An effective Google Ads campaign has the power to increase web traffic, generate new leads, and transform user engagement into conversions. Yet the effectiveness of your ads campaign comes down to your ability to target the right people with the right message at the right time. Joey Armstrong explains that without an effective landing page, your campaign could be dead on arrival.
If you’re struggling to generate new user engagement, your Google Ads campaign likely isn’t working. Let’s take a look at how you can revamp your approach to ensure that your next campaign is more effective.
Optimize Your Landing Pages for Conversions
Your landing pages are the most important part of your Google Ads campaign. If your landing pages aren’t optimized for conversions, you’re not going to see the results you’re looking for. Make sure that your landing pages are well-designed, easy to navigate, and relevant to your target audience. This means ensuring that:
- Your landing pages are free from errors and work as they should
- Your pages load quickly to keep consumers on your site
- Your site is optimized for mobile devices
An easy way to check the usability of your website is to run monthly quality assurance checks — try breaking your own site, go through it like a typical consumer, and compare your work to your competitors.
Once you’ve set up top-quality landing pages, you’ll soon find that consumers engage with your site and are more willing to transform their engagement into conversions.
Target the Right Audience
One of the most common mistakes that businesses make when running a Google Ads campaign is targeting the wrong audience. You need to make sure that you are targeting people who are likely to be interested in what you have to offer.
One way to do this is to use detailed targeting to target people based on their interests, demographics, and other factors. Once you understand the needs and wants of your target audience, you can use specific keywords that are relevant to your brand and products to draw in those specific demographics based on their interests.
You can also use remarketing to target people who have already interacted with your business in some way. These interactions could be anything from visiting your website to clicking on one of your ads. Remarketing allows you to reconnect with these individuals by serving them targeted ads, which can remind them of your brand and encourage them to return to your site.
Optimize Your Ads
When creating your ads, be sure to make the most of Google Ads features like ad extensions and bid adjustments. You can also use Google’s campaign planner to get ideas for targeting your ads to specific audiences and goals. Additionally, make sure to use high-quality images and relevant keywords in your ads.
Running a Google Ads campaign is a great way to reach new customers and increase awareness for your brand. Yet, if your site and campaign aren’t optimized to bring in new conversions, your campaign will likely fail. Take time to figure out who your audience is and build a webpage that keeps users coming back for more.