It’s hard to stay on top of search engine advertising trends when you have a business to run. That’s why we’ve collected the best tips you can apply right now and get the most out of your campaigns.
Every business owner that wants to grow their business shouldn’t ignore the power of search engine advertising. Shortly, it’s all about making your website appear at the top of search engine results by smartly using paid campaigns.
That way, more people will see it, click on it, and there’s a high chance they’ll purchase your product or service. But, you shouldn’t attempt to appear on the first page of Google to everyone. That’s just a waste of time and money.
A good marketer knows how to optimize the campaigns, so only people who were already looking for a similar product get to see your ad. In the past, this process was much easier. All you had to do was pick the right keywords. Today, competition is tougher than ever, and search engine marketing is evolving quickly.
In this article, we’ve summed up the most recent trends and practices for you. We work with them daily, and we understand the importance of staying up-to-date. These search engine advertising tips will help you maximize your result and increase sales.
Here are the five tips you can apply today and transform your campaigns immediately. The results will blow you away.
Know What Keywords to Use (And Avoid)
Keywords could make or break your campaign. Thankfully, today there are many keyword tools and planners you can use to determine the best keywords. Make sure to do thorough keyword research before you run any ads.
The keyword tools will show you the search volume of a certain keyword (how many times someone typed it on Google). They will also give you a list of similar keywords or phrases that your target audience googles. You can use them to check whether it’d be hard to beat the competition for a certain keyword.
Finally, there are also negative keywords. Just think about it. If you sell high-quality food supplements, you may think that you need to attract all people that google supplements and healthy food. But is that really true? Do you really want to attract a person that searches for Cheap supplements?
That could be a keyword you want the search engine to ignore. Remember that every click will take a small amount of money out of your campaign. Don’t waste it on people who are clearly not your target audience.
Focus on Your Ad Copy
Search engine advertising can be difficult as you have to create an ad that both Google and your audience will like. The first part is easier. Just make sure you use the right keywords and follow certain rules. But you should never forget that there’s a person on the other side of the screen who is reading your ad.
They don’t care about keywords and metrics. You need something that will catch their attention and make them click on your ad. That’s why copywriting is such an important skill. You should practice creating catchy titles (not clickbait) that will make them want to know more. Also, don’t forget to include a call to action at the end of your ad.
Use A/B Testing to Nail Down What Works
Did you know that search engine advertising experts never run just one version of an ad? They have more versions of the same ad, and they use A/B testing to find out which one is better.
All you have to do is create two slightly different versions of the same ad. You should change only one element. Maybe it’s the color of some button or the tone of your copy. You run both ads and observe what’s going to happen and how people react. This is a good way to get insights about your audience and their psychology.
There’s one more trick with A/B testing. It takes time. You can’t draw any significant conclusion after just a few days. If you want a relevant conclusion, you’ll need more data. The goal is to stay patient and observe your audience instead of running to a conclusion too early.
Find the Best Match Type
The three most common matches are broad match, exact match, and phrase match. There’s no such thing as a right and wrong match, as everything depends on what your goals are. Whether you want to increase brand awareness or you want to find people who are ready to buy your product now.
If you opt for a broad match, the search engine will show your ad to anyone who types a particular keyword. That’s an excellent way to attract a huge audience, but are they the audience you want? If you’re selling women’s designer shoes, it could be a waste of money to attract anyone who types the word shoes. You could attract a man that’s looking for comfortable running shoes.
Exact match and phrase match are similar. If you opt for the exact match, the search engine will show your ad only to people who entered the exact same keyword or phrase. Phrase match is broader, it’ll show your ad even to people who add some words before or after keyword or phrase.
If you opt for one of those matches, the search engine will show your ad to fewer people. However, there’s a much higher chance that those people are your ideal target audience and that they’ll actually buy from you.
Leverage CPC Management Tools
Everyone needs to learn how to use CPC Management tools. This applies to you especially if you’re running multiple campaigns at the same time. It’s easy to lose track and forget to update your campaigns. They help you track your results and see what works and what doesn’t work.
If you’ve been in search engine advertising for a while, you’re probably familiar with Google AdWords. But there are other great tools as well. We suggest AdWords Editor, a surprisingly effective free tool. It’s very helpful when it comes to managing bulk campaigns.
Practice Makes Perfect
The best way to see what works for you is to make your first paid campaign. How else would you know? Search engine marketing is all about practice and learning from your own experience.
If you don’t have time to learn from your own mistakes, you can arrange a free consultation with us. We’ll be happy to share search engine advertising tips with you and help you get the most out of your campaigns.