It’s no secret that Google Shopping Ads can be incredibly effective when done correctly, but it’s also easy to make mistakes that can cost you dearly.

Google Shopping Ads are a powerful tool for any eCommerce business, but they can be especially valuable for those looking to scale their operations. With Shopping Ads, you can put your products in front of millions of potential customers who are already searching for what you sell. And, because Shopping Ads are powered by Google’s extensive search data, you can be confident that you’re reaching the people who are most likely to buy from you.

What’s more, Shopping Ads are highly customizable, so you can tailor your campaigns to focus on the products that are most important to you.

And, with a few simple tweaks, you can optimize your campaigns for maximum ROI.

Most agencies rely on Google Shopping Ads to drive traffic to their client’s sites, but there are a number of strategies that they may miss.

In this post, we’ll take an uncovering some of the most effective ways to harness the power of Google Shopping Ads to drive sales and growth. So, if you’re ready to take your eCommerce business to the next level, read on!

1. Use Shopping Ads to reach new customers with high-margin products

One of the best things about Shopping Ads is that they allow you to reach new customers who might not be familiar with your brand.

If you want to make more money with your Google Shopping ads, then you need to focus on selling higher-margin products. By segmenting your product ads and only showing those that have a higher profit margin, you can increase your overall profitability.

Of course, this isn’t always easy. You need to carefully consider which products are most likely to sell at a higher margin and then price them accordingly. But if you can find the right mix of high-margin products, you can make a killing with your Google Shopping ads.

2. High-budgeted Cart Starters campaign

These are the items that customers are known to add to their carts without hesitation. They could be top sellers or well-known brands that people recognize and trust. By adding these products to their cart, they’re opening themselves up to your recommendations for other profit-making products.

For example, you might advertise a discounted pair of Nike shoes and, once they’re added to the cart, suggest a high-margin product like a tracksuit. By starting with products that are known to move quickly, you can increase your chances of making a sale and boost your profits plus increase your average order value.

3. Don’t fret about the comparison shoppers

For comparison shoppers who like to get the best deal, create a special campaign with an offer they can’t refuse.

This is a great way to get more exposure for your store and to make sure that your potential customer is getting the best possible deal. By bidding for the top spot on Google Shopping Ads, you will be able to ensure that your store is seen by the comparison shoppers who are looking for the best deals.

Side note: Always test and create high converting upsell & cross-sells, adding them to your website not only helps increase AOV but can also increase conversions.

If you’re not sure how to get started, our team of experts can help you create a campaign that will get you the results you’re looking for. Contact us today to learn more.

4. Test bids across devices, days & locations

By testing bids across different devices and days, you can figure out what works best for you and adjust your ad configuration accordingly. This way, you can make sure that your ad reaches the right people at the right time.

For Example, You may examine your Google Ads data to see which hours of the day and days of the week result in the most sales. Then, you can utilize bid adjustments to boost your bids during those times. This will help ensure that your ad reaches people who are most likely to buy from you when they’re most likely to be online and shopping.

Or, let’s say you want to target people who are searching for your product on their mobile devices. In this case, you could set a bid adjustment to target mobile devices specifically. You can also use bid adjustments to target specific locations.

Let’s say, you want to target people in a certain city or country, you can set a bid adjustment for that location.

All in all, testing different bid adjustments can help you fine-tune your ad campaign and get the most out of your advertising budget. So don’t be afraid to experiment!

5. Keywords Always Go in Product Title

Since google shopping ads don’t use keyword targeting, the best way to ensure your ad is shown for the right searches is to include keywords in your product title. This way, when someone searches for a keyword you’re targeting, your ad is more likely to be shown.

If you’re selling multiple products and want to target different keywords with each product, you can use what’s called “negative keywords.” Negative keywords are words or phrases that you add to your ad that tell Google not to show your ad for certain searches. So, if you’re selling both women’s and men’s clothing, you might add “women” as a negative keyword to your men’s clothing ads, and vice versa. That way, your ads will only be shown for the searches you are targeting.

6. Optimise your product feed

If you want to ensure that your product appears in Google Shopping, it’s crucial to optimise your product feed. By making sure that your product data is accurate, complete and up-to-date, you can make sure that Google Shopping displays your products prominently and accurately.

Here are some tips on how to optimise your product feed:

1. Include all required attributes

When creating your product feed, make sure to include all required attributes. Google Shopping requires certain attributes in order to list your products, so if you’re missing any of them, your products may not appear in search results. Click Here here for the complete product data specification shared by Google

2. Use high-quality images

Make sure to use high-quality images for your products. Google Shopping places a lot of emphasis on visuals, so using clear and professional-looking images can help your products stand out from the competition.

3. Use descriptive titles and descriptions

When writing your product titles and descriptions, be as specific and descriptive as possible. The more information you can provide about your product, the better chance you have of appearing in relevant search results.

4. Keep your product data up-to-date

Google Shopping relies on accurate and up-to-date product data, so it’s important to regularly update your product feed. If you make any changes to your products, make sure to update your product feed accordingly.

By following these tips, you can optimise your product feed and improve your chances of appearing in Google Shopping. By making sure that your product data is accurate and complete, you can help ensure that your products are prominently displayed in search results.

7. Negative Keywords & Negative Keywords List for Shopping Ads

In our research across new multiple clients, we found that Negative keywords are the most overlooked campaign setup.

This is so important that we dedicated a sub-section to this article, If you’re not using negative keywords in your Google Shopping Ads campaigns, you’re missing out on a crucial tool that can help you save money and improve your conversion rate. Negative keywords allow you to exclude certain terms from your campaigns, ensuring that your ads only show up for searches that are relevant to your business.

