Google’s paid search platform is one of the best ways to gain new customers. It has many features to help you to optimise your campaigns and decide on a budget. But before you do any of that, you need to do some customer research. You need to determine what your customers want, what they’re looking for, and how they’re searching for it.
To get customers to come to you, you need to incorporate a mix of branded keywords and non-branded keywords. Branded keys include your company’s brand name. Examples of branded keywords are “Sony” or “Apple.” These are memorable brand names and you want to aim for that kind of quality.
Non-branded keywords include generic and related terms. Generic includes terms relating to a product or service that your business offers. Related terms refer to terms that don’t exactly relate to what you’re selling, but users who want your product or services may be searching for.
On the pay per click Google platform, you want to build a keyword list that includes your brand name along with other non-brand keywords. Google Keyword Planner can help you with building up keyword terms. Start with broad terms, then branch out to more specific. You might want to jot down some variations like:
- Men’s long-sleeved t-shirt
- Men’s long-sleeve tees
- Men’s long-sleeve Ts
- Men’s long-sleeved shirt
- Men’s long-sleeve shirt
And put these in Google Keyword Planner to see what other variations come up.
For your branded keywords, don’t be afraid to look at other competitor brands to see how customers click on their website. You can use SEO tools to show you how competitors bought every keyword, every organic rank, and every Ad variation in the last 14 years. This can help drive traffic to your website, for SEO or Google Ad campaigns, track your keyword rankings, and help you make better business decisions.
So you know what to look for when it comes to keywords and what your competitors are doing…
Now it’s time to create some compelling copy. There are three components to keep in mind when creating the copy. First is the headline, the second is your description line and the third is your display URL.
You must reflect on what makes your business different from others. What makes customers come to you instead of other brands? What keeps them coming back? And how do you stand out from the rest of your competitors? This is where you can use emotional copy to help you relate your brand to your customers.
To brainstorm for emotional copy, the Swiss army knife method is a good place to start. This method helps you take different aspects of what your customers love or hate and relate it to your brand. For example, if you’re writing an Ad for a divorce lawyer, the Ad could say “Were You Publicly Humiliated By Your Husband? Divorce Him Now!” Those types of trigger words will get your customer’s attention, therefore a high click through rate.
You want to make your copy believable, so make sure your offer will be of value to your customers. You also want to gain the trust of new customers, as most are risk-averse to spend money on an offer that’s too good to be true. And don’t forget the keywords, keywords, keywords! That can’t be stressed enough, so make sure to update and optimise them when necessary.
Along with good copy and a valuable offer, a call to action is a must to get your customers to buy from you. Word stream provided analysis on the most popular call to actions, which include:
- Get
- Buy
- Shop
- Try
- Learn
- Build
- Sign up
- Discover
- Click
But make sure it’s relevant to the service or product you’re offering. The right call to action can increase your conversions.
All of these elements mentioned above are essential to creating and maintaining your Google Ad campaigns. It may seem daunting to dive into if you’re a new business owner but there are marketing agencies to help you with this, such as Rockstar Marketing.
