How to Improve PPC Response: Upon Which other Principles was Google Ads Built

Contents:

Introduction

What are Google Ads?

Digital Marketing Solutions with Google Ads

Write to Sell

Make Your Ads Relevant

Make Your Ads Useful

Get Better Results from Google Adwords

Automation is Your Choice

Steps to Create Your First Google Ad

Strategize, Plan, and Monitor

Running a Google Adwords campaign is one of the most effective ways to market your business.

However, if you’re not getting the results you want, it may be because your ads are missing some key components.

Every second, people turn to Google to find the information they need to get things done.

Every day, 5 billion people search. Those searches make Google Ads an effective way to reach the Google audience and their partners.

In this article, we’ll talk about three core principles for creating effective ads.

google 3 core principles

What are Google Ads?

Google Ads is a digital marketing solution that enables you to reach audiences through channels such as Google Search, YouTube, Play Store, and Google Display and search partners. Depending on the company’s goals, this platform offers a range of advertising options.

They have the following main objectives.

The goal of driving sales is to drive conversions or sales from customers who are ready to respond to you or are close to making a purchase decision.

Acquire leads for your business. Let relevant customers express interest in your products or services by signing up for a newsletter or providing their contact information.

Increasing website traffic is vital to driving potential customers to your site.

Take into consideration potential customers’ interests. Encourage them to explore what you offer or educate them about your unique products or services.

Promote awareness of your products and services or introduce customers to what you offer when you launch a new product or expand your business into a different area. In this way, you may inspire them to purchase from you.

Digital Marketing Solutions with Google Ads

Google Ads’ digital marketing solutions are based on three crucial principles: relevance, control, and results. It is important to know these principles in order to understand their benefits better.

Relevance: your ads appear when someone is searching for information, a product, or service like yours, and you can customize aspects like keywords, audiences, location, and placement to get the most relevant customers. Your message is delivered to the right person, at the correct moment.

Control: Changing your campaign is always available to you. You can adjust campaign settings, the ads, budget, start and end date, or restart a campaign when you change your campaign strategy.
You can choose how much you spend per month, day, or night.

Results: Measurement data helps you track how your campaigns and ads are performing. Your technology tools let you create, manage, and optimize your campaigns so you can maximize your investment.

These three principles guide your actions to creating successful Google Ads. Let’s look at actions you can take to improve your success right from the beginning.

Write to Sell

When it comes to writing for the web, there are some hard-and-fast rules that you should follow. One of these is “write to sell.”

When a reader lands on your page, you should have one goal in mind: help them buy your product or service.

Consider using the sales funnel—a five-step process designed by advertising legend John Caples—to guide your content creation process.

In the first step of this funnel, positioning, you’ll focus on identifying and describing what makes your product unique from its competitors.

Next is differentiation, where you explain how your product differs from others on the market. This can be done with facts and figures (e.g., price) but also through testimonials or case studies that showcase how other people have benefited from using it (e.g., social proof).

The third step is proof: showing them why they need what you’re offering and demonstrating how having said item will improve their lives in some way (e.g., ROI).

In the fourth stage—call-to-action—you’ll provide an explanation as to why they should take action now rather than later; this could include incentives like discounts or free shipping offers if customers sign up today.

Finally, comes the purchase decision/action. This could mean asking visitors directly if they’d like more information about purchasing options. So after reading about all the benefits of using your products/services. The benefits might prompt someone to buy now instead of later. Because later they may forget you altogether or because there are too many other things going on in their world.

Make Your Ads Relevant

Your ad needs to be relevant to the search term you use.

It’s no good running an ad for “checking accounts” when someone has searched for “long-term CDs.”

When you do want your ads to appear, you need them to be as clear as possible about what they are offering. If someone searches for “checking accounts,” then they probably don’t want a stodgy certificate of deposit; they want something that keeps their money liquid.

You also need to make sure that your headline or description clearly explains what you are offering or, even better, shows photos of the item being advertised so people can see exactly what it looks like before clicking through.

Once they have purchased, they may remember your ad but they will forget the name of the item they ordered. If you only offer one item, make sure it is distinctive and creative, so you get noticed.

google ads three core principles planning

Make Your Ads Useful

Usefulness is the key to success on Google Ads.

If your ads aren’t useful, they’ll be ignored by users.

If your ads are useful, then you have a higher chance of users clicking on them and converting into customers or leads.

Useful ads, show how your product or service will give the viewer the results they want. In other words, show how you solve a problem.

Showing people what your product or service looks like or what it does is a great way to grab their attention but also to offer some value. People like to get value for their money. Ideally, people will click through to learn more about your product or service and make a purchase.

You can further help display your ad to people who are interested in your industry by increasing the relevancy of your ad by including related content in your ad. After the ad is displayed on their Google search, they will continue to explore it after your ad concludes.

You can try out two different Google AdWords campaigns to see what they can do for you.

So, it’s in your best interest to make sure that every ad you create is as useful as possible—because the more clicks and conversions you get from each campaign, the better return on investment (ROI) it will have.

