As businesses strive to achieve their desired growth in Canada, it’s essential to explore all potential marketing channels. Google Ads, formerly known as Google AdWords, can be a powerful tool to help advance your business goals. With targeted strategies and valuable insights, you can improve your return on investment (ROI) and drive growth.
Key Takeaways:
- The more targeted your keywords, the more qualified leads you’ll attract.
- Keep it local unless you can service global clients and have budget that can handle global search traffic.
- Constant tweaking and testing is the difference between an ad campaign that breaks even and one that scales.
- Measure everything! Ads without data are just guesses, and won’t drive the results you are looking for.
- Targeted strategies and valuable insights can improve ROI and drive growth.
- Effective keyword research, compelling ad copy, and landing page optimization are crucial for success.
Set Clear Business Goals (Or Burn Money)
Before you dive headfirst into Google Ads, stop and get real with yourself: What are you actually trying to achieve?
Without clear, specific goals, you might as well be throwing your money into a firepit. Every dollar you spend should be tied to a specific objective—otherwise, you’re just guessing. This is one of the biggest mistakes we constantly see in our agency when working on new ad accounts. Many businesses start a Google Ads Account, launch a campaign without clear objectives, spend a few thousand dollars.
Here’s the right way to think about it:
Quick wins: Focus on what will drive your business forward. Drive more sales, grab leads. The key is to focus on the closest path to driving revenue to your company.
Big-picture moves: Create loyal customers, dominate your industry, or break into new markets.
#1 Mistake Business Owners Make When Setting Goals
Here’s the deal, most business owners think setting goals is enough. They throw out vague ideas like “Increase sales” and call it a day. Then, they wonder why their team’s directionless and nothing changes. Or even worse the teams does target increasing sales, but the ROAS is not at the desirable state that the owner wants it to be. Being specific and realistic with your goals will make the difference between hitting the targets versus moving in the wrong direction.
The truth? A goal without clarity is just wishful thinking. If you want results, your goals need to be clear, specific, and actionable. That’s where the S.M.A.R.T. framework comes in.
- Specific: A vague goal like “Increase sales” doesn’t provide direction. By contrast, a specific goal such as “Increase online sales of product X by 15% in Q4” gives teams a clear objective to work towards. Specificity eliminates ambiguity, ensuring everyone understands the exact target.
- Measurable: If you can’t track it, it doesn’t exist. How do you know you’re winning if there’s no scoreboard? Set a number. Track it. Adjust. Celebrate.
- Achievable: It’s essential to strike a balance between ambition and realism. Here’s where people mess up—they either aim too low and get lazy or go way too big and burn out. Find the sweet spot: push hard but stay realistic.
- Relevant: Each goal a business sets should align with its broader mission and objectives. For instance, if a company’s main objective is brand awareness, a goal focused solely on immediate sales might not be as relevant. Ensuring relevancy helps in prioritizing tasks and initiatives that drive the company forward in its intended direction.
- Time-bound: Deadlines create urgency. Without a clock ticking, you’ll procrastinate, and nothing will happen.
After establishing our goals, we should work towards identifying measurable and attainable key performance indicators (KPIs) that can help track progress towards our desired outcomes. Some of the KPIs that we can keep in mind while setting our business goals include:
| KPI | Description |
|---|---|
| Conversion Rate | How many visitors are actually becoming customers? It’s all about turning clicks into cash. |
| Cost-per-click (CPC) | The amount of money we pay for each click on our Google Ads. |
| Return on investment (ROI) | The ratio of the profit generated by our Google Ads campaign to the cost of running it. |
| Cost Per Acquisition (CPA): | What’s it costing you to land each new customer? Keep those acquisition costs tight. |
| Click-Through Rate (CTR) | Are people clicking on your stuff? If not, your message might be falling flat. |
| Return on Ad Spend (ROAS) | Show me the money. How much are you making for every dollar you drop on ads? |
| Average Order Value (AOV) | Talk numbers: How much cash are customers dropping per purchase? If we don’t know this we can’t figure out their ROAS. |
By setting clear and measurable KPIs, we can monitor and optimize our Google Ads campaigns regularly to ensure that they are aligned with our business objectives and driving growth.
