In the COVID-19 world, where more businesses are shifting online, brands are finding it harder to stand out in the increasingly crowded digital space. With limited resources available, it is vital to know how to stretch every ad dollar as far as possible to get the most out of it. We will take a look at three strategies covering key elements of a Google Ads campaign – ad copy, landing page, and marketing analytics – specifically, Google Analytics.
Tailor your ad copy to each campaign type. Google Ads consists of both search and display ads. As these ads reach out to your target audience in various stages of their purchase journey, they play different roles in your marketing strategy. In search ad campaigns, your ad appears when users are searching for information related to the product or service you offer. This group of audience generally shows a higher conversion intent, and hence, your offer can be crafted towards driving sales. When you have a small ad budget, it is recommended to start with a search network.
On the other hand, users in display ad campaign chances upon your ad while browsing websites or using apps. They aren’t actively searching for a product or service and tend to have lower conversion intent. Here you should focus on content that builds brand awareness. Leverage on display ad when you don’t have an immediate sale product so that your brand stays top-of-the-mind when your prospect is considering to make a purchase.
Your page serves as an extension of your ad. If the page does not follow through the expectation or promise made in the ad, the conversation stops and the user will likely leave. Besides matching the ad copy with the page offer, your ad should also reflect similar design elements as your page. After your user has looked through the content, your call-to-action is crucial to inform them on the next step and get them closer to conversion. It should be worded clearly and stand out from the rest of the page.
Audit campaign traffic using Google Analytics. Linking Google Ads with Google Analytics allows you to see how users interact with your website after they have clicked on the ad and if the said ad led to a conversion. In Google Analytics, the Acquisition and Behaviour reports provide many useful metrics, such as bounce rate and goal conversion rate. You will likely find yourself using Acquisition > All Traffic and Acquisition > Google Ads reports frequently to compare performance across marketing channels and ad campaigns respectively.
It is important to note that most users do not convert on the first click. Multiple interactions will take place before users convert. Conversion > Multi-Channel Funnels report shows you how paid ads and other marketing channels work together to lead to a conversion. Although some campaigns appear to be underperforming, they may in fact be assisting to move users down the conversion funnel more than converting them.
Having full visibility of your user journey pre- and post-click allows you to see the true value of your campaigns and better evaluate their performance. Cut out what’s not working and invest more in what’s working. As the current pandemic situation persists, there is a need to pay extra attention to your messaging. With things changing rapidly, you have to be on your toes and ensure your offer stays relevant in the new normal. Your content should also be sensitive and empathetic to what your target audience is going through.
Many other factors come into play in optimising your ad campaigns, such as the buying cycle and competitive environment. Constant split testing, together with a data-driven approach, is essential to maximise the return on your ad spend and thrive in the digital space.