How can you expand your customer base with search advertising?

Choosing the right keywords is essential to connecting with your target market and fulfilling their search intent. To select appropriate terms, utilise keyword research tools such as Google Ads Keyword Planner. To prevent unwanted clicks, use negative keywords.

Abraham Lincoln once quoted "Give me six hours to chop down a tree and I will spend the first four sharpening the ax". This holds good in launching your search advertising campaign. Launching the campaign takes only few minutes, but you need to invest hours of time in doing the base work. Choosing the right keywords is most important of them all. Carefully decide how prospects will identify you online, do your research using any of the keyword planning tools (Google has a free one), find out the keywords your competitors are using and also speak with your product teams to get an idea. All keyword planning tools will also suggest plethora of keywords based on your input. Carefully weed out irrelevant ones and finalise your list.

Expanding your customer base through search advertising involves strategically selecting keywords. Branded Keywords: These include your brand name and related terms. They capture users already familiar with your brand, boosting brand loyalty and conversions. Competition Keywords: Target keywords related to your competitors' brands or products. This can divert potential customers to your offerings if they're comparing options. Category Keywords: Use broad industry-specific terms to reach potential customers exploring options within your product or service category. These keywords can help attract new audiences. By effectively utilizing these keyword types, you can broaden your customer base and drive targeted traffic to your website.

Expanding your customer base with search advertising is a strategic move. By targeting specific keywords related to your product or service, you can reach potential customers at the moment they're looking for solutions. This timely visibility helps in capturing a relevant audience. Additionally, utilizing ad extensions, geographic targeting, and remarketing can help showcase the unique selling points of your business and re-engage past visitors. It's essential to keep optimizing based on data to ensure the best ROI. Investing in search advertising can thus offer both immediate returns and long-term growth.

A pro tip here is to utilize Google Search Console to discover keywords that you currently rank for but have a low organic CTR. This could be a discovery gold mine for keywords that have a high value for your business but you currently don’t get a ton of traffic from. For example: You rank low for the term “used car specials” and you have over 20,000 organic impressions from the past year. If you’re a car dealer you know that is a high intent keyword and obviously highly searched for in your market. You can build a keyword strategy around this and similar terms.

Make catchy, succinct, and convincing advertisement copy that highlights your benefits, call to action, and USP. Use various formats for various devices and audiences, such as enlarged text or responsive search advertisements.

1. Focus on the Unique Value Proposition (UVP) of your product or service, highlighting what sets it apart from competitors. 2. Use persuasive language, include a clear call-to-action, and emphasize benefits to the user, addressing their pain points or desires effectively.

Search advertising and other forms of promotion is key to attracting and migrating potential customers to your brand and product. However, a key thing to remember is that a perfect advertising campaign is as good as Caviar on a 5$ burger if the product or service development are poor. Successful businesses understand that converting customers into consumers of their service / product is only the first step. Turning your customers into loyal advocators for your business, is the key to success. Repeat purchase is key, especially for FMCG. If you have amazing an amazing product or service, there are techniques to employ in Search advertising to create loyal customers.

Ad Copy and Creative: Write compelling ad copy that speaks directly to the needs and desires of your target audience. Use high-quality images and visuals in your ads to grab attention.

Choosing keywords helps Google determine when yo show your ads. Ad copy needs convince the user to click on your ad. Good copy needs to be compelling and focused on the benefit or the solution to the problem the user is trying to solve. Use as many headline variations as possible to maximize your opportunities. Whenever possible include keywords in the headline. Character limitations will force you to be concise, but less is more anyway. An effective Google ad is like having a fine-tuned elevator pitch that gets your message across quickly and effectively. Invest the time in crafting high-quality copy to stand out from your competitors.

1. Ensure fast loading times, mobile-friendliness, and clear navigation for a seamless user experience. 2. Match landing page content with ad messaging, providing relevant information and a strong call-to-action to encourage conversions.

By giving users a consistent experience from the advertising to the pages, you can optimise your landing pages for user engagement and conversions. Create and test several iterations of your pages using landing page tools such as Google Optimise.

Users from different stage of the funnel have different intent. Some are in reasearch mode, some are just looking around, while some are already prepped for purchase. This requires the need to have different landing pages that are tailored to the need of the consumer. From simple product pages to advertorials to VSL and many more, test out all different types of landing pages and iterate on what's working. Sometimes just a product page might work and sometimes you'd need an in-depth pre-sale LP to educate the audience and make them buy your product.

This covers the key facets of optimized landing pages succinctly. Keeping pages relevant, engaging and simple is vital for good post-click experience. Testing headlines, visuals and CTA elements is also important for driving the right on-site behaviors. The recommendation to maintain consistency and seamlessness throughout the customer journey shows an understanding of the full funnel. Continuously testing different page variants with tools like Google Optimize allows data-driven optimization to keep pages performing over time. Following these best practices like relevance, usability, A/B testing and consistent brand experience will surely result in increased conversion rates for advertisers.

