8 Simple Google Ads Tips That Will Make You More Money - Search Engine Journal

8 Simple Google Ads Tips That Will Make You More Money - Search Engine Journal

8 Simple Google Ads Tips That Will Make You More Money - Search Engine Journal

Posted: 12 Jun 2020 06:11 AM PDT

A well-executed PPC campaign can be crucial to an advertiser's overall conversions and revenue.

What better way to find potential customers than when they search on Google or Bing and tell you exactly what they're looking for?

However, because you pay for every click you get from your ads, a poorly managed PPC campaign can cost more (sometimes a lot more) than the revenue it brings in.

Target audience and messaging are unique to your business, but there are some basic tactics that work consistently in PPC campaigns, regardless of industry.

There is no silver bullet to a healthy and productive PPC campaign, but there are many levers you can adjust to maximize your outcomes.

Here are eight of the most important (but often overlooked) elements when optimizing PPC campaigns.

Some of these are more advanced than others, but if you implement these elements into your paid search efforts you should see a big improvement and make your business more money!



1. Make Your Landing Page Relevant

This is one of the most overlooked aspects of paid search.

It's easy to get lost in the paid search platforms, tweaking bids, testing ad copy, and funneling all your energy into the platform itself.

But something important happens after that user clicks on an ad in that platform you're so focused on: they go to your website!

The ultimate goal of PPC marketing is to make a sale.

A successful PPC ad drives qualified leads to a landing page, but that's only the first half of winning.

It is then the job of that landing page to convert that prospect into a paying customer.

You should optimize your landing pages for PPC conversions by making the message of your ads align with your landing page message.

ppc tips to make more money sej

Maintaining consistency between your keywords, ad copy, and landing pages should improve both your click-through and conversion rates while lowering your CPC.



Ideally, the outcome is you make more money while also maximizing your budget.

Repeat the copy points in your ad on your landing page.

Since you know your customers are interested in your offer and message in your ad, you can increase conversions by presenting the same message and CTA on your landing page.

By following this basic rule, you will be able to craft more compelling ads that will help your customers understand your value and drive more conversions.

2. Optimize Negative Keywords

One of the most powerful tools at your disposal to ensure the integrity of your Google Ads and Microsoft Ads campaigns is to utilize negative keywords.

Both platforms let you specify what keywords are not a good fit for your product or service.

By telling Google what your product is not, you prevent your ads from showing on keyword searches that don't align with the customers you want.

adwords sem negative keywords tips

For example, let's say you are an apartment management company that owns several off-campus student apartment complexes.

These apartments are made for students, not traditional families.

To ensure they only receive qualified traffic, you can exclude terms like "family" along with "cheap" and other qualifiers to negate traffic from searchers that aren't in your demographic.

It is just as important to tell Google what your product and service is not just as much as it is to tell them what you are.

Negative keywords can be added to the campaign level, but you can also hone in by adding unique keywords to specific ad groups.

3. Use the Right Keyword Match-Types

PPC advertising is a direct attribution marketing channel, and Google Ads relies on user intent through keywords.

Whenever someone types in a search query into Google, ads are shown based on how relevant the auction system considers the search term and displays an ad accordingly.

The keywords you use and the type of modifiers you use for those words in your PPC campaign are important to understand.



There are four types of keyword matches, meaning four possible ways you can "tell" Google and Bing to handle the keywords you bit on.

  • Broad: This is the widest net you can cast and will match searches with any words in any order (including synonyms) that include the target keyword.
  • Broad Match Modified: This match type is the second widest net you can cast. Unlike Broad Match, which can allow your ad to show for any keyword in the phrase you're bidding on, Broad Match Modified tells Google "it must have all of these terms in the search query, in any order or placement."
  • Phrase Match: This modifier will show your ad only when searchers use the exact phrase you specify. The query must contain all the keywords you note, in the exact order you input them.
  • Exact Match: This keyword modifier is similar to phrase match; traditionally your ads will only show with the exact search query you input, but Google relaxed this somewhat by showing your ad for things like misspellings, plural versions of a word, or inferring interchangeable keywords to what you have specified.sem adwords search modifiers

Each match type is a trade-off between impressions, relevancy, and cost.