Get Better Results from Google Adwords

Understand you need to give Google Ads time to work. Three days is not a true test. Give your ad at least a week, but three weeks is even better to get a true test of results.

It takes time to create an ad or set of ads that truly match your target audience. All the while, you need to track your results. And, if you are running more than one ad, compare the results.

The three core actions are:

1. Measure your results. If you don’t measure, you can’t manage your results. And if you can’t manage them, then they will never be as good as they could be.

2. Evolve. You probably have ads that are working well. But you can’t sit on a good ad forever. You need to evolve your ad strategy if you are already running effective campaigns. Otherwise, ads will no longer match the variety of your competitors and customers, and you will lose customers to the competition.

Optimize over time rather than all at once. The way to get better at something is to practice it. l
Learn from what works and what doesn’t work. Then try again with a new plan of action based on that knowledge—not by going back to the beginning every time and doing everything all over again from scratch. That way you will build on your success.

3. Don’t be hasty. Make changes slowly so that their impact on your campaign can be tracked easily and accurately. And you won’t waste too much money just experimenting.

For example, if you want to redirect a portion of your campaign to another location, you will want to make sure the law of large numbers holds true. For example, if you are redirecting from one city to another, it’s not wise to make a one-time, one-location change. Instead, redirect your campaign in stages, letting the effect of the change become apparent, if possible.

Automation is Your Choice

Consumers’ preferences and how they seek them constantly change. This makes it harder for you to anticipate every possible search that is relevant to your business.

Google provides automation tools that promise more value with less effort.

Automating Google Ads is the practice of using software tools and strategies to automate the bidding process, boost conversion rates, and accomplish your business goals autonomously.

Account managers are armed with one of the most powerful tools in their arsenal. The software provides data, which helps track performance and make improvements.

But going through all that information manually is time-consuming, inefficient and often suboptimal. AdWords automation solves these problems and offers much more.

You can read more about how automation works and the choices you have for elements to automate at Google’s guide. And just as you make adjustments to your ad a step at a time, you’ll want to monitor automations one at a time as well.

Before you choose automation, we advise setting up your own ad campaigns first. As you monitor the results, you’ll learn what works best for your products and services.

Google uses broad data. First, you need to isolate elements of a successful ad that works for your business. Then you can consider automation to augment your findings.

google ads three core principles execution

Steps to Create Your First Google Ad

In order to start running ads with Google you need to open an account. Set up your details including your payment source. Then you’ll be ready to create your first ad.

Organize your account. The simplest way to organize ad campaigns is to use the categories you have on your website. Creating separate campaigns, ad groups, ads, and keyword lists for your products helps keep your ads relevant, making sure that someone who’s looking for “savings account” doesn’t accidentally see your ad for long-term CDs. The more focused and specific your ads are, the more people you can reach who are interested in exactly what you have to offer.

Set your budget. You control how much you spend using two different settings: your daily budget and your bids. Your campaign budget is the amount you want to spend on each campaign per day. The amount that you’re willing to spend on a keyword if someone searches for it and clicks your ads is your bid amount.

Choose your keywords and match types. Use Google’s Keyword Planner tool. When people search online for what you offer, choose terms they will find helpful. As well, you want your keywords to be relevant as possible to the message they trigger and the landing page they will visit if they click that advertisement. Then choose the type of match you want in your ad for the keyword.

Create your landing page. Your landing page is the first place potential customers visit when they click on your ad. Don’t send them to your home page, send them to a specific page dedicated to the item in your ad.

Decide where you want your ads to display. You have choices about semdingg ads to desktop, mobile devices, or both. Knowing your customer base will help you make a wise decision.

Write your ad copy. Focus on the results your business will bring for the consumer. Use keywords in the text. Keep the ad focused on one product or service (matching the landing page).
Connect your ad account to Google Analytics. Analytics helps you monitor how your ad is performing, for instance where people leave your page before buying.

Keep your ad simple. Don’t skip any steps. Know how much money you want to spend and watch your budget. Let your ad run. If you decide to make changes, do them one at a time so you can measure the results of the change.

Strategize, Plan, and Monitor

Use the three principles of relevance, control, and results to manage your Google Ads. Strategize each task, aiming to improve your return on investment (ROI), and keep track of results.

Plan to make your ad relevant to your ideal target customer. Highlight the benefits of using your product or service.

Choose precise and customer-relevant keywords. Set a reasonable budget.

Track your results. Test any changes you make from changing your bid amount to visuals on your landing page.

There’s one more principle we didn’t mention. That is patience.

While Google Ads can bring you almost overnight results, maintaining and optimizing your ad campaigns requires patience as you test each element to make your ads even better.

If all of this setting up, controlling, and monitoring seems too much for your business, Erfolk offers cost-effective Google Ad campaigns. We work with you to set up your campaigns to reach the right people in the right places. We’ll help you design an effective, compelling landing page. And we’ll report on every stage of your campaign.

My team and I are here to help. Which marketing problem would you like to solve today?