Ensure that the landing pages your ads lead to are relevant to the search queries and provide a seamless user experience. Optimize landing pages for conversions, such as including clear calls to action (CTAs) and contact forms. Not More thank 3 Clicks

Use tools like Google Analytics and Ads Conversion Tracking to monitor and measure your success, and modify your budget and bids in accordance with your goals and projections, in order to grow your client base through search advertising.

1. Implement tracking tools like Google Analytics to monitor website traffic, conversion rates, and user behavior. 2. Set up conversion goals and regularly analyze key metrics to assess the effectiveness of your advertising campaigns.

Google Analytics does a great Job Regularly monitor the performance of your ad campaigns, looking at key metrics like click-through rate (CTR), conversion rate, and cost per conversion. Make adjustments and optimizations based on the data you collect.

Google Analytics is a must have tool for digital marketing. All platforms measure clicks, which is how you're billed, but clicks do not necessarily mean conversions. A common problem I've seen with clients is a high bounce rate. This means people click on ads but leave the site almost immediately after landing there. Paying for clicks that create a high bounce rate is a quick way to throw money away. When visitors land on your site, they should be engaging with your content, looking for your contact information, checking out what you have to offer. If they're not doing that, there's a mismatch with your ad and landing page. Pay close attention to actual visitor behavior to ensure your ads are connecting with your ideal prospects.

From years of studying Google managed stats for an arts B2B zine, I found there’s a lot more to statistics than the numbers. Look for patterns and knock on effects. Your blog is vital for this. Which article has the most hits? Develop your product or marketing around that.

Search advertising is always learning and experimenting. Compare advertisements, keywords, bids, and landing pages using Google advertisements Campaign Experiments and Recommendations to improve strategy and grow client base.

1. Conduct A/B testing by creating variations of your ads and landing pages to identify what performs best. 2. Continuously analyze data, adjust bidding strategies, and adapt keywords and ad content based on insights to improve campaign ROI.

A/B Testing: Continuously test different ad variations to see which ones perform best and make data-driven optimizations, Data is the KEY

A good philosophy to follow for search ads is to constantly be A/B testing. Always try to create another version of the ad that will outperform your "best ad" and repeat the process.

Testing and experimentation is every advertiser's super power. Have a clear strategy in place for what you want to test, when you want to test and what your measure of success will be (KPI). Top tip: Only ever test 1 variable at a time. By changing too many things at once you won't know what change/variable caused the change in performance.

Learn from successful marketers utilising Google Ads Auction Insights, Google Ads Help Centre, Google Ads Community, and YouTube Channel to grow your search advertising client base.

Two words "Competitor Research" Not only this will tell you the strategies, it will also give you the idea on how better/worse your offering is when compared to your competitors. If you're better, you know your USPs for a specific ICP. If your competitor is better, you know where you need to improve. Further, you could also bid on your competitor's brand name. This will allow you to reach to prospects considering your competitor's company and present a better offer.

Learning from others is a valuable way to enhance your skills and avoid stagnation. You can do this by asking questions, listening, exchanging roles, seeking honest opinions, and listening to podcasts from experienced business owners. The benefits of learning from others include pro-social motivation, gaining fresh perspectives, and acquiring new skills. Regardless of your success, there's always something to learn from those with more experience or different perspectives.

By carefully selecting keywords, perfecting ad language, and keeping an eye on campaigns, search advertising can increase its clientele. Click-through rates and conversions can be raised with careful keyword research, attention-grabbing ad language, and frequent tweaks based on performance data.

Expanding your customer base with search advertising involves strategic keyword targeting, optimizing ad copy for relevance, and continuous monitoring and refinement of campaigns. Conduct thorough keyword research to reach a broader audience, create compelling ad copy that aligns with user intent, and regularly adjust bids and budgets based on performance data. A/B testing and leveraging ad extensions can also help improve click-through rates and conversions. By staying data-driven and adapting to user behavior, you can effectively grow your customer base through search advertising.

Target competitor branded search terms to see if you can pick up audiences that may not have initially considered purchasing your product.

Experimentation is the most vital ingredient for a successful paid search campaign. When consumer behaviour changes, we see that reflected quickly in search data. Search engines are a quick, easy & accessible source of information for many people - and are often the first place people turn to when they are looking for new information. This means that the way we capture and connect with people needs to be dynamic, adapting our targeting and messaging to meet changing consumer behaviours. Secondly, technology in the paid search landscape has changed dramatically over the past few years - and shows no sign of stopping! This makes it vital for search advertisers to test new technology & formats as they arise to stay ahead of the competition.

Your customer base can increase progressively if you have high-value content to share. Put yourself in the consumer's shoes. Would you leave your data in exchange for nothing? Use your digital assets to attract their attention and promote conversion. Create content kits, guides, infographics, case studies, among other assets that make your visitor feel like they are getting something relevant in return. Respond quickly if the reward for their data is a call or an email. Don't put all the hard work to Google ads.