Google Ads has been an incredibly effective marketing tool since it was launched (as Google AdWords) way back in October of 2000.
Since then, it’s become an indispensable means for digital marketers to reach their target audience, amplify their brand’s awareness, and drive conversions.
But if you’re treating your campaign like a “set-it-and-forget-it” thing, just running ads without a clear strategy or an optimized game plan, then you’re probably not going to get the results that you’re looking for.
Sitting back and just hoping for more conversions isn’t going to cut it. To truly maximize the potential that Google Ads has for your business and to help you stand out in a crowded marketplace, you have got to level up your Google Ad management.
And if you’re looking for the best ways to maximize your Google Ad ROI, then you’ve found them! This blog is going to walk you through the top 3 most effective ways to level up your Google Ad management and maximize your ROI.
Some Questions Before You Start …
In order to ensure a successful Google Ads campaign, you first have to determine the ROI-driven goals that you’ll be working towards.
So, ask yourself …
What specific goals can directly contribute to increasing your ROI? Do you need to increase your website traffic? Reduce cost per acquisition? Or just flat-out increase conversion rates for more profitability?
Then, think about who your target audience is and how you can tailor your ad copy and target your ads directly to them.
What are their pain points? What do they need from your products or services? What would convince them that your product or service is the solution to those pain points?
Once you have all of this, set some specific KPIs that you can track throughout your campaign, preferably those that directly reflect on your ROI metrics, like return on ad spend (ROAS), conversion value, or lifetime customer value.
Keeping track of these will help you track the financial impact and overall effectiveness of your Google Ad campaign as well as make it easier to identify areas where you need to improve.
The Top 3 Ways to Maximize Your Google Ad ROI
Now that the stage is set, you know what you’re working towards, and what KPI metrics to track, it’s time to dive into some proven strategies to optimize your campaign and make the most of both your marketing efforts and your budget.
Ready? Here we go.
1. Button Up Your Paid Search Strategies
For better results, you’ve got to first have irresistibly clickable ads.
Meaning that they’ve got to grab attention and immediately hammer home your value to your target ad group, both with visuals and with your messaging.
Since you’ve already thoroughly researched your target audience and their pain points, all that’s left is to find the right words to use. Here are some steps you can take to lock it down.
- Start by using Google’s Keyword Planner to do some keyword research and find the keywords and phrases that speak to your target audience. Having these keywords can really make a difference in improving your ad targeting and bumping up your chances of reaching the right users.
- Once you’ve got your keywords, then mix them into your ad copy. Use attention-grabbing headers, engaging descriptions, and irresistible calls to action. If you have a copywriter on your team, now is the time to get them in on the action to optimize your ad copy and make it as appealing and persuasive as you can.
- Google Ads Extensions gives you the opportunity to showcase some extra bits of information with your ads, so definitely take advantage of that! Extensions like sitelinks, callout extensions, or location extensions can boost the effectiveness of your ads and improve your click-through rates.
- Perfectly time your ads with ad scheduling. In your Google Ads account, you’re able to see what time your ads get the best results. Identify peak periods when your target audience seems to be the most active and adjust your schedule so that your ads appear then.
- Good PPC management includes regularly monitoring your ad campaign and adjusting your bidding strategy based on what ads are performing the best. By allocating more of your budget to high-converting keywords and ad groups you can optimize your bids for better cost-effectiveness and maximum ROI.
2. Create a Great Landing Page
Once your visitors are interested enough in your brand to actually click your irresistible ads, you’ve got to make the most of that initial interest. Skip the trip to your home page and, instead, lead them to a well-designed and highly effective landing page.
There is quite a bit that goes into what makes a truly GREAT landing page (you can click that link above for an article specifically about the best landing page design tips), but it boils down to a few things. An optimized landing page …
- Showcases the value of your brand immediately.
- Is visually welcoming and free of unnecessary clutter or garish fonts.
- Has catchy headers, short sections of copy, and is easily scannable.
- Makes use of directional cues to guide your visitor to your lead form.
- Offers simple, user-friendly lead forms that don’t ask for more information than you need.