If you want the most impressions, then Broad Match accomplishes that, typically for the lowest CPC. But, it can also mean you are matched to a bunch of irrelevant searches and cost you money.



On the other hand, Exact Match will have the lowest amount of impressions, but would higher relevancy and click-through rate. The trade-off is it's typically more expensive.

4. Alter Keyword Match Type Over Time

When launching a brand new Google or Microsoft Ads campaign, I usually start out with several ad groups that have strong themes of similar keywords.

I often start out using Broad Modified match types because they offer a good level of control to qualify when my ads show, but also enough opportunities for the ads to show so I can gather data.

Over time, the focus tends to become more a blend of Modified Broad, Phrase and Exact Match words as the data starts to show what actually converts.

Winning search queries can be "upgraded" to Exact or Phrase, while my Modified Broad continues to be that wider net helping me find new things to bid on.

5. Fill Out All Available Ad Content

Since their release in July 2016, Expanded Text Ads (ETAs) have made a substantial impact on the world of Google Ads.



By offering additional space for relevant content, ETAs provide PPC managers an excellent way to tell a story about a product or service.

If you want your ads to perform better, make sure you fill out all available information fields.

8 Simple Google Ads Tips That Will Make You More Money
  • Final URL: Make this a highly relevant landing page.
  • Headline 1: Include things like the keyword theme the user typed in, your brand name or the primary value proposition in this field.
  • Headline 2: Include a supporting value proposition here, or use this area to establish the context for the Description.
  • Headline 3: This one doesn't show as often, but it's still worth including a strong CTA or value proposition for it.
  • Path 1: The Path fields are not the "real" URL, but they are user-friendly insertions to demonstrate relevancy to the searcher. This is a good place to note top-level category, brand name, or keyword category that relates to the ad group (i.e., what the user searched for
  • Path 2: Try to include more additional, accurate information in this field to provide further context to the searcher.
  • Description Lines 1 & 2: This is the longer section of copy that connects the needs of the searcher with the solution of your product or service. Focus on making this as relevant as possible for what the user searched instead of just dropping in general information about your brand or service. Remember, the searcher is telling you what they need, and this is your area to address it!

Google has also added the option for Responsive Search Ads (RSAs).

In RSA, you essentially give Google a list of headline options, a list of descriptions options, and Google will test combinations of them together to find the best result.



You can list up to 15 headlines and 4 descriptions:

8 Simple Google Ads Tips That Will Make You More Money

In any given ad combination, a maximum of 3 headlines and 2 descriptions will show.

It's important to note they can be put together in any combination, so ensure the headlines and descriptions you put in can be assembled in any way and still make sense!

6. Use Every Relevant Ad Extension

A lot of PPC accounts focus mainly on the Headlines, Paths, and Description of the main ad.

However, Ad Extensions are an essential part of the customer experience and can give your ads a considerable performance boost.

8 Simple Google Ads Tips That Will Make You More Money



Ad extensions can help tell your brand's story better while offering valuable information to your customers.

There are several ad extensions to choose from, but here are the ones that are most often used:

  • Sitelinks Extensions: These are additional links your customers might find valuable that direct to unique landing pages on your website.
  • Callout Extensions: Use these to build trust with readers by including entries like "Fast Professional Service" or "Peace of Mind Guarantee."
  • Structured Snippets: Include these to provide more information about features offered. These are based on specific categories, so be sure to choose a relevant category as you build out your ad extensions.
  • Call Extensions: This will allow you to pull your business phone number right into the listing.
  • Location Extensions: If you are a brick-and-mortar operation, you can link your Google My Business account to your Google Ads account. Enabling this extension will pull in your address and phone number to your ads for potential customers to easily understand your location.

7. Adjust Bids for Geotargeting

No matter your market or industry, you can benefit by focusing your marketing dollars on specific geographic locations.

Review where your engagement comes from to prioritize media spend in those areas.

Local industries like apartments, hotels, and lawyers often qualify their ideal customers by how close they live to their physical offices, but geotargeting performance isn't limited to this.

