Online marketing is more competitive than ever. It’s important to have the right skillset in place to drive conversions and increase revenue for your business.
If you’re considering Google Ads as a marketing channel, we recommend learning these seven skills to get an advantage over your competitors.
1. Keyword research
Keyword research is the cornerstone of a good Google Ads campaign. It’s important to know what words and phrases your customers are searching for, and where they are in the purchasing journey.
Google Ads has an excellent Keyword Planner you can use to identify low-cost and high-value search terms. However, there are a wide range of alternative keyword research tools out there, like Ahrefs, Moz, and SEMrush.
Solid keyword research can support your other marketing channels too, for example,
search engineoptimisation
2. Copywriting
If you’re using search ads, knowing how to write a persuasive and concise ad is essential. Space is short, especially on mobile, so you need to get the key benefits of your product or service across in as few characters as possible.
While Google has announced it is bringing in AI to help users create adverts, remember that nobody
knows your business better than you do!
3. Image and video creation
If you’re using display ads, Google can automatically create ads for you using the assets you provide. However, if you want ads that boost brand awareness and showcase your businesses USP, it’s always best to create your own.
Understanding the basics of graphic design and knowledge of design software like PhotoShop, Procreate, or GIMP is essential.
You also have the option to create short videos, either for use on display ads or YouTube. Experience in storyboarding, filming, and editing, will help you create video ads people can’t help but watch.
4. Landing page creation and optimisation
You might think the hard work is done after you’ve got people to click on your Google Ad. However, the hard work is just starting!
The landing pages on your website need to encourage visitors to click and convert; otherwise you’re wasting your Google Ads budget. Understanding the purpose of your landing page, using the right copy, and regularly testing it to see what people like most, are essential.
5. An eye for detail
You need to regularly monitor your campaigns, making alterations to ensure your ads always target the right people.The quality of your website, changes in your industry, and your competitor’s Google Ads campaigns, can all have a significant effect on the results you receive.
Precision and an ability to spot errors are essential in marketing, and Google Ads is no exception.
6. An ability to think outside the box
One of the benefits of Google Ads is the sheer amount of flexibility it offers. It’s critical to think creatively and consider all the different ways you can showcase your ads to the right audience.
For example, you can use audience targeting to show your ads to people with specific hobbies and interests. Alternatively, you can build a remarketing list to encourage people who have bought from your online store to return and spend even more. The possibilities are endless!
Check out this blog
to see how you can make the most out of your Google Ads campaigns.
7. Data analysis
Google Ads provides you with a wealth of data you can use to improve your campaigns. You can see the demographics of the people clicking your ads, which keywords they’re using, even how you’re doing against your competitors.
Knowing how to use this data to enhance and improve your campaigns is vital. For example, if your click-through rate (CTR) is low, what can you do to make your ads more clickable?
As you can see, it’s important to have the right blend of technical and creative skills to boost your Google Ads campaigns. However, if you don’t have the time to develop your Google Ads skills, don’t panic! We’re here to help.
