For years, we’ve depended on Google ads to bring our print company new business. As a search marketer for numerous companies and ventures, almost every campaign I’ve created attracts new customers within a day. Today, I’m going to teach you to do the same. This will be a very basic “how-to” but if you follow along, I’m positive you’ll be shipping products real soon!
1. Choose A Specific Key Phrase
For instance, maybe I want to sell poster printing online. We can try keywords targeting poster sizes like “11 X 17 posters” or “24×36 posters” or we can target more general phrases like “custom posters” or maybe “large posters.” The important thing is to NOT choose tons of different keywords and overcomplicate your campaign in Google Adwords. Be as specific as possible to ensure you take the customer EXACTLY to what they’re looking for. Phrases like “printing” or “posters” may have lower CPC (Cost Per Clicks) but could result in wasted or unwanted clicks. Basically, when you are selecting your phrases, you are also qualifying the customer as a potential buyer. You wouldn’t go to a bookstore for an oil change right? You have to make sure you’re attracting the right people to your website. In this example, we’re going to make a campaign that targets “11 X 17 poster printing.”
Don’t make a single campaign with tons of keywords! Keep your campaigns small, separated and simple.
2. Setting Up The Ad
Setting up an ad is pivotal in gaining clicks. You need to stand out, say the right things, and point to the right page. I try to match the keyword with my ad title. Line 1 would read “11 X 17 Poster Printing” or something very close. The next lines are limited in characters so be precise. Occasionally Google calls us to give us advice, and they recommend providing three major benefits of your product. So I might say things like “Only .12 each” or “No Mins” or “Free Shipping” and whatever else you think customers will respond to. Be sure to look at other companys’ ads to give yourself ideas. Remember, strong call-to-actions or promotions work very well.
3. The Link & Landing Page
I have found no proof that using a link like “PrintKEG.com/Posters” works. I just use “PrintKEG.com,” but the actual destination of your link is what is SUPER important. I fear many still point their ads to the company home page – a huge mistake. When someone clicks on your ad, they should be lead to a page that reads “11 X 17 Poster Printing” somewhere. In our case, we automatically select the size 11 X 17 since other sizes are available from the same page. Basically, the landing page MUST lead to the EXACT page of the product you’re advertising. Do not make people search or they’ll leave.
Tips straight from Google
Create simple, enticing ads.
What makes your product or service stand out from your competitors? Highlight these key differentiating points in your ad. Be sure to describe any unique features or promotions you offer.
Include prices and promotions.
The more information about your product that a user can gain from your ad text, the better. For example, if a user sees the price of a product and still clicks the ad, you know they’re interested in a potential purchase at that price. If they don’t like the price, they won’t click your ad, and you save yourself the cost of that click.
Use a strong call-to-action.
Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are Buy, Purchase, Call today, Order, Browse, Sign up, and Get a quote; while ‘find’ and ‘search’ may be accurate verbs, they imply that the user is still in the research mode, and may not encourage the user to perform the action you’d most like them to take.
Include one of your keywords in your ad text.
Find the best performing keyword in your ad group and include it in your ad text, especially in the title. Whenever a user types that keyword and sees your ad, the keyword phrase will appear in bold font within your ad on Google. This helps draw the user’s attention to your ad and shows users that your ad relates to their search.
Choose the best destination URL.
Review the website you’re advertising and find the specific page that has the information or product described in your ad. If users do not find what is promised as soon as they arrive, they are more likely to leave your website. Be sure that any promotions and particular products mentioned in your ad are visible on your landing page.
Test multiple ads in each ad group.
Experiment with different offers and call-to-action phrases to see what’s most effective for your advertising goals. Our system automatically rotates ads within an ad group and shows the better-performing ad more often.
Here’s a demonstration video by Google.
4. The Shopping Cart
Your shopping cart and website must be easy to use and forms must be easy to understand. Learn the art of minimalism and answer your customer’s immediate questions while not cluttering up the page. Be sure to read our article with E-Commerce Tips. They may give you some ideas on improving your shopping cart experience. The ease of use of your website is essential or running Google ads will be a waste of time and money.
Keep things simple! Enjoy your new ad marketing and good luck!
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