Marketing Monday Newsletter #57: Google Ads

Wasting money on irrelevant clicks is a common pitfall. Avoid it by:

• Using geo-targeting: Narrow down your ads to specific cities, regions, or countries.
• Leveraging audience segmentation: Target by age, gender, income, or even interests.
• Adding negative keywords: Filter out irrelevant traffic. For example, a roofing contractor should exclude searches for “DIY roofing kits.”

As a case in point, a Toronto-based pizza shop used geo-targeting to focus on local neighborhoods, boosting their ROI by 35%!

Your ad copy needs to grab attention and drive clicks.

• Use action words: “Shop Now,” “Claim Your Discount,” or “Get a Free Quote!”
• Highlight benefits: “Free Delivery,” “24/7 Service,” or “Best Prices Guaranteed.”
• Include a clear call-to-action (CTA): “Book Today!” or “Order Now!”

Here’s a good example: a cleaning service doubled their click-through rate (CTR) by switching from “Affordable Cleaning” to “Spotless Homes Starting at $49!”

Clicking the ad is only half the battle. Ensure your landing page:

• Loads in under 3 seconds.
• Is mobile-friendly (53% of web traffic comes from mobile devices!).
• Matches the ad’s message and visuals for consistency.

Businesses lose up to $2.6 billion annually due to slow-loading websites.

Google Ads isn’t a “set it and forget it” tool. Track performance weekly to tweak as needed.

• Review metrics like click through rate (CTR), cost-per-click (CPC), and conversion rate.
• Test multiple ad versions (A/B testing).
• Pause underperforming ads to reallocate your budget effectively.

An example of this is an e-commerce brand that cut their CPC by 20% just by removing low-performing keywords after just one month.

Let Google’s machine learning do some heavy lifting:

• Target ROAS (Return on Ad Spend): Focuses on driving revenue.
• Maximize conversions: Automatically adjusts bids to get more leads or sales.

Businesses using automated bidding see an average ROI increase of 30%.