• more control over your budget,
• increase your conversion rate,
• irrelevant search queries,
• Improve your Google quality score,
• and improve your click-through rate (CTR)

Some common examples of negative keywords include:

-out of stock

-sold out

-clearance

-cheap

-discount

Adding negative keywords to your campaigns is a simple way to save leaky budget.

You can create multiple negative keyword lists, apply them to 1 more campaign and maintain a template to apply for current or future campaigns, another advantage of a negative keywords list is that it is dynamic, as soon as you add a new keyword to the negative keyword list, it will automatically be added to all of the ads and campaigns that are using that list. This can save you a lot of time if you are running multiple campaigns and need to regularly update your keywords.

8. Prioritise Your Shopping Campaign

Not all Shopping campaigns are created equal. There are many reasons to set campaign priority in Google Shopping Ads. First, it allows you to ensure that your most important campaigns are getting the most attention from potential customers. Second, it helps to keep your campaigns organized and focused on your goals. Finally, setting campaign priority can help you improve your overall performance and ROI.

You can set the priority of your Google Shopping ad campaigns in the “Settings” tab. To do this, click on the “Campaigns” column and then select the checkbox next to the campaign you want to prioritize. Then, click on the “Set Priority” button and select the priority level you want to set for that campaign.

9. Use Promotions to Scale Up

If you’re looking to get your Google promotions up and running from your Merchant Center, there are a few things you’ll need to do. First, create a promotion in your Merchant Center account. Then, generate the ad code for that promotion and add it to your website. Finally, make sure your website is verified with Google so that the ads can start running.

Creating a promotion in your Merchant Center account is easy. Just log in and click on the “Promotions” tab. From there, you’ll be able to create a new promotion by entering some basic information about it. Be sure to include an end date for your promotion so that it doesn’t run indefinitely.

How do promotions look on google shopping ads?

Promotions on Google Shopping ads look like regular ads, but with a “Special Offer” tag next to the price. The tag will include details about the promotion, such as how much you’ll save. Promotions can be a great way to catch users’ attention and get them to click through to your website.

There are a few benefits to running promotions on Google Shopping Ads. First, it can help you boost click-through rates and drive traffic to your website. Promotions can also help you stand out from the competition and attract new customers. Finally, promotions can help you clear the inventory of old or seasonal products.

BONUS: Top Tips to improve google shopping conversion is not inside Google’s Ad Console, its actually on your website

Here are some of the best practices to improve your website conversion

• Improve the website user experience
• Improve website speed
• add up-sell & cross-sells
• Display security badges
• Exit-intent popups
• create a strong call to action
• Add customer testimonials and reviews
• use social proof
• There you have it! These are some of the ways you can improve your website conversion. Start implementing these techniques and see how they can help increase your sales and revenues

Work with a specialist who knows how to get the most out of your Google Shopping Ads. Our team has years of experience in creating and managing successful Shopping campaigns, and we’ll help you get the most out of your advertising budget.

To Start Off, Let a fresh set of eyes run over your Google Ads account to make sure you’re optimally using the budget, get in touch for a Free Google Shopping Ads Audit from Top Google Ads Experts in Parramatta, Sydney & Central Coast. Book a Strategy Session Today

Every top company has growth in mind, and they aim to turn profits and keep investing and working towards their vision. For emerging entrepreneurs and companies, the goal is constant growth as time passes, in this article unveil 10 growth hacking technique that companies used to scale exponentially.

What is Growth Hacking?

Growth Hacking is a term coined by Sean Ellis, the founder and CEO of GrowthHackers. Also known as growth hacking marketing, Ellis describes a growth hacker as an individual whose ‘true north’ is growing. The end goal for growth hacking is growth which is why it is an excellent business strategy and is used by top companies. 

Anyone who practices growth hacking is a growth hacker. Growth hacking involves using creative methods like various initiatives, techniques, and tools to achieve consumer growth. An ideal growth hacker will be well-versed in marketing and engineering. Not only developing new ideas is essential, but also testing them to understand the results. 

Growth hackers constantly strive to develop new and effective strategies to expand their customer base. Growth hackers target new customers to bring in business through product innovations, technology-based development, and new distribution channels. Following are some growth hacking techniques used by top companies around the world: 

Growth Hack #1. A Referral Hack Always Works

Top companies like Dropbox use a referral scheme so that customers have started asking for referral codes among themselves. Referrals benefit both the customers and, by extension, the company. The best part about referrals is that customers benefit from the referral codes and the companies get to expand their business and customer base. 

Growth Hack #2. Unexpected Freebies

If you want to attract new customers, sending them emails detailing how well your product or service works might not be the best approach. Such emails are often considered spam and end up in the bin. But customers will read the entire email if they are being offered something for free. 

Carvana, a car retailer, used the same tactic and offered their customers their competitors do not. If the regular customer is not used to such a treatment, they would obviously gravitate toward the business 

For example, completing a survey to get a product is not a deal most customers would consider making? It will get to more potential customers and give them a chance to know the product quality by themselves and then decide if they would like to buy your products. What’s more? They would be more vigilant towards the content of your emails following this offer. 

Growth Hack #3. Be Trustworthy and Accept Criticism

Any company’s website makes customers suspicious. Allow customers to see every review, whether it’s excellent or unsatisfactory. Growth hacking means building trust, turning customers loyal, and capitalising on trust as many top companies do. Upwork has been providing freelancers with a trustworthy platform that pays off well in the long run. 

Growth Hack #4. Reward Programs

Another way to build a loyal customer base is through a reward program. As necessary to get new customers, it is equally important to retain the ones you have already got. Giving out a reward or points for each purchase encourages customers to shop more from that company.

If the points enable the customers to access something desirable, they will continue buying from the company. GrubHub is a perfect example of a company that offers a loyalty program. They began theirs in 2011 and have since experienced significant growth.

