Which Google Ads Match Type Should You Use?

Which Google Ads Match Type Should You Use?

Have you been searching for a quick and efficient way to generate leads for your dealership? If so, Google Ads is the platform for you. Pay-per-click campaigns (or PPC) can begin driving visitors to your company’s website in as little as 48 hours!

Before you can start growing your business through Google Ads, you’ll need to set up a campaign. During that process, you’ll need to select a number of keywords. When entering your keywords, Google will allow you to choose a match type from these three options:

  1. Broad match
  2. Phrase match
  3. Exact match

The match type you select will tell Google how closely a keyword needs to match a user’s query before the platform considers showing them your PPC ad.

So, which keyword match type should you choose? The answer depends on a variety of factors, including your budget and your marketing goals.

Let’s take a closer look at your options.

Broad Match

When you select broad match, you tell Google it can show your PPC ad to users who search for terms that loosely relate to your keyword. If your keyword is “affordable used cars,” your ad may show on queries such as:

  • “2017 Honda Civic”
  • “Dealerships near me”
  • “Best cars under $10,000”
  • “What to know before buying a used car”
  • “Trucks for sale in Los Angeles” 
  • “Used car maintenance” 

If you choose broad match, Google can also take the following factors into consideration when deciding whether or not to show your ad to a user:

  • The content of your landing page
  • The user’s recent search history, and
  • The other keywords in your ad group

You should select broad match keywords if you want to maximize the number of people who see your ad and visit your website while keeping your cost-per-click (CPC) low.

There is one clear drawback to broad match keywords, however. Because the matching is so loose, many of the people who click on your ad may not yet be ready to buy a car or contact your dealership.

Phrase Match

When you select phrase match, you tell Google it may display your PPC ad to users who search for terms that include the same general meaning as your keyword.

Using phrase match, the keyword “affordable used cars” is likely to show an ad on queries like:

  • “Cheap preowned cars in New York”
  • “Used Civic under $10,000”
  • “Cheap cars for sale near me”
  • “Low-cost preowned vehicles”

However, that same keyword is unlikely to display an ad on searches such as:

  • “Latest deals on new cars”
  • “How to maintain an old car”
  • “Best electric vehicles”

Phrase match generally has a higher CPC than broad match. However, because the matching is a lot tighter, the users who click on your ads are much more likely to become your customers.

Exact Match

When you select exact match, you tell Google you only want it to show your ad on searches that have the same meaning or same intent as your keyword.

With exact match, the keyword “affordable used cars” will only show ads on queries such as:

  • “Affordable used cars”
  • “Used affordable cars”
  • “Used cars that are affordable” 

However, if you use exact match, the keyword “affordable used cars” is unlikely to display an ad on searches like:

  • “Cheap preowned cars”
  • “Affordable vehicles near me”
  • “Used trucks under $10,000”

Exact match is the right option for you if you want total control over who sees your ad. However, this match type generally results in fewer impressions than broad match or phrase match. It can also have a higher CPC than these alternatives. 

Need Google Ads Help? Contact the Experts at FZA Digital Today! 

Do you need some help building a keyword list or selecting the right match type for your Google Ads campaign? If so, please don’t hesitate to get in touch with the team at FZA Digital. We have been helping dealerships like yours generate leads through PPC ads for years, and we’d love to do the same for you! 

To talk to one of our friendly representatives and learn more about our services, all you need to do is fill in our short online contact form or give us a call at (424) 232-0810. We look forward to hearing from you! 

3 Ways to Personalize Your Car Dealership’s PPC Strategy

Google estimates businesses receive around $8 in profit for every $1 they spend on PPC ads. If your company is falling short of that mark, you may need to change your approach. It might be time to begin personalizing your PPC campaigns.

What is Personalized PPC Advertising? 

Personalized PPC advertising involves using analytics to create ads that target specific users or groups of users. It’s about reaching the right person with the right message at the right time.

Because of their targeted nature, personalized PPC campaigns typically result in more clicks, more conversions, and a lower CPC (cost-per-click) than their more generic counterparts. 

3 Ways to Personalize Your PPC Campaigns

There are plenty of ways you can personalize your PPC ad campaigns. The following tactics are among the most effective:

1. Use Ad Customizers in Your Copy

Ad customizers give you the ability to customize your PPC ads based on factors such as:

  • The searcher’s physical location
  • The product the searcher wants to buy
  • The day, date or time of day, and
  • The audience to which the searcher belongs

By using ad customizers, you can turn a generic advertisement that reads “Save money on new phone cases. Free shipping nationwide!” into something much more appealing, like:

  • “25 percent off iPhone X cases. Free shipping nationwide!”
  • “Vehicle delivery included with all purchases!”
  • “$15 durable Android phone cases. Free shipping to West Hollywood!”
  • “20 percent student discount on black Samsung Galaxy cases. Free shipping to Miami!”

