To drive sales and generate leads for your business using Google Ads, you must have a detailed understanding of Quality Scores. They have an enormous effect on the cost and effectiveness of your PPC campaigns. 

What Are Quality Scores?

Quality Scores are how Google rates the relevance of your keywords and PPC ads, as well as the layout and usability of your site. Google uses your Quality Score when determining the cost per click of your ads. The higher your score, the less you must pay to drive traffic to your landing page.

To calculate your Quality Score, Google considers the following factors:

  • The relevance of the text in your PPC ads
  • The historical performance of your Google Ads account
  • The experience users will have on your landing page
  • The expected click-through rate of your PPC ads
  • The relevance of each of your chosen keywords to its ad group

Google does not reveal how heavily its algorithm weighs these factors.

How to Improve Your Google Ads Quality Score

Now that you know more about what Quality Scores are and how Google calculates them, you are probably wondering how you can improve yours. Luckily, you have come to the right place. The FZA Digital team has been helping companies like yours manage their PPC campaigns for years, and we are familiar with all the best tips and tricks.

Our knowledgeable marketers recommend you follow these three steps to give your Quality Score the boost it needs:

Improve Your Landing Page Loading Speed

Google places a lot of emphasis on user experience when calculating your Quality Score.  Slow loading speeds are likely to frustrate your visitors. If you want to lower the cost per click of your PPC ads, you must improve your loading times.

The following tips should help you speed up your landing page in no time:

  • Avoid using redirects on your website. 
  • Compress any files larger than 150 bytes. 
  • Resize and optimize your images. 
  • Boost your server response time. The optimal response time is less than 200 ms.
  • Remove all render-blocking JavaScript from your website.
  • Set your pages to load asynchronously (load multiple scripts at the same time).

You can also consider building your landing page with AMP. This open-source HTML framework removes all the unessential elements from your page to deliver lightning-fast loading speeds to your visitors.

Choose the Right Keywords

When your organization sets up a new PPC campaign, Google asks you to select the keywords you wish to target. It can be tempting to add the first few terms that cross your mind into the form and call it a day. However, if you take this approach, you are likely to harm your Quality Score.

To achieve a higher Quality Score, you need to choose keywords that will put your ads in front of the users that are most likely to click on them. You can generally accomplish this goal by following these tips:

  • Focus on long-tail keywords. They are usually low-cost and deliver high click-through rates.
  • Research your competitors’ keywords. The terms that work for them may also work for you.
  • Use branded keywords. Users who search for your brand name are very likely to click on your ads.

You should also keep a close eye on your analytics once your ads launch. If you spot any keywords that are not delivering clicks, you can add them to your list of excluded terms. Taking this step can reduce waste and give your overall click-through rate a boost.

Write Compelling Ad Copy

Getting your ads in front of the right users is only half the battle. To boost your Quality Score, you must also convince them to click. You can achieve this goal by following these tips and writing compelling ad copy:

  • Tell users what sets you apart from the competition.
  • Avoid stuffing your copy with keywords.
  • Write your copy with the user’s objective in mind.
  • Include numbers and statistics to make your ad stand out.
  • Avoid including unnecessary information. Google limits copy to 300 characters.

Of course, you should also be sure to include a compelling call to action in your PPC ads. A short statement like, “Visit our website to save $250” can improve your click-through rate and Quality Score in an instant.

Need Help Improving Your Quality Score? Contact FZA Digital Today

Do you want to enjoy the benefits of a high Google Ads Quality Score but don’t have time to work through the process yourself? Then please get in touch with the team of knowledgeable marketers at FZA Digital. We know what it takes to impress Google, and we are ready to use our skills to help you take your PPC advertising to the next level.

To speak with one of our friendly representatives, all you have to do is fill in our brief online contact form or give us a call at (424) 229-2923.

 

Are you thinking about adding PPC ads to your company’s marketing mix? Making this move will give you the ability to:

  • Drive traffic to your website
  • Generate sales and leads
  • Build brand recognition
  • Target your ideal customers, and
  • Closely control your ad budget.

Of course, if you plan to invest in PPC ads, it is vital you avoid making costly errors along the way. Here are some of the most common mistakes companies make when starting PPC campaigns.

