SEM is one of the most effective forms of inbound marketing. People who click Google ads are already in active search mode, meaning they are ready to purchase and are looking for something to fulfill their unmet need. This makes it important to inform your potential customers on why your business offerings are the best option as opposed to what your competitors can offer. Your advertisement will be surrounded by other Google Ads and organic search listings for goods, products, and services just like yours. You need to give them a reason to choose you over the rest.
1. Choose your keywords wisely
Think like your own consumers and what they look for when seeking a product or service like yours. Create your Google Adwords campaign around a specific, targeted keyword based on what your potential customers will search when researching and purchasing your goods or services. Otherwise, they will never even see your ad!
For example, if you are on the search for a plumbing company, you want to choose one with experience while also being relatively affordable and hence may include these keywords in your search query i.e. “affordable plumber Chicago”. If you’re searching for a local physiotherapist, however, cheap is most likely not what you’re looking for. This is why it’s so important to capture the kind of information your customers need to read in order for them to pick your business over the rest.
2. Write effective Title and Ad copy
With Google Adwords, you have a very limited amount of space to make a good impression. You have 2 headlines of up to 30 characters and a description of 80 characters. With that little room, you want to ensure that you’re using the right wording to concisely, yet effectively, convey the key information that you want your prospective customers to read. Try to limit the fluff and filler words in your ads and get your value proposition across as punchy as possible.
3. Create a Targeted Landing Page
When a prospective customer clicks on your Google Adwords campaign, you don’t want to simply lead them to your organization’s homepage. Ideally, your ad will drive the user to a targeted landing page that specifically educates your customer with additional information about the product(s) or service(s) they were originally searching for, manages buying objections, and provides them with a quick way to purchase items they initially searched for.
4. Include Lead Magnets, Offers, and Upsell/Downsell
There may be other pieces of content that will need to be created, along with your landing page, depending on your sales funnel. For instance, if your landing page offers a free sample or e-book, you’ll need to consider more content creation to provide the customer with more information.
If a purchase is made, you can create a page to “upsell” them other items. For example, it’s common for travel sites to offer their customers airline tickets or hotel visits at a discount, but only if they are purchased immediately within a set timeframe. If the window is closed, customers can be led to a “downsell” page that offers them an additional discount, which will further incentivize their purchase.
5. Send E-Mails to New Customers
Regardless of whether or not your new customer made a purchase, you want to get their contact information so that you can send marketing e-mails out to them when you receive new items or are running special offers or promotions. This will help keep your business’s products and services top of mind when the customer is ready to buy again!
There you have it! Those are 5 ways to effectively create content for your Google Adwords campaign. By investing in creating content that is specially tailored for Google Adwords, you are effectively implementing strategy that you can further refine and build upon as you learn more. To learn more about how Google Adwords can help your business, click here!
If you have any additional tips and tricks to enhance your Google Search Ad campaigns, leave them in the comments section below!