So your Google Business Profile is optimized (high-five!), and now you’re ready to maximize your Google Ads.
While not true for every industry, clients who search Google for an accountant or bookkeeper are prepared to take action. That’s why the singular goal of your Google Ads is to place YOU in that lead’s line of sight and redirect the conversion-rich traffic from Google to you.
But Google receives 3.5 BILLION searches per day. So then how can you improve your chances that your Google Ads will get your accounting firm noticed over your competitors?
Shameless plug alert: Marketing professionals like our experts at Margott can take excellent care of this process for you. But if you’re determined to DIY your Google Ads, read on…
5 Mistakes Medical Spas Should Avoid When DIYing Google Ads
1. Don’t Use Negative Keywords
Eliminating leads you don’t want to target can be just as important as reaching the right ones. Think of a negative keyword like a villainous body double; they resemble a keyword that looks like it would apply to your search terms but is actually an imposter wasting your money and efforts.
An easy example is an optometrist who sells glasses — a negative keyword would be “wine glasses.” By instructing Google about what should be excluded, you increase your chances that your campaign will bring you the right clients. You can choose negative keywords by broad match, phrase match, or exact match.
2. Don’t Conduct In-Depth Keyword Research
Now that you’ve told Google the clients you want to hide from, how do you make sure you’ve got the correct keywords in play? Research! Picture keyword research like a three-legged stool. Google ranks keywords by judging viability, value, and volume.
Viability = does it meet the searcher’s needs? Value = is it supported by authoritative, quality content? Volume = MSV (monthly search volume) corresponds to the number of times a keyword gets searched across the platform.
3. Use Default Targeting Options
When it comes to digital marketing, one size never fits all. And not customizing your Google Ads’ targeting options is like throwing your hard-earned money down the drain.
Location, location, location! For example, Google defaults your campaign’s region to the country you’re in, whereas you probably wish to target clients from your city.
Imagine incoming traffic like a jam-packed freeway. If the road to you gets clogged by dead-end prospects, your quality leads take the wrong off ramp, veering their business somewhere else. Speaking of traffic…
4. Send Traffic to a Homepage Instead of a Landing Page
Your website’s home page has multiple jobs when welcoming visitors. It acts like an airport terminal, serving as the connective hub to many other destinations.
From your home page, your visitor can learn more about you and your accounting firm, or head on over to your social media channel, perhaps sign-up for your newsletter. There’s a lot going on during a time when a hot lead wants clear direction.
That’s why you should send your Google Ads traffic to a landing page instead. Properly designed landing pages eliminate confusion and compel visitors to take ONE action (book a consult, opt-in, buy now). A landing page done right keeps opportunities destination-driven and distraction-free.
5. Don’t Have a Realistic Budget
Google Ads operated on an auction-based system. Fees range from ad to ad, with the average cost-per-click landing somewhere between $1-$2. That adds up, fast. Allocating a realistic budget protects you from getting outbid by your competitor.
Want to do a little better than “hope” your ad spend connects you to your ideal client? Wave buh-bye to ineffective DIY. Schedule a Marketing Consultation, and we’ll give you free, no-obligation Google Ads advice tailored to your firm’s unique needs and analytics.
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