Have you launched a Google Ads campaign, but its results leave a lot to be desired? Many ecommerces are in the same situation as you.
Fortunately for you, the keys to knowing how to maximize your results in Google Ads are no mystery.
Even giants like Zappos, Amazon or AliExpress struggle to optimize their PPC campaigns for better results. In this fight, the winners are not always the biggest or the ones who invest the most.
In the following lines, you will find a selection with the best recommendations in this respect. Are you going to lose them?
7 keys to maximizing your results in Google Ads
Think of your customers when designing your Ads
Those responsible for the design of PPC ads should not limit themselves to knowing their target customers: they should visualize them in their minds and keep them there during the creative process.
Every word and every image should be selected with the target client in mind. In this way, we will attract the attention of our audience, arouse their interest in our products and get them to click on the ads.
But to achieve all that, first we must put ourselves in their skin and think as they think.
Aim for the local consumer without forgetting the global one
Even if your ecommerce has customers on all five continents, most of them will come from very specific geographic areas.
So, if you’re still wondering how to maximize your results in Google Ads, you should segment your ads so that you target more local consumers.
This is the law of life when launching campaigns on local festivities: for example, Christmas and New Year do not need segmented campaigns, but carnivals or more regional parties.
Another case study would be that of products aimed at specific geographical areas
For example, if your ecommerce has specialized in selling windsurfing equipment, the inhabitants of lakes and mountains do not interest you. Therefore, these geographical areas should be discarded.
Of course, this doesn’t mean you should take a local approach to your marketing strategy in Ads. You just have to take local customers into account when optimizing your campaigns.
Review and maximize the Quality Score of your keywords
The optimization of the keywords and long tails of an ecommerces is a constant process. In this sense, the secret of success lies in sacrificing good keywords for excellent keywords.
In this process, the Quality Score of Google Ads is a powerful ally. This reference allows us to know the level of quality for each of our keywords.
A quick analysis will allow us to discover which are the ‘sacred cows’ of our keyword research and which are the ‘black sheep’.
The rest requires no further explanation. We must discard the keywords with the worst ratings in the Quality Score and replace them with better ones.
Needless to say, this is one of the most interesting answers to how to improve Google Ads.
Segment your target audience when it grows too much.
You did an initial segmentation for your business, but now it has grown too much? Maybe it’s time for a new segmentation.
If your ecommerce has this problem, you should know that your Ads campaigns are targeting too large an audience, which increases costs and reduces the effectiveness of their results.
The need to re-segment your target audience should contribute to creating more cohesive and uniform groups of target customers.
Potential customers should never be discarded because they do not correspond exactly to the individual buyer. Marketing specialists have to learn to be flexible in this regard.
Optimize your landing page
The process of maximizing a Google Ads campaign is not limited to finding and attracting potential consumers.
Getting clicks should not be a goal in itself but getting conversions. Therefore, one of the best practices to achieve this is to design a landing page adapted to PPC ads. Otherwise, customers may feel disappointed.
Let’s look at an example:
a user clicks on a sports sneaker ad for women but is redirected to the women’s ecommerce footwear category. There you will find high heels, flip flops, slippers and (finally) sneakers.
This hypothetical user has taken the patience to look for what interested her, but what about the others? Obviously, they won’t have as much patience.
Consequently, we must design landing pages adapted to the campaigns initiated, instead of sending customers to generic pages. This malpractice will damage our conversion rates, triggering rebound rates.
Remarket and give them a second chance
Impatient to know how to improve on Google Ads? This recommendation will exceed your expectations: remarket and reconcile with the users who visited your ecommerce, without any conversion.
Thanks to Google Analytics and its Smart Lists, you will be able to access the big data of the most famous search engines and direct your Ads campaigns to those users who visited your products or started shopping carts.
Just because in the past they refused to do a conversion doesn’t mean they can’t change their mind.
Don’t forget honesty and transparency
Especially if you are targeting the millennial and postmillennial generation, honesty should be present in all your advertising campaigns, not forgetting the PPC ads.
Is there a certain exaggeration in your messages, do you use images that create false expectations? You must avoid these bad practices.
Your Ads ads must match the service or product they are advertising.
It is preferable not to deceive the audience and increase the value of the clicks received, but to underestimate this advice and get many clicks, at the cost of high rebound rates.
Now that you know how to maximize your results in Google Ads, you no longer have excuses to put these tips into practice.
The best ecommerce understands that success and improvement walk together.