Have you been searching for a way to drive more seasonal sales? If so, you might want to think about launching a PPC (pay-per-click) advertising campaign.

PPC advertising offers the following benefits:

  • Detailed Data: PPC networks like Google Ads and Facebook provide you with tons of actionable data about your campaign.
  • Easy Targeting: Do you only want to promote your service to senior citizens who live in your city? PPC advertising makes it possible.
  • Rapid Results: PPC advertising campaigns can generate leads and drive sales for your company in as little as 48 hours.

PPC campaigns also tend to result in positive returns on investment (ROI) for companies like yours. Google says businesses generate an average of $2 in revenue for every $1 they spend on PPC ads.

Planning a Seasonal PPC Campaign

Benjamin Franklin once said, “If you fail to plan, you are planning to fail.” He may not have known it at the time, but he was talking about seasonal PPC advertising.

Before launching your organization’s PPC campaign, you would be wise to take some time to put together a detailed plan of attack. 

The FZA Digital team recommends considering the following factors when compiling your seasonal PPC campaign strategy:

  • The products or services you would like to promote
  • The budget you want to assign to your PPC ad campaign
  • The promotions (if any) you would like to use to entice customers
  • The platform(s) on which you would like to run your seasonal ads
  • The dates you would like your ad campaign to begin and end
  • The people you want to target with your seasonal ads
  • The results you would like to achieve with your PPC ad campaign

Putting together your company’s seasonal PPC plan should take no more than a few hours. However, it can be the difference between the success or failure of your ad campaign – so you would be wise to take it seriously.

It is generally wise to begin planning your PPC campaign at least a couple of weeks before the start of your busy season.

Executing a Seasonal PPC Campaign

Once you have your plan in place, it is time to execute your organization’s seasonal PPC ad campaign.

Of course, executing a PPC campaign is not as simple as putting together an ad and hitting the “publish” button. If you would like to enjoy a positive return on your investment, you would be wise to follow these tips:

Use Seasonal Phrases in Your Ads

If you want to entice people to click on your PPC ads, you need to ensure they stand out from the crowd. Using seasonal words and phrases in your descriptions is one of the best ways to achieve this goal.

An ad that says, “Celebrate Christmas in style in this new t-shirt!” is likely to garner much more attention than one that reads, “You will look great in this new t-shirt.”

Add Countdowns to Your Ads

Including a countdown in your ad is an excellent way to encourage buyers to take action today. The following examples are particularly effective:

  • “Only X days left in the sale!”
  • “Just X hours left on this limited-time offer!”
  • “Buy in the next X days to receive your package before Christmas!”

It is generally best to include your countdown in the headline of your ads. However, you can also put it into the main text.

Link Your Ad to a Seasonal Landing Page

It might be tempting to link your PPC ads to an existing product or service page on your organization’s website. However, you are likely to drive more sales if you create a dedicated seasonal landing page for your campaign.

Remember to include lots of seasonal keywords and a clear call to action on your landing page for best results.

Monitor Your Ads and Make Changes as Necessary

It is typically wise to monitor the performance of your ads throughout the season if you want your campaign to run smoothly.

You should keep a particularly close eye on the following metrics:

  • Click-through rate
  • Cost per click
  • Conversion rate
  • Cost per acquisition
  • Bounce rate

If you find your campaign is not performing as expected, you can make a few changes to your ads or landing pages to improve your results.

Contact FZA Digital Today for Help with Your Seasonal PPC Campaign

Do you need some help launching or managing your company’s seasonal PPC campaign? Then please don’t hesitate to reach out to the experts at FZA Digital. Our experienced team has been helping businesses like yours drive sales and generate leads online for years – and we would be thrilled to offer our services to you.

To find out more about how we can help, please fill out our online contact form or give us a call at (424) 232-0810.

 

Winning the PPC Game: Proven Strategies for Generating Leads with Google Ads

What is PPC Advertising?