Growth Hack #5. Ask for Immediate Action

If you show a sense of urgency behind a product or service, customers are more likely to see what the fuss is about. Top companies present limited period offers and discount sales now and then to promote their products and draw in more customers. Countdown timers and emails notifying about the deadline are all growth hack techniques used by top companies to boost sales. 

Another thing to note here is that the deal should appear to be benefitting the customers, so if the product is unappealing, all the efforts would be for naught. For instance, if you look at Groupon, they offer their services for a limited time which allows users to act quickly, hence boosting business. 

Growth Hack # 6. The Pufferfish Survival Tactic

If you have seen a pufferfish, you know it expands to three times its size when it realises it is in danger. The increase in size makes the threat back away. Top companies often display their business thriving internationally, making their company seem more significant. It encourages more people to buy, which is how they keep growing. Pipetop, a startup, went into the big leagues via just this tactic.

Growth Hack #7. FOMO is Real

Fear of missing out or FOMO is another growth hack to attract customers. It is used mainly by top companies when they want to promote a new service. Top companies often limit access to certain services until a certain member is not subscribed. This works as more and more customers sign up to avail themselves of the exclusive benefits. 

Gmail had very few users when it started out. The creators banked on the fear of missing out and made sure that the platform was accessible by invite only. This created a feeling of being included in something exclusive. 

Growth Hack #8. Piggybacking 

Many companies use networking tactics to accelerate their growth. New companies that are now leaders in the industry began by piggybacking on already popular networking platforms and banked on the connectivity of their current customers to get new ones to sign up. This is easier than a referral and just as effective. Optimizely used their resources to network their services across major platforms. 

Growth Hack #9. Be Visible and Available

Emails and advertisements can make you visible, but marketing strategies need to be effective enough to lead the viewer into becoming a customer. Accessibility or availability is another aspect of growth hacking that all top companies have mastered. AussieKart is a Sydney based toy eCommerce company that uses targeted advertising to be available to their consumers and built their business. 

With call-to-action links and easy accessibility to their products & services without investing a lot of time, top companies have increased the number of users. Visibility can include sponsoring shows and other campaigns, while accessibility simply means reachability, so customer service must always be on their toes. 

Growth Hack #10. The Freemium Model

Many companies cater to a large client base for free and simultaneously offer exclusive services for a portion of that large customer base for a fee. As a new business, you have to begin as most companies did; by offering certain basic services. 

Tap into the potential of distribution channels and get more subscribers. Then it is upon your service to persuade those subscribers to become premium members. Companies like Spotify and Grammarly rely on this model to create a growing customer base. 

Spotify provides music streaming free of cost to all users but interrupts the flow with ads every three to four songs. For customers to opt for the ad-free version, they would have to go with premium. Similarly, Grammarly works to provide basic grammar correction in writeups. However, it only helps to a certain extent. For specific corrections in tone and theme, one would have to get a premium. 

The Takeaway

Growth hacking by top companies teaches all emerging entrepreneurs to be resourceful in their approach. Growth hacking and creativity go hand in hand. To tap into the potential of exponential online growth, Our proprietary growth hacking framework Helium1 has scaled over 55+ businesses to attract customers at a lightning-fast speed. 

Reach out to us to see if we’re a good fit to scale your business to the next level

Let us run through a few ways to save underperforming Google Ads Campaigns.

Keyword research 

If your Google Ads campaign is underperforming, glimpse through the keywords and focus on keyword research. It is mandatory for the ad content to be perfect and hence employ Google Adwords planner, which is free. Pen down all the keywords that are appropriate to the service.

By using Keyword planner, you gain another massive list of keywords and details such as frequency of keywords searched and competitors’ focus on keywords. Narrow down the list and eradicate unrelated keywords. Thus, keyword research has the power to uplift underperforming Google Ads.

Search Queries

Looking at what search having been performed by users will give you a clear indication of what queries are leading to your website with the search campaign, most of the time Search Queries are missed by major agencies which increase the cost & lower your Google Ads Quality Score

Add no relevant queries to Negative keywords, that way Google won’t show your ads for those queries again.

Split Ads Between Devices

Think about it logically, users will buy products on mobile which are no-brainers, low-medium range in terms of price, that doesn’t require much research (eg. phone accessories), while products that require research (eg furniture) have a bigger buying Cycle, researches are always much better on a computer than a phone.

Splitting a campaign gives you control over bidding options and help control cost & make the campaign profitable.

You don’t need to always split the campaign, as a general rule, look at the products you’re selling and decide based on that.

Attribution Modeling

Attribution is your greatest friend while analysing your campaign results, Google uses Last Click Attribution to assign a conversion to your campaign, meaning, if the ad was the last click that made the conversion (sale or lead) Google will assign that conversion to that campaign, In reality, it’s not that simple, there is a high chance that someone making the conversion has gone through series of hops (journey) before finding your ad.

You need to look at data holistically to figure out if the campaign is really not performing, most of the time, that campaign could be catching user attention at the early end of the buyers’ journey and sending traffic to the website, but another ad is clicked before making a purchase.

Location targeting

Entrepreneurs planning for services within a limited geographic location should plan for Google Ads for the targeted area only. By failing to do so, businesses need to pay for clicks where services are not possible.

Hence to escalate the performance of underperforming Google Ads, Planning is a primary criterion. The result of targeting comes to light only after the launch of a campaign; hence keeping an eye on the Ad words dashboard can prevent underperformance.

Focus on the appropriate audience 

To save your campaign from underperformance, ensure to focus on the audience interested and benefitted from the Ads campaign. The right audience is the ones making the campaign more engaged. Follow basic demographics such as location, age, and gender to make your campaign successful.

Exact match targeting / New Phase Match

Exact match targeting happens when visitors type the exact search words, and as a result, the Ads appear. Such an idea gives a grasp over the Ad and averts spending on inappropriate phrases. Keep track of the keyword performance and then move towards a broader setting that’s beneficial. Such ideas save Google Ad from underperformance.

