Imagine your first date with a nice girl…… You are in a fancy restaurant. Vine, dessert. You stand near her door and look in her eyes. Some magic happens between you two. She closes her eyes waiting for a kiss. At this moment you ask her, “Do you want to marry me?”. You spoiled everything.
Something similar might happen with your Google Ads campaigns. You bought lunch for Google but didn’t even get a goodnight kiss – users just left your website.
That happens every day. And it’s not Googles fault – they are interested in long-term relationships. Some of their workers might even have sex with you if your budget is big enough.
What can you learn from this article?
- Understand different types of Google traffic.
- Pick the right type of traffic for your business.
- Create lead magnets for people who are interested.
Understand different types of Google traffic.
There are 2 main types of Google traffic:
- Google Search network and search partners.
- Google Display network. Based on Google info, Display network covers 90% of global internet users. It includes more than 2 million websites, Gmail and YouTube.
Pick the right type of traffic for your business
How to understand what traffic type suits your business without investments?
In UAWC we have defined main stages in customer journey process and networks which are more relevant for each stage.
In most of our projects, we start with Search campaigns and Display remarketing. But that doesn’t mean that you should neglect YouTube or Gmail targeting. For some businesses, it might be even more relevant. Let’s understand key differences:
Search campaigns. You target people who are performing a search in Google. To start you need to create a list of keywords which you want to get traffic from.
Traffic relevance highly depends on the keywords which you are using.
We defined such keyword types:
- Purchase keywords. Those are the keyword which you primary want to focus on. Pay special attention on Geotargeted keywords which based on our date often have higher conversion rate.
- Informational keywords. These keywords define users who are “interested” but not ready to purchase right now. For them, you need to create lead magnets.
- Product and products brand keywords
If you are not sure if you want to target specific keyword just type it in Google. Check our 4 steps in KeyWord research.
Google Display network campaigns. Google Display network is similar to Facebook News Feed – people are browsing different websites. Very often without specific intend. They see your banner ad which might be relevant to their previous browsing history or to the content of the current page. He might have solved the problem which you or he is not as interested as he was before. So you need to push more in order to sell giving a bit different content. Your banner ads would also appear on YouTube.
Check Key-success-factors-on-the-Google-Display-Network to learn more about different targeting options on GDN.
YouTube Truview campaigns. This format is built on a promise that you would pay only for those who will choose to watch your video.
Targeting is the same as for regular Google Display network campaign – the main difference is with ad format. You need to create complaining video content to make this channel effective for your business.
Gmail campaigns. This campaigns are also part of GDN so targeting is the same. The main disadvantage is that you pay for those users who even didn’t land on your website. You pay if the user has clicked and checked the expanded version of your ad. For that reason, we use these campaigns only when we can good results from all others.
Create lead magnets for people who are interested but.
Very often you would get a very low conversion rate from users who are on these 2 stages:
To increase the conversion rate you need to change your offer creating a lead magnet.
Lead magnet – an irresistible piece of valuable content which is offered in return for contact information.
Lead magnet examples:
- PDF checklists
- Cheat Sheet
- Inspiration Files
Tips to create effective lead magnet:
- Demostrate your expertise in it.
- Filter out your competitors.