Search Engine Marketing on Google is one of the most effective ways to get specific pages on your website found on Google. With more than 40,000 searches made on Google globally every second, search ads on Google is one of the key ways to get yourself found on top of Google search results.
However, we understand it can be intimidating and confusing for people using Google AdWords for the first time.
Here’s four tips to run a paid search campaign on Google effectively.
1. Link Your Google AdWords Account with Google Analytics
A successful campaign goes beyond your click-through rate (CTR) and number of clicks. CTR and clicks alone provides insights on your ad performance, but you will need to go further if you want to optimise your paid search campaign.Linking Google Analytics with your AdWords account will help you to analyse customer activity on your website after an ad click or impression (find out how to do so here) Make sure your ad destination links include UTM codes which you can set up here. This ensures you can track unique clicks to each URL and get more information on your web visitors via Google Analytics. You can discover how prospects are coming into your campaign from and how to further improve performance.
2. Differentiate Your Ads from Your Competitors
One of the key to a successful AdWords campaign is to differentiate your ad from your competitors. Some writing points to take note of to optimise your ads.- Show relevance of your ad to the keyword(s) you are bidding on
- Remember why people search on Google – to solve problems or get advice
- Include a call to action
- Use emotional language
3. Use Ad Extensions
Use extensions to include extra information in your ad. For example, you can use sitelink extensions to link people to other relevant parts of your website. Callout or Structured Snippet ad extensions also give you opportunities to include additional information about your brand, product or service at no additional cost. Extensions help your ad to become more prominent and attractive for the search keywords you are bidding for.
4. Test And Refine Your Campaign
Once your campaign is live, you need to continuously test your campaign components to optimise performance. Write multiple versions of your ad, test different variations of your keywords or test out different keyword match types.
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