Google Ads Is a fantastic way of advertising your business and services. Once you are up and running, you can see results almost instantly, and with the amount of data on offer it can be quick and easy to see which of your products are selling, and which are not.
Your business may offer a whole host of different services and products, and there is tendency to group them all together. This is a quick way to set up your Google Ads account, but it is not effective.
You may have a service or product that potential customers will search for using different variations of keywords so adding them together makes sense, but then you are second guessing that a customer knows that a product is called two different things.
Grouping all keywords together
Let’s say you own a store that sells a whole host of white goods, including washing machines, dishwashers and fridge freezers. There is an argument to say that because those three products are all white goods, they can be grouped together.
The trouble with this is when you come to writing your advert. You have many different white good products that will trigger the same advert, so what do you write in your advert copy? If you write an advert for white goods, and a customer has searched for a dishwasher, your advert does not mention dishwashers, so will they click your advert over a competitor who is advertising dishwashers? The answer? Probably not.
Then there is a decision to make regarding which page you want to send your traffic to. Ideally, if someone is searching for a fridge freezer, you want to send them to your web page which has an offering of fridge freezers. But because everything is grouped together, you can only really send them to a generic white goods page, with all products. This is then annoying for the customer as they then have to find the fridge freezer section of your website.
If your advert is displayed time after time, and potential customers are not clicking your advert, and are choosing someone else, you will receive a low click through rate (CTR). After a period of time with a low CTR, Google will determine that your advert is not relevant to search terms entered and give you a lower quality score (Google are all about relevancy) and when someone does finally click on your advert, it will cost you more.
Grouping keywords by product
The best way to set up your Google Ads is to organise your campaigns by product. If you want to sell washing machines, you want to create a campaign that only has keywords relating to washing machines. You can then create an advert that mentions the washing machines you sell and any special offers you may have. ‘Save 50% On Washing Machines’ could be your advert title if such an offer existed, which is really engaging to a potential customer. This could then lead to a sale directly on your website.
The decision you have to make regarding which page you want to send a potential customer to is then even easier. You want to send them to a page with washing machines on it.
Your keyword matches the advert copy, which then matches the landing page. This is an ideal set up in the eyes of the search engine and from a customers point of view, they have searched for what they want, the advert matches their expectations and once they click your advert, they land on a page they would expect to see.
This exercise can then be followed for all of the products that you want to offer. You could even create a campaign for customers who do actually search for white goods. This advert could then say ‘Special Offers On White Goods’ and you could direct them to a page that features lots of white goods.
Essentially, if you are bidding on a search term, the first thing the searcher should see in the advert is something similar to what they are searching for. This will ensure a smooth user journey, and hopefully, a sale for your business.
Blue Bee are a Google partner and are experts in setting up and managing Google and Bing Ads accounts. Contact us today, or give us a call.