Your paid search strategy in 2020 just got a bit easier because we’re going to tell you about a couple of the most important lessons we learned this year about Google Ads.
Not using Google Ads? Intimidated by the thought of it? Don’t be. We’re going to teach you how to work it to your advantage and you’ll be killing your Google Ads campaign in 2020 if you follow these two steps.
So, let’s get to it…
Paid Search Is a Low-Funnel and a High-Funnel Channel
Usually, when we talk about Facebook and Google Display Network (GDN), we’re talking about how they benefit brand awareness, which is targeting high-funnel prospects. And when we talk about paid search, we’re talking about how it benefits your conversions, which is targeting low-funnel prospects.
And, yes, this is all true and proven; however, there’s a bit more to it. Advertising on social media, like Facebook, and across the GDN does indeed get you in front of your target audience and helps your business gain relevant traction. On the flip side, using pay per click advertising will assuredly bring in those new customers.
But, that doesn’t mean potential customers aren’t searching on Google prior to their intent to buy. In fact, many are. Meaning, prospects at the very top of your sales funnel are on search networks, too. So, you need to be sure to grab their attention.
Optimizing Your Google Ads 2020 Strategy Through High-Funnel Channels
In order to grab the attention of your prospects, you’ll need to know how. Start with allocating your budget accordingly. Look into inexpensive high-funnel keywords that you can use in order to TEACH potential customers, rather than SELL to them.
Doing this allows you to speak to your high-funnel audience, not pressuring them to buy, or assuming they’re ready to make the purchase, but just letting them see you as a learning tool for their needs at the time.
This is a great opportunity for you to get a new customer. Just because they aren’t ready to pull out the debit card at the moment, doesn’t mean they won’t remember you when they are.
Don’t Underestimate the Power of Targeting
Okay, yes, keywords are super important when it comes to your Google Ads campaign and you can’t get around that. However, audience targeting is pretty darn important, too. And if you’re thinking targeting is just for Facebook, think again.
Google’s been telling you all along to find the best keywords for your campaign, but Google has also started implementing their own techniques for audience targeting, too, and they’ve been doing this for a quite a while.
In 2015 they created Customer Match, which helps your business reconnect with past customers. Just a bit later, they introduced demographic targeting. Using this, your business can set important parameters such as age, gender, and household income.
Google has also offered us similar audiences and in-market audiences in recent years. Both allow for even tighter restrictions in order to reach the audience you want.
Optimizing Your Google Ads 2020 Strategy Through Targeting
Snag all those awesome keywords, but don’t forget to set up all the targeting benefits Google offers you. Not doing so will affect the success of your campaign, also, it’s just not a smart move to ignore it.
Adding keywords to targeting will bring in those potential customers. So, let’s say your company sells newborn baby clothes, now you can easily target women between 25 and 40, so be sure to use Google’s demographic targeting in cases like this.
And you can then check out similar audiences to see how that works for you. Next, look into in-market audiences so you can really drive home your low-funnel goals.
Google doesn’t want you to fail, so use everything they offer in order to get those sales.
While there are many ways in which to improve upon or start a Google Ads campaign, sometimes the simplest ways are really the best ways. Don’t overlook the details that are right in front of you.
We can all stand to have more and better business in 2020, understanding Google Ads is only going to benefit you and your customers, so start your Google Ads strategy off right!