#1 Mistake Businesses Make When Starting Their Ad Account
Alright, let’s talk about something that’s a straight-up facepalm moment for new businesses: missing out on Google’s free ad credit when starting their account. Listen, Google offers between $600 to $1800 in free ad spend when you kick off your account. That’s right – free money to get your brand in front of people. But so many businesses leave this on the table. Why? Because they didn’t take a few minutes to read the fine print or set things up correctly. Even better you can connect with an agency who knows how to properly setup an ad account and save you this crucial money. It won’t cost you money to talk with us about setting up your Google Ads account, and we have a great marginal cost on working with us for 1-2 months to help you kickstart your ad account together.
Imagine this: you’re at a party, and there’s a table with free, high-quality food. But instead of grabbing a plate, you stick to the bland crackers you brought from home. That’s what it’s like to skip out on Google’s ad credit. It’s a missed opportunity to get your ads in front of potential customers without dipping into your budget.
So, why does this matter? Because $600 to $1800 can be the difference between launching with a bang or barely making a noise. That initial ad spend helps you test, optimize, and understand what works for your business. It’s like a jumpstart for your marketing engine.
When you miss out on this, you’re essentially saying no to a month’s worth of valuable data, clicks, and potential sales. Don’t let this be you. Set up your account right, follow the steps, and grab that free credit. It’s there for the taking, and it could make all the difference in your business’s early stages.
Don’t leave money on the table. Use every advantage you’ve got. Because in business, every dollar counts, and every missed opportunity is a step behind your competition.
Powerful Keyword Research
Nail your keyword game or watch your ads drown in a sea of mediocrity. Effective keyword research isn’t just about throwing darts—it’s about hitting the bullseye every time. Here’s how it levels up your Google Ads game:
Pro Tips:
- Go Long-tail: Target specific, less competitive keywords for better ROI.
- Spy on Competitors: Borrow brilliance—see what’s working for others and make it your own.
- Update Regularly: Trends change faster than TikTok dances—keep your keyword strategy fresh.
- Research Into Existing Customers: Find out the terms they commonly use
To conduct keyword research, we recommend using Google’s Keyword Planner tool. This free resource provides search volume and competition data for specific keywords, allowing you to choose the most appropriate terms for your campaign. Additionally, consider using keyword research tools from third-party providers, such as SEMrush, Ahrefs, and Moz.
Targeting
Once you have identified your keywords, it’s essential to target your ads to the right audience. Enhanced Targeting helps you reach the people who are most likely to convert, saving you money and increasing your return on investment (ROI). There are several targeting options available for Google Ads campaigns. The options below are a few of the targeting options we recommend you to look into:
| Targeting Option | Description |
|---|---|
| Location | Target users in specific cities, regions, or countries |
| Language | Target users who speak a specific language |
| Demographics | Target users based on age, gender, or parental status |
| Devices | Target users based on the type of device they are using |
| Keywords | Target users searching for specific keywords related to your business |
| Custom Segments | Target users based on their recent Google searches. |
It’s essential to choose targeting options based on your business goals and target audience. By creating targeted ads, you can increase your click-through rate (CTR) and improve your chances of converting users into customers. However you should make sure that whatever targeting options you do choose you still want to make sure that you have a large enough audience size to target in the end. If you over target an audience you could run the risk of losing out on a large portion of your potential customers.
Crafting Irresistible Ad Copy
Your Google Ads copy isn’t just words—it’s your virtual sales pitch. Nail it, and watch your clicks turn into cash. Here’s how to make every character count:
Why Your Ad Headlines Matter
- You’ve got seconds to grab attention! Your copy needs to scream value from the get-go. Use numbers like ‘7 Things You Must Know Before Hiring a Financial Planner’ to hook them in fast and promise a quick win or solution to their problem right from the start.
- Close the Deal: Every word should push your prospect closer to hitting that ‘Buy Now’ button. Address their pain points directly and show them how your product or service solves their specific problem better than anyone else.
Proven Tips to Crush Your Ad Headlines!
- Create an Attention-Grabbing Headline: Numbers and specific promises like ‘7 Ways to Slash Your Tax Bill in Half’ not only grab attention but also set clear expectations for what’s to come. Make it irresistible from the first glance.
- Touch a Burning Issue: Go beyond surface-level problems. Dive into their deepest frustrations and solve them with your ad copy. Show empathy and understanding while positioning your solution as the ultimate fix.
