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How to Maximize Your Reach with Google Ads

Digital Advertising

Whether you’re an entrepreneur trying to introduce a new product to your target audience, or a small business owner who wants to drive more people to visit your website, Google ads is the online advertising tool you need to start achieving those goals of yours.

Google is the most suitable platform to advertise your business, increase brand awareness, and boost your sales because of its massive reach. In fact, it has over four billion active users worldwide!

Since Google ads allows you to run highly targeted campaigns on a budget, you can breathe easy knowing that your ads will only reach the right people. You don’t have to spend a single cent attracting individuals who might not be interested in your brand anymore.

Talk about being cost-effective!

Does putting your business in front of potential customers mean they’ll automatically click on your ad and convert? Sadly, no.  

With the right strategies, however, you can!

In this article, we will give you proven and tested strategies on how you can maximize your reach with Google ads.

But first, let’s define some key terms.  

What Is Google Ads and Why Is It Important for Small Businesses and Local Enterprises?

Google Ads is an online advertising platform that enables you to put your business in front of prospects when they’re searching for products or services like yours on Google Search and Maps.  

It’s an essential tool since almost everyone begins their shopping journey on Google. With the help of Google Ads, you can:

  • Reach new customers: The Google Display Network can reach 90% of all consumers online. (Comscore)
  • Increase brand awareness: Online ads help increase brand awareness by 80%. (WebFX)  
  • Drive traffic to your website: Google has more than 90% of the search engine market share. (Statcounter)  

When combined with the right strategies, your Google ads can also help you:

  • Close more deals: 70% of consumers are more likely to purchase from a brand that uses retargeting strategies. (Tech Jury, 2020)
  • Make more sales: Google Ads converts 50% more than organic traffic. (PowerTraffick, 2019)

This proves that Google Ads is indeed an important instrument for business growth, especially for small businesses and local enterprises looking to increase their reach and make more sales.

Top 3 Proven and Tested Strategies That Will Help You Maximize Your Reach with Google Ads

Google can put your ads in front of millions who are interested in your products or services at the right time and right place.  

Unfortunately, this still doesn’t give you the guarantee that your target audience will click on it, especially when other ad contents are vying for their attention.  

To maximize your reach with Google Ads, you should use certain strategies that can make your ads more effective. This will increase the number of people who click on your ads and convert them. Don’t bother focusing your efforts on attracting people outside your target population.  

How exactly do you go about doing this? Wonder no more as we’re showing you three strategies that will help maximize your reach with Google ads. Take a look at them below:

Map Out Your Customer’s Buying Cycle

To create effective ads that will get your target audience to click and convert, you must have a deep understanding of their buying cycle first.  

typical-customer-buying-cycle
Photo from SlideShare 

Customer buying cycle refers to the process a consumer goes through before purchasing a product or service.  

customer-buying-cycle
Photo from Profitwell

For every stage of the buying cycle, your customers will have different questions in mind, as well as goals they want to achieve as they journey towards making a final purchasing decision.  

Discovering what these questions are and the goals they want to achieve allows you to do the following:

  • Use the right keywords
  • Create a highly engaging and targeted ad copy
  • Use the right calls-to-action

In summary, you should create a higher-converting ad copy.

Let’s take this case as an example: You just opened a salon that specializes in hair color. You decide to run ads on Google to target clients, both men and women, who want to have their hair dyed by a professional.  

Stage 1: Awareness Stage

During the first stage, your potential clients will likely have the following questions in mind:

  • What hair color best matches my skin tone?
  • What are the trendy hair colors for 2021?

And, they might have these goals:

  • Identify what hair color trends suit them best.
  • Select hair color ideas to try.
  • Find hair color inspirations.

An effective ad copy will answer these questions and help your clients achieve their goals.

google-screenshot-search-result
Screenshot from Google

Create content that discusses the different hair color trends for different skin tones this 2021. Titles like “Hair Color Trends for Different Skin Tones this 2021” or “Hair Colors to Avoid this 2021” can easily capture the attention of your prospects.

The key to success here is to attract potential clients to click on your ad by using compelling headlines, convincing descriptions, and content that speaks to them directly and provides value in the forms of e-books, tip sheets, checklists, videos tutorials, or educational webinars.  

Stage 2: Consideration Stage

In this stage, your ideal clients aren’t sure yet if they’re ready to avail of your service. They’re still  looking into every possible option so that they can make the best decision.  

Expect your clients to ask you these questions:

  • Is it better to color my hair professionally or can I do it myself?
  • What are the top 10 best hair color salons in my area?

As for their goals, they might be thinking of the following:

  • Compare between the results of DIY hair color and be able to identify what’s best for them.
  • Identify the best possible salons that specialize in hair color in their area.
  • Identify affordable hair color salons in the area.

Your aim is to create ad content that engages your target audience to keep your brand at the top of their minds during this stage.  

You can do this by providing detailed information about how your products or services can help solve their problems, other relevant services you offer, and your price range. Make the most of vlogs, articles, product demos, live chats, or even chatbots.

For this specific example, you want to convince your target audience to choose professional hair color over coloring their hair by themselves.  

Google-screenshot-search-result
Screenshot from Google

Stage 3: Intent

Finally, your target audience is ready to buy. Your job is to persuade them to choose you.  

You should be able to answer the big WHY: Why should they buy from you?

The key here is to establish trust among your potential customers. This is where you leverage social proof like testimonials, customer reviews, and ratings, as well as brand video, case studies, and statistics.

This is also the time to offer a live demo, free trials, discounts, free consultations, and more.

