With Google’s own estimate that companies receive $2.00 in revenue for every $1.00 spent on Google Ads, it’s easy to see why so many companies rely upon Google Ads to generate leads and opportunities. Google ads appear any time someone goes online. With today’s estimates that there are over 15 billion mobile phones, this means your ads can reach anyone, anywhere.
However, it’s not just about reaching your mobile audience. Google Ads appear on laptops, tablets, and desktops, and maximizing their performance means you might just be able to increase your digital marketing return on investment (ROI) even further.
This involves taking advantage of Google Ads Experiments and using the free platform to run up to five (5) experiments of an existing campaign. However, this service is only available for search, video, and display ad campaigns. It is not available on app campaigns or shopping campaigns. So, what are some of the Google Ads experiments you can run to increase the performance of your Google Ads experiments can help you continuously improve the performance of your campaigns. By testing different campaign settings, you can reach more customers and drive better results quickly and efficiently for your business ads?
As companies have become more and more comfortable with Google Ad campaigns, they’ve often glossed over the importance of their ad copy. You may be running a current ad campaign with a relatively solid click-through rate (CTR) but wouldn’t it be great if you could increase that CTR? Of course, it would. However, you’ll never find out unless you run some experiments.
1. Experiment with your Ad Copy
Again, Google Ads Experiments allow you to run up to five (5) separate experiments. However, it’s good to start one at a time, depending upon the size of your budget. Run a separate campaign with a different value proposition. Promote different products. Run more keyword-focused ads matched to recent high-selling products or services. Focus on keywords that clearly differentiate your company from its competitors. There is no shortage of things you can experiment with in your Ad copy.
2. Optimize Your Call-To-Action (CTA)
Yes, your CTA is part of your Ad copy. However, it deserves its own separate set of experiments. There is an art to writing CTAs. Writing nothing more than “contact us now” is no way to differentiate who you are and what you do. Remember, today’s audience has extremely short attention spans. If they’ve seen your ad online and have read the copy but don’t move forward, it’s likely because your CTA didn’t incentivize them enough to. Focus on shorter CTAs with more impactful keyword-rich descriptions. A good strategy is to focus less on the “contact us now” on your CTA and instead promote recent discounts or savings in percentages.
3. Experiment with Geofencing
If you’re running mobile advertising campaigns, then it’s more than likely that you’re using Google Ads Geofencing as a means of zeroing in on your local audience. Geofencing is a great way to target local customers by delivering mobile-optimized ads the moment they enter your targeting location.
Unfortunately, the common mistake advertisers make is to either make their targeting location too small or too large. They also do not exclude certain locations and if they do, they sometimes forget to adjust those locations. While there are all kinds of reasons why you might not want your ads to appear in a specific location, it doesn’t mean you can experiment with venturing back into those areas or expanding your virtual map.
4. Test Your Advertising Scheduling
You’ll need to deep dive into your analytics for this one, but there might be periods of the day when your ads perform better than others. If so, then it’s worth running some experiments on when those ads appear. You may have a customer segment that is more active during a particular time of day. Use Google Ads Experiments to identify that time and see what impact it has on your CTR.
5. Experiment with Fonts and Colors
The default Google color is blue and while that may work just fine in Google Search ads, it may not work so well for your display ads. You can experiment with fonts, colors, and different display ads. Certain fonts appeal to everyday consumers, while others appeal to businesses. Blue is viewed as peaceful and calm. Green is harmony, orange evokes happiness, and red is commonly associated with power. Now, does this mean you should run five separate experiments on fonts? No, it doesn’t. It just means you match your font and color scheme to the product or service you’re offering.
6. Experiment with Ad Extensions
There are upwards of ten different types of ad extensions you can use. There are call extensions, lead form extensions, price extensions, structured snippet extensions, callout extensions, site-link extensions, etc. Ultimately, not all will apply to your business or what you’re selling. However, some will. Used properly, they can help you expand the size of your ads which is often critical to success with mobile advertisements.
Call extensions allow mobile users to call your number the moment they click on the icon. Lead form extensions simplify how you convert mobile users. Price extensions are great for advertising discounted items or for promoting a hot-selling product. Callout extensions don’t include any links but they are great for making your ad take up more space. Ultimately, you’ll need to identify which ad extension is best for your audience. If you are unsure, then look at what your competitors do. Which ad extensions do they use and how do they leverage them?
7. Experiment with Ad Rotation
You may choose to experiment with your ad rotation – or put differently – how and when your ads appear within your ad group. Let’s assume you have an ad group focused on a particular product. The CTR for each of these ads is extremely close. However, are you sure? What if one ad could outperform the others but you haven’t taken the time to experiment?
You can experiment with the rotation of these ads with your ad group by increasing the visibility of one ad ahead of others. You could also choose to make that rotation even or skewed for some ads and not others. Again, do one experiment at a time so that you have ample opportunity to assess the results before moving forward with other experiments.