A lot of google ads suck
This is not to bash businesses. It just hurts to see businesses leave dollars on the table when they are up for an easy grab.
Today we will fix that in just 8 steps.
Many of these might seem very easy, but that’s where the money is – in those simple steps many overlook.
The first is the most important, yet it is the most ignored.
Before you even open a Google Ad account, you need to ask yourself why I need to run ads.
What is your goal?
Next, what specific target do you want to hit? Example for sales, how many units do you want to sell? For traffic, how many websites visits are you aiming for?
Do not just think about it. Write it all down!
This is a very simple but powerful trick. Never, ever, ever ignore it.
First, find out who your top 20% customers are. Those who bring in 80% of your revenue. Then out of this group, find out who the top 20% are among them. So in effect, you are finding out who the top 20% of your top 20% are.
This gives you your top 4% of customers. These are what we call your HOT LIST.
Next, research this hot list.
Find out why they buy from you or your competition, what their fears are, what keeps them up at night and what gets them excited. Based on this, you get to know exactly what your customers are thinking so you speak to them in their language. You will even be able to finish their sentences. This is when you know you’ve got it.
This separates you from 90% of businesses that just scream “we are here, buy from us”. Too much noise. Too little impact. Use the Power of 4% approach instead.
The mistake most businesses make is they sell to everyone!
The single lady in a one-bedroom apartment in London might not be interested in the same type of furniture as the father of 3 who lives in a 4-bedroom house in Ombersley.
The Best sales people sell exactly what the customers want. The trick is to know which customer you’re speaking to and to be so sure they need what you are offering.
So before you create your ad ask yourself, who will I target?
Up until this point, you know your goal. You know your top customers so well. But now, which of them will you target?
Think about the following:
Next, find out what their Buyer Journey is. What steps do they go through to make a purchase. The Google Buyer Report is a great tool for this..
Now, this means you can create several target personas and create ads for each of these personas.
If you did step 2 very well, this will be easy. Craft an offer or a message that your target persona cannot resist. Sell your target exactly what they want.
Make your offer outrageous but make sure you can deliver on it. Then, craft your message around that especially in your headline. Your headline is super important because headlines get read 5x more than the body of ads.
Example, instead of saying “Buy furniture in London”, say “If the furniture you buy doesn’t fit the style of your room, we change it for you For Free in London”.
The big mistake some businesses make is come up with a really catchy ad which gets customers clicking but once those customers click, they get sent to that leads to a generic website. For instance, your ad can talk about “beds” but once customers click, they get sent to a website that shows all the furniture that the business sells.
It is therefore important to make sure your landing page carries the same message as your ad. There should be coherence in message, design and offer. When a customer clicks on your ad, the page they go to should be a mere extension of the ad.
For Google Ads, keywords are your bread and butter. You miss this, you throw a lot of money away.
So first, find out which keywords you want to target and list just a few of them in your keywords group. For best results, target long tail keywords. Instead of furniture, you want “furniture in London”. Even better, you want to target “furniture in London for one bedroom” or “modern style furniture”.
Then look at the conversion rate and value per conversion for that keyword. Your goal is to get medium-traffic & low-competition keywords that match the exact target persona that ad is for. This means you need to create different ads for different target personas. Even going further, you can create different ads for the same target persona based on different keyword groups. You can even target mobile and desktop separately to see which converts better.
That being said, do not put too many keywords in one keyword group.
Next, look at your match types. Google Ads has 3: Broad Match, Phrase Match, and Exact Match.
Start off with Broad Match. This way you can measure what is working and that can help you refine your ad further based on data.
Over time, you move to Phrase Match, then finally Exact Match. Exact Match has the highest cost-per-click and that is why it is important we get to this stage only after we are sure we will get results.
To refine your keywords even further, you have to take out keywords that might show up but will not give us results. For instance, our “modern style furniture” might show up for “modern style furniture for students” meanwhile we do not sell student furniture. This is what we call Negative Match.
In creating Google Ads, we know headlines and descriptions are important. But beyond those, you must pay attention to ad extensions. Ad extensions are an essential part of the customer experience and can give your ads a considerable performance boost.
These are your:
Also, make sure you fill in all ad details: Final URL, Headlines, Paths and Descriptions.
Finally, get AI robots to work for you.
The costs for Google Ads can go up very fast. This is why we measure everything and change our ad based on data. Even with this, we can sometimes make mistakes and that is why you need AI to work for us.
Therefore, use Smart Bidding and Responsive Search Ads which help you increase your conversions. These tools takes into account everything from funnel stage, to relevance, to keywords, to competitors. This increases or decreases your bid automatically to make sure money is not wasted.
Google Ads are a powerful way to grow your business. You can generate up to x8 or even as much as x20 of your investment if done right. We have spent over £5 million on ads on all sorts of platforms to know this and we are happy to help. We know it hurts to see a lot of money get wasted while sales are stagnant or even dropping. This is why ads are our number one focus.
