As a business owner, you know that running profitable Google Ads is essential to creating predictability for your business. But what does it take to make your ads truly profitable?
In this blog post, we’ll share 5 tips everyone needs to know to run successful Google Ads campaigns.
From setting the right budget to choosing the right keywords, we’ll cover everything you need to know to make your next campaign successful.
Tip 1: Know your audience
Knowing your audience is one of the most important factors to consider when crafting an effective advertising strategy.
If you don’t understand who your target customers are and what they’re looking for, it will be hard to create ads that get the results you want.
What’s their customer journey leading up to the point of purchase? Where do they spend most of their time online? What do they type into Google to find your products or services?
Once you have a better understanding of your target audience, you’ll be able to create ads that speak directly to them and increase the likelihood of success.
The money you devote to a campaign can quickly be wasted without knowing who you’re marketing to.
To start, take the time to research search intent – are people looking to purchase something or just seeking information?
By extensively researching search behavior, you can create, group, and optimize ads that are tailored specifically for your audience’s needs – and chances are, these more targeted ads will generate higher ROI and higher engagement levels than generic campaigns.
Ultimately, if you invest the necessary effort into getting to know your audience thoroughly and optimizing accordingly, it pays off in spades down the road.
Tip 2: Choose the right keywords according to your budget
Choosing the right keyword phrases for your business can be a daunting task. However, by understanding keyword search intent and breaking your ads into single thematic ad groups, you can greatly improve the effectiveness of your keyword strategy.
When selecting keywords, it’s important to consider what phrase users are most likely to type in when looking for your product or service.
Pay attention to keyword purchase intent; for example, if someone is searching “buy lawnmowers,” it’s safe to assume that the user has higher purchasing intent than someone who types in “best lawnmowers.”
Additionally, research related words that convey similar meanings; this simple step can help you reach more potential customers without spending a lot of time.
Image source: Acquisio
Also, use negative keywords in each group so that your ads don’t appear for irrelevant searches. This will help save your budget and give you better results.
Finally, consistently monitor and adjust your keyword selection as needed; if some keywords aren’t performing well, try changing them or eliminating them altogether. This kind of tweaking is paramount for getting the most out of any Google Ads campaign.
Setting the right budget
Once you have a good understanding of your audience and the words they’re likely to use when searching for something on Google, it’s time to set a reasonable budget for your campaign.
Your budget should consider your overall goals and objectives and your industry’s estimated cost per click (CPC).
Image source: Ahrefs
Remember, not all keywords are made equal.
Lawyers in busy cities often expect to pay $50 per click, while mental wellness brands only expect to pay around $3 per click.
You can figure out your average CPC by using Google Keyword Planner and typing in some keywords you’re interested in bidding on. After that, go to this free Google Ads budget calculator to see how much you should spend on ads.
Tip 3: Write effective ad copy
To write effective ad copy, you need to grab attention and persuade people to click on your ad. There are a few ways to do this.
First, you can use direct response techniques. This means writing headlines that directly address the reader and offer a benefit or solution to their problem.
If you’re struggling to come up with headlines for your ads, I recommend using Jasper or similar writing assistant tools.
You can also use sales psychology in your headlines and descriptions. For example, you can use numbers in headlines to show results or discounts in your descriptions to create a sense of urgency. By using these techniques, you can write ad copy that is more likely to get clicks.
This may include adding content in your ad for promotions, such as holiday flash sales or limited-time offers.
And lastly, use a call to action that encourages people to click on your ad. It should be clear, concise, and direct so potential customers know exactly what you want them to do.
Image source: Linear Design
Tip 4: Monitor your results
No matter how great your ad campaigns are, you won’t know if they’re actually working unless you measure the results.
Keep an eye on your key performance indicators (KPIs), so you can see how well your ads are performing and make adjustments as needed.
Remember, it’s not just about how many clicks or impressions your ads get – you also need to measure your return on investment (ROI) and cost per acquisition (CPA) to ensure that your campaigns are efficient and effective.
If you want an easy way to track ROI, I recommend WhatConverts (I’m not affiliated with them). This is a great tool for eCommerce and service businesses.
Image Source: WhatConverts
Tip 5: Try different strategies
Trying different things is how you find out what works best for you. It’s called split-testing, and it’s a fundamental part of any serious marketer’s toolkit.
You take two similar ads or pieces of content and change one small thing, then see which performs better.
Over time, by constantly split-testing, you can hone in on what works best for your audience and your business. So don’t be afraid to experiment – it’s the only way to find out what really works.
What ad will you try next?
By following these five tips, you should be well on your way to creating effective Google Ads campaigns that bring in more leads and sales for your business.
Just remember to set realistic goals, monitor your performance metrics, and continue testing different strategies – that’s the key to success.
Josiah is a multi-award-winning digital marketing consultant and former journalist for the Australia Times. He now writes for JRR Marketing, helping startups and Fortune 500s use Google Ads to market their businesses online and generate sustainable, predictable growth.