Results-Driven Business Growth
Online Sales:
Increase profits and ROI from ecommerce product sales via Google shopping ads
Lead Generation:
Increase qualified sales leads from those ready to buy the services you offer
Visibility:
Increase brand awareness from your online search markets and target audiences
Not getting the growing stream of sales you expected? Or want to know where you are currently wasting advertising spend each month? Get a free Google Ads account review and a prioritised list of suggestions, or see how my results-driven PPC plans can generate ongoing growth for your business.
When dominating the natural (organic) search results isn’t enough, Google Ads (formerly AdWords) can be a highly profitable option – when done in the right way. However, after reviewing hundreds of accounts, many miss out on the essentials that allow them to beat competitors. Did you know it’s now possible to:
In-house marketing teams and outsourced pay per click management agencies can reach the limits of their knowledge when it comes to optimising Google Ad campaigns. So be sure to get a second opinion from those who routinely review campaigns, identify untapped opportunities, then uncover and channel wasted spend into more profitable campaigns.
Check that your Google Analytics (GA4) is associated with your Google Ads account, and import your Key Events and audiences. This allows Google Ads to know how much revenue each keyword, audience or ad generates. Have Google Ads AI optimise bids and ads, then outperform its automated campaigns by refining the best-performing assets in ongoing split tests.
Maintain control of your advertised product descriptions, features and prices by having Google Merchant Center automatically populate ads in the shopping results. To compete with market leaders and those selling the same or similar products, set your prices and advertising budgets, select your audiences and choose to optimise ad spend to generate maximum conversion value (revenue) or to hit a specific ROAS (Return On Ad Spend).
Find out if your most obvious target keywords are really your most profitable. Do you run an online “shop” or is it a “store”? Do you offer “services” or “solutions”? Do potential customers include the name of your city in their search query, and do they add qualifier words such as “best”, “quality”, “affordable” or “cheap”? Conduct extensive keyword research and bid on a wide range of keyword phrases to uncover those that profit most.
Not everyone is aware that the best results are often achieved by writing adverts that pull on the emotions of a potential customer, while listing the benefits they will enjoy from your product features. Experience shows that compelling ad copy not only generates higher click-through rates but also increases a page’s Google “Ad Quality” score, which, in turn, improves the ad’s position and reduces how much you pay for each click.
Long gone are the days when half of an advertiser’s budget is wasted, and half of their time is spent wondering which half it is. Split testing ads against each other is a straightforward process that uncovers optimal wording to generate higher conversion rates. Be sure to routinely pause all of your worst-performing ads and make variations of the winners to refine ad copy in order to attract more sales for your budget.
Having ads that fill a larger area in Google’s search results is a surefire way to display more product benefits and features and generate more clicks from your search market. To do this effectively, create a range of ad extensions such as sitelinks, callouts, reviews, promos and call extensions that not only make your ads bigger and more noticeable than those of your competitors but also make them more informative and clickable to users.
Don’t trust Google AI to choose where to show your ads, as its main aim is to generate data and revenue, even if that means showing your ads on irellevant websites and phone apps. Despite Google providing a “display planner” tool to help advertisers select which websites to place their ads on, a better option is to select and bid to show ads on specific websites and apps, and by adding placement exclusions to avoid low-intention clicks.
Create custom audiences in Google Ads or import them from your Google Analytics (GA4) account, and you can target specific ads to, not only the people who have visited specific pages on your site, but also to cart abandoners, those who bailed out while submitting an inquiry form. Why not, target only those who recently visited your main competitor’s landing pages, after all, they may already be doing that to you.
The more often your potential customers are reminded about the benefits of your products, the more likely they are to come back to your site and buy. So have GA4 populate an audience of your site’s previous visitors, and follow them around the other sites they visit in Google’s display network. Or simply use the audience as an “observation” signal to better inform Google Ads which specific individuals to get your ads in front of.
Google just loves taking your money, and one of the easiest ways it does so is by displaying ads to searchers who are not actually interested in buying your products. Be sure to review all search terms used to trigger your ads regularly, identify those that indicate the searcher isn’t after your product or services, and add them as negative keywords. Don’t let “happy clickers” waste your ad budget when searching for, say, “jobs” in your sector.
Already know “who” you want to target? By adjusting bids for individual sites or keyword search results your ads are displayed on, you can send the right amount of budget to each specific audience segment. And by adjusting bids, you can ensure your ads are or are not visible on desktops, tablets or mobiles, on specific days of the week or times of the day, and even avoid specific demographics, age groups or gender.
Google’s Display Network (GDN) includes countless websites that are happy to display your image ads. Cost per click is way cheaper than for search ads, and responsive display ads work perfectly in all sizes and formats. Why not add video ads using wording from your best-performing text ads, to see if their higher click-through rates generate more sales for less cost?
Like this page you are currently reading, nicely optimised landing pages usually include highly visible appeal areas with strong propositions and simple contact forms. Follow this up with proof about the value of your offering, testimonials from existing customers and evidence that you are an expert in your field, and more of your organic or paid search visitors will take the actions you desire.
There is an art and a science to online sales. Understand both, and you’ll be able to better identify the main friction points that have been slowing down, or even stopping visitors from buying or making enquiries. These bumps in the road usually include unprioritized messaging, unclear wording, distracting images, or lack of social proof and trust signals. However, a simple run-through of which best practices your landing page lacks can uncover many untapped opportunities.
Learning as you go along can be a very expensive and disheartening mistake, which some businesses realise after wasting a large amount of money and effort. Instead, treat your in-house team to a deeper understanding of how to generate sales through web design, copywriting and conversion rate optimisation. They’ll soon learn how to use time-saving third-party tools and how to spy on your competitor’s ads, keywords and bids. Especially when the advice comes at no cost.
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