Google Ads - 6 Easy Ways To Increase Traffic

After building your business website and implementing SEO, what else can business owners do to drive potential traffic quickly? With a little budget, you can set up a Google Ads account to start your online advertising campaigns. Google Ads, formerly known as Google Adwords, is basically an online paid advertising platform where advertisers bid on certain keywords to display brief advertisements, product or service offerings and videos to users in Google’s search results. Services offered are based on a pay-per-click (PPC) pricing model. 

You might be thinking “Do I need to spend a lot of money?” or “It is too expensive!” Many people have misconceptions that they need to spend a lot of money on Google Ads to drive and increase traffic to their business websites. However, this is not totally true. The cost varies due to a number of factors, including the competitiveness of your keywords and industry, geographic location and etc. 

For example, the business service industries like real estate and accounting; they are one of the more competitive verticals in Google Ads and that means it would result in higher costs per click (CPC). This is due to the nature of a niche market and one client could yield significant revenue of $1K to $10K depending on your business so a CPC of $50 is a minor price to pay for that client.  

On the other hand, industries like arts and entertainment incur smaller CPCs because they need to reach many more customers to hit that same revenue of $1K to $10K. So how do you manage when you don’t have a big advertising budget? Similar to Facebook, you can actually set a daily budget. Let me explain. If you want to place an ad with a CPC of $0.50 and you like to receive 100 clicks, that would put you on an estimated daily budget of $100. 

In this example, it means $0.50 is the maximum amount you will be charged per click if that is your maximum CPC. In reality, the actual amount might vary every time, depending on individual ad auctions but it also means you will not pay more than $0.50 per click but could possibly end up paying less. There are other advanced options that might affect the overall budget such as dayparting, geotargeting and device targeting but we will leave that to another time.

More importantly, let’s talk about 6 most practical features to help you master the basics of Google Ads and increase traffic to your website!

Google Ads - 6 Easy Ways To Increase Traffic

1. New ad copy formats

Since 2019, Google has released different ad format options to use and if you have not used them yet, it is a good time to look into these new options. Previously, advertisers had limited text space to put in their ads but now the space has almost doubled and there are powerful ads that can use any number of preset options to create an attractive advertisement for individual users. Eg. Video ads can be used to provide an interactive and fun experience to customers. These can be featured on websites that partner with Google. 

2. Search impression share

Just because you run Google ads does not mean that you will automatically get traffic. A major factor is the use of keywords. Sometimes, your business does not show up because the ad rank is too low which is a prompt to work on improving your quality score. Other times, it might be due to budget constraints. With search impression share, you can find out how often your business appears based on the keywords you use and pinpointing you to where the underlying problem is so you can make the rectifications accordingly to increase traffic.

3. The Home tab

Do you agree that when you see this tab, you tend to “switch off” in a way cuz it seems like a mass of information to digest? This is often the most overlooked but insightful page. Within the Home tab, you will find interesting information like missed clicks due to budget, good quality but low traffic keywords and even suggestions to increase traffic by adding new keywords. A great free tool to help you improve on directing more traffic to your business website.

Google Ads - 6 Easy Ways To Increase Traffic

4. Auction insights

While you cannot directly see how much your competitors are bidding for keywords or their quality scores, there is still a lot of information you can gather from the Auction Insights tab. It offers an in-depth analysis at what your competitors are bidding alongside you, how often their ads appear for your keywords and where their ads show up on the page. If you find that the bids need to be at the top of the page to increase traffic clicks, you can review your competitors to see who is outbidding you.

5. Different bidding strategies

Google Ads has put in place several automated bidding systems to help businesses in achieving different goals – search page location, clicks and conversions etc. You will want to have your account set up and running for some time before using any of these automated bidding strategies as research has shown that past account history plays a part in their effectiveness. By doing this, it helps you save time and money in the long run as the analytics will show you which strategy works best for your business. 

6. Remarketing

If you are not familiar with the concept of remarketing, it is worth doing some research. With this tool, you can “push” ads to people once they visit your business website. Retargeting can be specified down to particular pages of your website so you can tailor ads for those unique areas. Similar to traditional advertising, some people need to visually see your brand many times before they decide to connect. With remarketing as an indirect advertising strategy, you can continue to remind them of their previous visit and make the first ad click worthwhile by “pushing” ads even after they left your website

We hope this information has been insightful and helpful so you can maximize using Google Ads to increase traffic to your business website. You may need tweaks here and there but you will definitely achieve the desired results in due time!

 

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