Running successful Google Ads campaigns can be challenging, especially when unexpected issues pop up. My Google Ads Coaching client, "Emily," was experiencing this firsthand with her Video and Search campaigns.
Emily had built a large organic following, but it wasn't translating into sales for her business.
She was puzzled why people weren't clicking through from her products on her YouTube video ads. After some digging, we discovered the culprit was likely lurking in her Google Merchant Center. The way her products were named and described didn't quite align with Google's best practices. With a few strategic tweaks to her product titles and descriptions, we brought those missing products back into the spotlight, ready to shine in her YouTube ads.
But our work wasn't done yet. We shifted our focus to her Search campaigns, where we uncovered some easy opportunities for improvement. Her image assets were close-ups of her products, which are not terribly eye catching. We discussed the power of strong visuals and brainstormed ideas for images that would captivate her audience; for example, featuring humans front and center.
Next, we turned our attention to her ad text. While informative, her headlines and descriptions lacked a compelling call to action. We worked together to craft more persuasive copy that would entice users to click and learn more.
Finally, we took aim at her targeting settings. We wanted to ensure she was hitting the bullseye with her audience rather than spraying and praying. Emily is fortunate to have a large YouTube following, so I showed her how to set up YouTube remarketing segments to reach her engaged audience and guide them towards conversion.
By the end of our coaching session, Emily was armed with the knowledge and tools to optimize her Google Ads campaigns for peak performance. She left feeling confident and ready to tackle any challenge that came her way.
Here's what you can do convert followers into buyers, like Emily:
- Double-check your data: Shopping campaigns rely on accurate Google Merchant Center data. Location assets rely on your Google Business Profile. Often, the key to better Google Ads ROI has do with data that lives outside of Google Ads.
- Make your ads human: AI may be all the rage, but it's real humans in real-life scenarios that will grab attention and help your ads stand out. Review your video, image and text assets to ensure they're high-quality, relevant to your audience, and human first.
- Start with who you know: If you have a strong social media presence, or YouTube presence, or even SEO presence, leverage those audiences in your ads! Someone who is already familiar with your business is much more likely to convert than someone who's brand new to you.
Don't settle for Google Ads that are just "good enough." Book a call with me so we can tune up your targeting, ad creative and more.
One more thing...
YouTube remarketing is just one of many types of audience targeting strategies you can use in Google Ads.
Join me at the FREE Paid Search Association Conference online on February 12th, 2025. This all-day virtual conference features a dozen top industry experts, and I'll be speaking about New Audience Targeting Strategies for 2025. Register for free at paidsearch.org
