Risk & Business Magazine Waypoint Winter 2021 - Page 9


Google ads are still one of the best platforms that you can use to grow your business , primarily because it lets you reach the right people when they ’ re looking for whatever it is that you ’ re selling . When they ’ re actively searching for keywords related to your content , your product , your services , you can be right there . But a lot of people find it difficult to make their campaigns scale and become profitable . So , what should you do ?

The first thing I want you to do is create in-depth remarketing audiences . Did you know that the clickthrough rate for remarketing is roughly 10 times higher than traditional advertising and cost-perclick ( CPC ) costs are roughly two to 100 times less ? That ’ s a huge difference . Now all these remarketing aspects are super important , but adding detailed targeting to marketing efforts makes it much better in terms of spend and conversions . In other words , you ’ ll get a better bang for the buck . So set up campaigns for people who have already been to your site more than once . This is an audience that is already interested in your products or services . So when you target them , they have already got to know you and are much more likely to convert .
The next thing I want you to do is focus your efforts on long-tail keywords . When it comes to generalized keywords , they ’ re very competitive because everyday marketers want to go after them because they have a high search volume . But they don ’ t always drive the highest quality of traffic . A lot of marketers are making the mistake of going after these keywords ; however , the money is in the long-tail . For example : the keyword “ diet plan ” has a SEO difficulty score of 52 and a paid difficulty score of 70 , with a cost per click of $ 4.35 and a keyword volume of roughly 40,500 searches per month . A long-tail version like “ diet plan that ’ s low carb ” has an SEO difficulty of 21 and a paid difficulty of 42 , with a cost per click of $ 1.58 . The keyword volume is only 12,100 searches per month , but somebody searching with that phrase is looking for a specific diet plan , so they ’ re much more likely to convert . You ’ re probably thinking “ Hey , ‘ diet plan ’ has a much higher search volume so I want to go after that ,” but what you ’ ll find is you ’ re going to get a lot of irrelevant clicks that don ’ t convert . By going after specific long-tail phrases , you tend to generate more sales , and in many cases , those viewers have a lower cost per click even though it can make you more money .
The next thing is you shouldn ’ t be afraid of using exclusions . Exclusions are a great way to find a hyper focused audience that is more likely to convert and give you a bigger bang for the buck . Say your audience doesn ’ t fall into the category of people with high income . You can exclude people with higher income . It really is that simple . There are a lot of different targeting elements with Google ads — and also Facebook ads — so don ’ t be afraid to use them because they ’ re your friend . It allows you to spend your money with people who are more likely to convert into customers than people who aren ’ t .
The next thing I want you to do is test different locations . Creating audiences based on location is one of the easiest ways to create a segment . You would be surprised by how many people just use the default settings , but this is a big mistake . Now , there are three ways that you can target location in an ad campaign . One , you can go after location-based keywords . Two , you can geotarget to a radius on your ad segment . Three , you can do both . You should try all three approaches to see which generates the most sales . When you do that , you ’ ll weed out a lot of people that were never the right customer for you in the first place .
Next , I want you to add extensions to your app . Adding extensions is one of the most surefire ways to get more clicks because they take up more real estate and lead to more surfs . There are many different ways that you can add extensions to your site . You can have more information about specific pages on your site , or you can list products , prices , sales , phone numbers — the list goes on and on . According to Google , adding extensions can increase clickthroughs by roughly 10 % to 15 %.
Next , I want you to implement UTM tracking . Tracking campaigns and their performance is incredibly essential to running an ad campaign strategy . If you ’ re not tracking the performance , how do you know what ’ s working and what ’ s not ? Using UTM codes is a great and easy way to keep track of what ’ s doing well and what ’ s not . If you don ’ t know how to code , don ’ t worry . Using Google ’ s URL Builder tool , you can literally create UTM codes for a page in less than 30 seconds . You can easily track the performance of any of your campaigns in Google Analytics . You don ’ t even need to be a developer to do this .
Finally , I want you to start running ads on your competitors ’ keywords . This is one of the simplest and most practical ways that you can get a really good ROI . Using tools like Ubersuggest , you can see all the keywords your competitors are ranking for and are getting traffic for . You can also put your competitors ’ brand names into Ubersuggest and it will tell you the search volume . Going after competitor brand name is a really easy way to generate more sales . Now , when you ’ re doing this , you have got to think about trademark , so you may not be able to put your competitor ’ s name within your copy . But that doesn ’ t mean that you can ’ t drive sales . This is why everyone ’ s bidding on brand names — it ’ s a quick way to get sales . If someone is searching for these keywords and landing on a competitor ’ s website , chances are they ’ re super targeted and they may like what you ’ re selling as well . +