Forge Marketing Tips: Google Ads

Interactive Transcript

spk_0 Welcome to the Forge Podcast and today we are giving you a few quick tips to help

spk_0 optimize your Google Ads campaign.

spk_0 Have you ever felt like you're not getting the return you want out of your

spk_0 Google Ads campaign? Have you ever felt like you're just throwing money down a

spk_0 hole spending money on a lot of clicks and those aren't turning into good

spk_0 leads for your company or even phone calls or even contact forms where all

spk_0 those clicks going why are you paying so much money for them? If you've ever had

spk_0 these feelings and you've gotten frustrated with Google Ads I want you to know

spk_0 I've been in your shoes I've felt that pain and I've been frustrated with it

spk_0 but here at Forge Web Design we have really come up with some great ways to

spk_0 optimize Google Ads campaigns and are getting great returns for a lot of our

spk_0 clients as well as ourselves on the work we're doing there so we wanted to share

spk_0 a few quick tips with you on exactly how you can do that. So to start I'm gonna

spk_0 kind of give you the three key areas you need to focus on. One is your keywords

spk_0 obviously you know that but we're gonna dive a little bit deeper into what

spk_0 that means and how you can get the most out of that. The second is your landing

spk_0 page what actually happens when they click through and where did they go and

spk_0 what did they see and then the third is your messaging. How relevant is the

spk_0 actual message in your ad? How relevant are the words in your ad to help get

spk_0 people to that are your ideal audience to click through more quickly. So let's

spk_0 start with keywords. You know if you've ever done ads before if you've ever had

spk_0 anybody do ads for you that you have to select keywords that are relative to

spk_0 your industry for what you're trying to sell. So if you're trying to sell sunglasses

spk_0 you need to put the type of sunglasses you're selling maybe the general term

spk_0 sunglasses sunglasses for sale things like that that's pretty obvious that

spk_0 makes sense but where people trip up is they don't manage or sculpt those

spk_0 ad words as the campaign goes on and secondly they may put too many keywords

spk_0 into a particular group. So let's start with putting too many keywords into a

spk_0 particular group. When you are creating an ad works group it's gonna be really

spk_0 important that you only select as many keywords in your group as you can speak

spk_0 to in the messaging of your ads. So here's what I mean by that. If you are

spk_0 a car dealership and you sell everything that your brand offers you sell the

spk_0 trucks you sell the minivans you sell the sedans you sell the coups you

spk_0 sell the electric car cars you sell the hybrid cars all of those sort of

spk_0 things. They may be tempting to put them all in a keyword group called cars you

spk_0 know or the dealership. Here's what we're selling here's our ad come to our shop

spk_0 and here are the keywords in this every car or truck SUV or minivan out there.

spk_0 Right? Well where it may seem efficient to put all of those keywords into one

spk_0 group and put an ad towards them and it may even make sense since you're a

spk_0 car dealership you want to put all the cars that you sell in one ad group.

spk_0 Unfortunately that's not the way people search online. So when somebody is

spk_0 searching for a car there's typically a particular type of car or an exact

spk_0 car that they're looking for and so if they're looking for a sedan and they

spk_0 get an ad that says come to our car dealership we have trucks SUVs minivans and

spk_0 more or something like that because there's not enough room in the text to put

spk_0 every type of car they sell that person is less likely to click that ad than

spk_0 the next ad down the page which might say four doors to dance perfect for young

spk_0 professionals on the go something like that right they're going to click that

spk_0 ad this one relevant so the way that you can do that is when you're creating your

spk_0 ad groups only put five to fifteen keywords in an ad group so when you're

spk_0 riding your ad you're right specifically about those five to fifteen keywords

spk_0 and if you're going to go more than that you're probably going to need to split

spk_0 up into more ad groups so you're going to create an entire ad group ad camp or

spk_0 I'm sorry an entire campaign around the cars and in the ad groups you're

spk_0 going to have an ad group just for your sedans five to fifteen variations of

spk_0 the type of sedans you sell or type of sedans people are looking for then in

spk_0 the next ad group you're going to want to put trucks and five to fifteen keywords

spk_0 about trucks SUVs many vans so on and so forth the reason you do that is so you

spk_0 can ride relevant ad text so that brings us to our next point people click on

spk_0 ads because what the ad says is relevant to their needs people buy on the

spk_0 internet because of the words that they read so it's very important to get

spk_0 your words right so when the benefits creating small ad groups is that you

spk_0 get to write specifically and directly to those groups so when somebody's

spk_0 searching for a sedan and your ad says we sell sedans come to Smith Chevrolet