- Is optimized for smartphones and other smaller devices.
- Displays trust signals like reviews, certifications, and testimonials to prove to visitors that you’re the real deal.
If it’s possible, create a dedicated landing page for each of your ad groups. And once you’ve got them all designed and launched, be sure to continuously monitor them to maximize effectiveness and fine-tune performance.
You can easily track how your landing pages are performing using Google metrics and tools, such as Google Optimize
If you haven’t heard of this one, Google Optimize is a tool that allows you to test variations of your web pages to see how they are performing against any specified objective. It’s extremely useful for A/B testing, website testing, and other personalization tools to not only help you deliver relevant and engaging ads but optimize your customer experience.
3. Use a Full-Funnel Strategy
The marketing funnel outlines the stages of the customer journey, starting with initial awareness (the top of the funnel) and narrowing down to your customer finally taking action and buying your product or subscribing to your services (bottom of the funnel).
Though your marketing team probably has their entire strategies built around this, building your Google Ads strategies around a full-funnel technique can be very effective too.
Here’s how you can draw in potential customers in all parts of your marketing funnel.
- Awareness stage: Here, you want to attract new customers and raise awareness about your brand and the products and services that you offer. Effective ways to do this are to use display ads, social media ads, or video ads to reach the folks who don’t yet have you on their radar and generate some interest in what you have to offer.
- Consideration stage: Your potential customers know who you are and vice versa, so now it’s time to engage and educate. Retargeting ads work well for this stage and so do Remarketing Lists for Search Ads (RSLA) to nudge the people who have already visited your website. Personalized Gmail Ads can be very effective as well to help you deliver relevant content, special offers, or educational content right to their inbox.
- Conversion stage: Ads in this stage are targeted to users most likely to convert and are designed to drive conversions and sales. Eye-catching ads that drive traffic to your optimized landing page will work great for this. Search ads, shopping ads, and remarketing are also effective, as are display ads optimized for conversions.
- Retention Stage: The fun doesn’t end after your user converts! Build up your customer loyalty after conversion by continuing to engage and nurture! For this you can use customer match ads, tailoring your message to promote loyalty programs, exclusive offers, or personalized recommendations. Video remarketing ads and Gmail ads are also great tools to keep your brand top of mind, encourage repeat purchases, and foster long-term relationships with your loyal customers.
Adjust as Necessary
Remember, there’s no set-it-and-forget-it here.
A successful ad campaign takes continuous monitoring and fine-tuning to achieve the results that drive your business. Fortunately, Google makes it easy to keep track of your campaign with plenty of metrics and analytics tools to keep you on top of your ad performance.
Take note of important metrics, like click-through rates (CTR), conversion rates, cost per acquisition (CPA), and return on ad spending (ROAS).
If at any point, you don’t like what you’re seeing, then experiment with different elements and adjust as needed with different headlines, scheduling, key phrases, CTAs, and any other variables you can think of until you’re getting the results that you want.
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Looking for Your Google Ad Dream Team?
With everything online these days, Google Ads can be an invaluable tool to help your business to reach its marketing goals.
But it does take time.
So, if you’re ready to level up your Google Ad management but don't have the time, you may have thought about going to a Google advertising agency, a marketing agency that offers Google ads management services, or even opting for a designated account manager with Google Ads Manager.
And sure, you could do that. But for the maximum return on interest, for the best-designed and most effective landing page, ad copy that resonates with and speaks directly to your target audience, and marketing geniuses that know how to capitalize on every step of the customer journey, you need a team of experts behind you.
Designity is made up of the top 3% of US-based creative talent and our top-notch web designers, copywriters, and marketing and social media experts are here to help you grow your business in a way that other Google Ad agencies just can’t.
With a Creative Director in charge of your Google Ads (or any PPC campaign you like), you can rest assured that your marketing goals will be in the hands of a design and advertising specialist, dedicated to helping you make the most of your marketing efforts.
So, what do you think? Could your Google Ad management use some leveling up?
Let us know, we’d love to help you optimize your strategy and help you meet your goals!