Your ad copy has to highlight what you can do better than the rest, why your clients love your services, and why you’re trustworthy. If affordable pricing for quality results is what makes you stand out, be sure to feature that in your ad copy.

screenshot-google-search-result
Screenshot from Google

As you can see from the image above, the first ad is telling Google users that they offer reasonable pricing for hair color services.  

They’ve also listed down some of their best attributes to convince their target audience to choose them over their competitors.

Anyone who reads the description may conclude that the salon’s not only inexpensive,  but it also sounds reliable when it comes to providing excellent customer service and quality hair color services.

You just can’t say no to that!

To further convince your target audience, you can use your social media accounts to display client testimonials, reviews, and feedback. Better yet, post images of your end product to show prospects why you’re a salon everyone should look out for.

Here’s a color expert showing off some of her best work on Instagram:

hair-color-expert-instagram-screenshot
Screenshot from Instagram
hair-color-expert-instagram-screenshot
Screenshot from Instagram

Stage 4: Purchase

The purchase stage is the stage where a potential client has decided on a product or service and decides to go for it.  

If a prospect chooses you, you must make the process of buying or availing your service as fast and as convenient as possible.  Otherwise, they’ll switch to your competitor.  

64% of shoppers want a simple checkout or purchase process, according to Compare Metrics.  

screenshot-abandonment-checkout
Source: Baymard Institute

It’s imperative to continue to interact with your clients through emails. You can send them exclusive discounts on their birthday, coupons, newsletter, and more.  

By cultivating a close relationship with your clients, you can create opportunities to persuade them to repurchase, renew their subscriptions, and even convert them into loyal customers.  

If a prospect chooses your competitor, don’t worry. There’s still a way for you to win that client through retargeting. You’ll learn how later on.  

Step 5: Repurchase or Renewal

This is the stage where you continue to engage with your clients and keep them happy with your product or service through prompt customer service, acting on feedback, and providing loyalty programs.

lancome-ad-screenshot
Source: Adweek

This is also the stage where you encourage your target audience to post reviews, testimonials, or recommendations on social media, Google My Business, Yelp, and other platforms.

Use Retargeting to Maximize Your Reach

retargetting-infographic
Source: Medium

Retargeting is the process of re-engaging with prospects who clicked on your ad and went to your website but left without converting or buying by showing them your ads again.  

This strategy is effective because it allows you to stay connected to your prospects even after they leave your site, helping them remember your brand.

Build brand exposure and increase brand recognition by showing your ads to visitors who aren’t actively looking for your services or products, as well as those who are browsing other parts of the web.

This will help create a sense of familiarity and trust, which can make them buy from you.  

brand-affinity-graph-infographic
Source: WordStream

Criteo suggested that 43% of website visitors are more likely to convert after being retargeted.  

Also, retargeted ads have a click-through rate that is 10x higher compared to the CTR of a regular display ad. This proves that retargeting can help you close deals and make more sales.

Link Your Ads to a Custom-Made Landing Page

To maximize your reach with Google Ads, you must link your ads to a landing page that’s designed to lead them to do exactly what you want them to do. Doing so helps eliminate confusion and allows your visitors to focus on converting.

For example, if the goal of your Google ads campaign is to increase your email list, then that should be the focus of your landing page. You need to get people to give you their emails.

custom-landing-page
Source: The Listings Lab

The landing page shown here is very straightforward. It focuses on the offer and communicates exactly what a visitor needs to do to access it.  

What makes it really convincing is that it promises to address the key pain points for realtors, which are poor leads, long hours of work, and cold calling, by offering a solution.  

You can see that there’s no distracting colors or elements that take away the attention from the call-to-action button. This keeps a visitor focused on what they need to do.  

Now, how can you make a bespoke landing page? Find out below:

  • Use a Highly Relevant Primary Video or Image

The human eyes are naturally attracted to visuals. They also allow us to digest information quickly and more effectively.  

Adding highly relevant videos or visuals allows you to catch the attention of your audience. It also helps better communicate the message you want to send to your website visitor, which can boost conversion rates.  

According to the Aberdeen Group, marketers who incorporate video content into their campaigns get 34% higher conversion rates.  

  • Use a Clear and Compelling Call to Action (CTA)

Your call to action is how you get your visitors to do what you need them to do. Make sure that your CTA is clear and compelling enough to drive your visitors to take action. It should also be big and bright enough to draw attention right away.

  • Use Appealing Headers and Sub Headers to State Your Value Proposition

Appealing headers and subheaders can speak directly to your target audience. That’s why you must know who your prospects are.  

  • Make them Understand the Benefits of Your Offer

To further convince your visitor to convert, you want to create benefits-oriented messaging.  

  • Include Customer Reviews, Ratings, and Testimonials

Nowadays, reviews, ratings, and testimonials are the new word of mouth. It’s the way to establish trust among your visitors.  

Hubspot found that 88% of people trust reviews from strangers online as much as personal recommendations. You can boost your conversion rate by including social proof on your landing page.

Are You Ready to Maximize Your Reach with Google Ads Using Our 3 Strategies?

Creating a higher-converting ad copy, retargeting, and linking your ads to a landing page are the top three things you can do to make your Google ads more effective and maximize your reach.

Try out these tips today to start seeing more of your target audience click on your ads and convert!

At Digital Resource, we can help you get the leads you need with Google ads. Our team of digital marketing specialists has the experience and expertise to create high-performing Google ad campaigns that are designed to achieve your business goals no matter what kind of business you have and the type of industry you’re in.

Contact us today for inquiries.

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