one that you want to squeeze as much out of it as possible. Google Ads’ remarketing feature is your answer. It means you can connect with users who’ve previously interacted with your page and position your ads in front of these users to increase awareness and establish a stronger consumer relationship. It’ll also give you more control over your reach, including whether you want large-scale or focused advertising. Plus, remarketing tools mean automated bidding – a huge advantage! This means the best bid for the person viewing your ad is automatically calculated, giving you a win at no extra cost.
At Netregistry, we get that Google Ads sounds scary – that’s why we’re here to help. Our marketing experts will work directly with you to build a custom Google Ads campaign to suit your business and its unique goals.
Want to learn more? Download our handy guide to online success or call our sales team on 1300 638 734.
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