During the current Coronavirus period, online sales are up a staggering 25%, due to the simple reason more people are spending time online. So, if you have just read our recent article on how the coronavirus may actually help your business or are looking to run ads at this time, then make sure you do this first.
Google Ads are a powerful tool for targeting potential customers with as they convert 50% more potential customers than organic searches, however, they are not cost-effective for increasing brand awareness due to the cost per click. A campaign without a clear goal may not be as effective as it could be if the exact goal is muddy and unclear as it will not be able to function in the best possible way.
Your goal should be the most important achievement you wish to get for your business as a result of the campaign. When you have a clear mission in mind you can adapt your landing pages, target market and even your site towards supporting the campaign goal. This will ultimately increase the return on ad spend (ROAS) and increase the success of the advertising campaign.
Even the world’s best advertising campaign for real fur coats designed by industry experts will gain the advertisers precisely no sales if it is aimed at animal rights activists. Therefore, if you know exactly who your customer is, then you can tailor your ad campaign specifically to them to maximise its power.
Using analytical tools from previous customers, or by observing your competition, you can determine your audience’s age, education and level of income and even the type of sites your target audience spends time on. By building a profile of this person, you can get an idea of the type of language used by them to create a powerful set of keywords and an exceptionally strong ad.
‘If it ain’t broke don’t fix it’ right? Not exactly. The smallest of changes can have a huge impact in the long run. If you don’t ever tweak or adjust your campaign then you will never improve your campaign. By adapting your campaign to the changing data set you can test and experiment with what works best with your business.
Designing multiple variations of the same ad is also a great way for observing and further fine-tuning performance. When the campaign is underway some ads will perform better than others. Constant adaptation of what works and what doesn’t will allow you to review the best course of action for changing your ads to get the most out of your budget.
For more powerful ways to grow your online business, see our article on things you must do to scale. Good luck!