New Phase Match incorporated by Google back in February 2021, replaced the Broad match modifiers, they help you capture a lot more traffic you may miss by just using Exact Match

Master Remarketing & RSLA

The best and beneficial tactic to be followed in any campaign is remarketing. It is essential to bid higher & pop up the Ads to visitors interested in the business. By following remarketing, people are likely to collaborate with you for business. Remarketing assists in engaging previous visitors.

Linking Ads to pages that show similar keywords

Save the underperforming Google Ads by redirecting the visitors to pages that discuss similar topics as the keyword. Such a method reaps you with a better quality score. As Ads are less associated with landing pages, the rate of visitors is also less.

Google Ad words are one of the finest and best platforms for marketing. The management and building of campaigns are carried out impeccably by following specific tactics. For underperforming Google Ads campaigns, taking initiatives and implementing the above works seamlessly.

Bursting out with pride as Bing and Google certified Experts, SIMBAA is a leading online advertising expert in Sydney & Central Coast NSW and takes complete control of the Google Ads campaign to deliver exceptional results.

Book a Free Strategy Call with a Google Ads Expert in Sydney / Central Coast NSW

How to Avoid Poorly Performing Google Ads PPC Campaigns?

While a well-operated Ads account can drive a great deal of traffic to your online business, just one mistake can ruin everything. If a Google account is not managed well, it can soon become an expensive marketing initiative.

Here’s a quick guide to educate you about the most common mistakes that result in poorly performing PPC campaigns:

Unfocused Target Audience

Not targeting the right audience would probably be the first mistake that not only amateur advertisers commit. When setting up campaigns, avoid exceeding your PPC budget and make sure you consider your audience’s purchasing habits.

1. When using Radius Targeting, make sure you carefully select the areas.
2. Display your ads in the geographic location of your target audience.
3. Don’t drain your budget by targeting the wrong age or gender group.
4. Notice which device-type targeting gets you more conversions.
5. Using irrelevant keywords will attract wrong leads and drain your budget.

Duplicating Campaigns

Some advertisers create a duplicate of their existing campaign in the hope of making it a smart campaign. What they forget is innovative campaigns require historical data to perform better. If you don’t have any previous data, don’t expect your campaign to behave the same as before. Duplicating also causes the campaigns to fight against each other in the Ad Auction

Lack of Budget Knowledge

You can avoid budget mishaps by keeping the following guidelines in mind:

1. Do not choose an open budget when setting up display campaigns.
2. Double-check for any decimal in your budget.
3. For a precise monthly budget analysis, multiply the daily budget by 30.4.

Splitting the Budget

Splitting your budget rightly when using Google Ads is highly important. If you’re organising multiple campaigns from a single account, don’t split the budget across all of them, as it will be stretched too thin. The result will be all campaigns spending the same amount of funding.

It is not a good idea because if one campaign contains more popular keywords, the bid should be lower to run throughout the day.

Not Segmenting Keywords

When using keywords, it is essential to categorise them into separate ad groups. Otherwise, your quality score will decrease along with the chance of delivering relevant ads. You can organise the keywords based on Your Business Silos eg. Product collection, Brand names, Demographics & more.

No Branded Campaign

When developing your campaigns, make sure to create one that includes your brand keywords. If you don’t jump on the opportunity, your competitors will, making their ad popup for searchers before yours. Another crucial benefit to create brand campaigns is since it uses your brand name the CTR is high and CPC is low because your brand name gets the best relevance to your business, which improves the overall quality score of your ad account

One Ad Variation for Each Ad Group

Creating multiple variations of each ad boosts your chances of success. Have at least three ad copies to allow split-testing, weeding out low-performing variations, and supporting high-performing aspects. It will let you create a better version of each ad.

Not Adding Negative Keywords & Negative Lists

Negative keywords play a vital role in blocking your ad from displaying in irrelevant searches. If you don’t add such keywords, you are likely to drain money on advertising. So, add a long list of negative keywords before taking the campaign LIVE and updated them daily/weekly based on your ads search query report.

Not Optimising for Conversions

Setting up your campaign to deliver on your conversion goals is a vital part of PPC. With a specific goal in mind, you can optimise your campaign to maximum conversions.

The advice is to tailor your ad copy, landing pages, and calls-to-action so that they all work together to optimise for a specific conversion goal.

Not Linking Ads to a Relevant Landing Page

As an ad plays a crucial role in your customers’ journey, ensure that you provide them with a seamless, cohesive experience until they reach the landing page. Take your time to ensure that your landing page content relates to your ads, keywords, and audience interests.

If not done right, people will bounce off it quickly.

Ignoring Keyword Match Types

If you focus on a broad match type, it will drive a lot of traffic to your website. But since it may also attract irrelevant clicks from uninterested users, use a combination of match types (exact match & phrase match) to balance keyword relevance and audience reach.

Combining Search & Display Campaign

Combining search and display network settings impacts your ability to measure and optimise network performance. You need to manually separate the two campaigns as they get selected by default.

Blindly Using Ads Recommendations

Not every Google suggestion is guaranteed to work towards your conversion rates. So, think thoroughly before accepting a recommendation; otherwise, it will only drain your budget.

Not Using Ad Scheduling

One of the biggest Google Ads mistakes made by the advertisers is ignoring ad scheduling. It helps you let your ad run throughout the day whenever you want, making your budget last longer and giving you better results.

Analyse your Google Ads reports to understand what time of the day or day of the week gets you the most amount of conversion, go back and optimise the schedules based on that and confidently raise bids during those times

Not Using Search Term Reports

Search Terms report allows you to get an insight into the audience search behaviours. It also helps you find relevant search terms that you can add to your campaign and keywords list. Search term reports as discussed above also helps you weed out non-relevant keywords by adding them to negative keywords lists.

