When we think about Google Ads advertising, dollar signs immediately appear before our eyes and the thought creeps into our field of view that with some investment we can immediately catapult our website to the top of the Google search results and generate numerous purchases or new customers for us. Then, during the first meeting, the ugly truth comes to light that it’s not that simple! What determines whether we run successful advertising campaigns? Let’s explore the topic together! Now we’re pulling back the curtain on Google Ads expectations with reality-seasoned truth!
For most business owners, we’ve arrived with sad news: Simply launching a Google Ads advertisement won’t automatically bring hundreds of customers to our virtual doorstep!
What’s needed for a successful Google Ads campaign?
Before diving deeper into the topic, it’s worth clarifying why it’s worth advertising on Google Ads? The answer is quite simple: Because Google is the most popular search engine, which means enormous potential lies within it. Almost everyone uses it, so it’s almost safe to say that there’s no target audience that can’t be reached on this platform.
Successful Google Ads campaign
5 factors that influence whether your advertising campaign will result in a purchase or inquiry!
1) What’s the product or service?
The purpose of advertisements is generally to increase website traffic, motivate visitors to make purchases, or in the case of services, encourage them to get in touch; however, success is greatly dependent on what the particular product or service is.
You certainly know that there are products whose advertising is PROHIBITED through Google. These include dangerous products (fireworks, tobacco products, weapons, etc.), medicines, and other products. It’s worth checking the complete list by clicking on the following LINK to ensure your product or service doesn’t violate Google’s policies.
A good tip before you start advertising: We only search for what we already know! This means in practice that interested parties typically type keywords into the search engine that they’re already familiar with, and their goal is to discover where they can buy the product that best suits their ideas or use the service. This makes it difficult to sell a new, innovative product that we’ve never heard of through this channel. It’s advisable in such cases to advertise on keywords that could be known alternatives to our product.
2) What’s the pricing?
Generally speaking, people who search with Google’s help are also curious about the exact price list, whether it’s a product or a service.
For example, if someone wants to buy a television, they first search online after reading tests and comparisons, then when they’ve found the type that’s most optimal for them, they go to Media Markt or Euronics to try it out and see it in person, then go home, search for it online and buy it where it’s cheapest.
What’s a good pricing strategy?
During the purchasing process, the decision is greatly facilitated if prices are visible. If you don’t work with standard pricing but fulfill orders based on quotes, placing a form is a practical solution for you to facilitate contact.
In the current economic situation, it’s extremely important to apply a good pricing strategy, especially if you’re selling a product that can be found in the portfolios of multiple companies.
It’s worth mapping out current market prices and adjusting your sales price accordingly, because it’s possible that the desired result doesn’t arrive because you’re offering the service or product at too high a price.
#tip Don’t start a price war with your competitors, but you can come up with offers and promotions that make your business distinctly different from competing companies.
3) What’s the marketing campaign?
We’ve reached the third important point of our post, analyzing the components of a successful advertising campaign. A successful advertising campaign has three main pillars: targeting, ad quality, and analytics.
It’s important to advertise to the right audience, because effectiveness is greatly influenced if ads don’t appear to the right target audience. For example, if your service is only available in Budapest, there’s no point in running ads to Kaposvár, because there’s more than 200 kilometers between the two towns. Or, if we have a store that exclusively sells women’s clothing, men aged 30-65 don’t belong to the target audience. In summary: it’s important to reach people through advertisements who make up your business’s target audience.
What does ad quality mean? This is a scale from 1 to 10 that helps determine how relevant the keywords you use are and what quality they have. It’s therefore worth striving for the results to converge toward ten on the ten-point scale, because this way better positions can be achieved with lower click costs.
The quality score consists of the following “components”:
- Click-through rate
- Relevance of keywords to ad groups
- Landing page relevance and quality
- Relevance of ad copy
- Performance of your Google Ads account
Without analytics, advertising campaigns are worth nothing
Without analyzing the results we’ll have a hard time building a successful marketing campaign, so it’s extremely important not just to run the ads, but also to analyze their performance after a given campaign or period.
Google Ads is an extremely measurable system; its own analytics also provide excellent guidance, however, for the sake of success, it’s worth combining it with other analytical tools (for example: Google Analytics).
4) Landing page quality
Last but not least, we’ve reached the fourth step, which is the heart and soul of the advertising campaign – the landing page.
It’s worth giving it proper emphasis, because if we don’t have an appropriate landing page at our disposal, we could lose a large portion of potential customers.
What makes a good landing page? It definitely has these 3 qualities!
The first and most important thing is that it loads so fast that even Flash itself would be envious. Why is speed important? Because in today’s modern world, customers will simply close a website that takes many seconds to load!
Filled with relevant content. What does this mean?
Here’s an example: if during our advertising we promise that after clicking we’ll reveal what important criteria to pay attention to when buying air conditioning, then on the landing page don’t lead directly to the webshop and bombard them with products!
A good solution is to create a super landing page, which could even be a blog post, where you convey relevant information, and then as an almost imperceptible next step you can redirect to purchasing or requesting a quote, or perhaps offer a free consultation.
The third and final determining point is providing excellent shopping/user experience. Nowadays, customers are bombarded with advertisements almost every second by companies hoping they’ll be the lucky ones, so it’s extremely difficult to stand out from the noise. According to statistics, visitors give a page at most 15 seconds. That’s the time you have to convince them to buy from you or use your services. If you greet interested parties with a modern, clean, easy-to-navigate and informative landing page after they click on the ad, success is almost guaranteed.
What makes a good landing page?
5) Customer care
Great product, good price, excellent landing page, but the expected results aren’t coming? It might be worth looking for the mistake in the last step, which is nothing other than customer care.
A successful sales process doesn’t just extend to acquiring new customers, but also winning back old ones is a critical point. Because it’s much “cheaper” to get existing customers who’ve already made a purchase to buy multiple times than to continually reach new consumers.
How can you achieve this? If your customers leave the checkout satisfied! This way, when they see your ads again, they’ll think warmly of your business, so if they need you again, they won’t look to your competitors.
3+1 tips on how to turn a one-time customer into a loyal returning customer!
- If reasonable, respond to questions as quickly as possible via email/chat
- Help with the most efficient use of products
- Offer promotions and gifts to old customers, or perhaps introduce a coupon system
- Personalize your services
Based on the above five points, it’s clear that the success of Google Ads advertising doesn’t just depend on formulating snappy text and spicing it up with a wallet-opening image; much more is needed to make a sale or generate an inquiry!
On which point do you need to improve to go from the top of the search results to the top of the sales list? Don’t know how to get started with an excellent, customer-attracting advertising campaign? Get in touch with us!