     1. Using Broad Match Keywords

Choosing the right keywords is one of the most crucial parts of setting up an ad campaign. When working through this step, it can be quite tempting to select broad match keywords, like “shoes” or “cars,” which will allow you to reach as many users as possible. However, if you use this technique, all you are likely to do is:

  • Put your ad in front of users who don’t care about your products
  • Send uninterested people to your site, and
  • Increase your website’s bounce rate.

However, you will enjoy a far superior return on your PPC investment if you opt for a more specific set of keywords. Instead of picking “shoes” or “cars,” it may make more sense to select keywords like:

  • “Shoes for tennis”
  • “Black lace-up shoes”
  • “Affordable used cars”
  • “New luxury cars”

These terms will draw users who are ready to buy to your company’s site.

     2. Not Knowing the Value of Your Customers

It can be easy to fixate on the amount of cash you are spending on every click when you first begin to dabble in PPC ads. But before you focus too intently on your CPC, it is crucial for you to take some time to calculate the value of each new customer your ad campaign generates to evaluate costs per click and conversion.

Let’s say, for example, your company pays $1 per click and it takes an average of 20 clicks to convert a user into a paying customer. If each new buyer generates $50 for your organization, you will have a positive return on your investment. However, if your new customers only bring in $10, you will lose money on your PPC campaign.

If you don’t know the value of your customers, you won’t know which PPC ads to continue and which ones to alter or cancel.

     3. Having a Subpar Landing Page

What do users see when they click on your PPC ads? Do they come to an organized landing page that explains the next steps they ought to take to purchase your product or contact your team? Or do they see a messy and confusing page that will leave them wondering what to do next?

You are almost certainly losing customers and wasting your PPC budget if your landing page falls into the latter category. To produce the best possible results from your ad campaign, you should ensure your landing page:

  • Provides users with all the details they need to know
  • Does not overwhelm visitors with walls of text
  • Features a compelling call to action
  • Does not ask users for any unnecessary information

The easier you make it for users to navigate and understand your landing page, the more likely they are to do business with your organization.

     4. Failing to Monitor Your Ad Performance

Having spent some time setting up your PPC ad campaign, it can be quite tempting to sit back and wait for the users to flock to your company’s site. However, if you take this approach, your return on your investment will be a little disappointing.

To maximize the effectiveness of your PPC ads, it is essential for you to monitor their performance periodically. FZA Digital generally recommends checking in on your campaigns at least once a week.

But what should you be looking for when you look at your ad reports? For most campaigns, the most important metrics are:

  • Click-Through Rate (CTR)
  • Quality Score
  • Impression Share
  • Conversion Rate
  • Cost Per Conversion
  • Average Position

By keeping an eye on these metrics, you can spot weaknesses in your ads and make small alterations that will make them more effective and improve your return on investment.

Need Help with Your PPC Ads? Contact FZA Digital Today

Don’t have time to manage your company’s PPC campaigns? Can’t figure out how to improve the effectiveness of your ads? No worries! The experienced digital marketers at FZA Digital are here to assist! We have been helping businesses to drive sales and generate leads using PPC ads for years.

To speak with a member of our knowledgeable team, all you need to do is give us a call at (424) 229-2923 or send us a message online. We look forward to helping your company thrive through the magic of PPC ads.

So, you know you’re supposed to advertise on Google…now what do you do?

We’ve all seen Google Ads. They’re often what appears at the top of our search results when we’re looking for something.

You may wonder how to get your ad at the top of results pages while also driving traffic to your website and away from your competitors. 

If so, you’re in luck! Here are five tips for making a Google ad that will get your customers to click, discover your website, and, hopefully, make a purchase. 

#1. Have a Great Subject Line

The subject line for your ad needs to be eye-catching and informative. It needs to answer the question that was just typed into Google. Someone is searching for something, and the answer to their question is your business. They need to see your ad and experience relief because their problems were solved.

The description beneath the subject line can go into greater detail about your business while strategically using SEO keywords that cause your Google Ad to rank for several different search queries. 

After you catch their attention with your subject line, you can use site extensions to funnel people to your website’s particular pages. You’ve just solved someone’s problem, immediately building their trust before they’ve even landed on your site.

#2. Be Simple

The biggest mistake people make with Google Ads is over complicating their subject line. They want to get their money’s worth, so they cram as many words as possible into the ad. By trying to appeal to everybody, they appeal to nobody. Be simple. Be specific. 

