Launching a successful advertising campaign can be an overwhelming task if you are just getting started marketing your business, but we at Seattle Digital Marketing are here to help. Here are some of the things our team can do for you in a Google ads campaign and tips to help get you started.

Use Negative Keywords

When you set up a campaign, you know selecting the keywords you want to target is a vital part of designing the ads. However, there are always things you do not want to target in your campaigns toward that may be similar to your important keywords and may bring the wrong traffic to your site. As Google puts it, an optometrist that sells glasses would want to use negative keywords for things like drinking glasses and margarita glasses.

Landing Pages

When you put together an advertising campaign, you are showcasing a specific service your company offers, and someone clicking on your ad wants to learn more about that service. If they like what they see, they may look at your company as a whole, but to start with they just want to see that one thing.

This is why it is important to set up a landing page for every advertising campaign that will showcase the specific features of that campaign.  

Multiple Copies of the Ad

When you start your campaign, you should create multiple copies of an ad, each with a slight change to it. While making a tiny change may not seem like it is going to do much, the little things matter. Trying out multiple versions of an ad can help you determine which one works the best; from there, you can focus on using that one specific ad.

Keep Things Current

Something happening recently is always going to be more interesting to someone than something that happened last year or even six months ago. While you can just make your ads generic, putting some significant timeline on the ad is a good way to boost your advertising. For example, if the ad was created in January, you may have something about “helped X people in 2019.” While that is interesting, it is getting old quickly. Try changing it to “helped X people in March.” That is a much closer date, so it is more interesting to your target audience. This can be tricky, but that is one of the things our experts can help with.

Get Personal

What does your company do for your audience? The customer has something they need from you and they want to know how you are going to give it to them. One of the most important words you can include in your ad copy is “you.” That will make the customer feel like you are talking directly to them, and it will help show them that you are there for them. If you look at two ads for the same product, and one of them says “you,” but the other does not, you are more likely to click on the one that is speaking to you.

If you are running an email marketing campaign, you can take this one step further and include their name in the email ad. That can get even more attention from your audience because they feel like you are talking directly to them. While this is not a tactic you can use on a Google Ad campaign, it is great for other campaigns.

Be as Specific as Your Users

Think about every Google search you have made lately. What have you typed in? Was it just a basic keyword or something more specific? Your target audience is using those specific search queries too.

When putting an ad campaign together, you need to think about what specific words you would type if you were looking for products similar to what you sell.

If you want to buy new shoes, you are not likely to just Google “shoes,” it most likely will not get you the results you are looking for. You would be more likely to Google “women’s red pumps” or even “women’s shoes for sale.” These are more specific and can help get the right traffic to your site.

Geotargeting

Even if you are a national or international company, geotargeting can be beneficial to your company. You are likely to have areas that you have better business in, so if you tailor some campaigns to focus on those areas, you may see a boost in business. You can tailor them to fit the season or weather, depending on your specific product.

For example, if you own a hotel in California and it is the dead of winter, you can tailor a geotargeting ad campaign to somewhere in the country that is covered in snow, giving them the option to get away from the freezing temperatures and snow for a few days.

FOMO

The fear of missing out (FOMO) is a powerful thing in advertising. People do not want to think they are missing out on something great, so if you include something limited, you can greatly increase the interest in your product.

Think about it. How often have you bought something because it was at a significant discount for three days only? What about something that had a free gift with purchase that was a limited quantity? Now, would you have bought that if there had not been something limited attached to it? That is the power of FOMO in action.

Strong Offers

There are a few offer types that do well in Google Ads: free service, free gift, free information, first-time discounts, and guarantee. These all tell your customer exactly what you have to offer them. If things are spelled out clearly, this can help entice your audience into clicking on your ad.

Conclusion

These are just a few of the things that we do when we work on your digital marketing campaigns. A successful campaign has many pieces to it, and if it is curated right, it can be highly beneficial to your company. Contact Seattle Digital Marketing today to find out more about what we can do to make your Google Ads campaign a success!