Search engines have made our lives so easy that you can find anything and everything you want in a matter of few clicks. Most consumers today look for products and services through online searches, which is why Google Search Ads have always been an integral part of Digital Marketing Campaigns. Google search ads offer a platform where you can advertise your products and services based on these vital keyword searches. It is an auction-based advertising platform, where the advertiser bids on a particular keyword and pays either on CPC (Cost per Click) or CPM (Cost per Mille also known as Cost per Thousand Impressions). These Ads fetch you outstanding results as the consumer here is telling you his/her intent and typing out what exactly he/she is looking for. That is the reason why, every brand today, be it a multinational company or a local business, wants to leverage the power of Search Engine Advertising.
Since the market is always brimming with new competitors, it is next to impossible to beat all of them organically in search results even though your products are far better than the ones offered by the big brands. It takes several years to build your online presence organically. So, does that mean that you need to wait for years for your products to appear on the first page on Search engines? The answer is no! Through Google Search Ads, you can bid for your keywords and display your link, right up there in search results. The advantage here is that the Google Ads Dashboard tells you which are the most-searched keywords for your brand or service. You can use these keywords to build your SEO strategy as well. The AdWords Marketplace works on the bidding system. However, it does not mean that the higher you pay for your keywords, the better they will rank. The content displayed on your link and ads also matters a lot. The ads need to be relevant and effective for your keywords to rank better. Apart from that, it takes some time for your ads to start performing, so you need to be patient as well. Through Google search ads, you can run well-timed ads across devices and drive quality traffic to your business.
There are many reasons why your Ads underperform. Let us, deep-dive, into some of these aspects and understand how we can enhance their performance.
1. Keyword Research and Optimization
The bunch of keywords that you target in your ads is like the most potent artillery for your SEM strategy. Make sure that you test and optimize these keywords regularly to understand the loopholes at every stage. By choosing a broad category of keywords, you might end up showing your ad to a broader audience, which could, in turn, fetch you fewer clicks at a higher price. Always keep an eye on the best-performing keywords and adjust them as per your target audience. Flexibility is the key. Sticking to the tried and tested methods may not give you the desired results.
2. Relevancy and effectiveness
Ensure that your Ad matches the intent of the searcher or customer. If your ad is irrelevant, your target audience will never be intrigued to click on them. Ad copies need to be on the same wavelength as that of the keywords that you are bidding on. Focus on the customer’s pain point and mention how your product or service offers the right solution for them. That is where Google’s Responsive Search Ads feature gives you an upper edge when it comes to testing a combination of ads that ensure results that are closer to your end objective. You can also run split tests to understand which Ads are performing better.
3. Quality Score
Your Ad ranking is completely dependent on your Quality Score. When your Quality Score is impressive, your ads will be entitled to better placements. However, when your Quality score keeps dipping, the reach of your ads and conversion rates will also go down invariably. Google will keep indicating the Quality Score; however, you will have to keep optimizing your ads and landing page to improve your quality score for achieving better results.
4. Optimizing the Landing Page
If you think that your job is done once your ads are up successfully, then you are wrong. After the user clicks on your ad, it is important to redirect them to a page that looks authentic, relevant, and engaging. Your landing pages must be optimized for conversions by including relevant content and keywords on them. Always remember that the end customer is looking for solutions, so your landing page should address all his pain points clearly. Also, the communication strategy used on ads and landing pages should be so consistent that the customer’s experience becomes seamless. This will help you improve conversion rates to a great extent.
SEM strategies have evolved with time as newer technologies are introduced. Only by staying in sync with these developments, we can adapt and grow your online presence. Here are some of the trends that will make a difference in 2021.
1. Artificial intelligence
Predicting and analyzing the customer behavior pattern has now become possible due to Artificial intelligence. This helps in automating your ads by anticipating the needs of the user. Personalizing your ads depending on your customer behavior will also enhance the performance of your Search Ads.
Human intelligence is replicated through Artificial Intelligence, whereas through Machine Learning, a system can start learning on its own through Big Data. With the help of a powerful algorithm, you can now optimize your campaigns by using Data to achieve the desired objectives. Search queries apart from the set keywords are now accepted as long as they mean the same thing. Implied words, paraphrases, and intent are also considered in search results today.
The “Survival of the Fittest” mantra is going to be the real game-changer in the near future. You will have to stay ahead of your SEM game to learn, unlearn, and adopt the latest trends. Bidding for the right keywords will not be enough; you will have to monitor and optimize your campaigns regularly according to their performance on a real-time basis. Understanding customer behavior and devising digital strategies based on your analysis will take you a long way.