Simplicity projects confidence. You’re trying to bring new people to your business, which pulls people from your competitors. They need to trust you. 

#3. Always Promote Your Sales

You’re buying an ad, right? So, you might as well offer a deal. A sale or discount promotion is a clear, simple subject line that catches the eye and brings people to your site.

When advertising a promotion, be sure to include your Google review rating (if it’s good). Four or five stars establish authority. Customers believe that the discount you’re offering and your business is legitimate. 

#4. Always Be Promoting

Regardless of your company’s size, it’s good to remind people of you and your services. It’s easy for a service or product to get lost. Let’s say you sell cars and are the biggest dealership in your area. People will probably think of you for their next car. But will they think of you for their next oil change? Remind people of all that you do. 

#5. Product Association

Since you began reading this article, you’ve probably been thinking about catchy headlines with products and sales you can offer. You might’ve even jotted down a few ideas. But how many of those ideas include the name of your business? 

By putting your company next to a product’s name, you create an association for the reader. In their mind, your company creates the product they’re looking for. There’s now an association with that product and you. Once again, you build trust and confidence, which inspires clicks and, ultimately, sales.

When you want to run Google Ads that accomplish these 5 points, turn to the team at FZA Digital. 

More than one million companies in the United States use Google Ads and other PPC networks to drive sales and generate leads every year. Is yours one of them? If so, you should closely monitor your campaigns to ensure you are maximizing your return on investment.

How can you measure the success of your organization’s PPC campaigns? The FZA Digital team recommends the following steps.

Set Goals Before Getting Started

Measuring the success of your PPC campaign does not begin on the date you hit “Publish.” It ought to start a few days earlier when you sit down with your marketing team to discuss your goals for the project.

This meeting will offer you a chance to ask yourselves vital questions like:

  • “Do we want to drive sales of a specific product?”
  • “Are we trying to generate leads for our sales team?”
  • “Is branding or awareness our primary concern?”
  • “Do we want to send traffic to our website or blog?”
  • “Are we launching our PPC campaign to enhance our SEO efforts?”

Your answers to these and other questions will help sharpen your PPC strategy and provide you with guidance on how you can measure the success of your marketing campaign.

Monitor Your Key Performance Indicators (KPIs)

Have you determined your goals for your PPC campaign? Great! Now’s the time to begin measuring your success by monitoring the following KPIs in Google Analytics, Google Ads, or a similar platform:

Click-Through Rate (CTR)

Your click-through is the percentage of people who saw your PPC ad and decided to click on it to learn more about what you have to offer. 

Monitor this metric closely if you aim to generate leads, drive sales, or send traffic to your site with your PPC ads.

A successful search ads campaign should generally show a click-through rate of around two percent. If your marketing efforts are falling a bit short of that level, you can use the following tips to give them a boost:

  • Reassess your chosen keywords
  • Edit your PPC ad copy
  • Use smart ad extensions
  • Add a compelling call to action

The more users that take action when they see your PPC ads, the higher your return on investment will be.

Conversion Rate

Another metric to watch when attempting to generate leads or drive sales is your conversion rate. This figure represents the percentage of browsers who came to your website and carried out a desired action, such as:

  • Filling out a contact form
  • Purchasing a product
  • Signing up for a newsletter
  • Downloading a guidebook

Don’t be afraid to modify your PPC ad content or your landing page if your conversion rate is lower than you initially expected it to be.

Cost Per Conversion (CPC)

Because the ultimate goal of your PPC campaign is to generate money for your organization, keep a close eye on your cost per conversion at all times. This number shows you how much cash you are spending to generate each new lead.

It is generally advisable to try to keep your CPC at roughly 50 percent of the amount of profit your company will make from each conversion.

If every converted user adds $20 to your bottom line, you should aim to spend no more than $10 marketing to them.

Bounce Rate

The bounce rate metric in your analytics platform shows you how many users visited your website and left without clicking anything or filling out any forms. 

If your bounce rate is higher than 40 percent, it might be a sign that there is a problem with your PPC ad or your landing page, like:

  • Slow website loading speed
  • Misleading or confusing ad content
  • Poorly structured landing page
  • Lack of a clear call to action

Every user that bounces after clicking on your ad costs you money. You would be wise to reduce this rate as much as you can if you want to maximize your returns from your PPC investment.

