Using Google Ads to Increase ConversionsComet Digital
More and more people are shopping online than ever before. Thanks to marketing campaigns and utilising Google Ads to increase conversions, many Australian businesses are already maximising on this as part of their overall marketing strategy. In fact many Gold Coast based businesses we work with have already found Google Ads a great opportunity for 2022. Why? Simply put, consumers are becoming more comfortable browsing online in the comfort of their own home than in a bricks-and-motar retail store. This is especially more prevelant these days with the likes of COVID being a deterrent for many to shop in-store. With many business owners seeing a mass reduction in foot traffic through retail stores it’s no wonder there is a need to have a sound online marketing strategy that’s cost effective and converts. This is where the likes of Google Ads comes in!
Top Tips in 2022 to Use Google Ads to Increase Conversions
With 2022 already well under way and with the Christmas shopping peak over, it’s time to focus on increasing your brand awareness, and maintain positive growth in sales and service. Our team here at Comet Digital recently put together 5 Reasons Your Business Should Use Google Ads to Grow Online Presence. Today we have shared 6 tips for using Google Ads to increase conversions and customer engagement.
1: Match your shopping format with your target market’s preferences
Google is a great place to advertise because most people prefer shopping online. It is easier and cheaper to buy conversion-based ads via Google than to advertise on TV or Radio. Google offers many great features that allow businesses to quickly tailor their messages to target markets. Google’s advertising tools can be used in combination with product groups or remarketing to create ads that target the products your target market likes.
More so, Google Ads can be tailored to specifically reach only the intended audience. For example, when set up correctly and continually optimised, your Google Ads will only show to those that are genuinely looking for your service or product. You can also tailor your Ads to only show to specific age groups, devices, locations, and more. Therefore, you’re only paying for quality conversions that generate leads and growth of your business.
2: Highlight relevant information to engage ad viewers
It’s important your Google Ads is unique to your competitors. It needs to grab the attention of your potential customer in the first instance. Specifically highlighting what sets you apart from your competitors will better engage your audience. For example, let’s say you offer a tailored customer experience, a wide range of products, or even a finance option, just to name a couple, that your competitors may not offer, you should call this out. Further consider why a consumer should buy your product or choose you over your competitor.
Highlighting the most important features and benefits of your product or service will make your Ad stand out from the rest of the search results.
3: Focus on the benefits of products
Conversion-based advertisements are a great way to show how your products can benefit people. As mentioned in point two, It’s crucial to demonstrate how your products will benefit your target audience. That is, what are the features and how are these specific features going to benefit your customer?
For example, let’s say you were selling pens. You could argue that your pen is unique because customers have the option of four colours within the one pen, it has a clip, and you can refill the colours when they run out. – These are the features. Now the benefits of this pen is that you only need the carry around one pen as it has multiple colours and you can use the clip to secure it to a notepad. Another benefit is for those that are conscious on waste and environmental impacts of waste, but thanks to the refill options there’s no need to throw away your pen after you have exhausted the ink. Simply refill and away you go!
Your ads should clearly show how your products will benefit your customers. You can see with the simple pen analogy we used above that we were able to not only identify the features, but sell the benefits of these features. This will in turn emotionally engage your customer to convert and purchase this ‘must have’ pen. Therefore, your add might include heading such as “environmentally sustainable”, “refillable pen”, or “4 coulours in the one pen”.
It’s important you focus on these features and benefits to get ‘buy in’ from consumers at first glance. Convince your customers! Sell your products!
4: Create multiple ads to test different messages
Without testing different ad messages, you won’t know which ad works best for your business. Google allows you to test multiple ads simultaneously. This allows you see which products and types of ads have the highest conversion rates. You can then focus your attention on the ads that convert the most and avoid the ones that don’t.
Testing what works well and optimising your campaigns will ensure your budget is well spent on only quality clicks and enquiries.
5: Connect the emotional appeal to your products with the emotional appeal to your brand
Emotional branding refers to the act of creating a connection between a customer and a brand or product by inducing their emotions. Consumers don’t buy just products; they also buy brands that they have an emotional connection to. Businesses and large marketing departments for many well-known Australian brands will do this by appealing to consumers’ emotions, egos, needs, aspirations, and desires. We touched on this earlier with the example of the red pen and the product being environmentally sustainable. Therefore, pulling on the emotions of those that are environmentally conscious.
Your ads should demonstrate how your brand appeals to people on an emotional level. Your brand’s emotional appeal to customers is as important as the benefits it offers Consider the emotional appeal of your brand, and how you can tie it into your advertising.
6: Include a call to action in your ads for direct response
Your ads should clearly tell viewers what to do after they have viewed the advertisement. Your ads should include a call to action that allows people to respond to them. For example, a consumer may land on your website to further review your product or service. However, where do they go to from there? Your landing page needs to have a clear action such as ‘buy here’ or ‘call now’ or ‘click here’. This call-to-action can drive immediate response and prompt people to take action. It’s therefore important to ensure your call-to-action is at the forefront and effortless for your customer to engage.
Conversion-based advertising such as Google Ads is a great way to increase conversions. Conversion-based advertisements are an economical alternative to other types of advertising. They’re also a direct way to gain new customers without investing much time or money.
Do you want to know more about Google Ads? Comet Digital can help increase your conversion rates using Google ads.