Not Using the Right Bid Strategy

You should experiment with different bidding strategies such as Manual and Automated Bidding as they generate positive results. Google ML is powerful once it gathers the data to make the correct decision, until then, its recommended to use Manual Bidding

Not Using Ad Extensions

Ad extensions allow the customers to take quick actions. If your business service allows for customer interaction, make sure the extensions show only when a representative is available. It also gets you more real estate on Google’s Search Results Page

Not Using Combined Audience

The Combined Audience option narrows your audience targeting to a more minor, more focused subject. It helps you save the budget and generate a much better ROI.

Not Knowing Your CLV

CLV (Customer Lifetime Value) lets you know how much future revenue you can gain from each customer. It also includes additional upsells, referrals, and purchases. If you don’t know your CLV, you’re only wasting your time and money on PPC advertising.

Not Having a Targeted CTA

After reading your ad, a well-written CTA (Call-To-Action) can drive a significant response from thousands of prospects. While your ad is a solution, CTA is the hook that keeps them engaged.

So, make sure your ads have a clear, strong CTA that compels the prospects to take action!

Creating Generic Shopping Campaigns

Do not add all products in one shopping campaign with a blanket CPC, separate campaigns, and ad groups. The best way to do this is to follow your category structure or silos on the website.

Conclusion

Making mistakes in PPC is a part of the learning process. So make sure you learn from them with consistent testing, monitoring, and analysis approach to build up your knowledge base. SIMBAA is well-experienced in managing and Scaling Google Ads over 15 years, Our proprietary Google Ads Framework gets consistent & reliable Ads ROI, Want to speak to a Google Ads Specialist in Sydney, Melbourne, Brisbane, Adelaide or Gosford (Central Coast), Book a Free Strategy Session today.

What Are They?

Facebook Ads are a top-tier example of advertising on social networks. Facebook has the highest number of monthly active users of any social network or the world, making it one of the biggest and most lucrative platforms to set up the digital marketing element of any company or business. 

Basically, Facebook advertising warrants creating and maintaining ad campaigns using the Facebook Ads Manager, which helps to reach the target audience based on – location, profile data, and demographics.

Also if you happen to be looking for an Experienced Facebook Ads Management Agency in Sydney, contact us for a free strategy session!

Google Adwords on the other hand, is the world’s largest pay-per-click advertising platform, and has become synonymous with the term ‘paid search.’ Pay-per-click is an advertising model where advertisers’ ads are displayed to users of the google search engine, and each time a user clicks on these ads, the advertiser is charged.

Google Adwords is an excellent way to drive more qualified traffic to a website, especially if keywords used show the users’ desire to generate a purchase.

If you go further down, you can see more about how each of these platforms works and understands them more. However, if you were just looking for a quick solution it might pique your interest to know that SIMBAA offers google ads management solutions in Sydney! 

What are our qualifications? Well, we’ve got 10-25x ROI on both platforms and have spent over $10m+ on each platform. Check Our Case Studies

Which Is Better For You?

To decide which model is better for your business, there are quite a few factors that one needs to weigh in before making that decision. 

Intent

This is probably the most important difference between both platforms of digital marketing. Users on Google are usually searching specifically for something, while on Facebook, they are shown these ads based upon their interests.

Google uses a marketing strategy that pulls the customer towards the product they are in search of, while, on Facebook, it works more toward a brand awareness campaign, but yes it still brings in good leads & sales.

Users on Google are on a mission, looking for a specific product or service, and want to find exactly that or something that comes very close to it at worst. It is in the best interest of advertisers to show a product or service that exactly matches the intent of the search. 

Facebook users are different. Facebook Ads help you advertise to users that are not even actively searching for what you have to offer. They are probably surfing through their profile, or profiles of others when they are exposed to your ad. 

Facebook drives very good sales because we are enabled to target the audience based on what is desirable for the users and their interests. Users do not know you exist, they cannot be interested in any product or service you offer, because neither will they be searching for your brand, nor your product.

Audience Targeting

To have an effective advertising system, it becomes necessary to target the right audience.

Facebook Ads has a targeting advantage in this regard. With precise granular targeting, an advertiser has more control over who will be seeing your ads. Moreover, Facebook has a wealth of data, which gives it an impressive amount of knowledge of its users, life events, interests, behaviour, and a lot more.

All of these things help Facebook create and maintain a very detailed demographic profile of users, which then helps companies target their products and services towards an audience that will be more inclined to them automatically.

But here is the problem – Facebook cannot help you if you do not know who your audience is. It is not possible to start using Facebook Ads and magically discover who the ideal user of your product/service is. 

Google Ads target keywords users type on Google, so it is not necessary to know who the audience is, to have your ads placed in front of them. 

By targeting the users that type in certain keywords, the ads automatically get placed in front of people that can convert into leads, because they are already actively in search of that product or service.

This tends to mostly hold true for google search and shopping ads, but you might want to consider remarking as it will help you retarget specific users. This is also why YouTube video ads go a long way in terms of brand awareness. 

Visuals

When it comes down to visuals, Facebook Ads win every time. Google Adwords can simply work on keywords, while Facebook Ads allow you to feature videos, graphics, displays of products, amongst other things.

With Facebook Ads, it is possible to design the ads specifically, which gives the advertiser an upper hand in presenting products to potential customers. Meanwhile, Google Adwords, as its name suggests, is more text-based, causing it to lose this battle to the other social networking giant.

With Google constantly experimenting with the formatting of its text-based pay-per-click system, Facebook is continuously evaluating how it can offer advertisers a superior marketing plan as well as the best online experience.

Earlier Facebook had a rule that ads on the platform should feature text that occupies only 20% of the total space allotted, and even though this rule has now been relaxed, the platform remains inherently visual – a huge selling point to many advertisers.

Price

It becomes quite obvious that the most important factor to weigh in when choosing a digital marketing platform is the cost of it.

Most marketers believe that Facebook Ads are more cost-effective. $10 on Facebook ads have the potential to give you a lot of impressions, views, and website traffic. While at the same time, $10 on Google Adwords can manage to give you three or four clicks, and that too, depending on whether you have chosen the correct keywords.

Put simply, it is believed by most that it is possible to gain much more through Facebook Ads than Google Adwords with the same budget in hand.

Wrapping Up

Facebook Ads and Google AdWords are both massive advertising platforms, that have the ability to cater to any type of business and/or company. While understanding how both platforms work, it is also important to view them as complementary to each other rather than simply as competitors.

Some marketers swear by Facebook Ads, while others still insist on Google AdWords. And even though both have some similarities, the way that they have developed should be a sign to use both of them in cohesion, not opposition. 

Choosing one particular platform comes down to personal choice and capacity. It would be best to take a look at the factors above, and only then make a decision as to which one suits your business needs best, with the number of resources you have at bay.

We, at SIMBAA, offer the best google ads management solutions in Sydney. We have received great exposure which has increased our ROI 25x-30x times like never before on both platforms. If you’re looking for an experienced Facebook Ads Management agency in Sydney, contact us now. We will help you with a free strategy session for your business. 

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Sounds interesting,? let’s grow together.

This technique can be very well defined by retargeting, which is in the remarketing domain. The primary purpose of retargeting is to make your purchasers or potential customers, purchase or cross-sell your products/services.

According to various studies, it has been found that retargeting ads can help companies in increasing their conversion rate by almost 70%. But how does this happen? It happens by keeping the audience record that visits your websites and sending them the retargeting advertisements.

We have also shared fantastic tips below that can help you master the art of remarketing & retargeting.

Segment campaigns by devices 

People are using several technologies or gadgets today that include computers, mobile phones, tablets, etc. Professionals spend most of their time on desktops because of their work, whereas students spend their time on smartphones. Therefore, it becomes important for the company to take into account this factor while designing their campaigns. They should design campaigns that can run on mobiles as well as other gadgets effectively.

You create separate campaigns by creatives, CTA and more. This helps convert more customers.

Do not be frustrating for the audience

We all get irritated and annoyed when the same advertisements appear in front of us again and again, and the same goes with your potential customers as well. Set the frequency of your ads at such a rate so that the visitors don’t come across the same one repeatedly. Otherwise, if you will not manage the frequency, then it will ward away your potential consumers.

Read more about this: These Tips Will Save Leaked Ad Cost Massively

Focus on the demographics

Before you begin the process of either targeting or retargeting, you need to know about your targeted segment. The targeted audience can be selected based on age, gender, and location or geographical data and more. If you don’t want to waste your campaign budget, it is a great idea to target people depending on geographic and demographic variables.

Planning campaign based on the interest of your users

When you know the prospects who visit your website, it would be better to build a campaign around them. If they know a particular language, it will be beneficial to set the ads in that language only to target the potential customers. Divide your visitors into different groups based on their interests and then launch the campaign accordingly.

Ensure that your retargeting ads represent your brand 

While retargeting ensures that your promotions will remain before your crowd, your advertisement creators still need to focus on a subconscious association between your audience and your brand. Since individuals seeing your promotions have effectively visited your site, they are probably acquainted with your logo and brand colours.

Featuring your logo and brand colours on your advertisement units is an extraordinary method to guarantee that your promotions don’t go unrecognised.

Onsite Retargeting

Retargeting campaigns should be carried out with optimal precision. For instance, if you are presenting the same campaign over and over, then your message can be automatically transferred to the spam folders of your consumers’ minds.

This will push away your potential customers, and they will start approaching different options. Try to incorporate something new, for the repeating visitors on your website. This will grasp their attention, and they will stay for longer periods on your website.

Do not forget to incorporate a clear CTA

One of the most critical steps you must not forget while retargeting your audience is to mention a clear CTA ( call-to-action) via your ads. It means defining the actions you expect your target audience to take whenever they come across your ads.

For example, a CTA for those at the top end of the funnel might be “get more info” while a CTA for the audience at the lower end might be “purchase now” or “check out the demo.”

Do not include the converted users in the retargeting campaign

Have you ever shopped online to discover you’re being immersed with notifications for that organization or item? By proceeding to serve promotions to the already converted users, businesses are just operating to bother them. Try to avoid such a mistake. Also, by doing this, you can save money by cutting down the costs of promotional campaigns on the converted clients.

Setting up a burn pixel to save money

If you are not aware of what a burn pixel is, let us break this down in simple terms. It is a tracking device that quits conveying promotions to clients after making a particular move. This can assist you in saving money on running useless ads. Apart from this, another benefit of using a burn pixel is preventing the same promotional activities from coming across the converted users.

Do not forget to take an A/B test

A/B tests can help you make data-driven decisions that you need to run promotional activities with high-performing advertisements. Rather than depending on your gut or what you think will work, you can run tests for quantifiable and significant outcomes. It will assist you with deciding the ideal mix of advertisement duplicates, invitations to take action, and illustrations.

TO SUM UP

Remarketing is not a challenging process when you create frameworks, marketing mind-maps, and implement them.

However, a lack of knowledge can give you a tough time retargeting the audience. So, don’t forget to do your homework before organizing any retargeting campaign.

If you are still confused about this remarketing, we would love to help you with it at SIMBAA. We have been serving clients in various industries for about 15 years now and ensure to increase the success rate. Do not feel hesitation in reaching out to us.

Meanwhile, if you want to hire the best marketers or strategists, consider getting a Free Digital Strategy Session

Intent-based marketing talks about the motivations and driving needs of any consumer in particular so that you can be the promising option at that moment.

The keywords people use to ask their questions reveal a great deal about the reasons for their search. Hence, search is one of the most critical channels for intent-based marketing.

So, let us look at some of the ways to build incremental benefits with the help of SEO and PPC.

PPC to Fill All Gaps Caused by Campaigns

Supercharge organic search results with paid ads. Keywords that are tough to rank by SEO and have high competition may not give you high rankings organically. To beat your competitors, you can choose to target hard to rank keywords through paid search advertising.

The added advantage is that when Search Engine Optimisation(SEO) and Pay Per Click(PPC) work together closely, you cover the gaps on SERP. That said, you can save your PPC budget where your structure is already receiving top rankings or SERP properties like a featured snippet.

Aim for Broad Coverage on SERP for Ambiguous Queries

When you understand the intent behind a particular query, you get to target consumers precisely, may it be through SEO or PPC.

One query may mean several things, and you need to focus on the intent that is highly related to your business. You can work on enhancing your brand’s visibility by concentrating on the organic results more like an informational play.

Additionally, you can focus on PPC in a highly transactional way.

Focussing On Different Pain Points after Understanding Intent Types

The intent of any two searchers who are using similar questions could be the same. However, the pain points may differ. For instance, a consumer is googling – best full coverage sleeping masks for flights. By this query, you can say that they have already searched for different masks, and the chances are that they have already used such masks earlier.

Search Engine Results Page Coverage

We can also conclude from the above example that these consumers share the same intent, but their pain points could be different. One may need it for a flight, and others may need it to sleep during the daytime. You can intend for SERP coverage for both types of consumers.

Check out more: Google’s Search Engine Results Page Explained

Boosting Local Search Performance 

In places where Google detects local intent, the Map Pack appears. However, if you are new in the market and have fewer reviews than others, then competing with such businesses in the local ranking is tough.

The Bottom Line

Understanding the intent behind a search performed by the user is highly critical for businesses. No matter their intent, you should optimise the results for your searcher by using both SEO and PPC to obtain maximum benefits.

SIMBAA has a team of professionals who will help you with everything you need to level up your digital marketing game.

Whether it’s PPC or SEO, SIMBAA Digital moves away from a traditional single-channel approach to a more inclusive omnichannel marketing with our proprietary growth framework “Helium1″

Looking for a high growth focussed partner to scale your business and upgrade your marketing stack, feel free to reach out to us.

As a result, PPC is widely used to increase the traffic on your website. In this article, we will share some of the best tips that will help you improve the performance of the underperforming PPC campaigns.

Improvement In The Quality Score

Quality is one of the most important things when it comes to Google Ads. In terms of Google, quality score is nothing but an estimated quality of ads, keywords and landing pages. When the keywords, landing pages and ads are relevant, it would give a good search experience. When you give a good search experience, you will be rewarded by Google for improved quality scores.

Here are some of the factors on which quality score depends:

• Ad relevance
• Click-through rate
• Landing page relevance

Also, if you wish to improve CTR, make sure to implement the following in your content:

• Use negative keywords
• Use ad extensions
• Enhance your bids
• Make use of site link extension
• Use right keywords and match types

Always Use Negative Keywords.

Negative keywords are very useful to avoid budget leakage from PPC. These keywords also help in preventing your ads from getting triggered by non-relevant search queries. When non-related searches trigger your ads, they are pushed to a lower position. Therefore the CTR falls. Thus, to make sure that non-relevant searches don’t trigger your ads, always use negative keywords.

Ensure Relevance Between Search Terms And Ads

You might have noticed that some ads perform well while some don’t. In this case, boost the performance of the campaigns that aren’t performing well. To do this, all you have to do is to that ad group and then check the keywords.

Find the details option there; now go to search terms and then click on all. You should make sure that your keywords and ads are relevant to each other. This will improve relevance as well as quality score.

Here are some tips to improve ad relevance:

• Your ads and keywords should be relevant
• Use negative keywords
• Make single keyword ad groups (SKAGs)

Enhance your landing page experience

The landing page acts as a very strong indicator of the PPC campaign’s performance. To enhance your landing page, create eye-catching headlines which will attract users. However, make sure that your headline is to the point.

It should be clear to the reader what the content is about from the headline itself. The headlines of your content should be clear, concise and short.

Here are some tips to improve landing page relevance:

• Use attractive videos and images
• Your landing page should be easy to use
• Your landing page should be device compatible and responsive

Optimise Your landing page for Fast loading

One of the most important points to consider for enhancing your landing page experience is speed. Or we can say the loading time of your webpage. Your page’s speed is one of the most important factors which helps you to improve engagements.

A page load time of 3 seconds is considered the best practice. People tend to leave the landing page if it doesn’t load within that time frame. Speed is a ranking factor and therefore should be paid attention to.

Optimize for Mobile Devices
Google pays attention to the mobile-first approach, which means, you will have to optimise your web pages for mobile devices. If a landing page is not optimised for mobile devices, you will miss out on a significant amount of traffic. Mobile-friendly web pages have high-quality scores and also make up for more than half of the search results. Also, when you design your website for mobile, you will have clear and simple navigation that will help users find what they are looking for.

Final thoughts

You should never think of deleting your PPC campaigns just because they are underperforming. Don’t forget that there is always a scope for improvement. It would help if you worked continuously to improve your PPC campaigns. If you’re stuck with mediocre results with Google Ads reach out to our PPC Experts in Sydney and claim your free Google Ads Audit + Recommendation.

Our Clients have generated $17 per $1 spend on Google, these numbers vary based on industries. We build and manage high converting Google Ads Campaigns with our proprietory Google Ads Growth Framework.

