Online advertising is quickly becoming the main advertising platform for all businesses whether you are a health and wellness coach or a design agency. Having a profitable paid search campaign has many components that can help attract the right clients. What better way to find potential customers than when they do an online search and tell you exactly what they are looking for.
Because of this trend, competition is getting fierce as the online marketplace begins to get overcrowded with ads. It is easy for small businesses to get lost in the crowd. If your ads aren’t getting seen by your target audience, then you are basically throwing money
away with nothing to show for it.
Whether you use Google AdWords, Facebook Ads, content marketing, or a combination of everything, you need to make sure you are using them to your best advantage. Here are some strategies to implement in your you Google Ads campaign efforts.
Use Google AdWords Features
There are a lot of features available when you are using Google AdWords, and there are probably a few that you are not aware of. One of the most beneficial features is ad site links. These let you add a few additional links to your website at the bottom of your ad.
These links can say anything, like “Free Trial,” “Pricing,” “Locations,” etc. The great thing about these different features is that most of them are free to include in your ad and simple to set up. You will see a boost in your click-through rates since adding features will increase the size of your ads. A bigger ad catches the eye.
Define Your “Negative” Keywords
Negative keywords are one of those search marketing features where there’s more to it than meets the eye. When used correctly, they can also help you to save your budget for the best quality searches. Just as you type in keywords to bid on, you can also tell Google the negative keywords for which you do not want your ad to be shown. For instance, if you do not offer free trials, free software or free samples, then the last thing you want is for people to click on your ad in search of something free. That will just cost you money for zero return. That is why “free” should be included as one of your
negative keywords.
Keep in mind, there are two kinds of negative keywords. You can add them at the campaign level: meaning, don’t ever show any of my ads for these keywords. And you can add them at the ad group level: meaning, don’t show my ads for negative keywords in this particular ad group.
Look through your current analytics detail to help find negative keywords and spend some time using the free Google Keyword Tool or the free Negative Keyword Tool from Wordstream.
Be Clear About Your Facebook Ad Targets
The more targeted your ads, the more effective they are going to be. When you are creating your Facebook ads, you get to choose your targeting options, either broad categories or precise interest. Facebook is set up to automatically show your ads to people who are most likely to find your ads relevant. You can further target your ad delivery through selection tools for Core Audiences, Custom Audiences and Look alike Audiences.
Broad categories will get you a larger audience, but not a specific one. You want to define your audience for smarter ad targeting and choose one of the predetermined categories that fit with your audience in a general way, like “baseball fans” or “single moms.” Facebook offers Audience Insights to make campaigns even more meaningful.
Precise interest categories are broken down even further to help you capture a smaller, but more specific audience. These categories come from Facebook profiles and activities.
Attach Images to Your Facebook Calls to Action
The Facebook call to action is basically made up of four elements:
Image: You know what the image is. Your image will make people stop and read your message.
Headline: This is the headline under your image. It’s usually the title of the page you’re linking to.
Description: This is what’s under the headline. It acts as a modifier for the headline.
Your Status: That’s the text above the image. It’s what you usually use to convey your feelings on the topic.
The fact will always remain that images draw the most attention. 93% of the most engaging posts on Facebook have an image. When you need to get people to follow through on a call-to-action, one way to get more conversions is to add an image to it. Do some testing to see which images get the most response. Typically, when the image includes a person, it performs better than just a brand logo. Lighter images are better than darker images. Sometimes words can be used to carry the image. Keep in clean and let the picture convey you meaning. Avoid dark, blurry images or images that don't relate or enhance your post.
Consider Retargeting
Retargeting is a subset of what Google calls remarketing. Retargeting allows you to keep your brand in front of your potential customers after they have left your website — persuading them to reconsider your offer when they need it.
If you sell stuff online, you understand that advertising plays a critical role in driving people to your website. But what if they aren’t ready to buy when they first find you?
Many businesses choose to pass over the option of retargeting when they set up their Google AdWords account. However, it turns out that 97% of people who visit your site for the first time leave without buying anything, and then they’re lost forever. Unless you can bring them back.
When optimized the right way retargeting campaigns have the power to convince hesitant visitors to give your brand another chance. Retargeting also gives your existing customers an opportunity to avail new offers.
Retargeting increases your chances of converting website traffic by 70%
Whatever method of online advertising you choose, remember that it is important to maintain a focus on quality content. You don’t want to be a pushy salesperson, constantly thrusting your products and services into the faces of your prospects. The right content can win over customers quickly, so always aim for quality over quantity in your advertisements.
Retargeting opens the door to re-engaging with website visitors and cart abandoners, bringing them in further contact with the brand, and building the awareness and trust necessary for a visitor to become a customer.