Understanding Customer Behaviour Towards Google Ads 2017
A recent survey to reveal how customers react to the advertisements they come across.
Google Adwords is a great platform for small ventures to effectively showcase their online presence. We at ANTS Digital did a survey of 250 sample size, to understand the general behaviour of the customers towards the advertisements that they come across. The list of questions that we asked them was:
- How likely are you to search for a product or information on the internet?
- Do you know that the first four results in Google are ads?
- How likely are you to click on search results that are ads?
- How likely are you to click on ads appearing on websites?
According to the results, 59.6% of the respondents almost always search for product or service on the internet and 66.8% of them know that the first four results in Google are ads. The online ads that are displayed on the search result page (SERP) have an average click rate of 13.6%, this shows that the customers who have a buying intent only click on them. The display ads appearing on the websites have an average click rate of 3.2% only. To boost the click through rate the ads need to be more attractive and compelling to the customers.
Here's a guide to make your Google ads clickable
1. Powerful USP:
A USP or the Unique Selling Proposition defines your business and differentiate you from your competitors. It basically gives your customers reason to choose you above others. Having a powerful USP important because of the following reasons:
- A powerful USP gives you relevant leads and protects your ads from unwanted clicks.
- Lead conversion rate gets high.
- It helps to eliminate price comparison shopping.
A powerful Unique Selling Proposition is the one that provides a clear answer to the following questions:
- How are you unique?
- In what aspect are you different from your competition?
- Why should I buy from you, rather than from someone else?
- Why should I care at all about you or anything you sell?
2. Irresistible Offer:
Always try do provide an irresistible offer to your prospects that they cannot deny. The offer that you are providing them with, should have the following features:
- It should be Valuable. The benefits that your product or service provide should overweigh the price.
- It appears to be Believable. It is not easy to convince the prospects, especially online ones. Tell them why are you running a sale or giving something for free.
- Always try reducing Risk by providing some sort of guarantee.
3. Efficient Landing Page:
Always create a dedicated landing page for your google ads, instead of directing the ads to the homepage of your website. The aim is to create a congruent experience for the customers so that they are continuously reassured that they are going down the right path. The various ways to create an efficient landing page are:
- Have an attractive headline for your landing page.
- The landing page should be relevant to the keyword and the ad that is clicked on.
- Try explaining the irresistible offers that you are providing.
- Have a strong call to action button on your landing page.
4. Relevant Keywords and Placements:
Keywords are words that are used to search information in Search Engines that refers to a specific topic.Many first time advertisers have no or less idea about the keyword match types. The various match types are:
- Broad match: Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. If you leave your keywords as broad match, it might get you a lot of impressions but also a lot of irrelevant clicks.
- Broad match modifier: Ads may show on searches that contain the modified term (or close variations, but not synonyms), in any order.
- Phrase match: Ads may show on searches that are a phrase, and close variations of that phrase. Phrase match provides you more control over your ads than the broad match or broad match modifier.
- Exact match: Ads may show on searches that are an exact term and close variations of that exact term. Exact match can help you limit your exposure.
- Negative match: Ads may show on searches without the term. It blocks the keyword from activating your ads.
So, choose your keyword match type wisely! The advertisers can use placements for the campaign or ad group to place their ads on specific websites or the certain group of sites on the Display network. Placements and keywords can be used together in Display Network. By doing this, you restrict your ads to specific sites and show them only when the content of a page is relevant to your keywords. While Search Network only uses keywords to target your ads.
5. Target Right Audience:
Defining your target audience is the businesses best practice. It doesn’t make sense to try to please everyone. Your time, energy and money are better invested in a target audience. This will give you more relevant clicks.
6. CTA Buttons:
Using CTA or Call to Action buttons is a way to motivate customers to take the action that you want. Before writing your ad copies, try listing out various CTA buttons that you can use. Include CTA buttons in both your ad copies and Landing pages. The various characteristics of a good CTA button are:
All right, thats it. By now you should be able to make brilliant Google ads and setup your Google AdWords account accordingly.