We all like case research studies, right? They are often irresistible when you see them: increase conversions by 500,000%!!!
Okay, perhaps that’s a small exaggeration. But it’s not far from truth.
These conversion rate increases are often a farce.
They either (1) are far from sustainable or (2) the numbers are slightly inflated for the functions of marketing/clickbait.
Today, I’m not going to show you anything like that.
I’m rather going to show you genuine Google Ads campaigns that advertisers ran in this past year.
Practical strategies that anyone can customize and carry out to generate a great return of investment.
Let’s dive in the secrets of the 3 Google Ads that made it big in 2018, to inspire your 2019
Strategy. 1. Do Not Neglect Your Landing Pages
Oh, landing pages, again! Wait … The subtitle of this section is:
How One Marketer Generated a 23% Conversion Rate
Do I have your attention now?
Landing pages are 39 % of the puzzle for a high transforming Google Ads campaign.
Without a great landing page, you can’t anticipate to make a cent back from your ad invest.
When users strike your landing page, they require a couple of things:
While those can work, they ought to never be your initial step. You should currently have a high conversion rate and ROI before considering checking those factors.
That’s the precise approach one marketer required to produce a steady, sustainable 23%conversion rate on top of the funnel traffic for their customer.
Step 1. Ditch Stock Photos
Stock images are exceptionally tempting to use.
There are many sites committing to supplying both free and paid stock photos.
Why? They are often very high-quality images (high resolution).
They portray numerous scenes fit for a service.
Like any of these stock photos for a post about Google Advertisements:
Stock pictures are often far more affordable to buy online than working with a professional photographer to take shots of your business in action.
Plus, you can buy them quickly online rather of waiting days, weeks, or months to get your own shots taken.
For those looking to run projects or landing pages ASAP, it’s typically the go-to.
They look nice, best? Sure.
But do they work? Not actually.
According to the most recent research studies on stock photos, they do not work.
When MarketingExperiments evaluated the distinction in stock images vs a real company staff member picture, the results were shocking
Stock pictures feel impersonal and can even be viewed as fake and scammy.
They look strung together and out of location.
Wish to appear as more genuine, customized, and authentic? Ditch your stock images and choose genuine images of your product, service, or business.
For instance, here is a stellar landing page by means of
Handy, an online cleaning service: They might have quickly included stock images for cleansing. They didn’t.
Instead, they took a real photo of a cleaner using a “Handy” branded t-shirt with matching colors to their logo. Not only does this appeal visually, however it provides their service as even more legit.
Step 2. Focus on One Call to Action
Have you ever arrived at a Pay Per Click ad and been met multiple calls to action?
This is a common method for many companies marketing on Google.
More frequently than not, it’s more disruptive than it is practical.
If you have effectively analyzed the intent of a provided landing page and keyword, you don’t need several calls to action.
You should already understand what the searcher wants and expects.
If somebody clicks on your PPC ad for “cleaning service today,” you shouldn’t have several CTAs.
You need to have a single CTA that says “book my visit today.”
Focus your efforts on a single call to action that matches the intent of the ad.
Step 3. Stunning Landing Pages Are Overrated
Landing pages are suggested for one basic job:
Educate the individual landing on them so well that they can’t assist however give you money for your product/service.
Unfortunately, beauty has been prioritized over function.
Glamour over conversion rate optimization.
Do not get me incorrect …
… I’m not saying that stunning landing pages are inherently bad.
I’m stating that focusing too much on the aesthetic appeals of your landing page can frequently impede conversion optimization.
A few of the most basic landing pages convert the very best. For instance, Neil Patel’s CrazyEgg landing page:
He minimized the length of material and images by 60% to get this much shorter, less aesthetically enticing page.
It’s nothing except boring on the surface area, but it offers enormous worth to users, which’s all that matters.
Step 4. Perfect Your Lead Form
Forms are difficult to get right.
You wish to use adequate concerns to get the essential lead qualification information you require, however few that you frighten people off.
Providing too couple of concerns can give you more leads, however most likely you will be getting lots of who have no intention of purchasing.
Having a lot of questions will surely restrict your lead totals, but it might provide higher quality leads.
The Paid Search Podcast evaluated it for their customer to assist drive a 23% conversion rate.
The secret here is moving slowly and testing one question at a time to see how it impacts conversions.
This suggests testing both (1) existing questions and (2) the amount of concerns total.
Specify questions just asking excessive? Is the number of needed concerns too high?