These hyper-specific ads stand out from the crowd on a search engine results page. As a result, they almost always deliver a high CTR (click-through rate) and an impressive conversion rate.

2. Remarket Via the Google Display Network

When users leave your website, it can be easy to think you lost a sale. However, it’s often possible to convince people to come back and purchase your product by remarketing to them through the Google Display Network.

The Google Display Network is extensive. It serves ads on around two million sites and reaches over 90 percent of global internet users, making it the ideal platform for a retargeting campaign.

Of course, you don’t just have to remarket to users who have left your site without purchasing a product. You can also target existing customers. They may be interested in doing business with you again!

3. Utilize Custom Audiences on Facebook

Personalizing your company’s PPC ads doesn’t have to be a complex, time-consuming process. With the Custom Audiences tool from Facebook, you can build highly-targeted ads in as little as a few minutes.

To create a Custom Audience, all you need to do is follow these simple steps:

  1. Log into the Facebook Ads Manager.
  2. Click the Menu button and select Audiences.
  3. Choose Create a Custom Audience
  4. Select a Custom Audience source
  5. Follow the on-screen prompts
  6. Hit the Create Audience button

Facebook allows you to pull your Custom Audience from a variety of different sources, like:

  • People who have attended one of your events
  • Users who filled out a lead form
  • People who use your mobile app, and
  • Users who watch your Facebook videos

Once you have built your Custom Audience, you can create advertisements that precisely target their needs and preferences.

Personalized PPC Ads – Prohibited Activity

Personalized PPC ads offer companies like yours an excellent return on investment. However, if you choose to run them, you must ensure you do not inadvertently violate any user privacy laws or policies.

To avoid running afoul of the rules, you should generally avoid running ads that:

  • Collect or contain personally identifiable information
  • Share or gather location data without user consent
  • Use narrow or excessively specific remarketing lists
  • Imply knowledge of sensitive user information, or
  • Target users based on their health, religion, or sexual orientation 

If your ads violate a privacy rule, you may lose access to your account or face a sizable fine.

Need PPC Advertising Help? Contact the Experts at FZA Digital Today! 

Do you need help personalizing your organization’s PPC strategy? If so, please don’t hesitate to get in touch with FZA Digital. Our marketers have been helping companies like yours drive sales online for years, and we are ready to do the same for you!

To speak with a member of our team, all you need to do is pick up your phone and give us a call at (424) 232-0810 or contact us online. We look forward to hearing from you!

4 Ways to Lower Your Google Ads CPC

4 Ways to Lower Your Google Ads CPC

Millions of companies throughout the world use Google Ads to drive sales and generate leads. If yours is one of them, you’ve probably spent time looking over your analytics, trying to find ways to lower your cost-per-click (CPC).

You no longer need to wonder. The FZA Digital team is here to walk you through four of the best ways to lower your Google Ads CPC.

1. Use Long-Tail Keywords

When trying to lower your dealership’s Google Ads CPC, it is vital to pay close attention to the keywords you are bidding on. Generally speaking, the more competitive your chosen keywords are, the more you will have to pay to win the auction.

Short and broad keywords like “new cars,” “car repair,” and “dealership” tend to have the highest costs. As such, if you want to reduce your Google Ads CPC, shift away from these terms in favor of long-tail keywords, such as:

  • “New Toyota Camry for sale”
  • “Steering and suspension repair in [CITY]”
  • “Reputable Honda dealership near me”

Long-tail keywords like these generally have much lower costs than their broad counterparts. People who search for these phrases are also more likely to convert into paying customers.

To find the right long-tail keywords for your company, you can use the Keyword Planner or look through related Google searches.

2. Increase Your Quality Score

Your Quality Score is the rating Google gives to the relevance of your PPC ads and the layout and usability of your website. 

Google considers the following factors when calculating your Quality Score:

  • The relevance of the text in your PPC ads
  • The expected click-through rate (CTR) of your PPC ads
  • The experience users will have on your website or landing page
  • The historical performance of your company’s Google Ads account, and
  • The relevance of your selected keywords to their ad groups

Google uses your Quality Score to determine the cost of your PPC ads. The higher your rating, the less you must pay for each click.

You can use the following techniques to boost your Quality Score:

  • Write descriptive and relevant ad copy
  • Include a compelling call-to-action in your ads
  • Add appropriate ad extensions where possible
  • Build a dedicated landing page for your ads
  • Improve your website’s loading speeds

To learn more about how to boost your Quality Score, check out our blog on the topic. It features tons of actionable tips and helpful examples.

