Running Google Ads is harder than it appears on the surface. From the outside, it seems as if you simply have to insert a few keywords, write some ads, relax, and wait for the leads to start pouring in.
Although this sounds amazing if it were true, this is really not the case. Google Ads is an investment and a commitment like any other form of advertising. However, with Google Ads, you have to pay every time someone clicks on your ad. So it’s imperative that you have an experienced professional running and managing your paid search campaigns.
With that said, here are five secrets we want to share so you can get the most out of your PPC ads in Google.
1. High-Converting Landing Pages
Landing pages provide a vital touchpoint for brands and potential customers. It serves as an avenue to nurture leads through engaging content and provide an opportunity to bring in qualified leads.
Marketing campaigns that fail to factor in high-converting landing pages are inherently flawed. Landing pages provide value to the visitor and tell the visitor what they should do next. This not only increases conversion rates but also provides a better experience for the user. Think about it as a way to jumpstart the customer journey.
A dedicated landing page also helps brands get the word out on new products and services they are offering. These pages shine a light on the latest items and features available from a company. Additionally, a landing page devoted to a particular product or service can also bring lower cost-per-clicks (CPC) by improving your quality score in your Google ads account. If you can lower your cost-per-click, you’ll earn a better return on investment from your ad spend. Make sure you (or who ever is managing your Google Ads) create and build keyword-rich, dedicated landing pages for each service you are promoting with Google ads.
2. Live Chat (Staffed By Real Humans)
Live chat is a simple and cost-effective way of welcoming visitors 24 hours a day to a website or landing page. A full-service live chat consists of professional customer service staff who are trained to get the “chatters” contact information first and foremost.
This technology adds an extra communication channel for visitors that eliminates potential frustration by providing immediate customer service. With live chat tools at the ready, a brand can start building trust with their target audience.
Live chat provides an excellent way for brands to connect with prospects while greeting them right away and getting the ball rolling on solving their problems. Being available to help at any time increases one’s reputation even if a customer does not need to talk right away.
To truly earn a positive reputation through live chat, companies need to select their partners carefully. Hiring an experienced customer service team that is trained to gather the “chatters” contact information can lift conversion rates by as much as 48%. Just think if you increased your Google ads conversion rates by 48%, how much you would increase your return on ad spend (ROAS).
3. Mobile-First Strategy (Be The Rabbit, Not The Turtle)
A mobile-first approach is when the web presence of a company is designed to prioritize mobile devices and caters to smartphone users. Page load time is a primary ranking factor so with this strategy, page load times is a top priority. Web designers should create a website or landing page that takes into account the constraints of a mobile platform and insure that each page loads fast. How fast is fast? If your site loads in 2.9 seconds, it’s faster than approximately 50% of the web.
Mobile-first strategy leverages the technology that is specific to mobile device users, creating features that are not necessarily available to desktop computers. The interconnectivity and convenience of mobile devices have made them indispensable. Therefore wise for website owners to make their mobile sites user-friendly to help encourage better engagement and increase the number of leads.
With a mobile-first strategy in place, brands can improve engagement, provide a better overall user experience and improve rankings with Google. It’s now estimated that 50% of all website traffic is from mobile devices.
The power provided by a mobile-first strategy is that it lets brands interact and have dialogs with their potential customers in an efficient and more meaningful way. Having a good mobile first strategy allows for more targeted communications that help people make more informed decisions faster. Also, you’ll earn brownie points from Google in the form of better page rank
4. Responding Timely to Leads
Although having dedicated landing pages, live chat, and a mobile-first strategy are great ways to turn visitors into leads, they do not automatically turn them into customers. How a brand handles these leads determines if they become a customer (revenue) or remain a visitor (marketing expense).
We’ve all heard the saying “strike while the iron is hot” and no truer words were said, especially regarding lead response times. The quality of a lead is at its peak at the time a potential customer is searching for a trusted advisor.
When leads come in via a website, landing page, live chat or a phone call, you have less than 5 minutes to respond to that lead if you want a chance at turning them into a customer. The longer a brand waits to follow up on these leads, the lower the chances they’ll become a customer.
According to a study by Lead Response Management, companies are more likely to turn a lead into a customer if they contact them within five minutes. The researchers learned that there was a significantly higher likelihood of a lead converting if they were contacted within the said time frame.
By setting up an effective lead follow-up system, brands can immediately connect to their leads, offer their solutions, and turn them into customers.
5. Tracking All Lead Sources
As digital technologies become more robust with better advertising opportunities, tracking inbound leads is now more important than ever. Tracking leads is not complex, but it requires knowledge & constant vigilance to pull off effectively.
Lead tracking is not just asking customers how they learned about the brand; it involves actively mapping each step of their journey from advertising to sale. After all, most customers will have engaged with a business several times in various channels before they decide to convert.
When tracking all lead sources, brands are able to know how their leads find their business. They will have a better understanding of what Google Ads resonate the most with their customer base.
Having a better grasp of where leads are coming from can help companies anticipate incoming leads better and allocate ad dollars to the campaigns that are performing well and rescue spend that is not performing well. Proper lead tracking creates opportunities that teams can leverage to grow business revenue.
Conclusion
A well-maintained PPC campaign can help brands drastically improve their revenue over time.
Since Google charges based on each click, being efficient with ads is paramount to your success with Google Ads. Companies should keep these tips in mind in order to optimize their ads and continue to drive conversions (get more leads).
Comment below and let us know if you’ve tried any of these suggestions. We LOVE to hear from our readers.
Give us a call at (407) 459-8804 or email us at info@tripleyourclicks.com if you would like to discuss how we can help guide your Google Ads to success.