Getting Google Ads running correctly is one of the foundations of success for every Small Business. If you’re smart enough to set a reasonable budget and then spend it correctly, you’ll be able to grow your brand awareness, visitors, and revenue.
While this is all great news, just like everything else in life, there’s no payout from Google Ads without a little bit of work. In order to help you ensure your hard work is also smart work, we’ve pulled together these 4 lesser known tips for getting the most out of your campaign.
You’ve Set The Wrong Goals
Your goals need to match what you’re actually requiring from your Campaign. Whether this is people making a purchase, calling you directly from the Site, or filling out a form, make sure it’s properly being tracked. For instance, if you’ve incorrectly set it up so that people landing on a certain page registers as a conversion, Google Ads is going to be telling you your Campaign is absolutely flying while you’re sat scratching your head wondering why this isn’t translating into dollars.
Even worse, if your Marketing is triggering you a ton of calls but you’re not tracking this, the data is going to tell you that PPC isn’t working for you. If you act on this information and turn your PPC off, it’s going to have a very real negative impact on your bottom line.
Ad Extensions Are An Afterthought
There are a number of Ad extensions to use, and your industry and Business type will dictate exactly which ones you need to be using. If you’re wanting people to get in touch with you directly so you can whip your silky sales skills out, then you’ve just got to be using a call extension. This will add your phone number to the end of your Ad, which will call you directly when clicked from a Mobile device. Now people don’t even need to visit your Site if they’re desperate to learn more about your Business.
Similarly, click to text extensions will enable somebody to send you an SMS straight from the Ad, which is a pretty handy tool for anybody searching on Mobile. We could probably write pages on the importance of getting your extensions right, but we’ll leave it there for now.
The Text Doesn’t Sell Your Business
Although not every Small Business Owner is a word wizard, if you’ve gotten this far you know how to sell. Make sure that all of the text within your Ad actually sells your Business to the reader, and doesn’t just list snore-inducing information. Give the reader a little something that lets them know your Business is relevant to them, but make sure you’re also emphasizing enough of the great things in order to get them to give you that click.
There’s some pretty tight limits in place. Some fields will only allow you a total of 30 characters including spaces, which is a pretty daunting task when you consider the opening sentence of this paragraph is 42. Get creative and to the point. There you go, 30 characters exactly!
Google Ads is nowhere near as tough or complicated as some would have you believe, but being smart about how you’re running your Ads can give you a big boost. Set aside some time to make sure that you or your professional are covering the basics.