- Keep It Simple: No jargon. No fluff. Just clear, compelling language that speaks directly to their needs. Your grandma should understand it. If she can’t, simplify further. Complexity kills conversions faster than you can say “bounce rate.”
Copy Formulas That Work:
Timeless Formula #1: X ways to achieve [Desirable Thing] without doing [Undesirable Thing]
“5 Ways to Achieve Financial Freedom Without Sacrificing Your Lifestyle. Learn these simple strategies to grow your savings while living the good life.”
Timeless Formula #2: [Do Difficult Thing] in [Specific Period of Time] Even if [Shortcomings]
“Double Your Sales in 30 Days Even If You Hate Cold Calling. Discover the exact steps top sales pros use to skyrocket their revenue without picking up the phone.”
Timeless Formula #3: Achieve [Desirable Thing] like [An Expert] Even Without
“Achieve Expert-Level Fitness Without a Gym Membership. Follow this straightforward workout plan to build strength and stamina from home, just like a fitness guru.”
Timeless Formula #4: How to Eliminate [Biggest Problem] without doing [The Thing They Hate] Within [Specific Timeframe][Something Expected]
Maximizing Conversion with Landing Page Optimization
Driving traffic to your website is just the beginning of a successful Google Ads campaign. To achieve your desired growth, it’s crucial to focus on maximizing conversions. That’s where landing page optimization comes in.
Your landing page is where potential customers arrive after clicking on your ad. It’s essential to create a seamless user experience that aligns with your ad copy and encourages visitors to take action. Here are some tips to help you optimize your landing pages:
| Tip | Description |
|---|---|
| 1. | Tailor your landing page to your ad copy: Ensure that your landing page aligns with the messaging of your Google Ad. Use the same language, headlines, and visuals to maintain consistency and reduce bounce rates. |
| 2. | Include a clear Call-to-Action (CTA): Your landing page should have a clear CTA that tells visitors what to do next. Whether it’s filling out a form or making a purchase, make it easy and intuitive to take action. |
| 3. | Optimize your page loading speed: A slow loading page can significantly impact your bounce rates and conversion rates. Optimize your page’s loading speed by compressing images, minimizing HTTP requests and utilizing browser caching. |
| 4. | Provide valuable information: Ensure that your landing pages provide in-depth information about your products or services. This will help establish credibility and build trust with potential customers. |
| 5. | Make it mobile-friendly: With over half of internet traffic coming from mobile devices, it’s essential to ensure that your landing pages are optimized for mobile. Use a responsive design that adjusts to different screen sizes and ensure that your CTAs are easily clickable on mobile. |
By implementing these landing page optimization techniques, you can improve your conversion rates and maximize your Google Ads ROI. Remember to continually monitor and analyze your landing pages and make necessary adjustments to improve your results. With a well-optimized landing page, you can take your business to new heights.
FAQ About Google Ads
How can Google Ads help businesses advance their goals?
Google Ads turbocharges business goals with laser-focused strategies and actionable insights that skyrocket ROI and fuel expansion. It’s the ultimate tool to pinpoint target audiences and customize campaigns for precise objectives.
Why is it crucial to establish clear business goals before using Google Ads?
Clear business goals are non-negotiable before diving into Google Ads. They steer businesses toward defining targets like sales spikes, brand blitzes, or lead generation. Specific goals power tailored campaigns that hit the mark every time.
How can effective keyword research and targeting enhance Google Ads campaigns?
Killer keyword research and targeting are the backbone of Google Ads success. Thorough research uncovers key terms aligned with goals and audience, ensuring campaigns hit home when it matters most.
What role does compelling ad copy play in Google Ads?
Compelling ad copy isn’t just words—it’s the hook that reels in potential customers. Crafting concise, persuasive, and laser-targeted ads showcases unique offerings, driving clicks and conversions.
Why is landing page optimization important for maximizing conversions?
Optimized landing pages are mission-critical for maxing out conversions. Seamless user experiences, aligned with ad content and packed with clear calls-to-action, ensure every click counts toward ROI.
How can businesses leverage Google Ads to achieve growth?
To power up growth via Google Ads, businesses must set clear objectives, nail keyword strategy, craft magnetic ad copy, and perfect landing pages. Continuous monitoring, tweaks, and seizing opportunities unlock Google Ads’ full potential.
