Effective ad copy drives more (and better) clicks with better conversion rates. Not to mention, more market share, better brand reputation, and stronger customer relationships.

If you’re new to PPC advertising, check out this guide to Google Ads first. Otherwise, let’s dive into how to write Google ad copy that gets results!

What does a Google Ad look like?

Before you start writing your Google Ads campaigns, let's look at how a Google Ad is structured. Google Ads now offers Responsive Search Ads (RSA) as the primary format. Here's what goes into one:

The final URL

This is the landing page for your campaign. Keep it relevant to the target search terms and create a consistent user experience. Show your potential customers exactly what they expect to see.

The display path

This is the URL you will actually show users. You can add keywords, context, offers and enticement to get more clicks.

Headlines (up to 15)

The RSA format allows you to upload 15 headline variations to test. Google will show up a combination of up to three. Typically, you want to match the search query, add engaging USPs and strong CTAs to create a winning combo. You can also pin headlines to certain positions which means Google will only show those headlines in a certain spot of the full title.

Descriptions (up to 4)

Once again, Google allows you to upload multiple variations to test. It will then show 1 or 2 descriptions in your ad.

Images

You can now add images to showcase your service or products. These images help your ads pop, and explain your offer to potential customers.

Your business name and logo

This helps legitimise your ads and adds credibility. To unlock this element, you will need to go through the Advertiser Verification process first.

Sitelinks and other assets

Maybe you've seen mini links under an ad. Or a phone number. Or a business address.

Those are all assets you can add to your search ads to give more information and opportunities to connect. The more relevant, high-quality assets you add, the more valuable real estate your ad takes up.

Want to see it all working together? Draft out your ads and assets in Karooya's RSA preview tool, and even share ads with your team for review and feedback!

So, how do you write effective Google ads copy?

Filling out all the blanks isn't enough. Nor is keyword stuffing. Poor ad copy isn't going to show high up on the Search engine results page (SERP). So let's get into it.

The post How to write Google Ads copy that gets clicks. appeared first on Dilate Digital.

BUT if you're spending all of your budget on clicks that get you nowhere, your ads aren't working. And figuring that out isn't easy. There's a lot of noise on the platform, and a massive table of stats that's just painful to look at sometimes. 

If you're drowning in CPCs, CPMs and CTRs, it gets really hard to measure whether your campaigns are performing. Which metrics really matter? Which aren't worth your time? Focus on the wrong metrics, and you'll make some pretty poor business decisions. Nobody wants that. 

That’s what we’re going to help you get your head around today. Let's dive in!

What are Google Ads metrics?

Most of us know how popular and powerful Google is. I mean, just considering that every second there are about 2.3 million searches is a mind-blower. 

Part of that incredible power is the sheer amount of data Google Ads provides, also known as marketing metrics. These are the statistics around your campaign performance, offered right down to the granular level of each and every keyword. The right metrics should be used as indicators of performance to help optimise your campaigns. 

Why only look at the most important Google Ads metrics? Isn't more data better?

Unfortunately, there are a lot of vanity metrics on Google Ads campaigns that can often lead you down the wrong path. 

For example, impressions is a metric that tells you how many times your ad has been seen. i.e. if there are 100,000 impressions for your "dentist in perth" campaign, the ads in that campaign have been seen 100,000 times. And you might think the point of a search campaign is to be seen. 

How do you get seen more often? One easy way is spending more money.

Here's the thing, and why this vanity metric is dangerous—you don't need to be seen all the time. It all depends on your current performance and goals, and spending more just to be seen means you could be aggressively spending on moments where you won't convert. You'll end up spending more on a click, and by extension, a conversion. 

Do you want to have more impressions? Of course - no impressions at all means no clicks. But it's not a key indicator of current performance.

Okay, so what are the most important Google Ads metrics?

Let's dig into the metrics that matter, and more importantly, how they relate to each other. It's important to view some of these numbers together because it's their relationship that actually paints an accurate picture of performance.

The post The most important Google Ads metrics to actually understand performance appeared first on Dilate Digital.

Well, if you just throw cash at it, and hope the unbeatable, all-knowing King of the Internet will sell for you, then no. But, with the right strategy and tools, this can be a fantastic opportunity for businesses of all sizes. And we're going to show you how.