Impressions

Are you more focused on building awareness of your product or service than generating immediate sales? Then it may make sense for you to keep a keen eye on your impressions metric.

This figure shows you one thing, and one thing only – the numbers of users who have seen your ad. 

Not impressed with the number of impressions you are generating? Think about using time-targeting and geo-targeting to improve your results.

Need Help with PPC Management? Contact FZA Digital Today

Don’t have the time to manage or monitor your company’s PPC campaign? No worries! The FZA Digital team has been helping clients drive sales and generate leads with paid ads for years – and we would be happy to do the same for you.

Give us a call at (424) 229-2923 or contact us online today to speak to us about your organization’s needs. We look forward to hearing from you!

The more customers you can bring to your doors, the more sales you are likely to close. More leads means more sales. This maxim is true whether you run an auto dealership or a shoe store.

How can you boost the amount of foot traffic your business receives? For many organizations, Google Ads has proven to be a powerful tool.

But how do you convert those digital leads into foot traffic? FZA Digital recommends following these five tips:

1. Use Location-Targeting

When running a PPC (or pay-per-click) campaign to drive users to a physical store, it is vital to use location-targeting on all your ads. Doing so will ensure Google only shows your ads to users who can feasibly visit you.

Before launching your ad campaign, take some time to consider how far customers are willing to drive to get to your shop. If, for instance, you sell smoothies, they may not want to travel any further than 20 minutes. However, if you sell cars, they could happily drive for more than an hour to get to your location.

Once you select a region or a ZIP code you want to target, all you need to do is enter it into the “Targeting and Audiences” section of the ad creation wizard and start your campaign. Google will take care of the rest.

2. Add a Location Extension to Your Ads

If you want to drive customers to your store, you must make it as easy as possible for them to find it. You can help by adding a location extension to all your PPC ads.

This helpful tool shows your company’s address within the ad, making it a breeze for buyers to pull up your store on a map and get directions straight to your shop.

You can add a location extension to your Google ads by:

  1. Logging into your Google Ads account
  2. Selecting the “Ads & Extensions” tab
  3. Opening the “Extensions” section
  4. Clicking the “Create Ad Extension” button
  5. Choosing “Location Extension” from the drop-down menu
  6. Confirming your address, and
  7. Saving your extension

If you follow these simple steps, your address should appear on your PPC ads almost immediately.

3. Optimize the Scheduling of Your Ads

When do customers most frequently need to visit your store? If you run a coffee shop, mornings and lunchtimes are probably your busiest times. If you run a car dealership, however, evenings and weekends might be your sweet spot.

If you would like to make the most of your Google Ads budget, you should try to schedule your PPC campaigns to run before and during your busiest hours. Marketing professionals refer to this practice as “dayparting”.

Scheduling your ads in this way offers two main benefits:

  1. Your customers will see your ads when they are ready to buy, not hours or days earlier.
  2. You won’t waste money advertising to users who have an immediate need while your store is closed.

Dayparting is not an exact science. You may need to make a few changes to your ad schedules before finding the optimal solution.

4. Add a Promotion Extension to your Ads

Offering a discount or free gift is one of the best ways to drive customers to your storefront. You can tell Google users all about your latest deals by adding a promotion extension to your PPC ads.

You can add this information to your ads by:

  1. Signing into your Google Ads account
  2. Choosing the “Ads & Extensions” tab
  3. Opening the “Extensions” section
  4. Clicking the “Create Ad Extension” button
  5. Selecting “Promotion Extension” from the menu
  6. Entering the details of your deal, and
  7. Saving your extension

When you finish taking these steps, the details of your latest promotions will show beneath the content of your PPC ads. If your deal is attractive, it won’t be long before customers start flooding your store!

5. Add a Click-to-Message Extension to Your Ads

Before visiting your store, Google users are likely to have many questions about your products, services, and availability, such as:

  • “Do you have space for a party of 16?”
  • “Will you have time to service my car on Tuesday at 4:00?”
  • “Do you offer military discounts?”
  • “Is your product suitable for use outdoors?”

