All Articles How Can Google Ads Help You Advance Your Business Goals? By Joshua Burk When you use Google Ads, you can advance your business goals by driving mid- to low-funnel customers to your landing pages, increasing online and in-person sales, and putting your products and services in front of the people that are most interested in them. Of course, to dig into the question, “How can Google Ads help you advance your business goals,” you have to identify those goals first. Then, you can create a Google Ads campaign to align with your business objectives. How Can Google Ads Help You Advance Your Business Goals? The Keys to Setting Your Objectives Before you use Google Ads to achieve your business goals, you must establish those goals in clear terms. It may help to remember that the people who are most likely to click on your Google Ads are those who are already looking for products or services that you sell. They may even be searching for your business specifically. Your goals should consider those customer behaviors. Here are some examples of goals that work with the kind of targeting you can do with Google Ads: Increasing awareness of your business within a particular product category Improved targeting of a specific customer group Boosting online sales Increasing traffic to your website Generating leads Once you know what you are trying to accomplish, you’ll be able to dial in your Google Ads campaign effectively. How to Set Up Google Ads Fortunately, Google itself is an excellent resource as you learn how Google Ads can help you advance your business goals. The company provides a helpful checklist to help you navigate the process of setting up your Google Ads campaign. However, it can also help to emphasize a few steps that you can take to truly ensure that your Google Ads work with your business goals. Select the Right Keywords With Google Ads, your advertisements appear when potential customers use search terms you have chosen. Ideally, you will choose keywords that bridge the gap between what customers will search for and what your business has to offer. Start by thinking like the customer — but not just any customer. Your focus should be on customers that are interested in buying a product. They may be comparing prices or brands, seeking options for buying what they want in their area, or narrowing their choices down to a specific category. Be Specific Remember that you pay for every click that your ad gets. Rather than drawing in a large amount of traffic that will lead to plenty of clicks, but not many conversions, focus on particular keywords that will attract people that are already interested in your business. Use long-tail keywords that add more detail. For example, “pizza delivery” is pretty generic. “Vegan pizza” is likely to be used by people who want recipes or more information. “Vegan pizza delivery” is much more specific. Now, consider “vegan pizza delivery open late.” You can also use negative keywords to refine your targeting better. To do this, you add keywords with a “-” in front of them, which indicates that searches with this keyword will not display your ad. So, in the example above, if you didn’t want to target people searching for frozen vegan pizza, you might choose “-frozen.” You can also use brackets to indicate exact match keywords. These are words that must appear in the search before your ad will be displayed. In this case, [vegan] would guarantee that every search would include those terms for your ad to be shown. Organize Your Campaigns and Ad Groups It will be easier to measure whether your Google Ads advance your business goals if you create campaigns and ad groups within those campaigns. These groups should make sense regarding the products you are trying to promote, the people you are targeting, and the desired action you are trying to encourage. Use Landing Pages to Match Your Business Goals When someone clicks on one of your Google Ads, you can select the landing page. Here are some guidelines for selecting and building landing pages that sync with your Google Ads: Make your landing page relevant to your ad. For example, it should use similar keywords and reference the exact offers. Avoid generic landing pages. Create one for each ad group.` Add a compelling call to action (CTA). Remember that customers reach your landing page will help determine whether your business goals are being achieved. Consider Mobile-Only Ads If you operate a brick-and-mortar business, you may want to target your ads to people out and about because they are likely to be shopping already, which means they’re more prepared to spend money. By getting your Google Ads in front of them, you can increase foot traffic and in-store sales. What Customization Options Are Available? When Google Ads are relevant and personalized, they get better results, which is key to reaching your business goals. To help with this, Google offers ad customizers that you can use to make your Google Ads more dynamic. Ad customizers work by allowing you to customize Google Ads based on keywords and other attributes. Here are some things that you can customize with the Google Ads Customizer tool: Update inventory levels and prices Tailor ads to specific locations Display information for different locations and hours These customization options can be applied to specific Google Ads campaigns, ad groups, geolocations, or keywords. One way to use ad customizers is to display special offers for specific products based on a targeted location. For example, you could create an ad to offer 25% off a product sold in a store in Chicago as long as there is an inventory threshold above a certain amount. How Can Google Ads Help You Advance Your Business Goals? Find Out with Assistance from the Professionals When you use them correctly, Google Ads are an excellent tool for driving sales, traffic, and brand awareness. However, you have to create campaigns carefully and ad groups, write relevant copy, and use advanced Google Ads features to align with your business objectives. If that seems overwhelming, you may be happy to find out that PPC specialists are available. You can get started today! Contact Firetoss to get your Google Ads campaigns running today.