Are Google Ads worth it for small business?

We get it. Big businesses can afford to throw money at paid ads over and over until something sticks. But small businesses don't have that luxury. So, why take the risk? 

We can't just say yes, so let us show you instead. 

Imagine you're a local tour company. You sell small tour packages at an average sale value of $300. It's a highly competitive industry and the clicks are a little costly.

• You spend $1.50 on every click (on average)
• Get 1200 clicks
• That's $1800 to get 1200 people to your site

eCommerce websites have an average conversion rate of 2.7%. So, that's: 

• 32 sales at $300
• $9720 in sales value
• a return on ad spend of over 7X!

That's $7 made for every $1 you spend. Sounds pretty good right? But let's say you've done a bang-up job on your site and it's converting at a casual 7.5%. Now you've got: 

• 92 sales, for a sales value of $27,000

A ROAS of over 20X? Yes please! Is that realistic, you ask? Absolutely! We know because that's our tour client, based right here in WA, smashing their goals with a well-designed PPC strategy. Ready for your own incredible results? Let's talk about what makes Google Ads such a good opportunity. 

Total control

If you like to get your hands dirty, Google ads management is for you. You can enjoy control over everything, from the amount you bid on every single keyword to what position your ad headlines show up in. You can also use negative keywords to decide when your ads shouldn't show, determine what placements Google Display ads show up on, and so much more. The perfect platform for maximising your budget. 

Cost-effective investment

Talking about spend and getting more out of your Google Ads costs, it's also just price-efficient. As a pay-per-click advertising platform, you don't pay till someone clicks, and you can control the average CPC (a little marketing acronym that means cost-per-click) with bidding and cost caps. If you're looking for ROI and not too concerned about search volume, there's a lot you can do to control your costs. 

Hitting your target market when they're ready to buy

It's an unbelievably powerful thing to be there just when someone needs you. And that's what Google ads offers. When someone is searching for exactly what you sell, with a very relevant keyword, you can put a really solid ad in front of them and convince them to take action. Talk about right place, right time! 

Localised targeting

Not only can business owners target people based on where they are, but also on areas of interest and areas they've been - whatever makes sense for your business. Local businesses can also tap into Google Business Profile and Google Maps ads to create a holistic experience around that target location and make it easier for potential customers to visit the physical store. 

Powered by data

Google Ads itself offers some really juicy insights, and it's heavily centred around precision. You can even get an idea of exactly how much your ads contributed to a sale or lead in the overall buyer journey with position-based attribution. Plus it integrates with Google Analytics to allow you to import goals over, create audiences based on your website traffic, understand page engagement on the landing pages from your ads and so much more.

Sure, but are Google Ads going to work for MY business?

The opportunity in Google Ads for small business is a no-brainer. But does it really work for all small businesses? 

There are three things you have to ask yourself, as advised by Google themselves. 

1. What are you trying to achieve with your marketing campaign? Is that something that could be solved by running Google Ads (which is likely, given its wealth of ad formats, goals and bidding strategies) or would say social media marketing work better? Are your ideal customers even searching on Google, or do they need to be educated about your product first?
2. What is your marketing budget? Just because you can control the average CPC and bring down your Google Ads cost doesn't mean it's an efficient use of your spend. If you're working with a tight budget, and having to put too many controls over it, you may not convert as well– in the long run, you're not actually saving much. 
3. How will you know your ads are working? Are you prepared to break down the right metrics? Do you understand the data you're looking at? Have you put the right conversion tracking in place to know how your ads influence your business results? Running blind on any advertising platform is never a good idea, so make sure you're comfortable with the numbers before starting. 

Optimising your Google Ads marketing campaign

Of course, if it was as easy as setting up some ads and hitting go, everyone would be doing it. We won't lie to you, there's a lot you have to do to actually run things properly, and get the most out of Google Ads. Small businesses especially don't have money to waste, so here are 10 things you should do to give your PPC campaign its best chance.

The post Small business doesn't mean small growth. Dare to scale with Google Ads. appeared first on Dilate Digital.