  • PPC (pay-per-click) advertising is an online marketing model used to direct traffic to sites, drive sales, and generate leads. With this system, companies accrue costs only when a user clicks on their ad.
  • Google is by far the largest provider of PPC advertising in the world. Each year, more than seven million companies from every corner of the globe use the Google Ads platform to find new customers. Google made almost $150 billion in revenue from online ads in 2020.
  • The most common type of PPC advertising is the paid search ad. These ads appear when users search for things (especially products or services) on Google.
  • Paid search is not the only kind of PPC marketing, however. Businesses like yours can also drive sales using display ads and remarketing.

Why Your Company Should Be Using Google Ads

  • Put simply, your company ought to be using Google Ads because it will increase your bottom line. Google estimates businesses that run paid search ads on its platform make an average of $2 in revenue for every $1 they spend.
  • PPC visitors are also more valuable to your company than organic visitors. Users who click on your ads are about 50 percent more likely to buy your products or services than those who come to your site organically.
  • Of course, PPC ads don’t just drive sales and generate leads. Research indicates online ads can increase brand awareness by as much as 80 percent.
  • Marketing your business on Google Ads can also make life a little better for your customers. 75 percent of people say paid search ads made it easier to find the information they needed about a product or service.
  • In short, if you aren’t using Google Ads, you are likely missing out on a lot of sales. 74 percent of brands say PPC ads are a huge driver for their business.

How to Run an Effective PPC Advertising Campaign

  • To run a highly effective PPC campaign on Google Ads, you must do two things. They are:

    • Create an ad that will entice Google users to click your link, and
    • Get your advertisement in front of the right people
  • Ready to start driving sales and generating leads with Google Ads? We’re going to give you practical, proven strategies that will help you do just that!

Creating Your PPC Ad

  • Creating a PPC ad that will persuade Google users to click on your link is not the daunting task it may appear at first. To achieve your goal, all you need to do is follow these simple tips:

Write in the Second Person

  • It can be tempting to write your PPC ads in the first person:

    • “We are proud of our wide selection of new and used cars.”
    • “We offer helicopter tours of Los Angeles.”
    • “We have 74 luxurious guest rooms and 16 suites.”
  • However, you should generally avoid making your ad copy about yourself. Instead, your customers ought to be the subject of your ad.
  • Writing your ad in the second person is a great way to keep your focus on your customers:

    • “With tons of new and used cars to choose from, you are sure to find the perfect one for your family.”
    • “Enjoy a helicopter tour of Los Angeles with your friends.”
    • “Get away with your partner to a luxurious guest room or suite.”
  • Focusing on your customers in this way will make them much more likely to click on your ad.

Mirror the User’s Search Phrase

  • When searching for products and services online, people tend to use as few words as possible. Very few Google users search for:

    • “Catering for office parties in Los Angeles, California”
    • “Shoes for ballet dancing in New York City”
  • Instead, they are much more likely to search for terms like:

    • “Office party catering in LA”
    • “Ballet shoes in NYC”
  • When writing your ad copy, you should strive to include phrases that mirror those used by Google users. Avoid using unnecessarily complex language.

Include Relevant Keywords

  • Don’t forget to sprinkle some relevant keywords into your ad copy. As a general rule of thumb, you should try to include your primary keyword at the beginning of your headline and at least once in your ad description.
  • You should always insert your keywords in a natural way. Keyword stuffing is likely to upset Google and make you appear unprofessional to potential customers.
  • Google offers a Keyword Planner to help you select the right keywords for your ad. This tool is completely free to use. All you need is a Google account.

Outline the Benefits of Your Product or Service

  • Google users won’t click on your ad just because it appears on their screen. You need to give them a good reason to take that step.
  • Outlining the benefits of your products or services is one of the best ways to convince potential customers to interact with your ad. Shoot for sentences like these:

    • “Get a free three-year warranty when you buy a car from ABC Autos.”
    • “Save 20 percent when you insure your home with John Smith Insurance.”
    • “Grab a free toy with the purchase of any kids meal at LA Chicken.”
  • These kinds of statements give users a reason to click on your ad instead of continuing to scroll through their search results to find other options.

