Bringing in conversions from your Google ad campaigns can be tricky. Bringing in qualified conversions can be even trickier. While getting a significant amount of traffic to your website is a smart strategic marketing goal, it is also important that the traffic you attract is relevant to your product or service so that users are more likely to convert into qualified leads for your business. If you are just starting out with Google Ads, use these helpful tips to generate more of the visitors you are looking for.
1. KEYWORD MATCH TYPE
The first element to look at when attempting to improve lead quality from your Google Ads is your choice of keyword match type. A user’s Google search journey starts with typing in a search query, and the text of that query combined with the match type selected for your related keyword will help Google determine whether to show your ad to the user.
Broad match allows your ads to display for search queries that include spelling errors, synonyms, related searches, and relevant variations. Although this keyword matching option will save you time on building out a keyword list and drive more impressions and clicks to your landing page or website, it can also bring a large amount of irrelevant traffic and contribute to a low Quality Score for your ads.
Modified Broad Keywords
Modified broad match gives you a better chance to increase qualified conversions than simple broad match because it allows your ads to display only for search queries that include the words designated with a plus sign (“+”) or close variations of them. Close variants include spelling errors, singular and plural forms, abbreviations and acronyms, and stemmings (such as “realtor” and “realty”). Variants don’t include synonyms or related searches like broad match does.
Phrase Match Keywords
Phrase match allows for your ads to show on search queries that match a phrase or close variations of that phrase, with additional words before or after. However, your ad won’t show if a word is added to the middle of the phrase or if words in the phrase are reordered. Phrase match is more restrictive and won’t show as many impressions as broad or modified broad match.
Exact Match Keywords
Ads may show on searches that match the exact term or are close variations of that exact term. Close variations include a reordering of words that doesn’t change the meaning; the addition or removal of function words (prepositions and conjunctions); synonyms and paraphrases; and words that have the same search intent. Exact match is the narrowest keyword type and is most likely to show the least impressions out of all match types.
Although phrase and exact match types will generate fewer impressions and clicks because they are more targeted, they will generally receive a higher click-through rate (CTR) because the keywords and ads include the exact phrases that users are searching. Thus, they have the potential to drive more relevant users to your site, leading to more qualified conversions.
If your campaign has more than one goal, such as website traffic and lead generation, Google suggests the option of combining two or more keyword match types to run an effective ad campaign. In this case, you could use modified broad match type and phrase match type to reach a broader audience while also limiting who will see your ad.
2. NEGATIVE KEYWORDS
Negative keywords help to eliminate unwanted and irrelevant traffic to your landing page or website. Negative keywords prevent your ads from displaying for search queries with specific terms that you select. For an example, if you’re running a campaign for life insurance services, you might want to add negative keywords such as “car insurance” and “homeowners insurance” because these are close variants of what you’re offering but don’t represent something you actually provide. So, if a user types in “car insurance” and it’s not listed as a negative keyword in the campaign, irrelevant traffic will be driven to the landing page or website, which may lead to unqualified conversions. Negative keywords also let you eliminate wasted spend on unqualified clicks.
You will want to be careful that your negative keywords don’t conflict with any of your existing keywords. Depending on the match type chosen, negative keywords could prevent your ad from displaying if one of the negative keywords is too similar to a keyword you are bidding on. For an example, if you don’t offer term life insurance and add that phrase as a negative on phrase match, the ad may not show for the keyword, “life insurance.” However, just adding “term” as a negative keyword would still allow the ad to display for “life insurance.” Another thing to keep in mind is to make sure you don’t overdo it. If you input too many negative keywords, your ads may reach too few users.
3. AD COPY
Ad copy plays an important role in generating more qualified leads as well. Placing targeted keywords in your ad copy better targets your ad to relevant users’ search queries. Not only does this improve CTR, but it also helps to increase your ad’s quality score, which benefits your entire campaign by producing a lower cost per click (CPC) and higher ad rank. When a user sees that an ad matches what they typed into Google, they are more inclined to click on that ad and more likely to convert to a qualified lead.
Responsive Search Ads
Responsive Search Ads allow you to create an ad that adapts to show more relevant messages to your audience. You can enter up to 15 headlines and 4 descriptions when creating a Responsive Search Ad, and Google Ads will automatically test different combinations and learn which combinations perform best for different users’ search queries. This can help you improve your CTR, the relevance of your traffic, and overall campaign performance by matching your ad’s content more closely to users’ search terms. Another benefit to Responsive Search Ads is that by using more headlines and descriptions, your ad has the potential to reach more users because it is competing in more auctions and matching more search queries.
Dynamic Search Ads
Dynamic Search Ads are the simplest way to find qualified users searching for exactly what you offer. These types of ads are ideal for advertisers with well-developed websites or large inventories because to create them, Google crawls your website and directs users to web pages that best fit their search queries. Dynamic Search Ads also allow for frequent, automatic updates to your ads when you make any web page changes such as adding new products or services. Users who click on ads and are directed to pages of the exact product or service they are looking for are more likely to be qualified leads for your business.
4. LANDING PAGE COPY
Whether you are directing users to your website or landing page, the copy on your page should be engaging and relevant to the user’s search query. Let’s go back to the life insurance example. If the keywords and ads talk about life insurance, then the landing page needs to talk about life insurance. As mentioned earlier, if keyword match types and negative keywords are applied improperly, a lot of irrelevant users who are searching for other types of insurance such as auto insurance or homeowner’s insurance may end up on the landing page. If the landing page doesn’t specifically talk about life insurance, users may get confused and convert on the landing page even though they’re looking for a different type of insurance than what’s offered. Landing page copy should outline exactly what you are offering so users don’t get confused and you don’t end up with unqualified leads.
If you are using a form as your point of conversion, there are a few form fields you could apply to improve lead quality. Website visitors don’t typically like to fill out a lot of contact information—especially those who are shopping around. By adding more fields to your form, you can get more information out of your leads and also filter out visitors who aren’t serious about purchasing your products or services. For example, you might add a field that asks, “Which service are you looking for?” and provide a dropdown list out the types of services you offer. Additionally, if you are a B2B company, adding form fields such as company name, job title, or industry will allow you to research the lead and collect some background information before you reach out to them.
6. TOPICS & PLACEMENTS ON DISPLAY NETWORK
Many advertisers run display campaigns to complement their search campaigns, which is a great strategy. However, what some advertisers don’t know is that Google doesn’t always place their display graphics on relevant websites. A lot of the time, Google places their ads on random websites, YouTube channels, or apps that don’t match the products or services being offered. By managing your placements and topics, you can choose where you want your ad to be shown instead of leaving it entirely up to Google. This helps your campaign target the most relevant users.
To receive better qualified leads, the traffic that you are bringing in must be relevant to not only your product or service but also to a user’s search query.