5 Tips for Driving More Qualified Leads with Google Ads

Google Ads can be a powerful tool in your marketing arsenal. When used correctly, they can help you generate more qualified leads for your business by driving traffic to your website. However, sometimes it's difficult to know where to start or what keywords to use.

In this blog post, we will talk about five tips that will help you drive more qualified leads with Google ads.

1) Selecting the right ad group structure

Google Ads can seem complicated at first glance. But fortunately, the basic ad group structure is relatively easy to understand and implement right away. The way you set up your Ad Group will affect how Google decides what ads should show for specific keywords or search queries, which in turn affects the click-through rate of your ads (the ratio of people who see your ad and then click on it). Choosing the right structure can have an impact on how well ads are performing for particular keywords or search queries, which increases your chances of appearing at the top of the Google search results page.

• Make sure that your ad groups are tightly focused and narrowly defined so that they can better target their intended audience. For example, if you are selling computer parts then you should have an ad group for monitors, another for CPUs, and one more for keyboards.

• It is also a good idea to have one ad group per keyword category so you can pinpoint your target audience with more precise wording. This increases the opportunity of getting clicks from someone who might already be interested in what you are selling.

• To get more clicks on your ads, make sure to include a call-to-action (CTA) in your text and use language that focuses on benefits. For instance: “Get an extra 15% off today with promo code C15OFF”.

• Having well-structured ad groups will help you to measure what is working and what is not working. A solid ad group structure will help you make the most of your advertising budget.

2) Understanding Quality Score and how it impacts performance

Quality Score is a measure of how well Google thinks your ad is performing. It's a rating on a scale from one to ten that estimates the likelihood of someone clicking on an ad after it appears in search results, based on things like keywords and relevance to users' queries.

Google assigns quality scores as “Above average,” “Average,” or “Below average". The higher your Quality Score, the better your ad is performing.

A good quality score can help you win the competition for a high Ad Rank position, which will increase your chances of appearing on top of Google's search engine results page.

Quality Score also impacts how much you're paying per click and the maximum amount you're willing to pay. You can improve your quality score by:

• Optimizing your keyword list

• Creating ads that are relevant to the keywords you're targeting.

  • For instance, if your ad uses "beauty" as a keyword, make sure it is about beauty products or how-to tutorials for people who want to do their own makeup.

• Making sure your landing page contains keywords that are relevant to your ads.

Learn more about quality scores in this article: About Quality Score

3) Setting up conversion tracking when running an online campaign

Conversion tracking helps you measure the performance of your campaign. I recommend setting up conversion tracking whenever running an online campaign. So many people skip this step and it is one of the most important parts of digital advertising.

Make sure that conversion tracking is set up correctly so that your campaigns can be optimized towards the right goals such as form fills, phone calls, or website visits.

4) Making sure the landing page is optimized for conversions

A landing page is the first impression your website makes on a potential customer. Make sure that it's optimized for conversions by including things like phone numbers, free shipping offers, and product reviews.

If you are running Google ads to promote an online course then make sure people can easily sign up with their email address or other contact information with a form that appears above the fold.

A good goal would be to get consumers onto your site in less than five seconds because studies show that most people give up if they have not made a decision within this timeframe.

Make sure there are links included where necessary as well - remember those may need special attention when you’re optimizing them!

"Stop worrying about what is 'a good conversion rate’. Work to improve whatever you have."

- Peep Laja, CXL

5) Testing different formats of advertisements

Use different ads to see what messages work best. You can change the message so you can find one that people like the most.

Ad variations allow you to easily create, test, and track variations of your ads across multiple campaigns or your entire account.

For example, you can try changing the call-to-action wording on an ad headline from "Buy now" to "Today only!", which may improve your conversion rate.

It's important to think about which areas of your testing will have the most impact. Think about what areas are important to you, and what accounts or ads they affect. You can also focus on messages that would benefit the most from a new set of creative messages.

Below are some tips to make Google Ads testing manageable and repeatable:

• Research your audience’s engagement and conversion rates before making any changes to a campaign.

• Narrow down the content around specific interests so it can be tested when settings change.

• Find out if there are other successful ads with similar targeting, and compare them.

• Get organized. Keep a calendar for start and end times on all of your ad tests.

• Stay committed to your analytics and remain patient. Test and wait until you have sufficient data, then act accordingly.

• Limiting how many variations you test for your ads is key. Make the different versions similar enough to each other that your test can be learned from.

In Conclusion

The number one thing to take away from this article is that you must take action if your ads are driving irrelevant leads. Make sure that your ad dollars are put to work by following the steps below. If you would like to learn more about making the most of your Google Ads, make sure to follow my blog for tips and tricks.

“Action is the antidote to despair.”

- Joan Baez