Looking to generate highly motivated leads at the best price? In this article, you’ll learn simple tricks how to advertise on Google for your perfect prospects.
A poorly constructed Google PPC campaign can devour your entire monthly ad budget in hours. When you advertise on Google, you need to take the efforts to make sure that you’re advertising in front of the right audience at the lowest price possible. Without understanding how the platform works, you will be letting Google “suggest you into” paying for ads to be in front of the wrong people who aren’t interested in your products or services.
Here are 11 tips to make sure that you attract the right audience at the best cost per click.
1. Limit Your Audience
You know that feeling of not being able to figure out what you want but knowing what you don’t want? That’s a great perspective to take when beginning your journey to editing your settings, locations, and ad schedule.
The general rule of thumb is that 80% of the money you make is going to come from 20% of your leads. Therefore, you need to make sure you’re focusing your funds on the audience that will be the most meaningful to you.
With Ads, you need to start with good keyword research.
For example, if you’re looking for buyers or sellers in New York city, you might think that the place to start is with “New York real estate”. However, that that’s a pretty generic keyword and unless you have a $10,000+ a month budget, it’s not a good idea.
You be attracting too many people who aren’t necessarily looking to “buy” or “sell” real estate. You also will be attracting people further out in the funnel who don’t understand the city and where they exactly want to be.
Sticking with the example of New York real estate, you’ll want to drill down into more micro areas like “brooklyn” or “staten island”. You can also use neighborhood terms known to locals like “nolita”, “nomad”, or “east williamsburg”.
When you’re paying per click and not per lead, you need to start by making sure each click is worth the cost.
2. Have a Landing Page Different From Your Homepage
While some marketers will work hard on an ad campaign only to end up pointing it to their home page, that can be a big mistake.
Google Ads relies on keywords and ad copy which appeals to a specific set of people who are within a targeted geographic area. The landing pages you use needs to resonate strongly with the intent behind the search, otherwise your visitors might not know why they ended up where they are.
Immediate bounces will adversely affect your quality score. When you see your quality score take a dive, your ad will start to cost you more per click.
3. Geotarget Your Ads
If you’re in a niche that isn’t relevant to everyone in the country, there’s no point in selling your air conditioners in Alaska. If you’re offering San Diego real estate to people looking for places in New York, you must refine your ads so that you can attract the best audience.
Across your site and your landing page, make sure you’re using lots of local keywords. Use terms to refer to local landmarks, nearby interstates, your neighborhood, and your city. Add them to your tags on your landing page, throughout the copy, and in the header.
Next, match those terms to your ad targeting. If you’re selling a higher cost product or service focus, on geographic areas with higher incomes. When you change who you’re targeting, you’ll get clicks that make sense from people who can use your products and services.
I’ve still found this Forbes top 50 zip code list from 2016 is the most relevant for my luxury real estate PPC campaign.
The better you target, the more you’ll build a regional following, which is an important foundation for any business.
4. Keywords in URLs
Did you realize that putting your keywords in your URLs could result in higher quality targeting? When you have the most essential keywords in your URL, you can make your ad more relevant.
The leads you get will come from people who see the term they’re looking for in the URL. They’ll know just how relevant your link is as soon as they click and will be increasingly engaged based on what they see.
You can create whatever URL you want for your landing page so don’t take this fact for granted.
5. Demographic Exclusions
Demographic targeting allows you to narrow your targeting based on age or household income. I don’t advertise at all to 18-24 year olds.
I also exclude by household income for consumers in the lower 50%, 41 – 50%, 31 – 40%, 21 – 30% because they most likely can’t afford $1M+ homes.
6. Ad Schedule
I find it very important to respond to a lead within the first 15-20 minutes. Therefore advertising 24 hours a day may not be in your best interest. I run my ads 7 days a week 7am-10pm.
Depending on your product or service, and your monthly ad budget, you might want to limit your exposure on mobile and tablet.
Marketing to HNWI’s, I have found my best quality lead comes from desktop. The bounce rate on mobile can also be higher as well as the dwell time can be shorter because naturally people on mobile are on the go.
8. Google’s Display Network
Unless you have a very large budget, I’ve personally found display ads are a waste. Essentially if you opt into the Google display network your advertisement will be in the form of a visual banner ad seen (or ignored) in places like Gmail, Youtube, & Huffington Post. Essentially the consumer is not looking for your product or service so it’s a passive way to get in front of people similar to a billboard or grocery cart ad.
The google display network websites are not search engines. When bloggers add ads to their blogs called adsense this is for advertisers where to opt out. Do you want to advertise yourself on a random how to make crafts blog?
If your budget allows, the Display Network ads, can improve your marketing efforts tenfold or more. You’ll save money by running those ads via Google rather than directly through the individual sites, given that sites often charge more per click when you run with them.
9. Google Search Network
The Google search network audience includes users searching on Google and searches on Google Play, Google Shopping, Google Images, and Google Maps – including the Maps app.
If you check the box “google search partners, it’ll place your ads on sites that use the Google Custom Search Engine (CSE) to power their site searches include publishers like the NY Times, The Guardian, and W3Schools. I do not want to advertise on these sites.
10. Ad Extensions
Google tries to talk you into using all of them. Ad extensions can get tricky depending on your product or service. I prefer my audience to go to my landing page so I do not like to use call or location extensions. Callouts and structured snippets are a safe bet for most advertisers.
Sitelink extensions can add alot of real estate to your add, but if you’re wanting them to land on an exact landing page, using sitelinks can backfire and reduce your lead opportunities.
In an excerpt from my blog article: The single best way to lower your CPC is to improve your Ads Quality Score. We were able to drop our cost per click over 50%!!!! In this article, I detail how to structure your campaigns with Skags (single keyword adword groups).
Advertise on Google With Purpose and Intent
When you advertise on Google, you’re going to risk paying a lot of money if you don’t understand how to narrow your audience. Not every click will turn into a quality lead. I average $35-$40 per lead with an average (CPC)cost per click of around $4.50.
When you follow the tips above, you can rest assured that you’ll attract a higher quality audience that will result in a lower cost per click and lead.
If our article helped you out be sure to comment below.