Gone are the days where advertising on television, billboards and newspapers was enough to get a product or service out into the public and into the minds of consumers. With so many people using the internet on a daily basis, the internet has become a popular place for businesses to communicate their offerings in hopes of turning prospective buyers into loyal customers.
Advancements in technology over the years has resulted in a shift in consumer behaviour, specifically in internet and media consumption. The average Australian is now spending nearly 100 hours per month on either desktop, laptop, tablet or smartphones.This has caused marketers to reconsider their budget allocations and invest in a wide range of different digital marketing channels.
Search engine marketing, also known as SEM, is a type of digital advertising. In 2019, many businesses are integrating SEM into their marketing strategy. Not only is it an effective channel for reaching mass numbers of people, but it also allows advertisers to target specific users in places where that advertisement will reap maximum results.
If you would like more insight into the concept of SEM or how it differentiates to a SEO strategy, check out our breakdown blog here.
With competition for ad space on the rise, advertising on search engines like Google is definitely something to consider. It can increase your online visibility, grow your business and most importantly boost your conversions. Here are our 4 simple tips to help you get started in your online advertising journey.
1. Keyword research
Search engines such as Google use keywords to determine when to display a particular advertisement when specific words are searched for. Conducting keyword research is an essential task which is often the first thing a Search Engine Marketer does. This research helps us to understand what customers are searching for and determines which industry related keywords will help you get found online.
Although keywords are central to SEM campaigns, negative keywords are just as important and should be included in your campaign development. Negative keywords are terms that you add to the account to tell Google not to show your ad for certain search results. They could be words like ‘cheap’ or ‘free’ if you’re selling a high ticket item, for example.Negatives help to ensure that your adsare only being displayed to users who are most likely to click. They can then save you from spending money on clicks from users that have no intention of making a purchase.
2. Simple copy with CTA
Ad copy plays a significant role in the success of your campaign.It helps to persuade people to think a certain way about your brand or product and motivates them to take action. Most users tend to only give content a few seconds of their attention before moving on to something else. Therefore, keeping copy simple and straight to the point (yet still engaging) is the most effective.
For our 5 Simple Copywriting Tips to Boost Conversions, click here.
Calls to Action, or CTAs, are also key to your campaign’s effectiveness.They are used to help motivate searchers to take a specific action. Including good CTAs in your copy is a great way to turn those searchers into website visitors and potentially paying customers.
3. Great landing pages
When users click a CTA, they most likely want to be taken directly to the page of the item the advertisement was offering. Although directing users to the homepage may seem like a good idea, landing pages should be chosen which are specifically designed to convert users as soon as possible. If the ad is the first step in the buyer’s journey, the landing page is the second. There need to be continuity between the two. The landing page should clearly outline what the next steps are.
Ensure landing pages are high quality and meet user expectations based on the ads. Without this, you run the risk of Google deeming your page as low quality and therefore ranking it lower in the search engine results page.
4. Track your results
There is a plethora of data that can be retrieved from your campaign. Add this to analytic tools which can be used to measure the effectiveness of your efforts and determine which strategies work and which do not. Using the right tools, with the correct set up that is easily accessible will allow you to see and get the results you desire.
Don’t feel confident creating and tracking your own campaign? Contact us today! We’re Certified Google Ads Partners.