3. Use New Keyword Match Types

When creating a PPC campaign in Google Ads, you must select a keyword match type. Your choice tells Google how selectively you want to match your ads to users’ search phrases.

Google Ads offers three main keyword match types. They are:

  • Broad Match: Ads can appear on Google searches related to your keywords, even if the search does not contain your keywords.
  • Phrase Match: Ads can appear on searches related to the general meaning of your keywords.
  • Exact Match: Ads can appear on searches with the same meaning or intent as your keywords.

Broad match is the default setting in Google Ads. However, it does not always offer the lowest CPC. You may be able to lower your advertising costs by using phrase match or exact match for some or all of your keywords.

Unfortunately, reducing your Google Ads CPC by editing your keyword match types is not an exact science. You will probably need to experiment with your settings for a few weeks before finding a setup that works well for you and your market.

4. Make Strategic Bid Adjustments

When striving to lower your CPC, it can help to get into the minds of the people you want to click on your ads. In particular, consider:

  • The locations in which they live and work
  • The devices they typically use, and
  • The days and times they are likely to search for your products

Once you have this information in mind, you can adjust the location, time, date, and device preferences for your PPC ads. By optimizing your Google Ads strategy in this way, you can ensure your ads show for the right users at the best times and decrease your cost-per-click.

As with editing your match types, adjusting your location, time, date, and device settings is not an exact science. You may need to experiment with your preferences for a while before you find an optimal strategy.

Contact the Experts at FZA Digital for Help with Your Next PPC Campaign

The skilled marketing team at FZA Digital has been assisting companies like yours with their Google Ads campaigns for years. We know what it takes to drive sales and generate leads online. If you need help lowering your CPC, please do not hesitate to contact us online or give us a call at (424) 232-0810. We can’t wait to hear from you!

4 Ways to Up Your Dealership's PPC Game

4 Ways to Up Your Dealership’s PPC Game

Do you use pay-per-click (PPC) advertising to market your car dealership? If so, you have most likely found it to be an effective way to drive people to your website and generate leads for your sales team.

Unfortunately, unless you are an experienced marketer, you are probably leaving a lot of money on the table. Small inefficiencies and oversights in your PPC campaigns may be costing you thousands of dollars per year in lost revenue.

Luckily, you can eliminate these inefficiencies and take your dealership’s PPC campaigns to the next level by following these four (4) tips:

1. Include Negative Keywords in Your PPC Campaigns

When setting up your PPC campaigns, you probably spend a great deal of time selecting your keywords. However, if you want to maximize your ROI, take a moment to add negative keywords to your ad campaigns as well.

Negative keywords give you the ability to exclude search terms from your PPC campaign. They can help you avoid paying for clicks that are unlikely to turn into paying customers.

For example, if your dealership only sells used cars, you may want to add “new” as a negative keyword in your PPC campaigns. Doing so will ensure your ads do not appear for individuals searching for “new cars for sale.” It will allow you to focus your efforts on customers who want to purchase a preowned vehicle.

2. Experiment with Different Ad Types

When people hear the term “PPC advertising,” they tend to think of search ads. These ads appear as hyperlinked search results when a user enters a specific query or phrase into Google or Bing.

Many dealerships use search ads exclusively in their PPC campaigns.

However, there are other types of PPC ads available, such as:

  • Display Ads
  • Video Ads
  • Gmail Sponsored Ads
  • Local Service Ads

If you want to take your car dealership’s PPC campaigns to the next level, you should experiment with these alternative ad types. You may find your target market is more responsive to images or videos than they are to the traditional search ad.

3. Make Retargeting a Part of Your PPC Campaigns

Most dealerships think of PPC advertising as a way to drive new people to their website. They aren’t wrong. Platforms like Google Ads are a superb way to generate unique web traffic.

However, PPC advertising also gives you the ability to target repeat business and bring shoppers who previously visited your site back for a second or third look. This process is known as retargeting.

Boost your PPC advertising ROI by launching a retargeting campaign. Here’s why:

  • Website visitors who view retargeted ads are 43 percent more likely to convert into customers.
  • The click-through rate (CTR) of retargeted ads is around ten times higher than the CTR of a typical ad.
  • About 30 percent of shoppers have a positive reaction to retargeted ads. Only 11 percent of users have negative feelings about them.

In short, retargeting can reduce your cost of acquisition and increase your revenue.

Most car dealerships find Google Ads to be the most effective retargeting platform. However, you can also generate positive results on Facebook or LinkedIn.

