It’s hard to deny the fact that Google is the king of digital advertising. Admittedly, Facebook comes in a close second, but no other platform holds this much control over your business success. So, at this point in the game, if you’re not using one or more of Google’s marketing tools, you’re just not marketing correctly.
Now, it’s one thing to advertise on Google, but it’s an entirely different thing to advertise on Google correctly. Over the years, the Realnets team has developed quite a knack for getting the best possible PPC results for our clients, and we’ve always been happy to share that insight here on the blog. Now, as so many small businesses wait to feel the effects of Google’s transition into a newer, smarter ad platform, there are a few things we want all of you to keep in mind.
Regardless of branding or the platform in question, there are a few key strategies that will always be critical to your success as an advertiser. These tenets have held true through decades of change in the marketing industry.
- Know Your Audience
- Track Your Results
- Take Advantage of All Available Features of Your Chosen Platform
Know Your Target Audience
Marketers already know that in order to successfully reach an audience with their message, you have to first know your audience. This also applies to creating successful ad campaigns. You must know your target audience, inside and out, and the best way to know exactly who they are is by carefully monitoring your results over time.
Do your research! Which demographic group is clicking on your ads most frequently? What is the current, trendy, hot topic for your user base? Think beyond age, gender, and location. Remember – the digital era has made the world feel smaller than ever before. Broaden your thinking when it comes to who might be interested in your product or service.
Track Your Conversions
If you want to create successful ad campaigns on any ad platform, you have to go one step farther than simply monitoring the traffic or number of impressions your ad garners for your business.
Keep a close eye on which campaigns are driving conversions or sales and how much you’re spending to get each new customer (known as your cost per acquisition). This information is absolutely crucial because other metrics can fluctuate easily based on several other factors, but those outside factors will rarely affect your cost per acquisition. You should always be able to see just how much revenue you’re bringing in for every dollar you spend.
Take Advantage of All Available Features
In pay per click ads, specifically, it can be challenging to convey the full, necessary message needed to result in capturing a lead. In the past, Google has empowered users to get more mileage from from their ads by using “extensions,” which could be used at no additional cost to the advertiser. Users will be excited to hear that these extensions will still be available on the new Google Ads platform, and they’ll even offer some enhanced “smart” functionality.
Creating a truly successful ad on any platform will never be fully hands-off. There is a certain amount of marketing expertise required, especially in the most competitive industries. Are you anticipating the rollout of Google’s rebranded ad platform? If so, keep an eye here on the Realnets blog for ongoing updates.
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