There is not much that has not already been said about setting up and running Google Adwords campaigns... However, when you want to run ads for a car dealership that are effective at generating traffic... AND you are expecting good visitor-to-lead conversion rates, well, then that's a whole other story! You want to move some iron? Then you will need to work at it! If you want to ignore Google's site network and rely only on using Google's "Search Only" Network for your Adwords campaigns, then you are limiting yourself to the modern day version of advertising Haiku known as the humble "Text Ad".
Google Adwords was created by the two founders of Google to solve the problem around the simple fact that they had no idea what paid placement in search engine results was worth... They decided to let the advertisers determine the value and what they were willing to pay for sponsored listings in searcg results... This is why Adwords was created, to be an auction that Google conducts in which businesses invest and adjust bids with respect to their competitors to rank their ad on top of the SERP for search queries they felt prospective customers and clients would be using. The Ad Rank is the basic criteria by which Google decides which ad has to be on the top of relevant query SERP.
Ad Rank = Quality of Ads + Bids
To increase the quality of your ad, you must create enticing and compelling ads which compel people to click and see... And the landing page that the ad drives traffic to must be what the Google user expects to see and wants to find.
Below, we will share some of the "Best Practices" used by the most successful digital marketing dealers to make their Google Text Ads more compelling:
Even if your ads are working perfectly, never underestimate your competitors. Always keep an eye on the competitors. It is entirely not the matter of concern whether you have just started with Google Ads or using it since years. You can and must always spy on your competitors to know what strategies are they adopting and how to beat them. Have a look on their landing page, know what call-to-action is triggering their ads and not yours. Be sure that you avoid those mistakes what your competitors might be making.
What is different about you?
There are must be other marketers with the same business in which you deal. Look out for the key difference that makes you different from others. Even if the difference is small, do highlight it in your ads. It could be anything unique difference from pricing to product quality. If something is there which makes you special, let your customers know about it.
Offers and Deals
The most attractive way to get clicks is by including special deals in your Google Ads. Include deals that are difficult to find anywhere else. Create enticing offers for your customers like Flat 10% off on first purchase, or some discount coupons etc.
Use Keywords in Ads
Add keywords in your text ads also which are associated with a particular ad group’s keywords. This will highlight the keyword on SERP when somebody makes a search and will result in your ads appearing higher in the search engine.
Use compelling words like ‘Call Now’, ‘Enquiry Now’, ‘Sign Up’ etc call to action in your text ads. This will entice readers to take an action following your ad’s call-to-action.
Create Relevant Landing Page
Your landing page must fit in with the general tone of your product landing page. Try to carry your call to action over into your website. Say, your call-to-action is ‘Sign Up Now’, then your website must contain a pop-up box or subscription form to let the clickers subscribe on it.
You don’t need to be Shakespeare while creating text ads. Remember you have letter limit in text ads and each character you are using values a lot. You need to be specific with your words and appropriate. You do not have much space.
Use Ad Extensions
Using Ad Extensions will let you make your ad longer with more relevant extra information about your product/services. Broadly there are two types of extension- Manual and Automatic. Manual will let you add site links, phone number, location etc while automatic gets automatically created which includes seller ratings, reviews, and social extension.
Opt for Mobiles
If you have your mobile customers too, then do not forget to take leverage of mobile device feature in Adwords. You can run your campaign for all devices including computers, tablets and mobile or run different campaigns for different devices. Above all, you even raise bid for a particular device, say mobile device.
Perform A/B Testing
Test! Test! Test! Result speaks more than assumption. Keep testing different text ads and when you have relevant information, pause the ads which are not getting served by Google. Find out what works best by creating different versions of your ad.
What other best practices do you use for your Google Adwords text ads? Let’s hear it from you in the comment box below....
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