Whatever your business, you can use Google Ads to grow your website traffic and generate leads for your company. Take a look at our top tips to help you generate more leads with Google Ads:
1. Perfect your landing page
2. Enhance your campaign
What is Google Ads?
Google Ads, formerly known as Google AdWords, is an advertising service by Google that allows businesses to display ads on Google search results and its advertising network.Try Google Ads now
By fine-tuning your ads and landing pages, you can ensure that the right people are clicking on your ads and converting as leads.
1. Perfect your landing page
The landing page is the first page of your website that visitors see after clicking your ad. If you’re running a lead-generating campaign, this page should allow your visitors to take the action that you want them to.
Since you’re asking people to share somewhat personal information, the design and content of your site matters. Remember, if your site doesn’t come across as trustworthy and professional, your visitors are less likely to submit their information. Here are a few factors to pay attention to when building a landing page:
When a customer clicks on your ad, you’ll want to redirect them to a page that loads quickly. If your page takes too long to load, your customer may get frustrated and leave. Use PageSpeed Insights to help improve your landing page speed.
In addition to having a clean, professional-looking site, ensure that your contact and business information is easy to find. This promotes transparency, and makes it easy for potential customers to get in touch with you.
When a customer clicks your ad, they expect to be taken to a page that matches exactly what they searched for. Make sure your visitors don’t have to hunt around your website for what they want; it should be quick and easy for them to find the advertised product or service.
If you're requesting information from visitors, be clear why you’re doing this. For example, if you own a removal company, you might suggest that people input their information to request a quote.
For better results, keep your forms simple and easy to use. If you request too much information, people might get nervous or annoyed and stop completing the form.
Did you know?
Your landing page experience is one of several factors that helps determine a keyword's Quality Score. Landing page experience is based on features such as the usefulness and relevance of information provided on the page, ease of navigation, and more.
2. Enhance your campaign
The number one way to increase site traffic? Make sure that your website is appearing in searches. Here are a few tips to help you improve your Google Ads campaigns, and drive more traffic and leads:
Use long tail keywords
There are two types of keywords: short tail and long tail.
Short tail keywords are broad and generic, and tend to have a high average monthly search volume (for example, “fresh oysters”). Since they’re more competitive, they’ll use your budget more quickly. When you bid on these keywords, your ad will also have a harder time achieving a top spot in the search results.
Long tail keywords consist of three or more words, and are much more specific (for example, “Atlantic bluepoint oysters”). While they tend to draw a lower search volume, they’re more relevant. This means they’re likely to be used by someone who knows exactly what they want, and is ready to take action. On your end, this translates to more business leads.
Test, and then test again
To increase site traffic and generate more leads from Google Ads, keep tweaking your campaigns and trying new strategies. Experiment with different bids, ad messaging, keywords, and more. Try running two variations of the same ad within each ad group, to see which works better. Mix up your bidding strategy, and see whether this brings you any improvements.
Remove underperforming keywords
Look closely at your keyword performance, to make sure that you’re not wasting money on under-performing keywords.
For example, if a keyword is sending a lot of traffic to your site, but you're also seeing a high bounce rate (when someone clicks your page and then leaves immediately), this keyword might not be as relevant as you think. If that’s the case, reallocate your budget and bid on keywords that drive traffic, and also result in sales or leads.
Invest more in successful keywords
On the flip side, if you notice that certain keywords are bringing you a significant amount of traffic and conversions, consider expanding how you use them.
If you're targeting the exact match keyword option, try using phrase match or broad match modifier. If you're already using phrase match or broad match modifier, try broad match instead. These changes will allow your ad to appear for even more searches, which could increase site traffic.
After changing your keyword match type, keep an eye on your results to ensure that the new keywords that your ads are showing up for are working well. If you’re now using broad match, for instance, look at which phrases are bringing in clicks, and which aren’t. You may need to update your negative keywords to filter out any irrelevant searches that you’re showing up for.
Use Smart Bidding
Smart Bidding uses historical information about your campaign to automatically optimise your ads, and generate the maximum number of leads or conversions. With Smart Bidding, you still pay per click, but you do not need to adjust your bids manually.
Find out more about how to set up Smart Bidding.
To increase site traffic and get more leads, improve your landing pages and fine-tune your ad campaigns. Your landing pages should be clean, professional and easy to navigate, and you should be constantly testing new ad copies, keywords and bidding strategies in order to achieve better results with your ads.
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