Describe What Sets Your Company Apart from the Competition

  • What does your company do that sets it apart from the competition? Do you:

    • Offer a money back guarantee?
    • Have a dedicated customer service team?
    • Make your products from better quality materials?
    • Offer lower prices?
    • Guarantee on-time service?
    • Offer free shipping?
  • Tell users about your company’s unique selling point in your ad. The following statements are clear and convincing:

    • “Free shipping on all orders.”
    • “The lowest prices on used cars in NYC.”
    • “Satisfaction guaranteed or your money back.”
  • You can also mention any awards your company or its products have won to show you are better than the competition.

Include Relevant Facts, Figures, and Statistics

  • The world of online advertising is filled with vague statements like:

    • “Save money when you switch to John Smith Insurance.”
    • “Customers prefer the taste of ABC Soda.”
    • “XYZ Athletic shoes last longer than the competition.”
  • These sentences may be true, but they are unlikely to convince users to click on the ad. People tend to see these vague statements as untrustworthy.
  • If you want to get shoppers to click on your ad, you need to provide them with hard data. The following sentences provide them with the facts, figures, and statistics they want:

    • “Save up to $400 when you switch to John Smith Insurance.”
    • “84 percent of customers prefer the taste of ABC Soda.”
    • “XYZ Athletic shoes last 40 percent longer than the competition.”
  • The headline is the best place to insert your facts and figures. However, if you cannot put them there, you may also add them into your description. 

Link Your Ad to a Purpose-Built Landing Page

  • When Google users click on your PPC ad, they expect to go to a relevant page on your website. For example, if a person clicks your ad for “used SUVs,” they expect to find themselves on a page full of pre-owned SUVs for sale.
  • The best way to ensure users find the products or information they expect behind your ad is to build a customized landing page. This landing page should have the following elements:

    • A relevant main headline
    • A detailed description of the benefits of your product or service
    • Answers to frequently asked customer questions
    • High-quality pictures or videos of your product
    • A compelling call to action
  • Avoid including details about your company’s other products and services in your dedicated landing page. This information is likely to distract the user and may result in them failing to convert into a customer.

Add Relevant Ad Extensions

  • You can expand the size of your advertisement using ad extensions. Extensions are additional snippets of information designed to make your ad more valuable to Google users.
  • Google currently offers 10 types of ad extensions. They are:

    • Sitelink extensions
    • Callout extensions
    • Message extensions
    • Call extensions
    • Location extensions
    • App extensions
    • Promotion extensions
    • Price extensions
    • Structured snippet extensions
    • Affiliate location extensions
  • These extensions can make your ad stand out on the search results page. There is no additional charge for using them, so you should try to include at least a few in your ad.

Include a Compelling Call To Action

  • You need to let users know what you would like them to do after seeing your ad. If you don’t, they are likely to become confused and continue scrolling.
  • The best way to provide shoppers with the direction they need is by including a clear and compelling call to action in your PPC ad. The following statements are likely to have the desired effect:

    • “Call (123) 456-7890 today to schedule your free estimate.”
    • “Find out more about this new sedan on the ABC Autos website.”
    • “Buy your new phone case today on the XYZ Accessories online store.”
  • The more compelling your call to action is, the more likely you are to convince Google users to call you, visit your website, or buy your product.

Targeting Your PPC Ad

  • Now that you’ve created an enticing PPC ad, it’s time to get it in front of the right people! To accomplish this feat, all you need to do is follow these tips: 

Target the Places Your Clients Live

  • Google Ads gives you the ability to target your ads at people who live in certain cities, states, or ZIP codes. You should try to ensure your PPC ads only end up in front of users who are likely to become your customers.
  • The locations you should target will depend on the nature of your business. If you operate a lawn mowing company, you might want to focus your efforts on suburban areas around your town. However, if you run a car dealership, you may prefer to target everyone within driving distance of your showroom.
  • If you aren’t sure which areas to target, consider conducting a survey to find out where your existing customers live. Their neighbors may also be interested in your products or services.