Even if your products and services do not depend on your customers' physical location, you can still optimize your PPC campaigns with geotargeted bids based on seasonality, weather, and user needs.



For example, if you sell snow shovels then you should negative bid in warmer areas like Florida and Alabama since people in those states likely won't need your product and you will be wasting money on each click from those states.

However, you would increase geotargeted bids for cities that will experience increased snowfall from an incoming cold front.

Many Google Ads beginners forget to consider the needs of their different customer types and other qualifiers based on the physical location of their audience.

You can save a lot of money by preventing ads from showing in some areas while increasing the likelihood of a conversion and increased bid adjustment in other geolocations.

You may also notice that large cities like New York and Los Angeles eat up budget quickly, but are expensive and don't convert well.

These types of issues can also be addressed with geography-based modifications.

8. Look for Opportunities to Drive Budget to Mobile

Many of your future customers use mobile devices, and more and more, users convert on them.



Mobile-focused campaigns can potentially give you the best chance to engage your mobile customers in the right format on their preferred device.

Separating campaigns is an easy way to drive more qualified clicks.

How do you determine if a campaign should have a mobile-only component?

Look at the conversions by device.

8 Simple Google Ads Tips That Will Make You More Money

As you can see, mobile outperforms desktop and tablet.

In this instance, you can add a positive bid modifier to mobile phone users to maximize your visibility there.

However, if mobile drives a significant portion of conversions and you want to apply budget more aggressively to it, you can also copy an existing campaign and simply negative bid mobile for the original campaign.

In the same way, negative bid desktop in the new mobile-only campaign.

You can also take advantage of mobile-only campaigns by focusing on click-to-call extensions.



Google Ads Is an Investment

A properly maintained PPC campaign can help make businesses drastically increase their revenue.

Because Google charges you for each click on your ads, ensure you take all available steps to optimize the entire experience and drive conversions.

Test out the above suggestions for your PPC campaigns and you should be able to make your business more money with qualified traffic and increased sales.

More Resources:

Image Credits

All screenshots by taken by author, June 2020

The Beginner's Guide to Google Analytics - Promotion World

Posted: 16 Jun 2020 12:36 AM PDT

Google Analytics is a digital service set up by the search engine which enables website owners the ability to monitor activity on their website using data and metrics. It's really useful.

Before we get started, if a word or phrase pops up which you haven't come across before, simply scroll down to the Glossary of Terms at the end of this article to clear things up. Lingo is no good if you don't already speak the language, right?

What is Google Analytics used for?

What Analytics is used for is largely down to what you want to get out of it, or what your business requires. Some of the most common reasons for using the platform include:


  • To monitor website traffic by seeing how many people are visiting your site, when they're visiting, the pages they're going to and how long they are spending on your website. This will also help determine if your bounce rate is too high (where they 'bounce' back off the page without looking at it properly) and if you need to do something to improve visitor dwell time (how long they stick around).
  • To see if your SEO strategy is working. Whether you manage your Search Engine Optimisation yourself or work with an SEO expert, Analytics will allow you to see if the keywords that are being targeted, or the SEO tactics that are in place, are helping attract more visitors to your website.
  • To give you a good idea of who your audience is and what your target customer(s) might look like. Analytics uses World Wide Web wizardry to show you handy information like the age, gender, location and even the wider interests or device being used of the people who are coming to your site. You can then use this data to shape your marketing plan and influence things like social media content and email marketing campaigns.
  • Analytics shows you the source of web traffic i.e. where the visitors to your site have come from. Again, this provides invaluable information when it comes to putting a marketing plan together and allocating budget to things like paid ads. If you get a lot of traffic from Google, for example, you might want to invest more in your SEO or some PPC (Pay Per Click) ads. If a substantial amount of people come from LinkedIn or Facebook, then you might want to inject some cash into some social ads on those platforms instead.

How much does Google Analytics cost?
As with a lot of services these days, Google Analytics is advertised as being free and to a certain extent, it is. There are plenty of benefits you can get out of the platform without having to pay a single penny. However, Analytics is what has come to be known as a 'freemium service'. In order to unlock the more advanced ('premium') functionalities, you have to pay the price - quite literally.

