Google Ads the best platforms to drive sales and leads for your business
It takes good skills, planning and time
If anyone could start Google Ads with zero plans and strategies and make millions, we would
But, we can’t.
Plan A Budget
The first step for Google Ad Strategy is developing your budget.
It is harder than you think
Let’s try $500 a month and see what happens
This depends on what industry you are in and how expensive keywords are.
For example. If you are selling e-commerce products like basketball shoes, you’ll be paying a dollar per click:
But if you are looking for consultations as a Lawyer, you are paying 100x that amount:
So, that $500 budget won’t get you anywhere
And that’s when budget forecasting comes into play
By taking an average conversion rate and cost per click, you can plan out a realistic budget forecast:
- How much money you need to spend
- How many conversions you expect on that ad spend
- Prediction of ROI
Let’s say your industry conversion rate is a generous 10%
This means you will need to generate 10 clicks to land a single conversion, as you are converting 10% of the clicks.
Using this formula, determine how much you will spend to acquire a single conversion lead:
“Keyword CPC * Clicks needed to convert one user based on average conversion rate”
In this case, using the lawyer keyword, the formula would look like this:
$100*10 = $1,000
That means you can truly expect to pay $1,000 for a lead in that space using that exact keyword.
You can repeat this process for your target keywords to find ones that are cheaper too.
Now, you have a general idea of how many leads you need to spend for a single customer, you have two options:
1. Multiply the number by how many leads you want each month to get your monthly budget
2. Find cheaper keywords with less volume.
Pick your Advertising Network
Search? Display? Shopping? YouTube
Which network that Google offers is best for your business?
This heavily depends on your budget
If you have a large budget and cheap keywords, you can likely use multiple platforms
If your budget is $500 per day with low-cost keywords in $1-$5 range, you have tons of room to work with.
You could run multiple campaigns on the search network or split your money between each search network ads and display remarking.
If you have a lower budget, you don’t want to risk spreading your budget too thin.
You might only be generating a few clicks, and that’s going to take months to show just a few conversions.
Find the Right Keywords
Finding the right keywords on Google Ads isn’t an easy task
Please don’t select the most basic keyword in your industry.
They are by far the most expensive and competitive keywords and won’t be more profitable.
Most people make a mistake of finding big keywords with tons of volume and think they need it
But, paying for a high volume keyword is worth it?
Most of the time, it’s not. Especially if you aren’t already the brand leader in a given space.
Take the example of this Injury Lawyer keyword:
It has got 14.8 thousand searches a month.
It also costs $118 for a single click. The keyword doesn’t tell about what searcher wants.
Now compare that to the following keyword:
This keyword is location specific, already drops the cost per click to $30 with 250 searches per month and low difficulty.
To discover even cheaper keywords with great volume, break down your search even further into specific subsets:
You don’t need to pay $100 – $200 per click. It’s all about discovering the right keyword with the right volume and competition.
If the volume is high, chances are competition is too, and so is CPC
Create focused Ad Groups
The bigger your budget, the more ad groups you can develop and give attention to.
The smaller your budget, the more focused you will have to get.
You have to limit yourself to just a few ad groups that contain a mix of long keywords with lower volumes and head terms with high volume.
Once you have narrowed your keyword list, it’s time to create focused ad groups.
Focused groups will dramatically improve quality score.
The impact is 37.5% lower cost per lead and 28% improvement in their click-through rate.
Using too many keywords in a single ad group leads to something like this:
The key here is limited, your ad group to nearly identical keyword variations or using single keyword ad groups,
If you decide to use single keyword ad groups, you can take three specific match-types above:
- Broad match modifier: + keyword
- Phrase match: “Keyword”
- Exact match: [keyword]
You start to run into problems when you use variations like this in the same ad group:
- Injury lawyer
- Car injury lawyer
- Work injury lawyer
These keywords show vastly different circumstances, and therefore, they need specific copy examples to match.
Develop Intent-Based Ad Copy and Landing Pages
Ad and landing page are two essentials components to driving sales on Google Ads. Your strategy is not complete without them.
When it comes to writing ads, you have to match the intent of the keyword you are targeting and provide enough value to drive a click.
The first three advertisers are not matching the intent.
The last ad is matching with the intent, which in this case is to research about CRM software and not a specific brand that they’re the best.
Analyze the intent and keep your ad focused on just a few simple factors
– Call to action
For the landing page, keep it simple and ensure to maintain message match by continuing the same keyword target and exact the same call to action.
Select your Bidding Model and Send it Live
Choosing the right bidding strategy isn’t easy. Google gives you a dozen bidding strategies to choose from.
Want to focus on getting more sales, leads or signups?
Use these bidding types:
- Maximize conversions
- Target CPA
- Target ROAS
- Target Outranking Shar
Website visit goal:
Focusing on getting more people to land on your site?
Try these strategies:
- Maximize clicks
- Target search page location
- Manual CPC Bidding
Brand building goal:
Focusing on getting some good old fashion brand awareness?
Here are some bidding type to lower your CPC;
- Target search page location
- Target outranking share
- CPM and CPM for YouTube and Display Network
Push your campaign live and repeat this strategy each time you launch a new campaign a group.
Which of these techniques are you going to use?