Google Shopping and Facebook Ads (now Meta Ads) are undeniably the biggest players in the space - both offering very unique shopping experiences to their users. Is one ad platform better than the other? It's a big question - so let's break it down.

The post Google Shopping Vs Facebook Ads: What's Better For Your eCommerce Business? appeared first on Dilate Digital.

The reality is, the internet is constantly evolving, becoming noisier and more crowded, and businesses are confronted with the challenge of staying ahead and standing out from the competition. Organic strategies like SEO and content marketing lay the foundation for online success, but they often require time and persistence to yield significant results. Paid advertising, on the other hand, presents a unique opportunity for businesses to break through the noise and instantly capture their target audience's attention.

You want to get wins on the board—fast. Whether you're a small startup or a large corporation, paid advertising has something to offer you. Let’s look into its advantages and how to use them to drive better business.

The post 9 Benefits of Paid Ads that Every Business Should be Leveraging appeared first on Dilate Digital.

Everything from the type of industry you work in, to current trends and the type of clients you attract can all influence how much you’ll pay for an ad. Whatever your budget is, the key to getting good results is knowing how to use that budget to its full potential. In this guide, we walk you through how Google Ads pricing works, the factors that affect how much you’ll spend and how you can optimise your budget for maximum returns.

The post How much does it really cost to get started with Google Ads? appeared first on Dilate Digital.

This advertising model, also known as pay-per-click (PPC) advertising, involves bidding for ad placements on search engines, social media networks, websites, and more, with the cost typically based on the number of clicks or impressions the ad receives.

If you're a business owner looking to increase brand awareness and drive more traffic to your website, paid advertising is an excellent option to consider. With the rise of social media and digital marketing, paid ads have become essential to marketing strategies for businesses of all sizes. In this blog post, we'll take you through five easy steps to get started with paid advertising.

The post How to get started with Paid Advertising in 5 easy steps appeared first on Dilate Digital.

However, when done strategically, paid advertising can work wonders for your visibility, return on investment and therefore, your business growth. To understand if paid advertising is the answer to growing your business, let’s dive in.

The post What is Paid Advertising, and is it the answer to growing your business? appeared first on Dilate Digital.

It’s no secret that marketing is an essential function of any business. In today's digital era, it’s all about digital marketing. Why? Because digital marketing reaches a larger crowd, gives you more bang for your buck, and measures results more accurately. But with the increasing competition and digital noise, the question in all business owners and marketing managers arises:

Should you invest in organic or paid marketing?

The right choice depends on many factors such as the nature of your business, target audience, and marketing objectives. 

We say to invest in both as the short answer. But as usual, there’s more to it. Let’s take a closer look at Organic Vs Paid Marketing and how you can use both in your next digital marketing strategy.

The post Organic VS Paid Marketing: Where to put your money in 2023? appeared first on Dilate Digital.

Feel like you're throwing your hard-earned Quan down the sink on marketing that just ain't delivering results? You're not alone my friend.  A recent survey showed that a whopping 26%—that’s nearly a QUARTER—of all marketing budgets are wasted on channels, strategies and tactics that just don’t cut the mustard. 

Activities that just aren’t showing a return. But don’t stress. We’ve got you covered. 

Improving the ROI on your marketing spend should be your number one priority; that’s a no-brainer.  Spending money without getting a viable return is a surefire way to flush money down the ‘loo. After all, marketing is supposed to create value and grow profit, not put holes and inefficiencies in your budget. So, what can you do to ensure you're getting bang for your buck? 

Many service-based business owners we work with have seen great success by reviewing their activities and re-allocating their budget strategically.  Take from Peter—who’s spending the money on beers (and promotional gimmicks)—and give it to Paul who’s nailing a Facebook Ads campaign with 10:1 ROI.

A word of caution; before making any drastic changes, I always recommend conducting a good ol' fashioned audit of your business.  You want to be 100% sure of what’s going on before making big decisions.  Running an audit also means you’ve got a detailed record of exactly where you started, so you can see if your changes worked.  Still on the quest for better return on your marketing spend?

Here are 7 ways to stop wasting your marketing budget:

The post Stop Wasting Your Advertising Spend And Do More With Less. appeared first on Dilate Digital.