The premium version of the platform is called Google Analytics 360 and starts (yes, starts) at a whopping cost of £90,000 per year. There's an entire raft of articles on the internet that breakdown the pros and cons of the free versus paid versions but just know that for a vast majority - if not all - of small and medium-sized businesses, standard Google Analytics will more than suffice. Honestly, don't be frightened.

Is Google Analytics easy to use?
The great thing about Google Analytics is that it only really has to be as complex as you want it to be. It enables different levels of detail around the data it feeds back so if you were content with a simple overview then great but if you wanted to go more granular, then you can do that too.

To set up your Google Analytics account:


  1. Sign up and input the basic information you're prompted for
  2. Add the tracking code you are provided with into your website pages (a web whizz will be able to help you with this if you get stuck)

Once you're set up, you can then customise your dashboard (Google Analytics homepage) to show the reports that are most useful to you, or you can simply navigate the sidebar of options. The interface can seem pretty confusing and overwhelming at first but after a few YouTube tutorials, you'll be well on your way.


Glossary of Terms:

Bounce rate - The amount (normally shown as a per cent) of people who leave your website after visiting only one page on there.

Data and metrics - The facts, figures and numbers shown in the Analytics platform which you can then use to monitor how well your website or business is performing.

Dwell time - The amount of time somebody spends on a page on your website (after landing on it via search engine results) before clicking back to the search results.

Freemium service - A service which advertises itself as free but then only allows access to a premium package following payment or subscription.

Google Analytics 360 - The premium (paid) version of Google Analytics, with costs starting at £90,000 per year.

Keywords - The words and phrases that are being optimised throughout the content on your website in order to appear high in the search results. These form the basis of your SEO strategy.

PPC (Pay Per Click) - Adverts placed via Google's Adwords platform which appear in the search results page. You then pay each time somebody clicks on your ad to go to your website.

SEO (Search Engine Optimisation) - The practice of increasing the quality and quantity of visitors to your site by impressing Google with great (optimised) content.

Website traffic - Simply the people that are on your website at any one time.

Article By: Team Organic

4 Ways Financial Institutions Can Build Better Personalization Strategies - The Financial Brand

Posted: 08 Jun 2020 09:05 PM PDT

Financial marketers are increasingly adopting data-centric, targeted digital strategies to improve program performance and meet consumer demands for personalization. That's no surprise given that more than half (52%) of consumers surveyed by Yes Marketing said relevant content would influence them to switch to a financial services provider they've never used before. For financial institutions looking to improve the relevance and efficacy of their marketing campaigns, data is the most powerful tool.

But what's the best tool to use given the many options? Here are four smart ways financial services brands are using data to create highly targeted campaigns, improve segmentation, and provide customer experiences that drive results and deepen connections with consumers. We begin with a foundational strategy and build from there.

1. Demographic Personalization

Financial marketers have been customizing content for their customers based on demographic data (e.g., age, gender, marital status, presence of children) for many years. Today, some may consider this strategy to be "segmentation 101." However, financial brands use demographic personalization for their customers for many reasons — operational efficiency, better performance, testing and more.

Ultimately, there are plenty of ways for financial brands to get creative with demographic personalization (while remaining compliant) — like combining multiple demographic datapoints to define customer segments more narrowly. And let's face it, the content that resonates with a retiree will differ from what moves their grandchild.

Brand Example: Wealthsimple. Online investment services company Wealthsimple targeted young customers with this email that educates about the value of investing early. With the subject line: "Time is your greatest ally," the email calculates the value of investing $6,000 per year at the age of 25 to give young people a compelling incentive to engage their services.

demographic personalization weathsimple

2. Location-based targeting

In a recent survey, Infogroup found that 87% of consumers said they use search engines to find businesses near their current location or include a ZIP code/city with their searches. For years research has identified the No. 1 reason consumers switch banks is because they moved to a new home. Yet, a study by Unicast indicates that only 35% of banks and credit unions are using location data in their marketing campaigns, indicating a missed opportunity. Financial institutions can use location data to improve personalization and customer experience in several ways, including:

Geo-targeted campaigns. Banks and credit unions with multiple locations can create local pay-per-click ads with radius targeting to define a specific area around branches. And the institution can then boost relevance and personalization by driving consumers in those areas to unique landing pages by location.