If you want them to come to your location, you need to find a way to give them the answers they require as quickly as possible. The best way to do so is to add a click-to-message extension to your Google PPC ads.

Including this feature in your ads will allow users to tap a button and send you a quick text. You can then provide them with their information in just a few short minutes.

If they are pleased with your answer, you will most likely see them at your store before too long!

Want Some Assistance? Contact the FZA Digital Team Today

At FZA Digital, we have been helping companies manage their PPC ads for years. As such, we know what it takes to drive customers into stores.

If you would like our digital marketing team to help you increase your foot traffic, please do not hesitate to contact us online or call us at (424) 229-2923. We look forward to working with you!

Whether you run a personal injury law firm or a car dealership, leads are the lifeblood of your business. Without them, your company may struggle to drive the sales it needs to keep its doors open.

There are, of course, a wide range of tactics and techniques you can use to generate the leads your organization requires, including:

  • Cold calling
  • Direct mailing
  • In-person networking
  • Social media marketing

Many companies have a great deal of success generating leads with these methods. However, some businesses find that the best way to attract prospects is by using Google Ads.

If you are interested in using the Google Ads platform to generate a plethora of new leads for your organization, and you want to ensure that you get a solid return on your investment, the FZAD team recommends following these tips:

Optimize Your Google Quality Score

When deciding which ads to show to its users, Google considers the Quality Score of every website and landing page. The more relevant and useful its systems believe an ad to be, the more likely it is to put it on the searcher’s results page.

Advertisers with high Quality Scores tend to enjoy reduced CPC fees and better ad positions. These benefits make it a lot easier to attract a large number of prospects without breaking the bank.

So, how can you optimize your Quality Score and start to experience these advantages? Well, you can begin by:

  • Grouping keywords
  • Writing relevant ads
  • Boosting your site speed
  • Building an informative landing page

If you follow this advice, you will soon see your marketing expenses decrease, while your lead figures shoot upward.

Add a Message Extension to Your Ad

Getting Google users to notice your ad is not an easy feat. So, when they do see it, you must ensure that it is easy for them to take action and reach out to your sales team and become a lead.

You can accomplish this goal by adding a message extension to your ad. This feature gives users the ability to send your company a quick text directly from their results page.

Of course, when they send such a message, it is imperative that you get back to them as quickly as possible. If you fail to do so, there is a good chance that they will decide to do business with one of your competitors instead.

Use Dynamic Keyword Insertion

When a user conducts a search on Google, they generally expect to find ads that are relevant to their query. And if they see ads that are not applicable to the topic they wish to learn more about, it is highly unlikely that they will click on them.

Fortunately, Google offers a tool that helps marketers to ensure that their ads are as relevant as possible – dynamic keyword insertion.

This tool makes it possible for companies to edit the content of their ads based on the nature of the user’s search. So, whether a browser searches for “used cars” or “affordable green sedans,” or even “apartments near me” or “affordable housing,” they will see an ad that promises to deliver what they need.

If they click on the ad and find what they are looking for, it becomes quite likely that they will then convert into a lead.

Remarket Your Business to Interested Users

When a Google user visits your website and leaves without reaching out to you or otherwise converting into a lead, it can be easy to feel discouraged. However, it is important to remember that their choice to close out of your site does not mean that they are not interested in your products or services.

There are a multitude of innocuous reasons why a user may leave a website, including:

  • Getting a phone call
  • Having to step into a meeting
  • Losing their internet connection
  • Having an issue with their device
  • Needing to complete household chores

Fortunately, you do not need to give up on converting a user into a lead just because they leave your site. Google offers a remarketing tool that gives you the ability to draw them back in.

Remarketing is particularly effective because it specifically targets people who have already shown an interest in your organization. If you can get them to come back, there is a good chance that they will convert into a lead.

Don’t Be Afraid to Ask for Help

Using Google Ads to generate leads for your company can be quite a profitable endeavor. However, it is not always easy to do well. If you find yourself struggling to achieve the results you require, do not be afraid to ask for assistance.

At FZAD, we have been helping companies use Google Ads to generate leads for years. We know what it takes to achieve the kinds of results that other marketers can only dream of – and we are ready to help in any way we can.

To talk to a member of our knowledgeable team about your needs, all you have to do is give us a call at (424) 229-2923 or send us a message online.