Once you’ve mastered the basics of Google Ads, it’s time to explore more advanced strategies that can significantly boost the quality of your leads. While the fundamentals are essential for getting started, optimising your campaigns for high-quality leads requires a deeper understanding of the platform’s tools and features. In this blog post, we’ll delve into advanced Google Ads strategies that can help you attract and convert higher-quality leads, driving better results for your business.
Note: If you’re still refining your Google Ads basics, be sure to check out our previous blog post on common Google Ads mistakes and how to avoid them. It covers essential tips for setting up and managing effective campaigns.
1. Implementing audience targeting with precision
One of the most effective ways to attract high-quality leads is through precise audience targeting. Google Ads offers a variety of targeting options that allow you to reach the right audience segments, ensuring your ads are seen by those most likely to convert.
How to Leverage It:
Use In-Market Audiences and Custom Intent Audiences to target users who are actively researching or considering products or services similar to yours. These audiences are more likely to convert, as they have demonstrated intent through their online behavior. However, it’s important to note that implementing these strategies effectively requires experience and understanding of your target market.
Additionally, consider using Customer Match to reach your existing customers or leads by uploading a list of their email addresses. This allows you to create highly personalised campaigns that resonate with your audience’s specific needs and interests. However, keep in mind that there are limitations and requirements for Customer Match that can vary by country. For instance, certain jurisdictions may have strict privacy laws regarding the use of customer data, and Google has specific guidelines about the quality and format of the email lists you can upload.
Therefore, while these strategies can be highly effective, they are not as straightforward as they might seem. It’s crucial to research and ensure compliance with local regulations and Google’s policies to achieve the best results.
2. Use ‘Smart Bidding’ for better conversions
Smart Bidding is an advanced feature in Google Ads that uses machine learning to optimise your bids for each auction. This feature can be incredibly powerful for driving high-quality leads, as it adjusts your bids in real time based on the likelihood of a conversion.
How to Leverage It:
Experiment with Smart Bidding strategies such as Target CPA (Cost-Per-Acquisition) or Target ROAS (Return on Ad Spend). These strategies automatically adjust your bids to help you achieve your desired cost per acquisition or return on ad spend. By enabling Smart Bidding, you can ensure that your budget is allocated toward the most promising opportunities, thereby increasing the quality of your leads. But don’t forget that your Google Ads’ strategy and goals may not always align with Google’s. Use smart bidding but remain critical to Google’s suggestions and AI.
Did you realize that you might not be ready for advanced Google Ads strategies? Or do you simply prefer to spend your time growing your business in other ways?
Contact us at info@erichsenconsulting.es to explore how we can help you maximise your ad spend without the headaches!
3. Creating highly specific ad copy and landing pages
Advanced Google Ads campaigns require a strong alignment between your ad copy and landing pages. To attract high-quality leads, your messaging should be laser-focused on the specific needs and pain points of your target audience.
How to Leverage It:
Segment your campaigns based on different audience personas or stages of the buyer journey. For each segment, craft tailored ad copy that directly addresses the specific challenges or desires of that audience. Then, ensure that your landing pages are equally specific and offer a seamless continuation of the ad’s promise. High-quality leads are more likely to convert when they feel that your offer is directly relevant to their needs.
4. Leveraging remarketing for increased conversion rates
Remarketing is a powerful tactic for re-engaging users who have previously interacted with your website but didn’t convert. By staying top-of-mind with these users, you can guide them back to your site to complete their purchase or take another desired action.
How to Leverage It: Set up Remarketing Lists for Search Ads (RLSA) to customise your search ads for people who have previously visited your website. This allows you to bid more aggressively for high-value users or show them different ads based on their previous interactions with your site. Additionally, consider using Dynamic Remarketing to show ads featuring the exact products or services users viewed on your site, making it easier to entice them back to complete their purchase.
However, it’s important to be aware of the limitations and regulations surrounding data collection and tracking, particularly in regions like Denmark and Spain. There are new rules that can complicate remarketing efforts, especially regarding user consent and data protection laws. Before implementing remarketing strategies, it’s crucial to understand these local regulations to ensure compliance.
Moreover, with the recent introduction of Google’s Content Mode rule, advertisers must adhere to stricter guidelines regarding how they collect and use data. This rule aims to enhance user privacy and improve transparency, impacting how remarketing campaigns are structured. We previously wrote a post discussing these updates in detail, and it’s essential to stay informed about these changes to navigate the evolving landscape of digital advertising effectively.
By staying updated and compliant, you can successfully leverage remarketing while ensuring you respect user privacy and data regulations.
5. Employing advanced keyword strategies
While basic keyword research is essential for any Google Ads campaign, advanced strategies can further enhance the quality of your leads. These involve going beyond simple keyword selection to optimising your bids and targeting high-intent keywords.
How to Leverage It:
Focus on long-tail keywords that indicate a higher level of purchase intent. For example, instead of targeting a broad keyword like “marketing software,” target a more specific keyword like “best marketing automation software for small businesses.”
Additionally, use SKAGs (Single Keyword Ad Groups) to control your ad copy and bids for your most important keywords tightly. This level of granularity ensures that your ads are highly relevant to searchers, improving your chances of attracting high-quality leads.
6. Analysing and optimising conversion paths
Understanding how users interact with your ads and website before converting can provide valuable insights for optimising your campaigns. This involves analysing conversion paths and identifying opportunities to streamline the process, reducing friction and increasing conversion rates.
How to Leverage It:
Use Google Ads and Google Analytics to map out the typical conversion paths your users take. Identify any common drop-off points or areas where users hesitate, and make improvements to streamline these steps.
For example, if you notice that users often abandon your site on the payment page, consider simplifying the checkout process or offering additional payment options. By optimising the entire conversion path, you can increase the likelihood that your high-quality leads will complete the desired action.
Conclusion
At Erichsen Consulting, we believe that advanced Google Ads strategies can significantly enhance the quality of your leads, driving better results for your business. By implementing precise audience targeting, leveraging Smart Bidding, crafting specific ad copy, using remarketing, and employing advanced keyword strategies, you can attract and convert more high-quality leads. Additionally, continuously analysing and optimising your conversion paths will ensure that these leads have a seamless experience from the first click to the final conversion.
As you advance your Google Ads skills, don’t forget the importance of the basics. If you haven’t already, take a moment to read our blog post on common Google Ads mistakes to ensure your foundation is solid before diving deeper into these advanced strategies.