Run Your Ad at the Optimal Times

  • The name of the game in PPC advertising is putting your message in front of the right eyeballs at the optimal time. Luckily, Google Ads lets you schedule your ads down to the minute.
  • When deciding what times to run your ads, you should consider:
  • Your Opening Hours: If you are only open from 9:00 am – 5:00 pm, there is little point in running an ad asking people to call you at midnight.
  • Your Customer Demographics: Are your customers usually tucked up in bed by 10:00 pm? Consider stopping your ads around 9:30 pm.
  • The Nature of Your Business: Do people tend to need your products more in the morning than the evening? It may be wise to run your ads from 7:00 am – 11:00 am.
  • If you aren’t sure what times make the most sense for your business, you may run your ads 24/7 to start. You can then begin to focus your efforts as you gather more data.

Target the Types of Devices Your Customers Typically Use

  • Mobile devices now account for about 55 percent of worldwide website traffic. But does your target market follow that trend?
  • If you primarily market your products and services to seniors, you may find that it doesn’t. Elderly Americans typically prefer to use laptops and desktop computers to shop online.
  • However, if your services are aimed at teenagers and young adults, you will likely find that upwards of 80 percent of their browsing occurs on mobile devices.
  • Google Ads gives you the ability to target your advertisements by device. Consider focusing your efforts on the devices your customers usually use if you want to maximize your return on investment.

Select a Range of Valuable, Relevant Keywords

  • Before you can publish your PPC advertisement, you will need to select your keywords. But what steps should you take to make sure you pick the right ones?
  • You can start by using the Google Keyword Planner. This tool can analyze your business and suggest relevant keywords. It will also provide you with estimates of the search volume each keyword receives and the cost to target them.
  • You may also wish to research the keywords your competitors target. If they work for the competition, they may also work for you.
  • The most successful PPC marketing campaigns generally have a mix of the following types of keywords:

    • Brand Keywords: Keywords that include a company name.
    • Commercial Intent Keywords: Terms used by people who are ready to make a purchase.
    • Long-Tail Keywords: Highly specific, unique phrases.
    • Low-Intent Keywords: Broad terms like “car” or “shoes”
  • You don’t need to choose the perfect keywords straight away. You can always go back and add or remove some terms at a later date.

Build a Negative Keywords List

  • Since you must pay Google for every person that clicks on your ad, it is in your best interests to ensure your ads don’t end up in front of people who will never be interested in your products or services. Building a negative keywords list can help you achieve that goal.
  • Negative keywords essentially instruct Google to not show your ads to users who search for certain terms. For example, if you sell shoes, you might want to add “horse” to your negative keywords list to prevent your ad showing up for people who want to buy horseshoes.
  • Not sure what negative keywords to add to your list? You can get ideas from the Search Terms Report in your Google Ads account.

Track Your Ad and Make Changes as Necessary 

  • Google Ads grants you the ability to track just about every aspect of your advertisement’s performance. If you want your campaign to succeed, you should keep a close eye on your analytics and make changes to your ad as necessary.
  • The most important metrics to track include:

    • Cost Per Click (CPC)
    • Cost Per Acquisition (CPA)
    • Conversion Rate
    • Click Through Rate (CTR)
    • Bounce Rate
  • The changes you need to make will depend on the issues laid bare by the data. If your bounce rate is a little high, you may need to rework your landing page. However, if your click through rate is the problem, you might need to edit your ad copy instead.

 

Want a Free Google Ads Checklist?

Keeping track of all of your Google Ads can be overwhelming. The team at FZA Digital has put together a handy Google Ads checklist guide to help keep you on track. To download the guide, fill out your email below and hit the button.

 

 

 

4 Tips for Writing Highly Effective Google Ads

Every year, millions of companies use Google Ads to promote their goods and services. It’s easy to see why. The popular platform offers a range of exciting benefits, such as:

  • Broad Reach: Google handles more than 2 trillion searches per year.
  • Affordability: Companies can generate leads and drive sales with just about any budget on Google Ads.
  • Total Control: Google offers users almost complete control over just about every aspect of their PPC campaigns.
  • Rapid Results: Organizations can begin driving traffic and making sales in as little as a few days using Google Ads.
  • Clear Data: Google Ads provides businesses with tons of data to show them how their campaigns performed. 

