Increase Sales and Conversions Through Better Google Ad Management
In this blog we’re going to dive deep into the murky waters of Google Search Ads optimization and the most important aspect of it - lead and revenue generation.
When it comes to advertising on Google, there are 3 type of ads you have probably heard of:
- Search ads: these type of ads are based on keywords or phrases that Internet users enter into Google in order to get information.
- Display ads: these type of ads can be seen across a variety of websites connected to Google via Adsense, including YouTube (read more about Video Ads here) and the expanded Google Partner Network (excluding Facebook).
- Remarketing: these type of ads are designed to be displayed only for people who have visited your website (ie. shown interest in your company) and who you want to retarget with specific ads as they travel around the Internet.
However, there is more than meets the eye.
Some of the most underrated types of Google Ads are:
- Dynamic search ads (DSA): these type of ads are purely based on your website internal structure (read SEO best practices) and they may help Google to serve your ads based on your website content. This is a great example of why your company needs a strong content strategy in place. If Google can crawl your website and find some valuable content, this can improve not only your organic rankings but your paid PPC marketing efforts as well.
- Google Shopping Ads: if your company has over ten products to sell, then utilizing Google Shopping Ads is a great idea! In order to setup these type of ads properly, your company will need to go the extra mile and create your business (product) feed. This feed can be used by Google to determine which product pages are the most relevant to a search query. These ads contain a product image, url, description and other useful features like price discounts, colour, size and other features of the product.
Now why do we have to spend time on these complex and not so popular ad formats you may think? Your existing marketing strategy is probably good enough as is without all of these bells and whistles, however, here is what you probably didn’t know:
DSAs aren’t going to work for every account. But when they do work, they work really, really well.
Here are some industries where DSAs can be extremely successful:
Dynamic Search & Shopping Ads for eCommerce
Creating a properly formatted business/product feed and letting Google pick the best ad for each search query enables your store to increase conversion rates by at lease 10-25%, simply by engaging and converting Internet shoppers just like Amazon and Walmart do. This type of ad format will impress everyone who thinks your company is not big enough to grow like that.
Dynamic Retargeting & Shopping Ads for Small Retailers
If you have more than a few products to sell and only 1 generic set of retargeting banners, you know something is off.
The reason why dynamic retargeting works the best is this:
- Dynamic Retargeting shows only relevant product ads to your website visitors across the Google Display Network. Most likely your potential customers would like to see a very specific product you have in stock rather than constantly seeing your branded banner popping up everywhere. Your brand may be great, but displaying a specific product that a shopper has previously checked out on your website is a much better and more likely to convert approach.
Would you like to learn more about our meticulous way of building PPC ad campaigns? We’re here to help you. Book a free 30-minute consultation with me, our PPC expert and learn how you can increase your conversion rates and sales today.