First things first: Google Ads are great if you know who you’re targeting. They are effective in getting and measuring leads and sales, but it does require ongoing investment. However, if you’re trying to gain brand awareness, using social media ads may be a better use of your money, as it can be more cost effective. You can read more about how to create social media ads on next week’s blog. Make sure to register for our Google Ads workshop hosted by our Online Marketing Specialist here too!
So let’s jump right in. Do you know who you’re targeting? If not, go do some keyword research!
Find out what keywords your audience is using and think about your product or service from their perspective.
Searchers ultimately don’t care about what you are offering, they care about whether or not it answers their want or need.
If your ad copy doesn’t address the specific need they’re looking for, they’ll move onto the next ad. Does your customer want an efficient and quick experience? Or a business that is extremely specialized in their field? Once you understand where their needs are coming from, you can effectively write ad copy that addresses those needs.
Now that you know the types of keywords your target audience uses to search for their needs, you can move into planning a specific goal you want to achieve for each ad. For the purposes of explanation, we’re going to use law firms as an example of a business. You can see that using different wording to achieves different goals:
If your goal is to have more people call your business (Example A)
(1) Phone Number – front and center
(2) Call Today! – call to action
(3) Hours of Operation – so customer knows when they can call
If your goal is to get more people to come onto your website (Example B)
(1) Schedule Free Consultation Now – call to action to click on site
(2) Breadth of Information – entices the reader to find out more