Presenter: Google Ads-Best Practices.
So before we go over to our Google ads account
and actually create our first Google ads,
I wanted to go through the best practices first.
So understanding this, is going to help you so much
when it comes to creating your first Google ad.
So let's dive into it.
So a great technique you can use
when creating your Google ad is going
to be highlighting what makes your company unique.
So as you can see, I've gone onto Google
and I typed in the keyword teeth whitening london.
The ad in position one says White Teeth In 10 Minutes,
UK Award Winning Whitening Kit.
The ad below that says Crest Teeth Whitening Strips,
Next Day Post 7 Days A Week.
So from me not know much about teeth whitening
and who's the best company,
how long should it take, straight away from me
from a customer perspective,
white teeth in 10 minutes sounds absolutely crazy
and I don't see any other company stating that.
So as a result, I'm by default going to associate
this as a USP with this company.
On top of that they go on to say,
UK Award Winning Whitening Kit.
So this company they can work in your teeth in 10 minutes
and they also use a UK Award Winning Whitening Kit.
So this is to USP for this company.
So if I actually carry out this search and I was looking
to get my teeth whitened,
I would actually end up clicking the top ad
as it has more appeal to me,
primarily because of the titles they're using.
White Teeth In 10 Minutes
and they use the Award Winning Whitening Kit.
That has to be a USP as the company below has no mention
of how long it takes to whiten your teeth.
And on top of that they don't mention that
they use Award Winning Whitening Kits.
They might do in reality, however,
as they haven't stated that in the title,
there's no way of me knowing.
Where the ad at the top has made it very clear
and as a result I have associated that as a USP
with that company.
USP is standing for Unique Selling Point for those
who wasn't aware.
So as you can see highlighting what makes
your company unique, or at least comes across as unique,
it's going to help you a lot when it comes
to generating more clicks on your ads.
Another good strategy you can utilize is to focus
on the benefits and not the features.
So this is so, so important.
As you can see from the screenshot,
I went over to Google and I typed in slipped disc essex.
Essex being my local county in the United Kingdom
and slipped disc indicating that I had a painful problem
in my back.
The ad at the top of Google says,
Slipped Disc?
Get Expert Pain Relief Fast.
The reason why this ad is so good as it focuses
on the benefits of the service and not the feature.
I have a slipped disc, right?
My back is in a lot of pain.
This ad is telling me I can get expert pain relief fast.
They're not just gonna relieve my pain,
they're going to do it fast.
As a result this ad is completely talking about the benefits
of the service and not the features.
If the ad was going to talk about the features,
it could say things across the lines of,
"we can see you've in 30 minutes, fast consultation,
one-on-one."
Although those examples are good.
It's still nowhere near as powerful as focusing
on the benefits.
Let's imagine you go into a shop that sells vacuums, right?
And then the sellers man comes up to you and he says,
"We have this amazing vacuum.
It's got twin turbo, jet suction power 500,
24 hour battery life, blah, blah, blah, blah."
Shouts all those features and facts down your ears.
And then on the other hand, you have another salesperson
who comes up to you and they say,
"Hey, we have the best Hoover on the market.
It has a higher suction power possible,
and it hoovers up dirt better
than any other Hoover out there on the market.
On top of this it's very lightweight.
So it's very easy for you to carry upstairs
and also clean the upstairs of your house."
Which one sounds more appealing?
The guy just shouting all the facts down your ears
that has suction power which in reality,
actually doesn't mean that much
or the person telling you you can get the best Hoover
on the market which is going
to make cleaning so much more easier.
So when you're creating your ad texts,
make sure you focus on the benefits and not the features.
Another good strategy to use is to include prices,
promotions, sale with an offers as much as you can
in your Google ad texts.
So I went over to Google
and I typed in memory foam mattress.
We have an ad at the top of the page,
which says, Biggest-Ever Discount 40% Off,
Ergoflex Memory Foam.
Then we have the ad below,
which says, 10 Best Memory Foam Mattresses,
UK's Top Mattress Brands.
If I'm looking for a memory foam mattress,
which I actually was a few months ago,
then I'm going to be more inclined to click the top result
as the top result is mentioning a massive discount
and promotion they're having.
With a website below who's running the ad,
they don't mention anything to do a promotion or a discount,
even though they might actually be having one.
Can you see how this plays a big difference?
So let's imagine you are the company at the bottom,
compare your mattress.com and you're running 50% off
on your website.
If you don't state that in your ad,
how are potential people supposed to be aware
of your discount?
The answer to that question is,
they are not going to be aware.
So if you do offer any discounts on your products,
you've got any sales, promotions, any offers,
do you make sure you include that in your ad texts
to make it crystal clear to people who are searching
for the products and services that you offer?
The most important element is to understand
if your landing page is relevant.
What I mean by relevant is,
is it relevant to the term you are bidding on?
If someone goes onto Google
and they type in memory foam mattress,
if they click your ad, are they going to land
on a page which is all about memory foam mattresses
or are they going to land on a page
which is about memory foam pillows?
You need to make sure that the customer journey makes sense.
It might sound very simple,
but there's so many people that get this wrong.
They'll bid on the keyword such as red raincoat.
However, when the person clicks the ad,
they actually land on the page which shows raincoats
in multiple colors.
It shows blue ones, greens, yellows.
The person didn't type in those colors.
Only serve the user what they typed in.
This way you can ensure your ads perform
to the optimum level and they've produced the most amount
of conversions and sales for your business.
And lastly, another good strategy you can use,
is to add scarcity and urgency in your Google ad texts.
So this could be things like, "Sell ends tonight,
last chance to get 40% off" or even "Selling fast."
These are just three ideas.
Adding scarcity and urgency is best used
when you're running discounts as you can tie the discount
into the scarcity text as well,
such as the middle one, "Last chance to get 40% off."
If you're looking for a product and you see a website
offering 40% off the product you're after,
and they'll let you know,
this is the last chance to get 40% off,
that's going to apply a bit of subconscious pressure,
which may end up pushing you across the line to purchase
that product.
It's simple, but it's very, very powerful.
So now we've gone through the best strategies.
It's time to head over to our Google ads account
and I'll show you exactly how you can create an ad
from scratch.
I'll see you there.