Like many things in life, advertisements are most effective when you forego automation in favor of genuine programming. Google Ads may seem to make things easy, but according to Ilana Wechsler you’re better off tackling advertising via this platform with a few tricks up your sleeve. Not only will it optimize the effectiveness of your ads, it’ll save you some money.
At Social Media Marketing World 2020, Wechsler opened her talk by explaining ads through metaphor. She described ads as a highway, and the different types of ads as the lanes of the road. One may see an ad on YouTube, click on it and ‘change lanes’ before going back to that video. Changing lanes while driving in real life is a smooth, cohesive process. Similarly, your ads should facilitate smooth transitions between parts of the internet.
Thus, good targeting and retargeting are vital skills in the advertising game. To make it easy, Wechsler broke up advertising into four sections: Google Search, Google Display, Youtube, and Shopping. These are the four sections of ads that you’ll want to focus on.
Google, however, likes to try to combine these features. In their default settings, Google Ads will place a campaign into more than one of Wechsler’s sections. In her first piece of advice, she suggested the audience tailor their campaigns to one specific section of advertising. Again, this will mean more work and less automation – but it will lead to a higher click through rate and more sales.
Wechsler discussed the sales funnel throughout her presentation, highlighting that the points of attention, interest, desire, and action are critical to success in advertising. Your ads can function at one or multiple points on the funnel, but their ultimate goal is to generate action.
What’s one way to get closer to generating action? The use of good, suitable keywords in your ads. When you’re on Google Ads selecting keywords that notify Google of your ad being a good fit, you need to be deliberate. Put yourself in the shoes of your customers, get to know their language – Google Analytics can be helpful here – and don’t skimp on your list of keywords. Make sure it’s extensive, yet accurate.
Wechsler herself said one of the top mistakes she sees is the use of multiple generic and ineffective keywords. While quantity is great, opt for quality and let quantity come as a result. Don’t be afraid to use ‘negative’ keywords, either. These can be just as helpful.
Additionally, you’ll want to enable ad extensions. This is another feature Google seemingly hides from users. While it’s entirely free, you need to go in and click on the types of ad extensions you want – otherwise, you’ll miss out on the free advertisement space. Add in descriptions, site links, addresses, and more under the ad extension section.
Altogether, you’re trying to create a fully completed ‘traffic puzzle.’ This means a combination of effective work in the four sections Wechsler outlined: Google Search ads, Google Display ads, Youtube ads, and Google Shopping ads. If you’re genuine, you take these tips to heart, and your pitches are good, you will see success.
It’s important to note, however, that with these strategies applied, Wechsler attributes a lack of success to an ineffective pitch. While it’s up to you to determine whether or not your ads themselves are effective, if these tips don’t help it could be useful to go back to the drawing board. Whether it’s just for creative exploration, or for a genuine rehaul on your advertising strategies, thinking in new ways can never hurt. For now, however, put some of Wechsler’s tips to use and see your click through rates, impressions, and sales change for the better.