Google Ads Specialist
One of the most effective ways of generating sales leads for your business is to hire the services of a Google Ads Specialist .
Google Ads is a multi million pound platform that businesses utilize to get in front of their customers on Google.
They do this by bidding against their competitors in an auction with the goal of getting their Ads to the premium position on the Google Search Results Page
In order to build an effective Google Ads account for a company that generates sales leads you must get the following key components right
- Sourcing keywords that your customers are searching for.
- Organizing your account correctly.
- Building ads that receive strong engagement.
- Building landing pages on your website that satisfy searcher intent.
- Managing your Google Ads budget efficiently.
There are many ways that a Google Ads Specialist can help you generate sales leads for your business.
Managing the following will create a solid foundation for your Google Ads campaign:
1) Use keywords wisely
2) Create relevant Ad Groups
3) Create high quality landing pages
4) Optimize bids and budgets efficiently
5) Test different strategies to see what works best for your business
Lets look at each of these in turn.
1) Keywords are the foundation of every online campaign for a business. In Google Ads you want to harvest keywords that will connect you directly with your customers. This means having keywords that will trigger your ad to be shown in front of your target audience.
For example, if you are a property solicitor you are much more likely to have your ad triggered if you have a key term such as ‘Conveyancing Solicitor Dublin’ than just using plain ‘Solicitor’. The keyword ‘Solicitor’ is too general and will come with much greater cost and competition attached to it. It also does not signify intent.
Whereas with ‘Conveyancing Solicitor Dublin’ we know the person is searching for a property solicitor in Dublin, addressing a specific need in a specific area
2) Once you you have collected all your keywords then they must be organised into a specific order based around the services offered or keyword type. Lets go back again to the example of the solicitor. In Google Ads you have an organising pyramid that allows you to structure your account in the following way.
At the top of the pyramid is the campaign name. Then you have you Ad Groups.
Ad Groups allow you to store your ads all in one place. In addition they contain the keywords you have chosen that may trigger your ad.
So, for example, if you are a solicitor, Ad Groups can be thought of as the services you offer. So the ads and keywords for all your property services can be stored under a Conveyancing Ad Group. If you offer family law services these ads and keywords can be stored under a Family Law Ad Group and so on.
3) Landing Pages
Landing Pages are the pages on your website that the Google Ad directs the searcher to. It is very important that you ensure that the page the user lands on contains the keyword that triggered the ad that got them on to the page. The Google Ads algorithm, Quality Score, rewards relevancy and a good searcher experience.
So, for example, there is no point in a search that find your ad by using the keyword ‘solicitors in my area’, and then finding themselves landing on a page which is all about dentistry.
The experience will not be a good one for the searcher and Google Ad’s quality score algorithm will mark you down causing your ads to be more expensive by increasing the cost per click Your ads will also show less often in the Google Ads auction.
4) Optmising bids and budgets
The first thing to say here is you must choose the bidding strategy that aligns with your goals.
There are 11 bidding strategies in Google Ads in total.
The list below covers the most common ones.