Are you looking to enhance your brand reach in a competitive market? Perhaps you have no idea how competitive your market is and want to grow anyways! Google Ads can be your gateway to achieving that goal when used in the right way. This powerful advertising tool helps connect your brand with potential customers when they’re searching for products or services like yours.

It was reported that 65% of clicks from users poised to make a purchase go to paid ads, highlighting the effectiveness of Google Ads in enhancing brand reach and driving conversions.

By leveraging Google Ads, you’re not just advertising; you’re ensuring your brand reaches the right audience through targeted campaigns. The platform’s pay-per-click (PPC) model means you only pay when someone is interested enough to click your ad, allowing for cost-effective budget management.

In this guide, we will talk about:

• How to set up your Google Ads account
• Understanding targeting options
• Crafting compelling ads
• Optimizing for better results
• Measuring success

Continue reading below as we dive into each of these steps and more.

10 Steps to Boost Brand Reach in Google Ads

Follow these 10 steps to start driving more traffic and improve brand reach with Google Ads.

Step 1: Set Goals and Objectives

Before launching your Google Ads campaign, clearly define what you want to achieve. Ask yourself:

• What actions do I want site visitors to take? 
• Who is my target audience? 
• How much traffic do I want to drive to my site? 
• What is my daily/monthly budget for this campaign?

Step 2: Research Keywords

Keyword research lays the foundation for a successful PPC campaign. You want to identify keywords relevant to your products/services that match your customers’ search intent.

Start by brainstorming a list of keywords. Think about words and phrases your target customers will likely use to find your offerings.

You can use the Google Keyword Planner and other tools like SEMrush, Ahrefs, or KWFinder to find additional keywords, monthly search volumes, and competition data.

Step 3: Set Up Your Google Ads Account

If you don’t already have one, create a new Google Ads account at ads.google.com. Make sure to set it up under the correct business name, address, and website.

You’ll also need to verify your website domain in Google Search Console. This links your site to your ads account, allowing Google to collect data on conversions and optimize your campaigns.

Step 4: Structure Your Campaign

Google Ads is based on campaigns, ad groups, keywords, and ads. How you structure these components can impact the performance of your account and your brand reach as well.

Best practices for structuring your account include:

• 1 campaign per goal – Create separate campaigns for objectives like lead gen or sales.
• Tightly-themed ad groups – Group closely related keywords into ad groups around topics and products.
• Highly relevant keywords – Only include tightly matched keywords in each ad group. Avoid broad terms.
• Well-organized account – Use descriptive names for campaigns, ad groups, and keywords. Add negative keywords where needed.

Step 5: Create High Converting Ads

Writing effective text ads is crucial for driving clicks and improving brand reach. Here are some tips for creating compelling Google ads:

• Clear headline – Summarize your offering in 4-6 words. Catch attention but remain honest.
• Descriptive description – Elaborate on the headline with a detailed description in 90 characters. Highlight benefits.
• Call-to-action – Use action words like “Try”, “Buy”, and “Sign up” to encourage clicks.
• Unique selling proposition – Differentiate yourself by focusing on what makes your brand special.
• Target keywords – Include your keywords naturally in the ad text. Don’t try to cram keywords.

Step 6: Set Bids and Budgets

One of the most important factors determining the success of your Google Ads campaign is your bidding strategy.

You want to set bids high enough to enhance brand reach and generate sufficient traffic and conversions but not so high that you blow your budget without results.

Where you set your bids depends on your bidding method:

• CPC – Set maximum Cost-Per-Click bids at the ad group or keyword level based on your profit margins and conversion value.
• CPA – Input your target Cost-Per-Acquisition, and Google will automatically bid to achieve that CPA.
• Target CPA – Similar to CPA bidding, but you also set a ceiling bid cap. Good for controlling costs.

Step 7: Choose Your Placements

Google Ads allows you to display your ads in various places across Google and its network of partner sites. Choosing the right placements is important for brand reach.

Here are some top placement options to consider:

• Google Search – Appears in search results when people search relevant keywords. Bread and butter of Google Ads.
• Google Display Network – Reach users browsing websites and YouTube videos on the Display Network.
• Gmail ads – Visible at the top of Gmail with inbox segments for better targeting.

Step 8: Target Your Audience

Reaching your ideal customers is easier when you leverage Google’s extensive audience targeting options.

Here are some of the top ways to target your ads:

• Keywords – Target users searching for relevant keywords and topics.
• Interests & Remarketing – Target users based on previous sites visited and inferred interests.
• Demographics – Target-specific age, gender, and household income brackets.
• Geo-targeting – Show ads to users in specific cities, regions, and countries.
• Audiences – Create custom combinations of users like “dog owners interested in toys”.

Step 9: Measure Performance and Optimize

Regularly monitoring campaign analytics is crucial for optimizing your account and improving results over time.

Key metrics to analyze include:

• Impressions – Number of times your ads were shown. Shows reach.
• Clicks and CTR – Clicks demonstrate relevance. Improve low CTR ads.
• Bounce rate – High bounce rates indicate poor landing page experience.
• Cost and CPAs – Are you hitting target CPAs? Adjust bids if costs are too high.
• Conversions – Tracking goals allows Google to optimize towards conversions.

Step 10: Scale Up Your Budget

Once you have all the pieces – compelling ads, positive ROI, conversion tracking – in place, you’re ready to scale up.

Gradually increase your budget and broaden your targeting to reach more customers. Monitor performance at each budget level before expanding further.

3 Strategies to Maximize Your Brand Reach 

Here are the three main strategies that you can use in Google ads to increase your brand reach. 

1. Understand the Buying Cycle: Map out your customer’s buying cycle to create ads that resonate at every stage—from awareness to purchase.
2. Use Retargeting: Re-engage visitors who didn’t convert by showing them targeted ads to remind them of your brand and nudge them towards a purchase.
3. Optimize Landing Pages: Link your ads to a custom-made landing page designed specifically to convert visitors based on the campaign’s goal.

Improve Your Brand Reach with Expert Guidance

Simply put, Google Ads is a reliable platform for helping improve your brand reach. Using Google Ads means more people can see your products or services. It’s absolutely necessary to keep an eye on your ad campaigns and make changes if needed based on the information coming in from them. This will give you the best possible results.

If you want to get even better with Google Ads, working with experts can help a lot. The team at Online Capital Group has the experience you need to make things easier for growing your results, ensuring your investment doesn’t go to waste. Want to improve your ads? Make a quick call today to (904) 600-3600 for a quote.

Start improving your brand reach with Online Capital Group today!

FAQs

What are effective strategies to increase brand reach with Google Ads?

To enhance brand reach with Google Ads, focus on optimizing your keywords, ensuring they align with your target audience’s search intent. Utilize ad extensions to provide additional information and encourage clicks. Regularly review and adjust your bidding strategy.

What are the best practices for targeting in Google Ads?

Targeting Google Ads effectively involves using demographic filters like age, location, and interests to reach your desired audience. Incorporate remarketing strategies to re-engage visitors who have interacted with your site. Additionally, leverage audience insights to refine your targeting and improve ad relevance.

How to be successful by using Google Ads?

Success with Google Ads requires a combination of well-researched keywords, compelling ad copy, and a clear call to action. Continuously test different ad formats and landing pages to optimize conversion rates.

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