Google Ads are a vital marketing tool for online business owners. They need to be engaging, attention grabbing, and they need to lead to a landing page that delivers all that was offered in the ad. Here are some tips for creating quality Google Ads that will direct you to excellent landing pages.
Use Best Keyword Practices
Your keywords are essential for Google Ads and the landing page. You want to use keywords in both, and in a way that relates to users.
Keywords in Ads
Consider how people use search engines. When looking for the best smartphone on the market, no one is typing the brand name of the phone you are selling. They are searching “Best smartphones” or “What is the best smartphone?” and you want to mirror those searches in your ad copy by using the common terms in the ad title and the body of the ad. You then want that ad to lead them directly to that information on the landing page.
Keywords on the Landing Page
Include terms and words that people will be searching and ensure that they represent what they will find on your website. Divide the page into headings and bullets that are easy to read and ensure the page is easily navigated.
Include a Call To Action
Each Google Ad needs a call to action such as “Learn more here” or “Buy now” or “Read more”. Each of these statements give the reader clear direction about what will happen when they click through to the landing page.
Solve a Problem for the Reader
Often people who are searching Google are looking for an answer to a question. Your ad needs to solve a problem for that reader. For instance, if you offer a dog training service and frequently have visitors asking how to teach their dog to sit, you will want to create ads that demonstrate your expertise. Your quality google ads can do one of the following:
- Ask the question they are asking “how do you teach your dog to sit?”
- Tell them the problem you are going to solve “Teach your dog to sit in 24 hours”
- Explain how you can help “Use reward methods to teach your dog to sit”
These ads will mirror the searches used and are very clear on the services you offer and how you can solve their problem.
Use your landing page to demonstrate your expertise and knowledge in your field. Include a few quoted testimonials from former or current customers that valued your services. Link to your online review page or list some of your most recent reviews. When possible, use statistics to show the validity of your service. When a reader sees the proof on the page, they are more likely to stay and learn more.
Honesty in advertising is crucial. A misleading ad can not only make a user click away to another site, but word of mouth can cause you to lose even more business. Ensure your ads are up to date and not leading to expired promotions or out of stock inventory. Avoid making promises that you can’t keep.
Use Every Advantage
When creating your quality Google Ads, use every advantage that you can. Check for popular searches and tie them into your service and use ad extensions and dynamic ads.
Ad extensions allow you to add extra snippets of information to your ad, such as business location or business ratings. This can help you show up in more search results. There are many ad extensions to choose from including Callout Extensions and Structured Snippets.
Dynamic ads allow you to target your ads to the customer base you want. For example, if you are selling women’s clothing at a New York boutique, you could target women in New York City. This can be broken down even further using an age range or an income bracket. This ensures your ad spend is going to potential customers, rather than anyone online.
When creating your ad, keep in mind that you are targeting people. Would you click on the ad? Would it grab your attention? Is it solving a problem for someone, or just selling a product? The customer is the most important part of this equation and should not get lost in the process.