If you have decided to expand your ad campaign with Google Adwords, then the first thing you need to do is pat yourself on the back. The second thing you need to do is roll up your sleeves, because this is 2020, and simply having a campaign on Google Adwords is not the magic bullet that it used to be. Yes, Google continues to establish itself as the go-to search engine, and it has a market share of over 92%. However, organic clicks expanding your profit margin just aren't going to happen any longer. However, all it takes is just a little bit of education to adjust to the new methods.
The first thing you need to understand is that the creation of a lead generation campaign is not that difficult. It actually can be accomplished with just a few clicks. However, if you want to set up a successful campaign that will generate profits for you month in and month out, you are going to have to put forth a lot more effort.
The Lead Campaign on Google Ads Defined
Of course, the first step you will want to take is to have a handy definition for just what a Google lead campaign actually is. In this particular context, a lead campaign is an online advertising campaign that will have relevant and high-quality leads for your business. When it comes to a lead campaign, your first step is to always drive relevant traffic to your landing page. However, here are some ensuing steps.
Finding the Right Keywords
The first thing you will need to do is to find the right keywords. Of course, if you set up a campaign with too broad a term, it would be just like throwing money up in the air. For example, an ad campaign with a long word such as "plumber" is not liable to get you that many conversions. However, if you do a little bit of digging, you are sure to find a number of "long tail keywords" for "plumber" that will work much better than your broad term. Remember, a long-tail keyword is defined as a keyword that is smaller in volume and has less competition than your main keyword. Of course, you need to find these magical keywords, and it can be a bit of a challenge to determine just how to do it.
Go With the SEO
Make sure that your lead campaign is based on SEO already, and once you have that determined, you can just go ahead and check any existing data in your Google Analytics dashboard in order to determine which queries are causing the most conversions. Once you have determined that, you will know which keywords you should use. All you do is go to the "Search Console" section in the GA board, and then you can look at the breakdown for all of your potential landing pages.
Of course, if you don't have any organic traffic, then you can still do some keyword traffic and simply build up your keywords from scratch. You do this by opening up the Google Keyword Planner and simply searching for a term or phrase related to your keyword.
Optimize Your Page and Follow all Google Guidelines
Naturally, you want to convert as many of your visitors as possible into leads. However, Google has some guidelines that you must follow:
Avoid the Pop-Ups
Pop-ups are against Google guidelines, so don't do it, and that's all there is to say about that.
Taylor Your Landing Page to the Keyword
If you carefully taylor each landing page to the keyword, you will often see an improvement in your engagement of at least 200% or more.
Test as Much as Possible
Finally, you should test as much as possible. You can run tests on all of your keywords simply by analyzing your "Quality Score". If it is low, it might be time to fine-tune your approach.
In conclusion, running a lead campaign on Google is much like someone telling a classical violinist that they would give their life to play the violin as well as they do, and while the violinist did take it as a complement, they simply replied back, "Well yes, I did. I DID give my life to play this well!" You have to do the same thing if you want your Google Ad campaign to continue to flourish.