7 Experts Share Their Best Google Advertising Strategies
Google ads are hands down one of the most effective forms of advertising available to any business today. That said, it takes careful planning and consideration before you jump in and start a campaign--because for every success with Google Ads (formerly Google Adwords) there are thousands of failures.
If you don't structure your campaign properly, and use data to make decisions, Google Ads can become a money pit (and not the fun kind you might have seen Scrooge McDuck dive into). We asked some of the leading experts in multiple industries, who are successful with Google Ads, what it takes to win at the game.
Blogger and Affiliate Marketer
We are in online marketing business and we are selling our services by targeting the right keywords in Google. Our team research the right products for our business and we setup Search ads to get right customer landing on our website.
Here is our strategy...
1. Targeting the right customers by running Google Search ads and attracting more people to visit our business website.
2. We have installed Facebook and Google retarget pixels on our sites to retarget those people again.
3. We setup special discount coupons ads re-targeting to only those who visited our site.
4. We have installed one conversion pixel on the thank you page which help us to exclude those people from the retarget ads.
In the next phase, we are planning to run video Ads on YouTube to bring back those customers.
We love Facebook marketing more than anything. Facebook let us target people by their interest, jobs, culture and many other laser targeted categories. Our biggest strength is our retarget pixel. Ironically, our prime goal is to bring people on our site by showing ads and then selling our services by retargeting only.
My name is Jay Perkins, I helped co found Kettlebell Kings and run marketing and operations.
We have been fortunate to grow quite a bit every year we have been in business and marketing, specifically content marketing has been a giant part of that. There are two main ways we use data to make decisions. First is easy, it is Google analytics. We look for search terms relevant to our business and create loads of content around it and share it in every channel.
We drive paid traffic to it on social media and generate sign ups. Secondly, we advertise weekly kettlebell workouts people can subscribe to. These emails contain workouts and kettlebell related content, but we also ask for feedback. So we track the interactions we create with customers by them receiving our weekly emails and over time patterns emerge about what a number of people are looking for or need in addition to that. So, we start developing content around those pieces for organic ranking and sharing as well.
Because we know this is something other people must be interested in, we will drive paid traffic to it on social media to generate social media. Using this method we can get leads for about 50 cents to a dollar per lead and have built our email list to approximately 70,000 over the last two years.
Our internal data shows we get a bout a 10X ROI on that spend as well. People who come in from the content pieces convert to customers at a high rate because we provide them with value about how to use the equipment as well.
Boot Camp Digital
We sell online and live digital marketing and social media training and consulting for individuals and businesses.
Our strategy is to drive traffic to our website to learn more about our training and consulting services. Once on the website, we have pop up windows as a call to action to submit their contact information and receive free resources that support the specific training or service they are interested in.
To ensure that our campaign drives quality traffic, we aim to keep the average time on site over 1.5 minutes. Using match types and negative keywords to filter out low performing words, we're able to keep the quality high. Targeting the right geographic area is critical as well. We also use Dynamic Keyword Insertion ads which tend to have a higher click through rate.
We also run Facebook Ad Campaigns to drive awareness and leads. Facebook performs far better than Google Ads in terms of cost per result.
Digital Strategy and Paid Search Manager
Majux (on behalf of Queenan Law)
We handle personal injury & workers’ comp cases specifically for oil workers in Texas.
Here’s the step-by-step guide to our approach:
Search ad clicks cost nearly $140/click in our niche, and Google shut all but shut down “custom intent audiences” for law firms. We had to get creative:
We built a custom affinity audience in Google Ads by loading in every oil field job title we could think of (“roughnecks,” etc.). We also included every oil field and oil refining company in Texas. We added this audience, set to “targeting,” to our ad group.
We added a list of display keywords to our ad group -- these keywords included law-specific words like “injury attorney,” “workers’ comp,” and similar themes. We targeted only content including these terms.
We excluded all mobile apps from the campaign -- they’re always a waste of clicks for lawyers.
The success was amazing. Our display CTR ranges from 0.50% - 1.0%, and we’re getting more calls than ever.
To keep improving: We’ll test different ZIP codes, times of day, and we’ll exclude placements that result in a higher bounce rate than others.
Other marketing channels: We also invest heavily in a content-first SEO strategy. We do a lot of keyword research into what people are searching, then we write the content (and it works). Google Ads & SEO are on the same level of importance, although before we started getting traffic from content, Google Ads was more important.
Co-owner & Founder
We Buy Houses Fast in Dallas
We are a real estate investing company in Dallas. We buy houses from homeowners who need to sell quickly and either fix and resell them or hold them as rentals.
We keep our Google Ads campaign very targeted to 7-8 major keywords that we know will provide us leads. We prefer to use our entire Google Ads budget on these very targeted keywords as opposed to a shotgun approach on a large number of keywords.
We will continue to test our ad copy to increase our conversions. For us this is the most importment adjustment going forward.
Our marketing funnel includes cold calling prospects, SEO to improve google rankings, Google Ads and ringless voicemail. We have learned that there is not a magic bullet in our business but the combination of several marketing avenues is the correct formula for success.
Where does Google Ads rank among them? Google Ads ranks #2 in our marketing funnel.
Breyer Home Buyers
We buy properties that are in distressed conditions so that we can flip them or hold them as a rental property. We use our website to generate leads for homeowners that are trying to get out of a distressed situation or property.
We have tested several AdWords strategies. What works best for a company depends on their goal. We prefer to go for the lowest lead costs. That has lead us to run our campaigns towards a more efficient match type. Our keyword matches are 80% exact match keywords and 20% broad match keywords.
Over this year, we will continue to gather data on our results.. We believe in Pareto's Principle and are trying to find out what 20% of our AdWords campaigns are producing 80% of our revenue. As the year progresses, we will keep shaving off keywords that aren't producing like we would like them to. At the same time, we will continue to try new keywords and phrases within niches that our business serves.
The other marketing strategies that we focus on are SEO and cold calling. SEO was the initial marketing strategy that we built our business on.. After we began ranking high in Google and generating consistent leads in the SERPs, we started to stack our marketing strategies. Our second marketing strategy was Google AdWords. We began cold calling at the beginning of this year.
Currently, Google AdWords is the highest revenue generating marketing that we have. On the other hand, SEO has the highest ROI. We spend $2,359 to get enough leads to buy a house through PPC. With SEO, we are spending $231 per deal. We don't have enough data with cold calling yet to see how it compares.
Digital Strategy Director
Golden Spiral Marketing
We are a B2B technology marketing firm: Golden Spiral.
All of your marketing efforts should have a cohesive strategy. This includes analytics, lead nurturing, branding, and SEM Be sure to keep your SEM efforts focused on KPIs and results. Some key concepts to consider:
- Pillar page (anchor content for efforts)
- Buyer journey tactics (e.g. awareness > consideration > decision)
- Reporting insights on key consumer activities across all marketing efforts connected to sales activity
- CRM integration of all marketing efforts, including landing pages, forms, calls to action, email, and more through HubSpot, Pardot, Marketo, etc.
- A\B testing for ads, landing pages, and keyword targeting (e.g. broad match modified versus broad match.
Tactics for your strategy should include remarketing lists for search ads (RSLA) as well as implementing negative keywords, ad extensions, customized landing pages, UTM tracking, and conversion optimizations. Successful Google Ads focus on quality scores to maximize budget while reducing CPC. Product listing ads (PLAs) should be a key tactic, where applicable, along with properly structured campaigns and ad groups.