So you went to the mailbox, and you got the pretty little postcard from Google Ads asking you to try their Google pay per click marketing program, and they will give you a free hundred dollars worth of advertising. You say to yourself, yeah, I got this!

We love your passion, but let’s slow down and talk about the benefits of pay-per-click click marketing, or what the industry calls PPC marketing.

Think of pay per click marketing as a light switch at your house or office. You turn on the light switch, and the lights come on. You shut off the light switch, and the lights go off. That’s a massive advantage for your company, especially when you’re looking to promote special projects or target keywords for your SEO campaign that has not yet achieved results.  It is also a fabulous way of supplementing other brand awareness campaigns or ranking for keywords in a highly competitive industry.

When done correctly, PPC advertising can be integral to your digital marketing strategy, but you must understand what you’re doing and be responsible.  So let’s put that pretty little postcard to the side and let the experts at two labs’ digital marketing help launch your paid advertising campaigns.

Our client, WCI Communities, hired Two Labs Digital Marketing to generate more new home buyer inquiries through Google Ads.  Within three months, we achieved the following results:

• Reduced spending by 23% and obtained all monthly lead goals
• Reduced cost per lead by 43%
• Reduced average cost per click by 31%
• Increased monthly clicks by 27%
• Increased click-through rate by 50%

Don’t give up if you’ve tried yourself or hired an agency to run a PPC campaign with Google Ads, which was unsuccessful. There are many reasons why your Google Ads could be underperforming. Let’s cover some common Google Ads best practices.

Don’t Run Broad Keywords

If you are a roofer looking for new clients for roof repair, don’t bid on a term like “roofing repairs,” but expand your terms to include your city or county. Maybe a community name too! Example: “Roof Repairs Tampa.” If your keywords are too broad, Google will place your ad in front of the wrong audience, which means fewer clicks and a higher ad spend.

Don’t Run Ads That Do Not Match Your Keywords

Your headline and ad copy need to match the keywords you’re bidding on, and the solution your ad is marketing needs to solve whatever pain point that searcher is experiencing. Example ad headline: Need A Roof Repair In Trinity?

Increase Quality Score

Your Quality Score (QS) is how Google determines how your ad should rank. The higher your rank, the better your placements at a lower cost per click than your competitors. If your quality score is down, you’ll have fewer eyeballs on your ad and fewer chances to convert. Google will tell you your Quality Score, but improving it is up to you. How do you do that? Keep keywords tight and no more than five keywords to an Ad Group. Ensure the Ad is spot on and your landing page is tailored to those keywords.

Landing Page Quality

Writing ads and having the right keywords is a big battle. Your efforts shouldn’t stop there! What is the user experience after the click is just as important? Why? A couple of reasons. 1) Can set off Google’s automated click fraud detection and give you dollars back. 2) This can lead to the advertiser stopping this type of advertising, and thus Google loses revenue.

So ask yourself, What does your user see once they click your ad? Is your landing page optimized for conversions, meaning does it use the exact keywords? Does the page solve your user’s pain points or answer their question? Your user should experience a seamless transition through the conversion. Try our content development services. They can help.

Since 1995 (yes, there was PPC before Google), our PPC management company has provided full-service pay-per-click solutions that improve market performance. Our PPC advertising team utilizes data and analytics to scale your campaign and achieve your marketing goals.

We are certified by the major players: