Have you heard of the messenger in Skyrim? Gamers everywhere have learned to speak politely about this non-player character (NPC). Whether we are fighting dragons on high mountains, exploring ancient ruins or completely lost in a cave system, this man is for us when we need him. That is especially interesting if you think that he is from the world, and his most convenient means of transportation is a horse-drawn carriage. No matter what we do, Skyrim Courier can move in the right direction – and that’s exactly what Google Ads can do for your customers.
Unfortunately, unlike the amazing Courier, Google Ads can’t rely on much power to send an effective message to your audience. The good news is that you don’t have to be an NPC to make it happen. Here are some of our favorite ways to optimize Google Ads and become a digital marketing and advertising model of Skyrim Messenger.
Google Ads Optimization Tips
This is the truth about the “Skyrim” messenger: He will not work hard to get his message where it needs to go. My working hypothesis is that it is an ancient form of matter that exists outside of time and does not obey the laws of physics.
Unfortunately for you, digital marketing and advertising often don’t have that power. That means you need a very specific way to get your ad in front of the right people – that is, you need to optimize your Google ads. Here are some of our favorite tips for doing just that:
1. Choose your goal.
Although choosing a target is the first step in almost any digital marketing strategy, it is not always easy. Thetradebuzz.com and other companies clearly state this point. That’s because your goals can and should change based on your audience, your campaign, and many other variables. So, how do you choose the goals that help with the Google Ads promotion process?
It’s simple: ask yourself what you want users to do when they see your ad.
In some cases, the answer is simple – you want them to click. In other cases, you may want to raise brand awareness or encourage them to do their own research (with the right Google advertising strategy, this will directly lead back to your brand). However, you need to build these behaviors right into your advertising DNA. The easiest way to do this is to use your call to action (CTA) effectively. When you make it clear what you want your audience to do, it will take less work for them to actually do it.
However, there are many other ways to target your campaign. For example, Google can help you determine the best ad placement for a specific user, goal, or type of message. It’s a chicken-and-egg situation: Your target helps shape your campaign, and your campaign helps drive them.
2. Understand media content.
Videos, images, GIFs, and social media – these are some of the tools for successful Google Ads campaigns. To get the most out of any feed, you need to optimize your content creation process. The key is to think of each ad as a short story:
- What do you want to tell your audience?
- Are you talking to their logical thinking or their emotional thinking?
- How do you get their attention when they are in the middle of something unrelated to your brand and product?
Remember, your ad content should be concise. This is not the place to tell a long story; instead, use social media and images that are fresh, fun and self-explanatory. Why? Average time spent watching an ad is 0.7 seconds. You have less than five minutes to grab the attention of an employer – so you need to bring your A-game.
3. Do your topic research.
Keyword research is an important part of digital marketing, and it’s a great tool to have in your Google Ads campaign. This is because keywords help tailor your ad to what people are looking for.
There are three types of keywords to be aware of: broad, phrase, and specific.
- Broad: If your keyword is “broad sports,” this means your ad will show up in relevant searches. These searches often indicate that the prospect is still doing basic research and is not ready to buy, but would appreciate education on relevant topics.
- Phrases: Most people don’t type a single word into Google search, but we all use phrases. Fortunately, Google is smart enough to help your ad show up in searches that include your keywords. If you’re trying to market “lawn mowing services,” your ad may appear in the SERPs for “Hiring a lawn mowing company.”
- Specific: Your ad will show up in other specific searches when the keyword is a match. This means that you will focus on those who, in most cases, already know what they want and are ready to act on their needs.
Keeping these three types of keywords in mind allows you to think about your audience’s needs.