Google Ads

Digital advertising platforms usually yield far more effective results than other advertising channels with their effective segmentation and targeting options. Google Ads and Facebook Ads platforms dominate the market.

You can easily measure the performance of your ads and revise them whenever you want.

The key to success in digital advertising campaigns is quite clear: give the right message, to the right person, at the right time.

To achieve this, you should break down your target audience and give each segment a message that will motivate them the most. You cannot do this with undifferentiated messages presented to everyone.  

Most of the companies think that their products and services are great and people will buy them if they hear about them only once. More than one billion websites acting with this perspective try to promote their products and services to the internet users without much care.

What result do they get?

  • Over 600 million Ad Block users
  • Banner click rates below 0.1%
  • Many mobile ad clicks are accidental
  • The proportion of users who often click on a mobile ad intentionally is 8%

If you do not give the right message, to the right person, at the right time, you can easily face the same situation.

 

Here Are Some Ideas You May Use in Your Google Ads Campaigns As Quick Fix, If You Are Experiencing Problems

(I am only providing the ideas below just to expand your perspective. Every idea might not fit every campaign or may create different results in different campaigns. You may get inspiration from these ideas, develop your ideas and perform your tests in your campaigns.)

Strategy 1 (if your budget is running out too fast)

  • Decrease your mobile click bid 20% to 40%.
  • Pause your ads in the hours where you have low sales.
  • Only focus on selected cities or regions, where demand for your product is high.
  • Pause the demographic selections that do not fully match with your target audience.
  • Set the ad platform only as Google in search ads (remove the selection of ad partner sites or display network).
  • Monitor the campaigns that consume your budget, consider pausing them if the conversion is low.

(Note: If you perform all of these at once, then this may significantly decrease your ad impressions. You may adopt a step by step approach.)

Strategy 2 (if your conversion is too low)

  • If your products are expensive, test certain device selections like iphone x in order to reach to a high income audience. Increase your bid price for this segment.
  • Try to fully match with your target audience in your selections.
  • Make more detailed demographic selections.
  • Select only high income districts in selected cities.
  • Focus on your branding ads. Make sure you do everything you can. Those people know your brand and will most probably generate the best conversion.
  • Monitor the performance of ads on your Analytics panel. Are these people the wrong audience or is there a problem with your website?

Strategy 3 (if you want to reach new audiences)

  • Test similar audiences or in-market segments in Google Ads display network.
  • Try targeting different age groups or the people living in different cities.
  • Lower your click bid in search ads (other than branding ads) for the people who already came to your website.
  • As these people will start a new communication with you, focus on trust and your comparative advantages in your message. Make the first step easy, provide an advantage if possible.

Strategy 4 (if you want to reach global audiences)

  • As your budget will be consumed faster, select certain areas and audiences. Provide focused messages to these people.
  • If your website is only in English, do not target any other language.
  • Focus on trust in your message. Talk about global delivery feature, free returns, number of successful shipments up to date, etc.
  • Most of these people will not buy immediately. Try to convince them with remarketing ads.

 

Here Are Some Ideas For Your Facebook & Instagram Ads Campaigns

(I am only providing the ideas below just to expand your perspective. Every idea might not fit every campaign or may create different results in different campaigns. You may get inspiration from these ideas, develop your ideas and perform your tests in your campaigns.)

Strategy 1 (if the conversion is too low)

  • Create different audiences with demographic, interest and behavior targeting and monitor the conversion of each group. Do some of the groups produce good conversion? If not, there may be something wrong with your message or your web site.
  • Try using the bidding strategy as Link Clicks or Landing Page Views.
  • Select only the News Feed as the ad slot.
  • Focus on selected cities or regions in geographical selection that might produce the best conversion.
  • Use tailored messages and visuals for each target segment.

Strategy 2 (if you want to reach new audiences)

  • Create new (or modify existing) audiences with demographic, interest and behavior targeting and monitor the conversion of each group.
  • Use tailored messages for each target segment, make it easy for them to start working with you.
  • Exclude your Facebook page fans when you are identifying your audiences.

 

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Continue reading:

4 Useful Tips for an Effective Negative Keywords List in Google Ads (AdWords)

5 Stages of SEO in 2019

24 Best Free SEO Tools 2019 : Audit, Keywords, Links

 

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