Creating the type of ad copy that will convert leads is only half the battle when it comes to a successful Google Adwords campaign. The other half involves making sure that the system settings that control when and how your campaign is displayed are tailored to your marketing goals and needs.
Let’s take a look at four Adwords settings to definitely discuss with your campaign account manager:
1. The Google Search Network vs. Google Display Network Setting
The majority of marketers don’t know that their campaigns should be set to the “search network setting”. This is the case while you’re first promoting your ad campaign at least. The main reason is that your ad will appear after it’s triggered by specific keywords on the Google search network.
Although it will take an adjustment, it’s crucial for you to leave the mindset of how print advertising works-print advertising depends upon quantity in order to prove successful. But that’s because when marketers use print ads, they’re figuratively casting a wide net, hoping to get as much attention as possible in order to convert that “attention” into leads.
But when it comes to digital marketing, more isn’t always better. When your ad appears via the display network setting, then there’s a chance of having more eyeballs hit your display ad, but the readers won’t be targeted. These aren’t the type of lead prospects who were looking for your ad. Your ad will display to an indiscriminate prospect group who just so happened to find your ad while reading the content they were looking for.
What’s more, your ad is taking up space in the middle of valued content—a pointless distraction. Your ad might even get on a reader’s nerves, and they’ll ignore it. What’s more, if your ad appears as a result of the content publisher’s display network setting, then readers might stop reading the publisher’s content altogether…just to avoid ads like yours.
Not only might you actually lose prospective leads this way, but your brand name might become attached to a negative perception in consumers’ mind. You could find your marketing campaign starting out in a negative space even before you’ve begun to make any real headway!
2. The Location Setting
Speaking of casting a wide net, it’s a colossal mistake to use the default settings on Google under certain circumstances. One example is if your business has a tightly geo-specific promotion going on. In this case, you’re trying to attract consumers in your local area. Sometimes, the surrounding neighborhood of your business are also a target.
The last thing you want to do is to have your ad appear to prospects on the other side of town. It’s even worse if they appear outside your town, or even in another state!
It’s important to have your account manager drill down your ad location settings. This make sure that your ad is attracting leads in the most cost-efficient manner possible. Speaking of cost-efficiency, drilling down in your geo-targeting can make a huge difference! It affects how much money you’ll spend per click, and ultimately, per customer.
So it’s worth your while to make sure that you’re very clear on who you’re targeting with your ad, and also, where they’re located.
3. Ad Scheduling
There are certain times of the day (or the week) when it doesn’t make sense for your ad to appear. Conversely, you could be losing clicks by not advertising when your primary audience is likely to engage.
Consider the ebbs and flows of your business, along with general business hours. Also consider your company’s operating hours during specific times such as national holidays, local holidays, and seasons of the year. Then talk to your account manager about making adjustments, accordingly.
4. Call Out Extensions
Call out extensions are Google’s gift to marketers. They allow marketers to use extra text in order to add punch to their ads. This is your opportunity to drive your point home and show why readers should click on your ad.
Think of the call out extension like your version of closing arguments in a courtroom. Are there any features or benefits that you’ve failed to mention in the previous lines of ad copy? Left off or forgotten “goodies” can make great use of this element.
There’s plenty of settings to discuss with one of our account managers.
Set up an appointment so we help put your marketing money to best use for your company’s tailored Adwords campaigns.