Whatever your business or industry, Google Ads can be highly effective when used strategically for growing website traffic and generating leads. But what happens when your ads aren’t generating leads?
There are several factors that must work cooperatively in order to achieve success with Google Ads; from the quality of your landing page, ad type, copywriting, audience targeting, budget, keywords, seasonality, and other factors, it can be difficult to know where to start optimizing if your ads are underperforming.
If you’ve thought through your ad setup and strategy thoroughly and can’t pinpoint any deficiencies, you will likely find areas of improvement in your keywords. Here are three simple keyword optimization opportunities to examine to improve your Google Ads performance.
Use Long-Tail Keywords
Long-tail keywords are longer, more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase or when using voice search. When you bid on long-tailed keywords, the cost per click (CPC) is lower since there’s less competition.
By targeting longer, more specific long-tail keywords in your campaigns, you can get higher ad rankings on relevant searches without having to pay a premium for each click.
Long-tail keywords generally lead to better-qualified clicks, which is what counts as it relates to making the most of your budget in a CPC campaign. Once you’ve done your research on long-tail keywords, be sure to incorporate them into the copy on your website’s landing pages.
Experiment with Match Types
To see success from Google Ads, it’s important to continually monitor and tweak your campaigns and try new strategies. Aside from playing with different bidding strategies and ad messaging, you can test different match types for your search keywords. Google Ads offers:
- Exact match
- Phrase match
- Broad match
You can use the “match type” column in Google Ads to see how search terms that triggered your ad match the keywords you’ve selected, and make an informed decision about selecting a match type from there.
Use Broad Match Modifiers
By adding a modifier, you can discover many more relevant keywords while maintaining more control than a broad match type. Adding a broad match modifier will ensure your ads only show for searches that include the words you’ve marked with a plus sign (ex. +boots or +scarf), or close variations. Using modifiers is a great way to help you get a higher clickthrough rate.
Businesses make an average of $2 in revenue for every $1 they spend on Google Ads.
Don’t get left behind, work with KWSM to develop a powerfully targeted digital advertising campaign that will expand your reach and generate leads and more potential customers.
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