Ad platforms have multiple settings to control how a brand's ads are geo-targeted. For example, Google AdWords offers the ability to target based on a consumer's physical location or based on search intent, which can be determined by keywords in their search terms (e.g. mortgage loan Evanston, IL) or based on implied location from previous searches.

Location based targeting screen geotags

Location Extensions. Google and Microsoft Bing allow brands to add location extensions and call extensions to text ads, which display a business address, a phone number (mobile users can click to call) and a map marker that links to directions. When this option is enabled, the ad platform will dynamically select the most relevant branch locations based on a consumer's location data or search criteria.

This feature creates a seamless experience for consumers and allows them to easily find the retail locations for financial institutions. To ensure business information is up-to-date in major ad platforms, review sites, and mapping platforms, financial brands can work directly with data providers to manage their business listings.

Brand Example: Key Bank. The Midwest regional uses location extensions to guide consumers to their closest bank branch.

Keybank Google adwords ad brand example

Read More:


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Geofencing and beacons. Mobile banking is estimated to grow to two billion users in 2020, according to Juniper Research. As financial brands work to connect with the mobile generation, many are using geofencing and beacons to deliver their messages on mobile devices. Campaigns that use these two features are activated the moment a consumer enters a specific area — then content, display ads, or push notifications are sent to the consumer's device.

Geofencing content is delivered within a pre-defined radius of a fixed location based on GPS data from the consumer's phone. Campaigns using beacons are activated when a consumer nears a Bluetooth device that detects when they are within the vicinity.

Both geofencing and beacons can run into a hiccup when a consumer's GPS settings or Bluetooth are turned off, but they still pack a powerful punch for financial services brands, especially considering the large number of consumers that actively use the apps created by their financial institution.

Brand Example: Citibank. Citi used beacons to boost their customer experience at select branches in Manhattan. To help customers access ATM lobbies when branches are closed, the brand enabled beacon technology to give the option to enter the building using an Apple watch or smart phone to unlock the doors. In addition, the beacons sent push notifications to customers asking if they want to unlock the lobby door, and enabled notifications for special events and offers from the branch location.

Citibank geofencing beacons

3. Behavioral targeting

Financial services brands can use behavioral data to target consumers based on such measures as web activity, email clicks and opens, and marketing campaign engagements. It's estimated that ads informed by a consumer's behavior are twice as effective as those that are not, and plenty of financial institutions are driving growth by targeting marketing messages based on behavior.

Brand Example: Capital One. In its card marketing, Capital One sends an automated email which is triggered when a customer uses one of their cards to book an upcoming trip. The email explains that one of the benefits of the Capital One card used to book the trip is that customers don't need to alert the brand about their upcoming travel. The email provides additional helpful information — outlining the travel protection features of the card and providing a link to the brand's mobile app.

To deepen the brand's connection with customers, Capital One could also create unique content and emails for customers who travel frequently.

Capital One behavioral targeting

Read More:

4. Psychographic targeting

Psychographic data is used to paint a picture of consumer traits like attitudes, interests, values, and lifestyle. It is the most complicated of the four approaches we cover here, because it requires an analysis of multiple datapoints from many sources. (A few years ago, only 13% of financial brands were using psychographic data to build customer segments.) Brands perform psychographic analysis based on their customer database, information collected from transactional data, web data, surveys and information from third-party data providers.

Brand example: TD Bank. To accurately target interest for the brand's Green Banking options, TD Bank uses a psychographic analysis to identify customers and prospects who are environmentally conscious. Alternatively, if a financial brand determined that a large portion of their top customers held this value, they might consider offering products and green investment options that address this segment.

TD Bank psychographic targeting

To thrive in a market with intense competition and changing consumer needs and values, banks and credit unions must harness data and advanced targeting methods, such as those described, to improve marketing ROI and grow their customer base.


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