How to generate leads with Google Ads
If you are serious about building a business these days you can afford not to take advantage of online advertising opportunities – especially those available from Google.
The Google Ads network puts you, your business, your products, and your services in front of (potentially) millions of people every day in a way that few other advertising approaches can.
The control, the leverage, and the flexibility that the Google Ads network provides is unparalleled, especially when you know how to take advantage of the right lead generation strategies to build and grow your business online.
Below we dig a little deeper into the fundamentals of lead generation with Google Ads, helping you to hit the ground running with this platform.
Let’s dig right in!
Why Should You Use Google Ads
There are a couple of different reasons to consider taking advantage of Google Ads, but the biggest reasons have to be:
- The massive reach that Google has when it comes to online search. The search giant processes more than 2 trillion searches every single year, or more than 5 billion searches every single day.
- The incredible laser targeting opportunities to optimize your Google Ads campaigns not available anywhere else, really honing in on your perfect prospect to eliminate waste, eliminate unnecessary expense, and guarantee you get better customers all at the same time.
- The level of fine-tuned control you have over every aspect of your advertising campaigns, dictating every single step of your marketing and sales funnels through the Ads platform in a way not possible elsewhere…
… And that’s just the tip of the iceberg!
Combine all of those advantages with the ability to use Google Ads with any budget imaginable (from spending just a few dollars a day to spending millions of dollars a month and everything in between) and it’s easy to see why this is such a big business-building tool.
How to Create a Top Performing Account
Of course, there are a couple of things you want to do to make the most of your account on the Google Ads platform it all starts with covering all the bases that Google requires of you.
Make sure that you provide accurate, relevant, and up-to-date information regarding the account details that Google asks for right out of the box, but as you move through the rest of your new account be sure that you are being smart about the keywords you’re targeting, thinking like a customer and not like a business owner when it comes to campaigns to run, and are optimizing your efforts on the platform at every opportunity.
Google despises “stale” advertising – and so does the market in general.
If you want to create a top-performing account you have to come at this from a customer-centric point of view, building the types of advertising and marketing they respond to most as opposed to the kind of advertising and marketing pieces you think will work best.
Optimizing for Quality Score
There are a lot of PPC (pay per click) advertising experts out there that have different views regarding how to best optimize for a Google Ads quality score, but armed with the tips and tricks we highlight below you should be able to jack up your results significantly.
- Keyword quality handles the bulk of the heavy lifting as far as your score is concerned. Really try to be selective with your optimization efforts – optimizing things you can control with the most upside – and you’ll see your score skyrocket.
- Have a laser focus on ad relevance, your expected CTR, and your overall landing page experience to boost your quality score as well. These are the “Big Three” that Google ways heavily when it comes to figuring out how your campaigns are going to be scored in the first place.
- Find the best way to optimize the way that your ads, your extensions, and your bids all work together in the Google Ads environment and your quality score should increase, too. Connecting ad quality to overall performance (especially improved performance) is a great way to boost your score significantly.
Analyze the Competition
At every opportunity you should be analyzing your competitors, not only looking for the advertising campaigns they are running that are working well right now (you can tell by seeing which campaigns continue to run over and over again) but also looking at the campaigns their running that isn’t working well at all.
This x-ray vision kind of approach will help you get a better picture of what your market is responding to right now without you having to spend a mountain of money on the same kinds of ads your competitors are running.
Optimize for Mobile Creatively
There are a million different ways from Sunday to optimize your campaigns for mobile, but you’re going to want to try and find the most creative ways possible to make the overall experience relatable and accessible to your prospects and customers while still helping you build and grow your business.
Mobile is very much the future of online marketing (already gobbling up a huge chunk of market share) and your focus needs to be here if you’re to have success moving forward.
Re-Marketing is Key
One of the biggest mistakes you can make is thinking of your marketing as “one and done” types of campaigns.
There is nothing – NOTHING – that will kill your business faster than trying to do drive-by marketing with this approach.
Instead, you need to find ways to remarket your ads, to build out full funnels understanding that people are going to drop out at different points in time – while recognizing that lack of response at the moment may not be a lack of response permanently.
Remarketing is a huge piece of the puzzle for making the most of your Google Ads campaigns.
Use In-Market Segmentation
List segmentation, customer segmentation, and prospect segmentation are all critically important when you’re looking to optimize your Google Ads platform.
The same advertisements mass-marketed to even the hottest prospects will not get the same results that custom-tailored campaigns specifically designed for each individual prospect (as much as is reasonably possible, anyway) ever could.
Always look for ways to drill down, to distill, and to segment your market whenever you can. The more granular you can create your campaigns, the more laser-focused they are, the better your response rates will be across the board.
Cannot get a hold of Google ads? We can do it for you – check out our Google Ads/ PPC services and book your meeting now!