Where do you go when you want to look up a question or product online? According to an internal study by Google, 86% of people turn to Google for ideas of what to buy. The importance of Google Ads and paid media remains the same going into 2021. It’s becoming increasingly hard to advertise on Google and without investing in paid advertising, it’s hard to get in front of your target audience. But 49% of shoppers surveyed said, they use Google to find what they are looking for.
If you’ve ever worked with Google Ads before, then you know how important it is to capture the attention of your audience in the first few seconds that you have. In fact, reports indicate that Google ads can boost brand awareness by as much as 80%, making it easier for consumers to remember and interact with your brand.
Search engines like Google are constantly adapting to the search queries of its users and their behaviours. You must constantly monitor and optimise your Google Ads strategy to follow the behaviours of your audience.
In this post, we will dive deeper into the three ways to tweak and tailor your Google Ads in 2021, including:
- Storytelling in your Google Ad
- Targeted landing pages
- Google Ads keyword research
By the end of this post, you will be ready to run more efficient and relevant Google Ad campaigns to your consumers in 2021.
Use storytelling in your Google Ads
You may already know that evoking emotion in your ad campaigns is the best way to connect with your audience. When you tell a compelling story with a captivating hook or headline, you are instantly building a connection with your audience. An ad that contains a lot of data and statistics is not necessarily going to generate the most revenue for your business. There is very little space (and time) to create an impression. Google Ads contain character limits to ensure that your ads are targeted, concise and clear. You will need to tell a story with your creative asset, not just push products.
For example
The ad copy for an ecommerce business selling blankets will contain keywords related to the product.
This search ad for blankets uses keywords like “luxurious blanket” and “bedroom sanctuary” to create an idea of how it would fit into your space. The keywords used in the ad copy reflect words you want to be associated with your products.
The shopping ad conveys the level of comfort you feel as if you were in the blanket yourself. Remember, you want to tell a story with your product. Create a story by using images and text to help your audience visualise how they would feel if they were to purchase the product.
Video is a great way to share stories and craft a narrative. Globally, 82% of all internet traffic will be from video in 2021 so its very important for all businesses, including ecommerce businesses to invest in video content for Google ads this year.
Here are some best practices for Google ads video content
Source: Google
Targeted landing pages
Do you ever click on the shopping ads that pops up at the top of the page on Google? A shopping ad takes you directly to a specific, targeted landing page. Shopping ads make up 76.4% of all retail search ad spend. It takes you directly to a specific landing page and gets almost double the click-through-rate and has a 30% higher conversion rate compared to Search Ads.
A key component that businesses overlook when creating Google Ad campaigns is where you send your potential customers to after they click on an ad.
A well designed, targeted landing page is very important.
Your prospects are nearly ready to convert so you don’t want to lose them at the last customer touch point. The product landing page should include clear pictures, buttons and colours to make the intended action visually clear and intuitive. The landing page copy will reflect the same keywords, emotional response and images used in the paid ad. Build trust with your audience by using the same elements because you want to reassure prospects that what they saw in the ad is true to the product.
You can also do this by limiting the number of disctractions on the landing page. Be sure to include only one offer or one call to action per landing page. If the objective is to make a purchase, the pathway to purchase needs to be as clear as possible.
For example
In the example above, the objective of the landing page is clear.
- The page uses similar keywords related to the product features
- The “add to cart” button that appears in a contrasting colour to the rest of the page makes it clear to the prospect the action to take.
BONUS: Don’t forget, 61% of consumers say they’re more likely to buy from mobile-optimised sites so make sure your landing pages and Google Ads are optimised for mobile devices.
Google Ads keyword research
This may be one of the most important tactics to tailor your Google Ads and stay on top of your ad strategy. Keyword research is usually done when you first setup your ad campaigns. But you should be constantly checking analytics and insights to determine which keywords are providing the best results for your business.
Agency by Workit is our in-house digital marketing agency where we track, measure and optimise your campaigns so you can rest assured that your campaigns are performing. Our marketing professionals specialise in Google Ads growth. Our experts focus on the fundamentals of your business while we help increase your online sales, leads, and brand presence.
You can also identify keywords to use based on your competitors. Analyse what your your competitors are ranking for to get a better idea of what keywords you can leverage for your own campaigns. Don’t waste your time paying for keywords that aren’t converting. If you have keywords that are not generating any clicks, cut them loose. Consumer behaviours are constantly changing so your Google Ads strategy will have to do the same.
For example
Using terms like “Australian made” or “locally sourced” in a Google Ad copy is helpful if you notice that the majority of your customers are based in Australia and looking to shop local. You can also target specific demographics like “blankets for children.”
Make sure you’re constantly reviewing the targeting based on where the majority of your customers are coming from. This way you can include it in your ad copy if it’s a unique selling point.
Also, detailed targeting can be a good indicator to determine location specific or seasonality specific terms. You can use detailed targeting to get granular about where your customers are coming from. Location targeting by radius, intent and demographics can help increase conversions on your ads.
The key to ace Google Ads in 2021 is a fine balance between the right creative, narrative, and data. A balanced Google Ads strategy is what will give you the best results.