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Advertising

Why Your Google Brand Ads Are More Costly Than They Should Be

I can’t tell you how many times a day I Google search for “Google Keyword Planner.” But I can tell you it’s a lot. I mean come on, how am I supposed to remember: “https://ads.google.com/home/tools/keyword-planner/”

Based on my experience, I’ve found that anywhere from 30-50% of people clicking on your brand ads in Google are just customers trying to get back to their login page.

That means two things:

  1. You’re potentially throwing money out the door that you could save.
  2. You might want to consider making those ads more customer-friendly.

The best way to think about it is how you’d think about a physical store. Your customers are trying to find your front door, and they’re standing in the parking lot trying to figure out which way to walk. And that’s not the experience you want, because your goal is to delight your customers and make it easy and fast to purchase again!

A simple way to get them to your storefront is to guide them with virtual signage:

  • Get a memorable, simple, spelled intuitively domain that matches your brand name. And allow logging in from your homepage (ex. Facebook), or allow customer behavior from your homepage without forcing a login until later (ex. Amazon).
  • Send new customers an email welcoming them, explaining how to easily add your login or homepage to their bookmarks in any browser.
  • In every email you send, include your site’s navigation bar at the top, making it easy to click through to your homepage or login.
  • You could run a customer marketing campaign around url recognition across channels emphasizing “name dot com.”
  • You could create a contest where to qualify for a prize (related to your product/niche) customers must arrive direct to your homepage or login page.

Now that you’ve improved your signage, you can also provide a map to that customer hopelessly standing in the parking lot. Here are a few simple ways to make your ad experience more customer-friendly, while not missing out on new leads:

  • Add a login link as the last site link extension: “Login – If you’re an existing member login here.”
  • Make sure your organic listing also has a Login option in its first site link extension spot.
  • Present the category that most customers AND new leads purchase within as a site link extension.
  • Create a “novelty” site link extension that shows off your newest products or deals, which will intrigue both customers and leads.

There you have it! Making a few of these tweaks could easily save you 10% of your Google brand ads budget this week.

Up next, discover some of the best Google and Facebook retargeting strategies.

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By Megan Mitzel

I'm the wearer of overalls behind the marketing advice website Marketing Overalls. I'm also a senior marketing director with more than ten years of experience leading acquisition and lifecycle marketing at successful startups. Before that, I got a business degree at UNC-Chapel Hill. Before that, I owned a seashell shop. And that's the tea on me.