4. Create Customized Landing Pages for Your PPC Ads

Convincing shoppers to click on your PPC ads is only half the battle. Once you get them to your website, you also have to persuade them to give you a call or send you a message.

The number of calls and emails you receive will depend on the strength of your landing page. If you send interested users to a model research page, you will probably generate a few leads. However, if you send shoppers to a custom-built landing page, you will achieve more impressive results.

Your landing page should typically include the following elements:

  • Images: Shoppers want to see high-quality pictures of your cars from a variety of different angles.
  • Unique Selling Points: A bulleted list of the most exciting features in the vehicle is very enticing to buyers.
  • Promotions: Can customers get a $1,000 rebate when they buy the car? If so, tell them on your landing page.
  • Call to Action: A compelling call to action could be the difference between a shopper calling your dealership or leaving your website without reaching out.

You might also want to include the answers to frequently asked questions on your landing pages. Doing so will ensure users don’t have to leave your site to find more information before giving you a call.

Need Help with Your Dealership’s Next PPC Campaign? Contact the Experts at FZA Digital Today! 

Would you like to have the experienced marketers at FZA Digital help you take your PPC ad campaigns to the next level? If so, please don’t hesitate to give us a call at (424) 232-0810 or contact us online. Our skilled team knows how to generate leads online, and we look forward to adding your name to our long list of satisfied customers.

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.


How to Market Electric Vehicles Online

Electric cars and trucks are more popular than ever before in the US. Data from Experian indicates Americans registered 133,509 new EVs in the first four months of 2021 alone – a 95 percent increase over the previous year.

But how can you convince motorists to purchase your electric vehicle over the ones available at competing dealerships? Through the magic of digital marketing, of course!

Let’s take a look at some of the best ways to market your EVs online.

Search Engine Optimization

  • When a driver decides they want to buy an electric vehicle, they are likely to head to Google to search for one of the following phrases:
    • “Electric vehicles for sale near me”
    • “Best electric cars under [PRICE]”
    • “[EV1] vs. [EV2]”
    • “Electric vehicle tax credits”
    • “How to charge electric cars?”
  • If you want to increase the chances of them choosing to do business with your dealership, you will need to make sure your site appears near the top of the search results for these phrases. You may accomplish this objective by optimizing your website for search.
  • To optimize your dealership’s site for EV-related keywords, all you need to do is follow these steps:
    1. Choose the keywords you wish to target. Tools like Ubersuggest and Long Tail Pro can help you with this step.
    2. Publish information-rich content on EV-related topics. Insert keywords into your posts in a natural way.
    3. Add EV keywords to the headlines and descriptions on relevant pages.
    4. Build backlinks from reputable websites. Guest blogging is one of the best ways to generate these links.
    5. Reduce your loading times. Compressing images and reducing the use of redirects can speed up your site.
    6. Ensure your website is mobile-friendly. Enter your URL into Google’s testing tool for a detailed analysis. 
  • Taking these six steps will show Google your site is trustworthy and full of useful EV-related information. As a result, it’ll be much more likely to send interested shoppers in your direction.

PPC Advertising

  • Want to start generating new electric car sales as soon as tomorrow? PPC (pay-per-click) advertising may be the answer. 
  • Google Ads is by far the largest PPC advertising platform in the world. Its ads generated about $300 billion in sales for companies across the globe in 2020. As such, you may wish to focus your efforts there. 
  • When creating a PPC ad for the electric vehicles on your lot, you would be wise to keep the following advice in mind:
    • Write in the second person. “Find your new electric car here” is likely to perform better than “We have a wide range of electric cars.”
    • Include relevant keywords. As a general rule, you should try to have your main keyword appear at the start of your headline and again in your description.
    • Outline the benefits of electric vehicles. Tell users how switching to an EV can save them money and reduce their carbon footprint.
    • Include relevant facts and figures. A phrase like “save up to $200 a month on gas by switching to an EV” is sure to draw attention to your ad.
    • Add a compelling call to action. Tell users what step they should take next to purchase one of your electric cars.
  • Once you are happy with your ad, set it to run in the areas your customers call home during the hours your showroom is open.
  • When your ad goes live, don’t forget to monitor its performance and make edits as necessary.

Social Media Marketing

  • 54 percent of people use social media apps like Facebook and Instagram to research products they would like to buy. If you can help them with the research process, they might decide to do business with your dealership. 
  • You can provide social media users with information about your EVs in the following ways:
    • Live Videos: Live videos are an excellent way to give users a tour of your electric vehicles. Be sure to answer any questions you receive during your stream.
    • Product Photos: High-quality interior and exterior images can give shoppers some insight into the look and feel of your EVs before they arrive at your showroom.
    • Reviews: Did a previous customer love one of the features in your EV? Sharing their review on social media can help to highlight the best things about the car.
    • Comments: You will receive lots of questions in the comments of your EV-related posts on social media. Providing detailed answers can give shoppers the confidence to take the next step in the purchasing process.
  • You can also drive electric car sales by letting your social media followers know about the incentives and discounts you currently offer.

