• Pay Per Click Tips for Google Ads Success


Are You Making the Most Out Of Google Ads?

If you are reading this article you are most likely considering a Google Ads campaign and not quite sure how to get the very best results for your budget?

A lot of businesses face this same decision everyday. Pay Per Click (PPC) advertising is one of the most cost effective ways to make new customers. A big advantage with PPC is that potential customers are searching for you, not the other way around.

Google Ads is the perfect tool to increase traffic to your website and to attract the right target market for your products and services. We always recommend that businesses do their research first to discover best practices for PPC campaigns before they start to spend money.

It is extremely important to have a strong strategy in place for any PPC campaign. Google Ads campaigns can become quite expensive and a serious waste of money if they are not set up correctly or targeted at the right audience. Make every click count as every click will cost you money.

If you build the right campaign then your customers will come. PPC campaigns can explode your website sales if you know what you are doing. The trick is to get the basics right and identify what objectives your need to achieve in order to get a return on your investment.

In this article, we will be sharing our top five tips to succeed with a PPC campaign to boost your online sales. Let’s begin and see how you can get the very most from a Google Ads campaign.


1. Know your Audience

Before you consider setting up a Google Ads campaign, you must make sure your ads appear on relevant search results for browsers on Google. If someone clicks on your ad and then quickly leaves your website because you are not offering what they are looking for, then you just lost some of your advertising budget on a wasted click.

It is good practice to have relevant positive keywords. These are terms that potential clients are searching for that could bring up your ad. If you have an online clothing company then you should target keywords like “clothes store”, “designer dresses” or “men’s shoes”.

We always recommend seeking advice from a professional who has the expertise to give you the highest return on investment (ROI) for your PPC campaign.

A good rule of thumb is to only advertise products and services that are your best sellers and have high profit margins.

If you don’t offer product’s that could be associated with your online business then you will need to insert them into your campaign as negative keywords. Negative keywords ensure your ad will not show up when someone uses these negative keywords on Google. This will make your PPC campaign more efficient by preventing you from wasting ad spend on clicks from people who are unlikely to buy your products and services.

Make sure your ads only appear to the right audience and for the products or services they are searching for online. Wasted clicks add up fast.

2. Stand Out from Competitors

It is extremely important to get the simple things right with SEO so make sure you focus on your on-page optimisation. This plays a major role in how your website is ranked by search engines and it is very much in your control. We recommend mentioning a keyword two to four times on a webpage is good practice, however keyword stuffing is not a good idea.

Google ranks your website based on readability for visitors. Always write content for your website with your website visitor in mind. Repeatedly mentioning a keyword for your particular page over and over again will look unnatural and have a negative impact on visitor experience on your site.

Make sure that your targeted keywords are incorporated into the page title, page meta description, webpage URL and H1 or H2 tags for every webpage. Focus on one or two keywords per webpage and always keep your target visitor in mind. Remember to write content that will fulfil their needs and keep them on your website.

If you use WordPress, we recommend that you use the Yoast SEO plugin. It provides very useful tips on how to make sure your webpages are effectively set up for SEO.

Optimise every webpage for the keyword or phrase that you want the webpage to be found on search engines for. Low website traffic consisting of highly interested visitors is much better than lots of website visitors that will never use your brand.

3. Make Ads Easy to Understand

Google Ads should always be kept simple so that browsers can quickly understand what you are offering. Your ads are not only competing against other Google Ads but they are also competing against organic results too. Potential customers are usually only skimming ads, so your ad copy needs to be simple enough for them to easily understand.

The trick for PPC ads is to highlight your difference from competitors while also making your ads very simple to read.

Never use names of products and services that potential customers may not be familiar with. A good example of this would be giving the brand name for bicycle tyres if they are not well known but your target market is someone looking for cheaper tyres.

If your potential customers have never heard of this brand of tyre then you should completely keep it out of your ad. You should only include in your ad what problem these tires solve such as great value and durability. Keeping your ads simple will also help you to see exactly what is working in your ad and what is not.

Browsers on Google are exposed to multiple PPC ads everyday. Only ads that capture their attention quickly have the best opportunity for success.

4. Continuously Test and Iterate

It is extremely important to continuously test each PPC campaign and make sure that your quality score stays high. Quality score is how Google decides where to rank your ads and how much you pay for an individual ad. The quality score measures how well your ad satisfied the needs of Google browsers. A high bounce rate indicates that your ads are not what browsers are looking for.

You will achieve a high quality score by following the first three tips on this report. Google Ads need to be targeted, highlight competitive advantage and be easy to understand.

We can’t emphasis enough how important it is check the performance of your Google ads regularly on the back end system on Google Ads and on Google Analytics. Ad campaigns that are not performing well need to be identified quickly.

Another element of Google Ads that will have a positive impact are ad extensions. Ad extensions are tools that you can use to make your ad more effective. One tool that works quite well is the Ad Location Extension, which prevents your ad from being shown to people who are too far away from your business to come in.

We always recommend that our client’s use an ad extension which not only increases ranking amongst other Google Ads but also saves them money in doing so. The last thing you want to do with PPC campaigns is to waste money showing your ad to people who will never be your customer. If your ads are not performing well, don’t be afraid to stop them and make small changes like updating the call to action text or the headline. These small changes can make a big difference to your ads.

If your ads are not performing well, don’t be afraid to stop them and make small changes like updating the call to action text or the headline. These small changes can make a big difference to your ads.

5. Use Clear Call to Actions

An effective call to action is the most important component of a successful Google ad. If potential clients don’t know what action to take next, they often won’t take any action at all. Potential customers need to be given clear direction.

Having strong call to action words in the text of your ad is a key factor in making sure your ad achieves its objective.

We have discovered that using call to action words like “Register Now” or “Read More” have a higher probability of eliciting a desired action from your target audience.

Make it clear to your target audience exactly what action you would like them to take. This gives them direction and it reduces the likelihood of uninterested people clicking on your ads and wasting your advertising budget.

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Follow these five tips and you will set your business up for success on Google Adwords. A good PPC strategy will help your business to achieve great results. Just make sure you know what you are doing when setting up a PPC campaign. The wrong strategy can be extremely costly for your business.

We hope you found these tips useful and please feel free to contact us if you need help with your PPC strategy. We offer a range of PPC services for all business sizes using our tried and tested approach.

Contact our Digital Marketing Manager, Jonathan Flynn if you would like to get the most out of your online presence.