7 Steps To Optimize Your Google Ads
For Increased Impact
Introduction
Maximizing the effectiveness of Google Ads campaigns is crucial for businesses.
Below are 7 easy & actionable steps to optimize for profit & scale your business via Ad Creatives & Landing pages.
Craft Compelling Headlines
An effective headline instantly captures a customer’s attention and conveys your value proposition. Your headline is your first argument so make it resonate with your target market. There are two easy ways to pump up headlines and ensure they are more optimized:
Address Pain Points Or Highlight Benefits
• Remember, people make decisions based on emotions first. Speak to those emotions. Use Odd Numbers, Questions, Or “Power Words”
• Odd numbers catch people’s attention more than generic numbers, like 10
• Asking questions and using “power words” speaks directly to your audience
A well-crafted headline encourages users to engage with your ad or landing page.
Create Persuasive Ad Copy/Message
Leverage ad copy that hits their pain points provides a direct solution to those pain points and explains briefly HOW it's possible. The objective is to get them to relate, feel like they are being heard, and become curious enough to click and learn more.
Hit Their Pain Points
Example 1: Stop___ (insert 3 niche specific pain points) & enjoy ____ (XYZ result) with our ___ (name of your solution)
Example 2: Tired of ______ (insert core pain point)? Get _____ (XYZ result) with our _____ (name of solution)
Example 3: See why ________ (client name) was able to achieve _________ (XYZ result) in __________ (days/weeks/year) with our ________ (name of your solution)
Having good headlines is only half of the battle. You need to ensure that all your copy is compelling enough to drive higher engagement and conversion rates.
Use Engaging Visuals
Visually appealing ad creatives grab users' attention & support your message.
You need more than persuasive copy to really be impactful.
• Use Facebook Ad Library & Tiktok Creative Center to get an idea of what kinds of video & graphic ads your competitors are using
• The best video lengths for YouTube ads are 15 seconds, 30 seconds & 60 seconds
• The best videos hit 2-3 pain points, offer a direct solution, speak directly to the audience (business owners, dentists, artists, etc.) & entice viewers to click to learn more
• Graphics should contain no more than a 5-8 word sentence, should be very vibrant & speak to a call-to-action that gets users to click
In our increasingly visual world, the images & videos that you use are equally as
important as the words you use.
Design Clear Calls-To-Action (CTAs)
A well-designed CTA guides users toward the desired action & improves conversion rates.
Use Action-Oriented Language
Tell your audience exactly what you want them to do.
• "Shop Now"
• "Learn More"
• "Transform Today"
• "Gear Up"
Make CTAs Stand Out Visually
• Don't be shy
• Put your CTAs in bright colors
• Animate them by making them shake or expand in size
• Use an animated hand to click your CTA
Without effective CTA’s you will not scale or make the impact you are after. As with everything, test different CTA’s, and don’t be afraid to be bold.
Optimize For Mobile Devices
Mobile optimization ensures a seamless user experience across different devices
and screen sizes.
Ensure Responsive Design For Various Screen Sizes
• Make sure to test this yourself to see how your landing pages turn out on different devices
• Not everyone has the same device so you must optimize for every size and type
Prioritize Fast Load Times On Mobile
• Prioritize fast loading times on mobile by using highly compressed file sizes for your images and backgrounds - the smaller the file size, the smaller the payload to load a page
Up to 80% Of Ad Traffic Is Mobile
• Failing to create mobile-optimized landing pages will yield you limited results. You want to be in front of your customers on the device they use the most: mobile
Mobile is going to continue to be the largest source of traffic. Always prioritize
mobile ads and landing pages first.
Conduct A/B Testing
A/B testing helps identify the highest-performing elements of your ad creatives
and landing pages.
Test Different Headlines, Copy, Visuals & CTAs
• The more tests you conduct, the better. Just because an ad worked last year does not mean it will work forever. You should always be testing and adjusting to keep your message relevant to your audience
• Be sure to keep your message relevant to your audience
Analyze Results To Determine Best-Performing Combinations
• Let the actual data lead your decision-making
• Pay attention to seasonality and Holidays and adjust during those times
Continuous testing and optimization lead to improved campaign performance and improved impact.
Monitor Performance Metrics
Tracking key performance metrics allows for data-driven adjustments and
optimization.
Track Key Metrics
• Each business will have different KPI’s and you need to determine which KPI’s are truly driving conversions and track those. If you focus on a KPI simply because you saw it on a blog, you could be tracking a meaningless number. Figure out which metrics drive conversions and focus on those first and foremost. One of our metrics for each client is LTV. We know that if we prioritize LTV over ROAS we are thinking holistically and not just about one campaign
Here are some examples of easy fixes to KPIs that may be important for your business.
• Bad CPC, CPMs, and CTR = Replace your ads oryour ad copy
• Expensive CPL, cost per booked appointment, or CPA = Fix your landing page conversion rates (GA4 in Funnel Exploration is PERFECT for this)
• Horrible lead quality = Try making your targeting more narrow OR pre-frame your audience with more sales funnel steps/filters
Make Data-Driven Adjustments To Optimize Performance
• Data, Data, Data. Once you have found the KPI’s that actually matter, adjust based on that data and nothing else. Often we get caught up in vanity metrics that don’t actually help the bottom line or we have a hunch about something that isn’t born out in the numbers. Follow the data and adjust
Above All, Use Profit As Your Main Driver For Adjustments For Your Campaigns
• It’s wonderful to have a lot of followers or a really good CTR, but if it isn’t actually improving your profits, it’s a waste. Your business can only survive with profits, so adjust with that as the main goal
Monitoring your KPI’s is essential for success with your Google Ads campaigns
and landing pages.
When these 7-steps are implemented in your Google Ads and marketing strategy overall, you will be able to see real growth and sustainable scale.
At Big Life Marketing, we use these steps to help our clients scale to 6 & 7-figures per month in revenue. It's important to note that while each business is different and implementation looks different for everyone, the principles remain the same.
If you can invest at least $15k/Month on marketing, partner with our team of experts so that you can focus on what you really love - your business.
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