Ready to dive in and enjoy the many benefits of Google Ads? Not so fast! 

If you want to achieve the best possible results from your PPC campaign, you’ll need to make sure the content of your ad is clear and compelling. To achieve this goal, all you need to do is follow these four tips:

Be Specific

There is almost always a direct correlation between the specificity of PPC ads and their conversion rate. Vague advertisements that do a poor job of providing users with information seldom lead to clicks.

When writing ads for your company, it is generally best to avoid imprecise or generalized sentences like:

  • “We offer a range of shoes.”
  • “Contact us for legal services.”
  • “Shop our selection of furniture.”
  • “We stock tons of car parts.”

Instead, be specific. These sentences will deliver much better results: 

  • “We offer a range of affordable running shoes.”
  • “Contact us for immigration assistance.”
  • “Shop our selection of wood tables and chairs.”
  • “We stock tons of batteries, spark plugs, mufflers, and brakes.”

Be sure to direct those who click on your ad to a landing page that offers the same level of specificity as your content. Users who click on ads that offer “affordable running shoes” expect to find just that on the other side.

Outline Features and Benefits

Google users will not click on your ad just because it appears on their screen. You need to give them a reason to take this step

One of the best ways to entice people to click on your ads is by providing them with an overview of the features or benefits your product or service offers.

The following sentences will convince shoppers to click on your ads:

  • “Our refrigerators come with a ten-year warranty.”
  • “Save 25 percent when you insure your car with us.”
  • “Our chocolate is fair-trade and organic.”
  • “Get free oil changes for three years when you buy a car from us.”

You can also consider telling users about any awards your products have won to entice them to visit your website.

Include a Compelling Call to Action

When writing your ad, take some time to think about the action you would like users to take after seeing it. Do you want them to visit your website to learn more? Would you like them to call to book an estimate? Maybe you’d like them to purchase your product today?

Whatever the case, do not leave them guessing. Tell users what their next move ought to be. 

You can provide customers with this information by including a compelling call to action (CTA) in your ad. The following CTAs are highly effective:

  • “Find everything you need to know about this new product on our website.”
  • “Give us a call today to schedule your free in-home estimate!”
  • “Buy today to enjoy free two-day shipping!” 

The more compelling your call to action is, the more likely it is that Google users will visit your site, call for an estimate, or buy your product.

Use Ad Extensions

Google places strict limits on the number of characters you can use in the headlines and descriptions of your ads. However, you can expand the size of your advertisements by using ad extensions.

Extensions are additional snippets of information you can include in ads to make them more valuable to shoppers.

Google Ads currently offers the following types of ad extensions:

  • Call extensions
  • Sitelink extensions
  • Message extensions
  • Callout extensions
  • Structured snippet extensions
  • Affiliate location extensions
  • Price extensions
  • Promotion extensions
  • App extensions
  • Location extensions

If, for example, you opt to include a promotion extension in your advertisement, Google will add an icon underneath your main text to highlight your latest deal. This icon will take on one of the following four formats:

  • “$X off product or service type.”
  • “X% off product or service type.”
  • “Up to $X off product or service type.”
  • “Up to X% off product or service type.”

There is no extra charge for using these extensions. As such, you should typically include at least a few in your ads to make them stand out on the results page.

Contact FZA Digital for Help with Your Next Google Ads Campaign

Are you having trouble composing the perfect ad for your company’s next PPC campaign? No worries! The marketing experts at FZA Digital are here to help. Our team has been writing highly effective ads for businesses like yours for years.

To learn more about our services, give us a call at (424) 229-2923 or fill in our brief online contact form. We look forward to assisting you!

How to Improve Your Google Ads CTR

Running a Google Ads campaign can be an excellent way to drive visitors to your website and generate sales. If you want to make sure your efforts are a success, however, you must keep a close eye on your analytics. It is crucial to monitor your click-through rate (CTR).

