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 much more to paid search than many business owners realise.
Some business owners that have tried paid search on their own in the past as part of their digital marketing efforts without enlisting the help of an expert have often lost money because of poorly managing their paid search adverts.
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However, savvy business owners who outsource their paid search ads to experts make money from their paid search advert campaigns.
Does that mean you cannot take a DIY approach to your paid search ads as a business owner? No.
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.”
How can you make your ads on mobile devices pop if you take the DIY approach to your paid search ads to reach potential customers?
Look at three things you can do today to make your paid search ads pop at the campaign level and get healthier click through rates and other returns from your paid search ad campaign on Google.
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Use Callout Extension
Google adds new extensions to its ads from time to time. One of the new extensions added is the Callout Extension.
Use callout extensions to highlight 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 need not use title casing when writing your call-outs (just like I did with the last examples).
Some experts claim that not using title casing works best.
One thing to note is that adding these call-outs to your main advert’s body will make your ads seem too assertive.
That is why Google allows advertisers to use these callouts as extensions. You are also entitled 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 note is that Google does not always show these call-outs in your ads. Although you may schedule when your callout extensions will show, this does not mean that they will show.
When and where Google displays your call-outs 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 call-out extensions.
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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.
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.
To learn more about structured snippets, Read this article, this article and this article.
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Use Sitelink Extensions
As the name suggests, site link extensions allow you to create links in your ads to specific pages on your website.
Your visitors will click to the exact page containing the information they seek. Depending on your device, your site link extensions will show differently.
Google can show some further information on your webpage, along with your site link extensions. Therefore, giving curious persons more opportunity to engage with your ads.
You can edit your site link extensions for any reason without worrying about losing the existing data on your ads.
Google will provide detailed data about your clicks when using site link extensions. This data helps you know how well your paid search ads are performing.
These are some benefits of using site link extensions in your paid search ads.
To learn more about site link extensions, read this article and this article.
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Closing Thoughts
As I mentioned earlier, paid search is no child’s play. You can lose a lot of money if you do not know what 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 inexperienced 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 as possible in your target market see your ads. Then it would help if you keep monitoring your ads and adjusting 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.
To learn more about paid search, read this article, this article and this article.
So, there you have it. If you have found this article of value, I will appreciate it if you share it with your friends.
The Benefits of Outsourcing Your Digital Marketing to a Professional Agency
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