Paid search is not just about purchasing adverts on Google, Bing and other search engines.
Though Google Ads has become the leading platform for paid search ads, there’s a lot more to paid search than many business owners realise.
Some business owners that have tried paid search on their own in the past without enlisting the help of an expert have often lost money because of poorly managing their paid search adverts.
However, savvy business owners who outsource their paid search ads to experts make money from their paid search advert campaigns.
Does that mean that as a business owner you cannot take a DIY approach to your paid search ads? Of course not.
If you think hiring a professional is expensive, wait until you hire an amateur.
However, let me sound this note of warning: “if you think hiring a professional is expensive, wait until you hire an amateur.”
Having said that, if you choose to take the DIY approach to your paid search ads, how can you make your ads pop?
Take a look at three things you can do today to make your paid search ads pop and get healthier returns from your paid search ad campaign on Google.
Use Callout Extension
Google adds new extensions to its ads from time to time. One of the recent extensions added is the Callout Extension.
Use callout extensions to highlight things like offers and unique promotions in a bullet type list underneath your ad.
Keep your call out concise, definitive and within the 25 character limit, e.g. Free Shipping, Satisfaction Guaranteed, 24/7 Customer Service, and so on.
You do not need to use title casing when writing your callouts (just like I did with the last examples).
In fact, some experts claim that not using title casing works best.
One thing to note is that adding these callouts to into the body of your main advert will make your ads seem too assertive.
That is why Google allows advertisers to use these callouts as extensions. You are also allowed to use many callout extensions.
For best results use more than four. Be strategic about how you implement them. Use your callout uniquely and creatively and don’t go overboard.
Another thing to note is that Google does not always show these callouts in your ads. Although you are allowed to schedule when your callout extensions will show, this does not mean that it will show.
When and where Google displays your callouts is not under your control. Only Google can determine when and where they will show them. So don’t freak out if you do not see your callout in your ads.
Click here to learn more about callout extensions.
Use Structured Snippets
Do you wish to highlight some aspects of your product or service in the form of a header? Then use structured snippets extensions.
On a computer screen, your structured snippets can show up in two headers at a time. However, it will only show one header on a mobile or tablet screen.
As an example, your structured header is things like ‘Services: Digital Marketing, Social Media, Consultation’. From this example, it is clear that structured snippets help people find out more about your products and services.
Besides, it helps to improve the ROI on your paid search ads. You can also schedule your structured snippets to show at a selected date and time.
For best results with your structured snippets, include as much value per header as Google permits. The shorter your structured snippets, the better for your mobile customers to get the gist of your offering.
Having more than one structured snippet increases the likelihood of Google displaying it along with your paid search ads.
The primary issue with structured snippets is that Google provides a select theme of headers. So you have to structure your product or service to fit into the provided theme headers.
Moreover, if you cannot find a suitable theme header that matches your product or service, then you are stuck. So it requires a lot of strategy and creativity.
Use Sitelink Extensions
As the name suggests, sitelink extensions allow you to create links in your ads to specific pages on your website.
Your visitors will click to go to the exact page that contains the information they seek. Depending on your device your sitelink extensions will show in different ways.
Google can choose to show some further information on your webpage along with your sitelink extensions. Therefore, giving curious persons more opportunity to engage with your ads.
You can edit your sitelink extensions for any reason without worrying about losing the existing data on your ads.
When using sitelink extensions, Google will provide you detailed data about your clicks. This data helps you know how well your paid search ads are performing.
These are some of the benefits of using sitelink extensions in your paid search ads.
As I mentioned earlier, paid search is no child’s play. You can lose a lot of money if you do not know what exactly you are doing.
The different search engines try to make their paid search solutions look as effortless as practicable. However, don’t be fooled.
Most business owners who are not experienced in paid search but still insist on a DIY approach end up losing money on paid search.
The sole purpose of outsourcing your paid search ad campaign to a professional is to save money.
A paid search ad expert will help you reduce the cost per click of your ads and increase conversion. Though this might sound uncomplicated, it is not!
Even after adopting these three things into your paid search ads to make them pop, you still need to contend with targeting your ads to various time zones.
Then you also need to target various locations to ensure that as many people see your ads as possible. Then you need to keep monitoring your ads and adjusting your ads them regularly based on the data you see on your campaign dashboard.
Paid search is not a set it and forget it affair. It requires consistent monitoring for best results.
So there you have it. If you have found this article of value, I will appreciate it if you share it with your friends.
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