What is Click-Through Rate?

Your click-through rate (CTR) is the percentage of users who saw your ad and clicked on your link. Google calculates your CTR using this formula:

(Total Clicks / Total Impressions) x 100 = CTR

If your ad reached 1,000 people and caused 10 of them to click through to your website, Google would calculate your CTR in the following way:

(10 Clicks / 1,000 Impressions) x 100 = 1.00% CTR 

The average Google Ads CTR is about 2.00%. If yours is a little lower than that, you may wish to take some steps to increase it. 

How to Improve Your Click-Through Rate

There are a variety of ways for organizations like yours to boost your CTR on Google Ads. These ones are among the best

Write Compelling Ad Copy

The text in your ad is one of the first things Google users will look at when deciding whether they should click on your link. To entice people to follow through, you must ensure your copy is as compelling as possible.

The FZA Digital team recommends following these tips when writing copy for your Google Ads:

  • Be direct. Tell people how you can help them accomplish their goals or fix their problems.
  • Use numbers and statistics to help users understand what sets you apart from the competition.
  • Keep it short. It rarely makes sense to exceed 140 characters when writing Google Ads copy.
  • Use emotional language. People who feel an emotional connection to an ad are much more likely to click on it.

Don’t forget to review your ad copy for spelling or grammar errors before you go live. Ads that are filled with mistakes are unappealing to Google users.

Use Ad Extensions

Google provides a lot of real estate on its PPC ads. You would be smart to use all of it if you want to boost your CTR. Ad extensions can help you achieve that goal. 

These extensions allow you to include more detail about your organization in your ads. Many companies use extensions to highlight information such as:

  • Product features
  • Service offerings
  • Contact details
  • Special pricing

Ad extensions don’t just give you the ability to provide people with details that may entice them to click on your link. They also make your ad appear bigger and help them stand out on the page.

You can add extensions to your ads by following these easy steps:

  1. Log into your Google Ads account
  2. Open your campaign
  3. Click on the “Ads & Extensions” tab
  4. Hit the “Extensions” button
  5. Choose your extension type
  6. Follow the on-screen prompts to finalize the process

There is no additional cost for including extensions in your PPC ads.

Add Negative Keywords

Ensuring your ads don’t appear for users who are not currently interested in buying your products or services is one of the best ways to boost your CTR. How can you accomplish this feat? By adding negative keywords to your campaign.

When you include a negative keyword in your ad, Google will make sure it does not appear for people who use that term in their search. 

If, for example, you operate a used car dealership, you may want to add “new” and “service” as negative keywords. Doing so will stop your ad from showing up for people looking for new cars or vehicle servicing in your city.

To include negative keywords in your Google Ads campaign, follow these steps:

  1. Log into your Google Ads account
  2. Open your campaign
  3. Click on the “Keywords and Targeting” tab
  4. Hit “Keywords, Negative”
  5. Click “Add Negative Keyword”
  6. Select “Campaign Negative Keyword”
  7. Enter the negative keyword in the panel

By taking these steps and ensuring your ads only appear for users with an interest in your services, you will quickly increase your overall CTR.

Test Multiple Ads

“Don’t put all your eggs in one basket.” This adage is as true in advertising as it is in everyday life. 

As you strive to boost your Google Ads CTR, it is rarely advisable to focus all your resources on one advertisement. Instead, it generally makes more sense to test multiple ads at the same time to see which ones perform the best. 

Once you find a formula that works for you and your organization, you can start to narrow your focus. Shift your time and money away from the ads that deliver a poor CTR and toward their more successful counterparts.

Need a Little More Help? Contact the Experts at FZA Digital Today!

Managing a Google Ads campaign can be complex and time-consuming. If you need a little help along the way, please do not hesitate to contact the skilled and experienced marketers here at FZA Digital. You can reach us by filling in our contact form or giving us a call at (424) 229-2923.

 

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.

What Makes A Good Google Ad?

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.