These costs are competitive and within reach of small businesses. With that in mind, here are nine concrete steps your brand can take to save leaky ad costs.

Target Your Audience

Advertisers should be as specific as possible with their criteria when specifying audiences. By narrowing down your target audience, you can drastically reduce competition from other brands serving ads with a similar audience. Remember that you are in a bidding war with hundreds of different brands – only bid for the people you really want to reach. ”

Marketers increase their chances by promoting content that will resonate closely with targeted audiences. This means you can customize your ads to appeal to people of a specific population, geography, and interest group, giving you the best chance of getting a click and creating traction.

Your inventory can fall short as the advertising costs are pretty high when you find the audience that many other advertisers want. Your advertising costs will be considerably lower if you target segments where fewer advertisers compete for advertising space.

Burn Out Pixel

Have you ever made an online purchase only to be bombarded by advertising for the same business or product? If this is the case, the business has obviously failed to identify you as an existing client. Companies are simply serving to irritate consumers by continuing to show advertising to the converted customers and wasting money at the same time.

Make sure you don’t make the same mistake. Fortunately, there’s a quick remedy: use a burn pixel. This bit of code, when added to your post-transaction page, will untag any users who have completed a purchase, guaranteeing that they are no longer served advertisements BOF campaigns.

Instead of showing customers what they’ve previously purchased, you may use fresh advertisements to upsell, cross-sell, or even give referral discounts. Basically, get rid of the old campaign and get them to join a new one.

Frequency Capping

While advertising you should not overexpose yourself, which is why frequency capping is always recommended. Prospects don’t want to see your advertising wherever they go after only one or two visits to your website.

Overexposure leads to a drop in campaign performance fast. Customers may completely disregard your ads, a phenomenon is known as banner blindness, or they may begin to associate your brand with creepy stalker-like behaviour.

A frequency limitation will limit the number of times a tagged person sees your advertising, which will prevent potential customers from feeling bored or overwhelmed. We recommend using 17-20 advertisements per user each week on average, however, you may discuss this with your retargeting provider to see what works best for your strategy.

Utilizing Bid Caps

The more precise your audience targeting, the more expensive the results tend to be, as most of the platforms provide a tool to reach your most valuable audience and also charge more for your own benefit. Most of the platforms set bidding rules and limits, especially for app installs, based on the lifetime value of each prospect.

Check For Audience Overlap

You need to make sure whether the audiences have significant overlap and, if so, then choose the most relevant audience for your marketing goals. “If there’s any overlap, try to exclude these audiences to avoid bidding against yourself

This is important because as in case there is a high overlap rate, you are practically bidding against yourself in the bidding auction to serve ads to the same group of people. Not only do you advertise to the same person more than once, but you also have to pay more to serve ads to that person due to internal competition,

Gather Intelligence

This means you can include a few lines of code on your website to track conversions and access data about your customers.

It can not only track who your customers are, and daily page visitors are, but also collect data like: What are they interested in? Where do they live? What age group their children are in? What is their income range? What have they bought recently? What is their average purchase price? Will they go on any vacation soon?

Not only can you retarget people who visited your website, but you can even target actions they’ve taken, such as people who added to their cart but never completed their purchase.

Bring Variety And Creativity

Different types of ad sets allow you to run multiple ads concurrently with the same budget, Even if you know your audience inside and out, the little nuances in your chosen images, context and words can make a big difference in overtime results.

You’ll be able to spot trends in ad performance by including different combinations of text and images in your Ad. Take the best parts of the top-performing ads and discard the worst. This data-driven ad design is the best way to get the most out of your ad budget.

Retargeting Statements

It would help if you used a custom retargeting algorithm that can directly sort your website visitors into low, medium, and high engagement groups. That audience grows to any ad network. You will be able to drive sales at a low cost per conversion by retargeting your ads.

Targeting Your Fan

You should make sure that all of the followers of your brand are accessible, and the best way to do that is to create a separate audience group for your followers.

People who follow your brands are the easiest to convert, various channels and platforms help you create a list and allow you to find people similar to these audiences, this, by far, is the biggest advertising secret that you can use to your advantage to scale your business and earn you sales while you sleep.

Refreshing Advertising Images

One of the most common issues is that many brands don’t refresh their advertising image. In case an ad starts working for a brand, they usually stop tracking its frequency, which can lead to ad fatigue or a point where the audience is already too familiar with the ad. This might adversely affect your ad performance.

To avoid this, advertisers should report ad-level conversion metrics daily. And, after running a few ads, you’ll get a feel for your impressions and persons, so you know where the ads will be overused, and you can include that metric in your reports and pause ads before reaching the point of fatigue.

Using Video In Your Advertisements

One trick to lowering the cost of advertising on any platform is to use video wherever you can. On average, video accounts for 10% of the cost of a single image or carousel ad. According to statistics, you might average anywhere from $0.15 to $0.50 per click on video campaigns, with simple CPC image ads of $2.00 or more, for the same placement.

Video advertisements garner more sales purely because the barrier to entry in creating these is high and interactive content seems to perform well compared to static graphics

When you use video ads, there are additional metrics available to you which can segment your customers further based on the watch time.

Final Thoughts

It’s essential to use ads effectively in order to maximize your traffic and gain customers. Make sure to follow these steps to make the most out of your ad budget and increase your overall profit.

Our Experience with Paid Ads on Google, Facebook, Instagram, Linkedin, TikTok, Spotify and more has enabled us to scale businesses exponentially.

If you’re looking for a Growth Marketing Partner in Sydney, Melbourne, Adelaide, Gosford or Parramatta our Local Experts can get more bang for your buck, Feel Free To Reach Out.

Or if you’re looking for a Google / Facebook Ads Expert to get a fresh perspective on your current strategy, get a Free Paid Ads Audit + Strategy Session today!