Marketing works by influencing a consumer to take action by focusing on the right customer at the right time with the right message. Each day people turn to Google to: look up an answer to a question, discover a new place to visit, find solutions to their problems, and look for products to buy. Every new search presents an opportunity for businesses to grow by filling the need of that customer. Google Ads is an online advertising platform that allows you to show up right when a prospect is displaying a need by identifying keywords, audiences, and websites relevant to your product and services then bidding to show your ad in the right places.
It is imperative that as a business owner, you evaluate the underlying consumer needs that guide their mindsets in making purchasing decisions to tailor-make your ads. Some common consumer needs include: surprise me, help me, reassure me, educate me, impress me, and thrill me. These are very important because the language you use in your advertisements, the appearance of your landing page, and how you present your brand must all align with that need.
In using Google Ads to advertise, you will gain access to the Google network that is divided into the Google search network and the Google display network. These display an advertiser’s text, video, or photo ads where you bid on the CPM model/ cost per a thousand impressions model. Advertising agencies such as Marketing Strategies for Small Businesses help with: setting up Google Ads account, managing the platform, keyword research, and keyword targeting. We also engage in monitoring and evaluation to optimize return on investment.
There are other search advertising solutions on the web, but the benefits of using Google Ads to manage your advertising are immense: tremendous reach, precise targeting, and limitless measurability. In the ensuing paragraphs, we will review tips for running a successful Google ad campaign.
Tips for Running a Successful Google Ads Campaign
1. Define Your Business Goals – A businessperson needs to identify what he/she hopes to gain from his/her efforts. These may range from increasing website traffic, increasing more phone calls through the sales team, increasing store traffic, or creating awareness about a specific product. A proper goal enables one to identify a strategy and evaluate the proper way to measure results. Your goal should be composed of the following elements:
- The objective
- The mindset
- The effort
- The key performance indicators (KPIs)
Having SMART goals ensures the businessperson can maximize the return on ad spend (ROAS).
2. Define Your Customers – Marketing is about getting the right message in front of the right people at the right time. Before creating the advertisement, a business owner must understand the target segment by creating a target persona. This is a fictitious person that describes your target group of consumers very well. This makes the process of creating ad campaigns and constructing messages much easier when you have a key segment in mind.
3. Construct the Buyer Journey – This is the decision-making process involved in making a purchase. With the knowledge that buyers define their paths and interact with your brand across multiple touchpoints and multiple search queries, a business owner should understand how prospects navigate this process. The stages involved include: awareness stage, consideration stage, and decision stage. By determining the stage a prospect is in, a business owner can construct ad groups to capture the buyer’s attention as he/she navigates the journey by appearing in multiple places with different pieces of information to persuade the consumer to take action.
Conclusion
Google Ads are among the best channels to launch digital marketing campaigns to influence and persuade potential customers to take action. They enable marketers to precisely target prospects, therefore, ensuring a good return on ad spend (ROAS). The additional benefits such as Google Analytics help marketers and business owners understand trends and incorporate them in their strategies and forecasting efforts.
