7 ELEMENTS TO SUCCESSFUL BUSINESS PAID SEARCH ADS
What we once believed as the holy grail to driving conversions, isn’t the same. With ad costs & competition rising more than ever, you need a solid ad strategy & big bucks to stay at the top of the search engine.
Not to mention, you need to be very informed of all the moving parts when running business paid search ads.
Although, in my experience of running many successful business paid search ads, I have found some hacks to help increase clicks & conversions.
Let’s take a look at the 7 elements to successful business paid search ads:
- Campaign Structure
- Ad Groups
- Ad Copy
- CTAs (Calls To Action)
- Landing Page
Now let’s break each of these down & give you some tips to optimize your business paid search ads.
So of course your budget is only once piece of the puzzle but it’s a very important one.
Google uses your budget with every click you get on your ad. Some CPCs (Cost Per Clicks) are more expensive than others, it all depends on your industry.
With ad costs being higher than ever before, you need a healthy budget to beat your competition. If your competitor is paying $10k a month to have their ad show up top of the search engine, you’re going to have to match it or really invest in SEO to compete.
With that being said, whenever you’re inquiring with an ad agency they should be recommending a healthy budget that aligns with your goals.
2. Campaign Structure
Think of your campaign structure like your foundation. If you don’t have a strong foundation, it might work for the time being but it’s not sustainable.
Of course with so much advanced technology Google Ads has become more user friendly, but here are some old school tips that I LIVE by:
•Do your own key word research. Don’t let the ad group auto generate these for you.
•Separate ad groups by relevance of your keywords.
•The more targeted your ad, the better.
•Daily search terms checks to ensure the most relevant searches that your ad will pop up for.
These are just some GEMS i live by when running business paid search ads. Most ad agencies won’t take the time to do a campaign this way because it is VERY time consuming.
Here at Digital Kings we market for long term success. Put in the work on the back end, generate results on the front end.
3. Ad Group
Ad groups need to be separated & grouped by like keywords. The more targeted your ads are, the more conversions you will drive.
Like I said earlier, this can be very time consuming – most agencies will not structure your campaign like this anymore – but it is one of the best ways to lower your cost per conversion.
For example, if i offer a service that has many sub-services inside that big service, I would create separate ad groups for each sub-service to better target that user.
There’s multiple ways you can target your ideal audience with your ads.
Here are a couple examples: location, keywords, audience demographics, etc. Usually you should separate your campaigns by each targeting method to ensure the best results of your campaigns.
You also want to get crystal clear on who your ideal audience is. To help, I usually tell my clients to physically draw a person with all their charactristics & features of who you would like to sell to. This helps visualize your audience & speak to them more directly.
5. Ad Copy
Ad Copy is the text users see when your ad pops up. This includes the combination of headline, main body, and call to action written to form an ad.
Your ad copy can make or break a click. If you’re generating a lot of impressions but not a lot of clicks, usually you need to change around some ad copy because it’s not moving the user to click.
A general rule to test ad copy is to A/B test. This means to run 2 similar ads at the same time but change the copy on one of them to see what ad copy generates the most clicks.
Running business paid search ads myself, I am always testing & changing around ad copy to improve the quality.
Check out this awesome article I found for some more info on ad copy & how to improve it!
6. CTA (Call To Action)
The infamous CTA! Im sure you hear this everywhere on the internet.
Pssst. It’s because it’s important.
A CTA (Call To Action) is a phrase or saying that will indicate to your user what their next step needs to be.
A good CTA can help with decision fatigue and give meaning to your content. Even if it’s just a two-word phrase, users need some direction to know what to do next. CTAs that create a sense of urgency will also help increase conversions.
The best CTAs will be super specific to that users needs. For example, if I am selling a social media service that will generate leads for a user my CTA might be “Click here to generate more quality leads today!”.
This is just an example off the top of my head but you get the idea. Make your CTA have a sense of urgency & show the user what they will get out of your service/product.
7. Landing Page
Last but not least, the landing page experience!
You can have a perfectly built ad campaign & a converting ad copy, but if your landing page is not built for conversions you will have high clicks & low conversions.
Your landing page needs to be relevant & specific to your product/service.
Signs of a high converting landing page will have who you are & how you can help the user, along with a strong CTA moving the user down your funnel.
Your user should see & understand all of this the first 5 seconds they land on your site.
If you have high clicks & impressions but little to no conversions, usually this is a sign you need to fix your landing page. Think of what it would take to convert you if you were to land on your own site.
Pro tip to increase conversions:
Set up separate landing pages for each product group/service. This will make the user experience more relevant & personalized.
So if you’ve made it this far, you’ve learned the 7 elements to successful business paid search ads!
If you’re running paid ads right now for your business, I highly encourage you to double check you have all these things lined up to ensure that you aren’t wasting away your budget.
The worst thing you can do for your ad campaigns is to set it up & forget it. The google algorithm is constantly updating & changing.
So if you’re not constantly adapting to these changes & improving your ads, you will waste a lot of money with little to no results to show for it.
I hope you learned something from this article & please don’t hesitate to reach out to me with any questions you may have!
Alternatively, click here if you would like my team of experts to build you a successful business paid search ads campaign!🏼