spk_0 on Highway 25 to test drive your sedan today no hassle whatever it may be your

spk_0 getting exactly what that person was searching for immediately in the text and

spk_0 that is going to result in what's called a higher click-through rate and the

spk_0 higher your click-through rate the better your quality score is going to be on

spk_0 Google and the lower your cost per click is going to be when you write an ad

spk_0 that is too general two things are going to happen one the audience that you're

spk_0 trying to speak to specifically is also going to see it as too general and not

spk_0 give it the time of day to click on it because people are only going to give two to

spk_0 three seconds of senior ad to decide whether they're going to click on it

spk_0 sometimes less times than that so if it doesn't speak to what they're exactly

spk_0 looking for immediately the likelihood of them clicking on that ad goes way

spk_0 down the second thing that's going to happen is that people who aren't

spk_0 necessarily looking for your product are going to click on it and because the ad

spk_0 text is too general it's not relevant to what they're looking for they may

spk_0 click on it hoping they're going to find what they need or thinking that the

spk_0 ad is about what they need and once they land on the page it they realize oh I

spk_0 wasn't looking for sedans I was looking for snowmobiles or I was looking for

spk_0 large trucks let me get out of here and go to someplace that has what I'm

spk_0 looking for that keeps your click-through rate height click-through rate high but

spk_0 the second metric that drops is your landing page experience metric one of

spk_0 the metrics that Google puts into its algorithm to decide which ads is going to

spk_0 show and how much it's going to charge for the clicks on those ads is how good

spk_0 the landing page experience is for the people that click through the ad part of

spk_0 that what goes through that is relevance if they click on the ad and they find

spk_0 on the page exactly what they're looking for they're going to spend more time

spk_0 on that page they're maybe going to click through to the next page they may be

spk_0 going to fill out a form and that's going to tell Google okay this person's

spk_0 been a good amount of time on this page it was easy for them to find what they

spk_0 needed they were able to find the contact form click there and fill out a

spk_0 contact form or click the phone number and call all of those things Google

spk_0 considers a good landing page experience and all of that stems from having the

spk_0 right ad groups in the right text relevancy now you can have the right ad

spk_0 groups in the right text relevancy and still have a bad landing page experience

spk_0 how could that be well let me explain why when somebody lands on their page

spk_0 sometimes people want to hit them with everything they offer or a lot of

spk_0 text about why their product is so great and it gets the reader to be confused

spk_0 or brain tired and they don't want to read the 350 words about what you're

spk_0 trying to sell or why the history of your company is so great when people

spk_0 land on your page they want to find they want to see exactly what they were

spk_0 hoping to see when they clicked on the ad if they were hoping to see sunglasses

spk_0 they want to see sunglasses if they were hoping to see the deal that you're

spk_0 offering for your landscape company they want to see that deal they don't want

spk_0 to see something unrelated or a bunch of jargon that they're going to have to

spk_0 sort through to find what they want they will abandon very quickly so this goes

spk_0 back to the conversion rate optimization episode a couple of episodes back

spk_0 that we had I would recommend you go listen to that and talk about how you can

spk_0 make a page more relevant keep people on their longer and get them to convert

spk_0 at a higher rate so let's recap those things again real quick here for the sake

spk_0 of this podcast when somebody lands on your page from an ad immediately once

spk_0 they land on the page they're going to want to see exactly what you do or what

spk_0 they're looking for right they're going to want to see how that thing makes

spk_0 their life better and they're going to want to see how to get it if you can

spk_0 do those three things they will stay on the page longer they'll click through

spk_0 to the next thing to get more information or they'll fill out a contact form

spk_0 or give you a call and that'll give you a high landing page a good landing

spk_0 page experience which Google counts into their algorithm so let's recap how do

spk_0 you make your ads campaign better keep your ad groups small your keyword

spk_0 groups small five to fifteen keywords to exactly what you're promoting don't

spk_0 try to promote your whole business or have every keyword that's related to

spk_0 your business in one group if you can do that in five to fifteen keywords

spk_0 great but if not keep it small and split up those ad groups as much as you can

spk_0 to keep it relevant second is ad text relevancy have in the text of your ad

spk_0 exactly what the customer is looking for and exactly why they should click that

spk_0 all and create your click through rate and then once they land they want to have

spk_0 a good landing page experience what you do or what they're looking for how it's

spk_0 going to make their life better and how they can get it do those three things

spk_0 and you'll see your ad campaign dollars start to bring you a real return if you

spk_0 have any questions reach out to us we'd love to hear from you have a great day

Forge Marketing Tips: Google Ads

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