Need Help Marketing Your EVs Online? Contact the Experts at FZA Digital!

  • Would you like a team of experienced marketing professionals to help you promote your electric vehicles online? Then please don’t hesitate to reach out to FZA Digital! We have been assisting auto dealerships like yours with their marketing needs for years – so we know what it takes to succeed.
  • Call (424) 232-0810 or fill out our online contact form to talk to a member of our team today!

Have you been looking for a way to generate more sales and foot traffic for your bar or auto dealership? Then you might want to consider investing in a Google Maps Promoted Pin.

What Are Google Maps Promoted Pins?

When users perform a search on Google Maps, they see a selection of red pins that can lead them to the shops, office buildings, or landmarks they wish to find. On specific searches, they may also notice one or two purple pins.

Those purple markers are “Promoted Pins” paid for by local businesses.

These Promoted Pins help retailers stand out from the competition on the Google Maps application. However, that’s not all they do. They also allow business owners to do the following:

  • Offer coupons to Google users based on their search terms
  • Create custom pages to take users to when they click on the ad
  • Let users browse through current inventory before visiting the store

In simple terms, Promoted Pins are PPC ads crafted for Google Maps that give local businesses the ability to drive sales and generate foot traffic.

How to Set Up a Promoted Pin on Google Maps

Now that you know a bit more about Google Maps Promoted Pins, you are probably wondering how you can set one up for your auto dealership, bar, or clothing store. Fortunately, the process is relatively straightforward. All you have to do is follow these four steps:

     1. Create a Business Listing with Google

Before you can add a Promoted Pin to Maps, you have to create and verify your business with Google. You can do so by following these steps:

  • Go to the Google My Business page and hit “Manage Now”
  • Enter the name of your business and tap “Next”
  • Add your business location and click “Next”
  • Select your business category and hit “Next”
  • Add your phone number or website URL and tap “Next”
  • Complete the sign-up process by clicking “Finish”
  • Select one of the verification options offered by Google
  • Follow the instructions to verify your business

Creating your business listing shouldn’t take you any more than five to ten minutes. However, it may take Google a few weeks to verify your location.

     2. Turn On Location Extensions in Google Ads

Once Google verifies your business, you can connect an Ads account and enable location extensions. To complete this step in the process, all you need to do is take the following actions:

  • Log into your Google Ads account using the same email address you used to sign up for Google My Business
  • Navigate to the “Ad Extensions” tab
  • Select “Location Extensions” from the drop-down menu
  • Select your Google My Business account and double-check the address
  • Hit the “Finish” button to complete the process

From start to finish, enabling location extensions in your Google Ads account should take just a few minutes.

     3. Select Your Target Location

Having enabled location extensions in your account, you must next select specific areas to target with your ads by following these steps:

  • Log into your Google Ads account
  • Go to the “Keywords & Targeting” tab
  • Select “Locations” and choose the areas you wish to target
  • Hit the “Finish” button to complete the process

While choosing your target locations, you will also need to select your bid adjustments. To do so, all you have to do is put a value between -90% and +900% in the edit panel.

     4. Choose Your Keywords

The last step in setting up your Promoted Pin on Google Maps is selecting your keywords. The exact terms you choose will depend on the nature of your business and the demographics of your customers. However, Google typically recommends using a mix of 5-20 general and specific keywords per ad group.

How to Maximize the Return on Your Promoted Pin Investment

When you spend money on a Google Maps Promoted Pin, you expect to generate a positive return on your investment. You can make sure you do by following these easy tips:

  • Offer Incentives: Google users are more likely to come to your business if you have a deal to offer them.
  • Use an Appealing Image: Your Promoted Pin will come with an associated image. The more visually appealing it is, the more likely you are to drive foot traffic to your store.
  • Narrow Your Focus: When selecting your target areas, it is usually best to stay local. The closer users are to your store, the more likely they are to pay you a visit.

By following these tips, you can ensure your investment in Promoted Pins generates as many sales as possible. 

Need a Little Help? Contact the Experts at FZA Digital

If you need a little help setting up a Promoted Pin or optimizing your next ad campaign, please do not hesitate to reach out to the experienced team of marketers at FZA Digital. You can reach us by filling in our contact form or giving 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.

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.


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!