Get Ready for 2021 with an End-of-Year Google Ads Audit

Get Ready for 2021 with an End-of-Year Google Ads Audit

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As the world’s largest and most successful online advertising network, Google Ads has enabled millions of companies worldwide to gain new customers and grow their businesses.

However, despite all the ease and accessibility offered by Google Ads, many paid search users find themselves frustrated by their initial campaigns’ results. The reason? They have not optimized their Google Ads campaign. 

Google Ads optimization may seem overwhelming at first, but it doesn’t have to be. It can be a lot easier to optimize a Google account than you might think. All it takes is adhering to some well-established PPC best practices, plus a little planning and preparation.

Start the new year off strong for your hearing practice by updating these aspects of your campaign.

Ad Message/CTA

Your call to action in marketing is the part of your ad informing your target audience what they should do after reading your Google ad. The most straightforward example of a call to action is “Buy now!”

Review your ads to ensure the message/call to action is relevant and attractive to your target audience. A steady decline in performance could indicate that you need to freshen things up.

Keywords

SEO keywords are single words or short phrases describing the search queries used in a search engine by users. Advertisers pick keywords and use them as part of their strategy to drive users to their company landing pages for conversion. 

You have a greater chance of showing up in the search results when you match your ad’s keywords with the topics, goods, and services your target audience is searching for.

Audit your target keywords to make sure you are going after relevant search terms. For instance, if you are promoting hearing aids, you won’t necessarily want to target “hearing test,” as someone searching for a hearing test is likely higher up on the sales funnel and may not be ready to buy hearing aids yet. 

Equally as important is checking your negative keywords or search terms that you do NOT want your ads to show up for. For example, you might want to add words like “scams” or “rip off” as negative keywords so that your ads don’t show for a search for “hearing aid scams.”

Landing Page

A landing page is a web page explicitly designed for a marketing or advertising campaign. After they click on your Google ad, it is where a visitor “lands”.

Landing pages are built with a single focus or purpose, known as a call to action, unlike web pages, which usually have multiple objectives and promote exploration. This focus makes landing pages the best choice to increase your marketing campaign conversion rates and reduce the cost of obtaining a lead or sale.

Make sure your landing page is a logical extension of your ad. As you entice the searcher and get them to click on your ad, the landing page is your place to provide more information and get the searcher to contact you through a form or phone call. Check that your phone number is prominently displayed, and the contact form is visible without scrolling down the page.

Conversion tracking

A conversion is an action that you want the search engine user to take. With enough data, you can set your ads to optimize for specific conversions. 

Filling out a contact form is an excellent conversion to track because it measures a lead. However, only viewing your landing page is not a valuable conversion because viewing the page does not give you anything to help the searcher go further down the sales funnel. 

Ensure all of the tracking conversions make sense for your business and that the codes are set up correctly on your landing pages. 

2020 was a challenging year for many, so we’re excited to help you make 2021 the best year ever for your hearing practice. For more help in expanding your clientele with Google Ads, contact us today!