With over 246 million unique visitors, 3.5 billion daily interactions and a return on investment of approximately 700% – it’s no surprise that Google Ads is a wildly popular advertising option for businesses across all industries.

Google is the most prevalent search engine out there, making it a highly effective platform for reaching a wide and varied audience, and its diverse feature offering means it fits just about any business model. Pretty much every business in any industry can find success using Google Ads.

Before diving into tips to get you started with PPC Google Ads, let’s first take a look at some of the many possible benefits that Google Ads can offer businesses.

  • Boost website traffic and increase customer contact (whether that is over the phone, via your website or in-store visits),
  • Drive qualified traffic to your business while they are already searching for services or products similar to those you offer,
  • Tailor ads to suit your budget and resources – businesses can choose to stay within a monthly limit and pause spending at any given time,
  • Time ads strategically to show up on search engine results pages at the exact moment your ideal customer is searching for services or products like yours,
  • Reach a larger audience than any other search engine can offer,
  • Generate helpful insights with analytics features that help you analyse the performance of your ads and improve upon them.

According to Google, for every $1 a business spends on Google Ads, they will receive $8 in profit.

Set Yourself Up for Success with Keywords

As with most elements of inbound marketing, PPC Google Ads relies heavily on keywords. Each keyword in your account will get its own Quality Score from Google, which links keyword relevance to the search query. Your Quality Score affects how your PPC ads perform and how much you pay for each click.

Essentially, focused keywords ensure that your ads are applicable and therefore get seen by the right audience. To find new, appropriate and strong keywords, you’ll need to conduct some research. Understanding who your customers are and what they’re searching for gives you a better insight into how to reach them. Free tools like Moz, Ubersuggest and Keyword Planner are all user-friendly and a great place to start.

It’s also advised that you stick to around 15 keywords maximum. This should help your ads perform well and keep them on track. If your keywords are too varied, or you have too many, you won’t capture enough of the right audience. You will be prompted to include negative keywords too – which are keywords that you don’t want your ads to display for. Again, this is a means of keeping your ads in line with your objectives.

When people go to Google, they are looking for something specific like a product or a service. They have intent, which they make clear with their search terms. As such, Google can serve users with the exact ads they want to see – when they want to see them. This is why Google Ads are so powerful – and considered the most profitable form of search engine marketing out there.

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Top Tips for Your PPC Google Ads

On the whole, setting up PPC Google Ads is a relatively easy process. The platform guides you through each stage of the setup and provides advice throughout.

There are, however, a few extra steps that you can take to ensure your ads are optimised for the best possible performance. These include:

  • Do your research: Who are you competing against? How much are they spending? What terms are they going after? What’s the estimated cost for the terms you want to target? You should be able to answer all of the above before getting started. So, prepare correctly to understand the market you’re looking to target.
  • Perfect your ad copy: Test out different variations of copy to ensure that it’s super targeted and relevant to your audience. Captivating ad copy will help you enjoy a higher click-through rate – in turn improving the Quality Score.
  • Link Google Analytics to your Google Ads: Connecting these accounts will make it far easier to track, analyse and report on the progress of your campaigns. An easy way to do this is by using Google Tag Manager.
  • Ensure your landing page is optimised for conversions: You can do this by including attention-grabbing headlines, compelling copy, clear call-to-action buttons and making sure navigation is simple. Basically, your landing page should make the user experience as seamless as possible.
  • Keep an eye on your conversion rates: If you’re getting lots of clicks but no conversions, it may be that you’re not attracting the right audience. Make changes and experiment with copy and keywords on a regular basis – a tiny change can make a huge difference when it comes to the performance of your PPC Google Ads.

When executed correctly, PPC Google Ads is an immensely powerful tool to have in your arsenal. By using relevant keywords, optimising your copy and continually testing the effectiveness of your ads, there’s no reason why you can’t drive traffic to your content and enjoy improved ROI.

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