These are crucial products to try out when perfecting your lead kinds.
2. Combining Google Advertisements and Facebook to Net $70k in Earnings
When picking an advertising platform and even a basic marketing strategy, it’s prevalent to pit it against another.
For instance, SEO or Pay Per Click? Facebook advertisement or Google Ads? Video ads or search network?
I’ll let you in on something crazy: why not both?
It prevails to wish to compare multiple methods against each other.
The facts are: all of them can work for your company and you do not need to pigeonhole your efforts.
Not pigeonholing efforts is what enabled Jeff Baxter to generate $70,000 in profit from $10,000 in ad spend.
By making use of both Facebook and Google Ads for their respective strengths, he was able to generate far much better conversion results.
Let me reveal you an example of how this can work.
For beginners, you can target new audiences or formerly engaged traffic on Facebook that hasn’t transformed. Target them with top-of-the-funnel, brand awareness advertisements that deliver value in the type of content:
Next, you wish to capitalize on the brand awareness you are creating. And that’s where Google Ads come into play.
Marketing excessive on a single platform to the very same audience gets annoying.
Individuals are going to stop engaging if you bombard them with ads all over Facebook.
Let a couple of advertisements work and then hammer it house on Google.
With Google Ads, you then wish to run more conversion focused advertisements with the goal of getting them to opt-in or sign up for a trial, instead of to just visit your latest piece of material:
This is accomplished with RLSAs, otherwise called remarketing lists for search advertisements.
They allow you to target your website traffic for offered keywords on Google searches, instead of anybody worldwide searching for that keyword.
This powerful mix of numerous platforms helps you avoid ad tiredness and convert users with ease.
Want to run this kind of advertising campaign? Here are 3 methods to connect your Facebook and Google audiences for simple wins.
3. Use Google Shopping for Dirt Cheap Acquisition
One online store in 2018 had the ability to utilize Google Shopping to produce $1,248.22 with simply $87.96 in ad spend. Throughout the campaign (thirty days), this furnishings market store created 12 sales, amounting to practically $1,300 in sales.
With a typical cost per click of simply 33 cents and acquisition expenses of just $7.33, the profit is astonishing for such a brief project.
How did he do it?
Google Shopping listings show product headlines, images, prices, and scores of the products.
Trying to stuff all of that details into a search network listing isn’t gonna fly.
And, you can’t use images, a substantial selling point for Google Shopping.
You see, showing images upfront has a huge advantage;
You almost immediately qualify and disqualify traffic. People can visually see your item and choose if it’s engaging enough to click.
If they don’t, you don’t pay for squat.
If they do, you understand they like the product look.
This gets rid of lots of lost advertisement spend that search network ads merely can’t. Search network advertisements without images will create even more clicks and bounces when people don’t like the item appearance.
Google Shopping is the place to be for decreasing your advertisement invest and for that reason acquisition expenses.
Want to benefit from Google Shopping? Here are a couple of key pointers to follow that can help you prosper in 2019.
Idea 1. Test different extensions
A lot of Google Shopping listings are complete with:
But there are a couple of sellers utilizing other techniques like special deals and value proposals directly on their ads:
For example, “Special deal” and “Free shipping.”
Attempt rotating your extensions to see which create the most activity.
Idea 2. Use top quality images
Images are the lifeblood of effective Google Shopping campaigns.
If you don’t have a product image, you can’t have a listing. And if your item image is bad, nobody is gon na buy from you.
Make certain to take expert quality images of your products.
Given that you can just utilize one picture on the listing, select the most flattering angle that showcases the item entirely.
If the product can be showcased plainly in use, that is a big advantage:
For circumstances, with couches, the first 3 pictures above are by far the most compelling.
They reveal the product in usage and in a genuine environment, offering users motivation on how to style it in their own house.
The 4th image is the incorrect aspect ratio, making it hard to see the real product.
And the last one is the couch alone, providing no motivation or direct look into how it looks in a genuine living space.
Utilize much better images and you’ll improve outcomes. Simple, right?
Google Advertisements case research studies are frequently blown escape of percentage.
They are the 0.001% of circumstances where an advertiser got lucky and struck digital advertising gold.
In this post, I wanted to show you 3 specific case research studies that were sensible, achievable, and commonplace for advertisers who put the operate in.
Ones that are truly inspiring for your 2019 strategy.
In 2019, follow these three terrific campaign examples:
All set to kickstart your 2019 Google Ads success? Execute these methods that drove big wins for marketers in 2018.