Digital marketers estimate that the average American is exposed to approximately 4,000 ads or more each day. With this much ad clutter, advertisers are constantly fighting to be seen by the their consumers in the places they spend the most time. As the digital age continues to dominate, advertisers are shifting their advertising strategies online. This year, the money spent on digital advertising will finally overtake the money spent on traditional advertisements at $129.3 billion. In order to cut through this advertisement clutter, advertisers are looking for innovative ways to better understand and market to their consumers online.
The rise of the digital age has fundamentally changed the way we ask questions and seek information, often “googling” for the answers. With such a strong hold on the digital space, it would make sense to utilize Google’s services to reach consumers online.
“To search is to Google, to Google is to search.”
Google Analytics is one useful tools to gain a better understanding of your consumers and how to better market to them online. A brand’s website is their digital hub online, so tracking consumer behavior on these hubs is crucial. Google analytics helps track the routes consumers are taking on a website, as well as the conversion and bounce rates. This information can help a brand optimize their websites and gage their effectiveness.
Understanding website analytics can also help a brand better understand website traffic trends and utilizes predictive advertising. Predictive advertising can be used to increase advertising spending during busy periods and decrease advertising spending during slower periods to make the most out of a brand’s advertising budget.
Google analytics also shares insight about website visitors, including their location, age, gender, interests, and devices which helps business better align to their online audience. Google analytics is highly effective for tracking online marketing, but what about offline marketing campaigns? Coupon codes and scannable QR codes are both effective ways to track offline marketing campaigns.
Google analytics offers in-depth details about a websites’ visitors that helps a brand better align with their online audience. Setting up Google Analytics on your website is as simple as copying and pasting a code on your website. Google does all the rest by collecting the data and creating customized reports that are easy to interpret. Google Analytics is the key to creating an effective website and most importantly, it’s free! To learn how to set up Google Analytics for your website: click here.
While Google Analytics is a highly effective online tool alone, it can be even more effective in conjunction with Google Adwords. Adwords is Google’s advertising system that enables businesses to create ads that will appear on Google search results. Adwords can be a very lucrative tool for your business if you are able to maximize your ad rank.
The way ad’s are ranked is the order in which they will appear on search results. This rank is determined by an ads quality score, which accounts for how well an ad’s keywords, ad, and landing page align with what someone is searching for. Google has another valuable tool, Keyword Planner, that helps select relevant keywords for your business. Keyword Planner can help advertisers find keywords to add to a new campaign or additional words to add to an existing campaign.
Keyword Planner allows users to look for keyword ideas, view keyword statistics, and filter keywords based on CPC and average monthly search. Remember; the better your keywords align with the terms your customers are searching for, the higher your ad rank will be, and the more traffic you will drive to your landing page.
The relevance of your landing page is another factor in your quality score and ad rank. A good landing page includes relevant and original content that helps the user complete their task. A good landing page also clearly defines what your business is and is easy to navigate through. A good user experience is a vital part of a good landing page and conversion rates.
Bid rate is another factor that contributes to ad rank. Google runs an auction every time there is an ad space to fill. Without a proper bid, you will not be in that auction and your ad will not show. There are many types of bidding options, but cost-per-click bidding is the best strategy to start with. With this option, you are able to choose the maximum amount you are willing to spend on an ad click. It is important to keep in mind that higher valued items, such as a $1,500 flight will have a higher bid amount than a $5.00 bracelet. If you are unsure what to set your bid amount at, $1.00 is good bid to start with. While the bid amount is another aspect of your ad quality, it is not the only one. Which means higher bids do not always mean higher ad rank.
When creating your ad, you first need to determine your campaign goal in order to create a successful ad. Google offers six campaign goals including sales, leads, website traffic, product and brand consideration, app promotion, and brand awareness. In addition to the campaign goal, you will need to determine the campaign type. Click here to learn more about the various ad types and determine which is best for your business. Aligning your campaign with your goals will help increase your quality score.
Ad extensions are also a great way to enhance your ad and can be catered to your specific goals. For example. adding in a site link extension link like “order now” directs people to a specific page on your website. This enhances their overall user experience and increases your ad quality.
Google has fundamentally changed the way we ask questions and seek information. Google Analytics and Adwords makes it easy for businesses to reach their customers where they frequent the most online. Find out more ways to increase your businesses quality score and ad rank here.