Paid promotion on Google works and works well, many business owners will testify that for every dollar they invest in an Adwords campaign, it is possible to generate a profit of $2 or at least a profit of 56% on average, as evidenced by the studies. To get there, the road is not easy. One of the indicators for saving money and generating quality leads is the Quality Score – Quality Score.
A high quality score is the alphabet of a successful campaign. The quality score helps us produce the best ad and landing page for the selected key phrases, and with it, we also save a lot of money. An advertiser X who has a quality score of 10 for a particular key phrase will invest much less money than an advertiser Y who puts the same amount on the same phrase, but has a low quality score.
There are 3 parameters for quality score:
Click through rate – how many people who are exposed to the ad will enter it
Ad relevance – how well the ad matches the key phrase
The quality of the landing page – how high-quality, clear, and suitable your landing page is
In order to get a high Click Through Rate score, you need to invest enough money, but also have a high ad and landing page score. How do you do this? And what are the challenges on the way to a high score?
Ad Relevance
1. Non-syntactic key expressions
For that matter, a certain user is looking for psychological services in the Tel Aviv area. He can write two things: "Psychologist in Tel Aviv" or "Psychologist in Tel Aviv." It's hard to find the difference, right? Now try to write an ad for the second phrase without looking ridiculous: "Schedule with a Tel Aviv psychologist today" – doesn't look good, does it?
The solution: Google ads can fill in the Dispaly URL bar. This is not just a design element, but another place that can display the key phrases we want to appear in, even if it is not written in the correct syntactic way, for example: www.shrinks.co.il/ Psychologist/Tel Aviv
2. Use a large number of Ad Groups and reduce key phrases
Many advertisers work on Paid Promotion on Google Few are guilty of creating ad groups, with a lot of key phrases and a lot of ads. This is a mistake. As long as you don't define otherwise, Google will show users the ads that it perceives as the best quality, the key phrases that it perceives best within that ad group. Therefore, if you put the phrases "psychologist in Tel Aviv" and "psychologist in the center" in the same group, it is possible that emphasis will be placed on only one of the phrases, even if you create relevant ads for both. It's best to split this group of ads into two small ones, each focusing on phrases that are very similar in syntax.
AD Extansions .3
For each Google ad you can create extensions: a call to action, sub-links to different sections of the site, a phone to call or a location. Use as many ad extensions as possible. Google loves ad extensions, plus they help your ad stand out. Don't have subcategories for the landing page, for site links? Put the same link of the landing page in everyone! For example: an ad for a gym in Tel Aviv – site links: "Spinning", "CrossFit", "Functional Training", and add the different sections to the text of the landing page so that it is relevant to the user.
Landing page quality
1. Improve your landing page SEO
Whether you have full control over the website's system, or have a direct relationship with the SEO team (Organic Promotion) or development, make sure that your pages are optimized for the leading phrases that your campaign focuses on. Google performs a quality check for landing pages: page loading speed, responsiveness, and whether the key phrases appear in the site's meta settings. A page that receives a high ranking quality significantly improves its position in the tender for the most competitive keywords. This is the doctrine of paid promotion on Google, on one foot.
2. Make sure the user's action matches the landing page
Whether you want the user to leave a hand, or purchase products, make sure that the landing page matches the user's expectations. If the user has typed in "tickets to a concert in New York", make sure that your page contains the option to purchase the tickets for concerts in New York, as the user is close to a purchase. If the user has written "gym in Tel Aviv", i.e., only interested in gyms in the area, make sure that there is a contact page or phone number, through which the user can find out about the gym you are advertising, and do not pressure him to register straight away.
Once you optimize your landing page and create the most relevant ad for the top keywords, so will your Click Through rate score – if you offer a reasonable amount of money.
Paid promotion on Google to create a good campaign over a long period of time, which will always generate more conversions or leads, is not a simple task. In order to get to know all the little tricks, you need a lot of experience, spend hours in front of instructors and accumulate a "field time". We are a company Jam Plan Experts and those with experience in managing campaigns on Google, Facebook, Outbrain and many platforms, and we will be happy to help your business reach new places. Contact us today.
