As a business owner in 2024, you have to understand how to achieve your business goals with paid search.
You know that getting your brand in front of the right audience is key to growing your customer base. With the rise of digital marketing, there are more ways than ever to reach your target audience, and paid search is one of the most effective.
In this article, we’ll explore seven creative ways to use paid search that Google won’t tell you, and show you how you can use them to achieve your business goals.
1. Write Down Your Strategy
First off, create SMART goals of what exactly you want to achieve, by when and by targeting what type of customer? What does your minimum ROI look like? NEVER just send traffic to your homepage, but send specific customers to specific landing pages to achieve a specific purpose. Create funnels, which convert.
2. Target Your Own Brand
First off, you must run ads on your own Brand to ensure that no competitor snatches your best traffic by outranking your organic result with an ad. Do regularly control your own position with a browser in private mode. The only way to stop competitors is to be trademark registered yourself.
3. Target Competitor Keywords
It is a little naughty, but everyone does it. One of the most effective ways to use paid search is to target your competitor’s keywords. This can include their brands if they are not trademark registered. Make sure you only bid on your competitors’ keywords with a better offer. This strategy allows you to tap into your competitor’s audience and potentially win over customers who may be looking for a better deal or a better experience.
4. Protect Yourself from Click Fraud
In January 2023 Google fired most of it click fraud department, because – guess what – they’re not interested in protecting you from fraudulent (bots’ or competitors’) clicks. Depending on the type of traffic, up to 20% of the traffic you are paying for could be from bots or competitors. There are now several anti-click fraud platforms to help protect your ad spend and improve your (Return On Ad Spend) ROAS.
5. Optimise Your Landing Page
Are you really giving your audience what they need and when they want it? You are paying for the traffic so don’t waste it! Slow & ugly landing pages without clear low-risk CTAs (Call-To-Actions) put off many prospects, who could become fans if they only knew how good you really are. Make sure your site is fast, pleasing to the eye, does not waste your prospect’s time and allows for easy interaction.
6. Track Your ROAS
If you let it, google will blow all of your cash with no ROI. You have to track your ROAS in regular intervals over time to get an idea of the input your campaign tweaks are making. Think carefully about your short, medium and long-term objectives and create funnels that cater for your various core customers. Once you have their emails you can convert them via email sequences.
7. Hire A Pro
Google, amazon and Microsoft Ads are complex money munchers. To get the most out of these search engines it is worth investing in a subject matter expert if you spending over 5K €/£/$ per month on clicks. We are fully up to date and will do the heavy lifting for you so you don’t need to worry about attaching audiences, continuously testing different ad formats, campaign types and bidding strategies, remarketing, negative keywords and ad extensions
Conclusion
Paid search is a powerful tool for reaching your target audience and achieving your business goals. By implementing these seven creative strategies, you can improve the effectiveness of your clicks and stay ahead of your competition.
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