Google advertising in Sydney can be a great way to reach your desired target audience because the audience you’re trying to reach is looking up exactly the kind of thing you’re selling. It’s a win-win situation.
Since Google Ads works according to a pay-per-click (PPC) system, it can potentially end up costing you more than it earns you if those clicks aren’t converted into sales.
Here are some ways to minimise the risk of losing money on your Google advertising campaign and maximise the benefits of the PPC system.
Make Use Of Negative Keywords
In many cases, it is well worth going to the effort of specifying not only what your product or service is but also what it is not. Optimising negative keywords is well worth the effort.
For example, if your company sells pizza ovens, you might want to specify that you do not sell pizzas. This simple distinction can make the world of difference, as you might have a thousand people searching for pizzas on Google and then clicking on an advert of yours that pops up, only to be disappointed that you do not sell what they are looking for, and then clicking away.
This mistake could end up costing you a lot of money from thousands of clicks that do not result in a single sale.
Make Your Landing Page Relevant
Too often, customers click on an intriguing advert, expecting to find a product or service they desire, only to land on a landing page that confusingly does not represent what they clicked on. These customers will move on without making a purchase, while you end up paying for the click.
If the main goal of PPC advertising is to make a sale, then you need to have a surgeon’s precision when aligning your customer’s clicks to the most relevant landing page.
There should be synergy and consistency between your landing page, your keywords and the advert copy so that there is no disconnect between them. In other words, if you don’t give the customers what they want, they will go elsewhere.