Now that nearly every Small Business Owner out there is doing it, it’s more important than ever to be getting your Google Ads campaign right. While getting your campaign set up and your Ads running is still a fairly straightforward affair, there’s an increasing array of options to help you with that fine-tuning.
In order to make sure you’re on track we asked some of our very own Google-certified superstars what their favourite tips were to get a campaign humming. And yes, don’t worry, we filtered their feedback and included only those things a non-expert would understand.
Get Your Pages Right
It may seem counterintuitive, but the best place to start when optimising your Ads, isn’t actually with your Ads at all. You can have the sexiest Ad copy in the world, with all the right keywords, but if your pages aren’t properly set up to convert you’re not going to get anywhere.
Getting people to your Site is the first step, but once they’re there you want them to do something, whether that’s buy, register interest, get in touch, or any number of other possibilities. In order to get them to do this, you need to make it as simple for them as you possibly can. Whether this means giving your Site visitors a variety of buttons to click to register their interest, or a row of featured products that can be purchased with one click, you always need to try and imagine how your page views to somebody arriving there for the very first time.
Tweak Your Targets
Although you’re probably harbouring dreams of going Australia-wide before a global takeover, keep your Ad geographies super specific. If you’ve got one city or location that you’re doing well in, consider focusing all of your efforts there before going broad. Likewise, if you know that a higher proportion of your clients live in certain parts of the country or even certain parts of cities, then go ahead and target them aggressively.
It’s possible to get as specific as selecting which suburbs see your Ads. If you’re beginning with a small budget and not a whole lot of information, maybe try to focus your efforts on those areas which you know will bring you success.
There’s nothing pessimistic about negative keywords
Perhaps the biggest Google Ads crime going is repeatedly blowing your budget on people who either have no interest in purchasing from you, or are actually looking for a different product or service. Negative keywords are essential because they help you to control those tricky tasks instances where a search term may indicate a willingness to purchase more than one product. If you’re selling ladies shoes Online, you don’t want to be splashing your budget on a bunch of people searching for footy boots. Negative keywords give you the ability to avoid this.
Although you can pour thousands of hours into mastering every possible permutation in Google Ads (trust us, we’ve done it), there are a host of quick and simple measures you can take. As a rule of thumb, if you’re driving a good volume of relevant traffic to a page that’s set up to convert, you should be doing just fine.