With the Google Display Network, you can capture someone’s attention earlier before the buying process, you can reach them before they begin checking out what you offer. This allows you to influence your prospect before your competitor does, which may be instrumental in your overall advertising strategy.
Additionally, through the facility of visual imagery, digital ads enable you to raise establish your brand and keep your company top on people’s minds. You can appeal to users through a spread of vibrant, engaging ad designs.
In this article, we show you simple tips that you can use to drive more qualified leads to your business based on search term phrases.
Table of Contents
1. Focus on Quality Score
Quality Score is Google’s rating of the standard and relevance of both your keywords and PPC ads. It won’t determine your cost per click (CPC) and get multiplied by your maximum bid to work out your ad rank within the ad auction process.
Your Quality Score depends on multiple factors, including:
Your click-through rate (CTR).
Landing page quality and relevance.
The relevance of your ad text.
Your historical Google Ads account performance.
2. Keyword Match Type:
The first element to be seen is attempting to enhance lead quality from your Google Ads by your choice of keyword match type.
Broad Keywords
Broad match allows your ads to display for search terms that include spelling mistakes, synonyms, related searches, and relevant variations. Although this keyword matching option will prevent time on building out a keyword list and drive more impressions and clicks to your landing page or website, it can also bring an outsized amount of irrelevant traffic and contribute to a Quality Score for your ads.
Modified Broad Keywords
Modified broad match gives you a far better chance to extend qualified conversions than simple broad match because it allows your ads to display just for search queries that include the words designated with a sign (“+”) or close variations of them. Variants does not include synonyms or related searches like broad match does.
Phrase Match Keywords
Phrase match allows for your ads to point out on search queries that match a phrase or close variations of that phrase, with additional words before or after. Phrase match is more restrictive and won’t show as many impressions as broad or modified broad match.
Exact Match Keywords
Exact match is that the narrowest keyword type and is presumably to point out the smallest amount impressions out of all match types.
Thus, they have the capability to focus more relevant visitors to website, that generates qualified leads.
If your campaign has two goals, such as website traffic and lead generation, Google suggests the combining two or more keyword match types to run an effective ad campaign. In this case, you’ll use modified broad match type and phrase match type to succeed in a broader audience while also limiting who will see your ad.
3. Optimize for Mobile Platforms:
Nowadays more searches are being conducted on mobile devices. To generate more leads, you would like to utilize all of the available platforms that Google Ads provides. That includes setting up Google Ads for mobile.
When you’re running a Google Ads campaign, you’ll be tempted to specialize in just PCs, but mobile already has the whip hand in total search volume for a keyword match.
4. Placements On Display Network:
Many advertisers run display campaigns to enrich their search campaigns, which may be a great strategy. So many times, Google places its ads on frequent websites, YouTube channels, or apps that don’t match the products or services being offered. By managing your placements and topics, you’ll choose where you would like your ad to be shown rather than leaving it entirely up to Google. This helps your campaign target the foremost relevant users.
5. Pay for Conversions, Not Clicks, From Your Display Ads
Google introduced a replacement thanks to buying Display Ads. It is now possible to pay by conversions instead of by clicks. Structure your advertising on a CPA basis means your ad budget goes further. It also displays ads to targeted customers with purchase intent. But you can go further…broad match type and phrase match type to reach a broader audience while also limiting who will see your ad.
