What if you could get a 700% return on your dollars? Would you make that kind of investment? You’d be stupid not to, right?
$8 dollars ROI for every $1 you spend on Google Adwords is a conservative estimate. Depending on the business and the audience, you could be making even more.
So, why haven’t you set up an Adwords campaign yet? Is it because you’re afraid you’ll make mistakes?
Never fear! I’m here! I’ve got a set of tips that will set your mind at ease and help you rake in the cash in 2020.
1. Automate More of Your Google Ads
Adwords isn’t a set-it-and-forget-it marketing strategy. I needs fairly constant monitoring from you or your team. This doesn’t mean you can’t automate some of the process and save yourself time.
Use an AI.
It won’t take over your business and travel back in time to kill Sarah Conner. But it will help you manage small tasks like keeping track of your Adwords budget and alerting you when you’re dangerously close to exceeding it.
Also, look into Google ads management. Managed Adwords could help you see the holes in your strategy and take the burden off your team.
2. Form a Strategy
Since automation is taking up a lot of the burden, you now have room to start thinking strategically. Your competitors are already forming theirs this year.
Dig in and really try to understand who your audience is and how you solve their problem. Then set about crafting ad content around those problem solution narratives.
Once you’ve done this, zoom out. Think big picture. Start targeting beyond the “local maximum.”
Once you do this, you can begin pushing your creatives. They should be able to leap off your strategy and start reeling in those leads.
3. Forget Google and Facebook for a While
While Google and Facebook take up the majority share of the ad market, other platforms are rising out of the mists. Start looking for that Excalibur now because it’s out there somewhere.
You don’t have to be on every ad platform. But experiment. People are on Snapchat, TikTok, Pinterest now. Where will they be in a few months?
Start looking at what might be on the horizon. What new app are the young people into right now that grandma and grandpa will pick up at the end of the year to look “hip”?
Also, keep an eye on Instagram Checkout this year. While it’s an organic-post-only platform now, you bet your bottom dollar our boi Zuck is gonna monetize that ish soon.
4. Keep Your Sights on Brand Affinity
It’s no longer about awareness for brands on the internet. Sure, people could be aware of your brand. Tons of people. But until they start to feel an intense liking for your products and services, they’re not going to continue to come back or even pay attention to your ads.
This is why you should focus on manipulating people’s emotions through your ad. It’s no longer enough to showcase your product, you have to make them desire it.
Notice how the best car commercials don’t toot their own horn loudly. They show you how it feels to slide along effortlessly while cornering those mountain curves. They trick you into thinking you can smell the new leather. They use soft tones to make their car seem comfortable and friendly.
Do the same with your products and services.
5. Be Realistic About 2020
It’s going to be a rough year considering the Coronavirus Pandemic and it’s fallout for many businesses. But there is an upside. People are on the internet more than ever.
Adjust your budgets and your expectations. While it will become more competitive, queries will pick up. Even just a few months ago it was predicted that we wouldn’t see any growth this year but that’s turned out to be false.
6. Get On That CRO
Conversion rate optimization is the strong right arm of online ads. It allows you to make that sales funnel as leak-free as you possibly can.
Optimizing beyond clicks is critical.
Looking for another way to optimize beyond the click? Try customer optimization. This means once you’ve paid to nab the customer, you pay to keep them.
Build ad campaigns targeted specifically to your repeat customers. They’re the ones who will give you a steady income over the years. This is especially true if you can keep them loyal.
7. Get Technical
CRM data is important. But we haven’t acted this way for a long time. Recently, however, marketers have started to implement large swaths of data from various CRM tools and cloud data tools.
This year, you’ll see an even larger adoption of these tools. People are collaborating online more and they’re going to discover the panoply of tools available to them.
This is why you need to stay ahead of the competition. Go beyond Google’s Adwords tools. Look for features such as ad customizers or advertising scripts to help you save time as you get more technical.
8. Gaurd Privacy
Recent legislation put consumer privacy at the forefront. It means tracking is getting harder for marketers. Like a lot harder.
But that’s ok. We are business people. We’re used to pivoting and adapting to market trends, right?
You need to find new tracking methods. You won’t find 100% attribution, so why try?
This only forces us to become more creative with our content. If you can craft your content to target the right audience, you won’t have to worry so much about targeting through the algorithms. This could save you money in the long run as you could pick low competition keywords to paint a large swath across many audiences.
9. Speak to Your Audience
You can’t assume that if you “just build it” they will come. You have to build smartly but you have to know your audience too.
Again, focus on how you solve problems with your product or service. If you can use your content to enrich your customers, they’ll see your value as a company. They’ll see you as an expert in your field and they’ll come to you when they need help.