Google Ads advertising, the formats that boost your LeadGen

Did you know that people are more likely to search for a brand online after seeing an ad on Google? Advertising on Google is a guarantee of trust in the collective mind and allows brands to increase their visibility among Internet users. Google Ads allows you to appear in “Ad” format on the search engine of the same name when Internet users surf the web. Find out today how, thanks to Google Ads, you can successfully boost your lead acquisition within a global digital strategy.

Google Ads: generate as many B2B leads as possible

By opting for Google Ads, you increase the visibility of your business on the search engine thanks to so-called “Ad” advertisements which appear on the first page of Google, when an Internet user carries out a search for a specific keyword. Google Ads is based on aCPC (cost per click) modeland the different advertisers who rely on the same keyword are then put into competition via aauction system. There are several ad formats available through Google Ads: text ads, shopping ads, display ads, video ads, and many more!

Google Ads campaigns are an excellent lever forlead generation. You will be able to touch in real timean audience showing interest in your product or service, or in any case, having a need related to your offer. For example, if you opt for a text ad, it will rise above the search results linked to natural referencing on the keyword queries that you have determined. Please note, when creating your ad, it must be accompanied by relevant content because Google assigns a quality level to each ad (from 1 to 10) and your ranking will depend on this rating.

In order to generate qualified leads, you must do in-depth SEO work and analyze the queries that your target uses. According toa Forrester study, 95% of Internet users search the Internet to find a service or product. The whole point of communicating on Google Ads is toincrease your chances of capturing these potential customers looking for a response to their needs. Advertising on Google Ads means appearing on the first page of results (note thatthe first 10 results on Google get more than 77% of clicks).

Google Ads: configure your campaigns

Once you have created your Google Ads account, you will be able to startcreate your first campaign. One of the first things to do is to define your main target and the message that will appear on your ad. The title must be catchy without being too catchy to make the Internet user want to instantly click on your link and visit your site.

It is important for you to provide a dedicated landing page for your ad and not just bring them to your home page. If an Internet user is looking for a particular product or service, make sure that they arrive on the presentation page in question.The more personalized your landing page is, the better your conversion rate will be.. This landing page represents a central point in your lead generation strategy, because you will pay Google Ads per click on your ad and not per conversion. If you get a lot of clicks because your ad is attractive, but few conversions because your landing is not optimized, your KPIs will be very bad. It is therefore necessarytake care of the creation of your landing pagesto ensure a good conversion rate and optimize yourtransformation journey.

Also, it is essential to identify the keywords on which you will position yourself. To do this, put yourself in your target's shoes and imagine what types of requests they will make if they have a need in your field. Google Ads offers a keyword planner to help you. However, be careful,some keywords are more expensive than others because they are in high demand. It is therefore sometimes more interesting to focus on less searched and therefore less expensive keywords but relevant to your business.

Finally, Google Ads campaigns require a lot of regularity, regular monitoring is recommended because the bids need to be adjusted regularly, and if you no longer have traffic on your site, your CPC may need to be reviewed. Do not hesitate tocheck your figures very regularly once your campaign is launched and monitor your KPIs. This will allow you to quickly identify potential problems and adjust your bids in real time.

Analyze and optimize your lead generation

To determine if your campaign is effective, there are several options available to you. You can first track your conversions usingmarketing analysis toolsadapted to precisely measure your performance. Conversion tracking. Once you configure this feature, you can monitor some important statistics, such asthe number of conversions, thecost per conversionand theconversion rate, as well as keyword conversion data, and landing page data.

By regularly analyzing your campaigns and your different parameters, and optimizing them, you will undoubtedly obtain an excellent return on investment.

Pay attention todo not neglect certain indicators of your campaigns: budget, adapted bidding strategy, analysis of the days and times that perform best, analysis of performance by device type, etc. It is important to keep an eye on it to make any necessary optimizations.

Also, take an interest in keywords by identifying the most efficient ones according to your sector of activity.Test constantlynew ads with new keywords to improve your click-through rate. Use several hook messages, use all the fields available to you to create an ad, anddo AB testing on your landing pages, match the user's query with the hook of your ad and with the text of the page and destination.

Google Ads has (almost) no more secrets for you! To maximize your performance on this strategic lever, think carefully about aaccount structureand relevant and efficient Google Ads campaigns, and ensure that your conversion tracking is complete and well managed.

At hipto, we are constantly refining our solution.lead generationConversociads© and regularly deploy new advertising channels. A need?Contact us:

• contact@hipto.com

• +33 1 76 39 06 68

Sources:

• Reed Exhibitions

• Google Ads Support

• SLN the Agency