Setting up an advertising campaign is not an inexpensive venture. Whether you’re creating a holiday campaign or launching a new product, it makes sense that you’d want your ad campaigns to bring in sales.
Google Ads are a great marketing medium. Nearly every person who uses the internet uses Google, so the ad reach is incredible. Google Ads operate on a pay-per-click basis, so you want to make sure to make strategic choices to maximize your chances of conversion.
Ready to improve audience engagement with Google Ads? Read on for some super helpful tips!
Target the Right Demographic
Understanding your demographic is the first step to increase audience engagement on Google Ads. Google’s broad audience means you need to narrow down exactly to whom you would like to advertise.
Do you want to advertise to people who already visited your site? Are you looking to branch out to bring in new customers?
Not sure who you want to target? Google Analytics can help you develop your core audience. It identifies ten or more characteristics that your users have in common to help you suss out the correct customer group to target. Targeting customers who are already using your site will give you the most bang for your advertising buck.
Once you’ve identified your core audience, you can use Google Analytics to find out how you’re currently doing at customer engagement.
Increase Audience Engagement by Targeting People Who Speak Other Languages
You’ve found the right demographic. Don’t let some of your audience slip through the cracks because their primary language isn’t English. More than half of European Union citizens speak more than one language, and 38% speak English. That’s about Europe only, the data says a similar story for the rest of the world as well.
Why is this important? If your campaigns are set to target English, Google Ads targets users whose language is set to English. Remember, people whose native language isn’t English set their Google to display results in their native language.
That doesn’t mean that users who select French or Spanish won’t engage with your ads. Edit your language targeting setting to include other languages, and your ads will show up for users who have Google set to those languages. Next stop, conversion!
Make Them Mobile Friendly
Mobile phones are as important now as laptop or desktop computers. This means you have to make sure that your ads are mobile-ready so you don’t lose out.
People who view your ads on their mobile phones are likely to want to know where you are and how to get in touch with you. Be sure to include your location and phone number in your ads so you don’t lose those customers.
Google also allows companies to create ads that are designed specifically for mobile customers. This is a great option for companies who sell products or services that people will look for on the go, like car repair or towing services.
Target Similar Audiences
If you are running branding campaigns through Google’s Display Network, you most probably be using targeting like – In-Market Segments, Topics, Keywords etc. Do you use Similar Audiences? If not already, start doing that. Why?
Similar Audiences are the set of audiences which the system has built for you based on the existing Audience lists that you might have created in the Google Ads or Analytics interface. Such audiences have similar behavioural traits and interests as your regular audiences lists.
So, it wise to target them first if you are willing to expand to a new set of audiences. The engagement tends to be better on such lists in comparison with a completely new and unexplored category of audiences which is available as targeting under Google Display Network campaigns.
You put a lot of time and energy into your products, your ad campaign should represent them as much as effectively as possible. A well-tailored Google Ad campaign increases audience engagement and can help drive up your conversion rate. If you follow these tips, you’ll be well on your way to a successful Google Ad campaign!