It can be difficult to rank organically. Google Ads can help with extra targeting. Here are 5 tips to help you reach specific audiences and improve click-through rates: 

1. Adds Many Extensions 
   • Sitelink Extension
   • Callout Extension 
   • Structured Snipped Extension
   • Call Extension
   • Message Extension 
   • Location Extension 
   • Affiliate Location Extension 
   • Price Extension 
   • App Extension 
   • Promotion Extension 

2. Use Google Audiences 

Google lets you set a preference based on who the searcher is and what they are searching for. You can also re-market to people who have visited your website in the past. Upload a list of visitors and Google will show your ads to that specific audience based on the demographics when the users search for terms that you are targeting through your keywords. This is especially important if you have a long sales cycle, and it takes more interaction points before a lead becomes a customer.

3. Be Specific with Locations

Lookup zip codes for specific areas and make sure that your ads are being shown to that zip code specifically. Exclude certain areas you can’t sell or ship to. For example, you can only ship your product to the continental US, make sure you exclude Alaska and Hawaii for Google Ads. 

4.  Adjust Bidding Based on Goals 

If you start to notice a pattern where people are clicking on your ads more often when they search for a specific keyword and are converting at a higher rate, adjust your bidding up so that you win a higher share of impressions for that specific keyword. Make sure to also adjust your bid up so that your ads receive a higher position and are shown more often when someone searches from that location. Conversely, you may not want to compete as heavily in certain areas or for certain keywords. You can also adjust your bidding down so that Google doesn’t show your ads as often for terms that don’t convert at a high rate.

5. Watch Search Terms Carefully 

Identify negative keywords and find additional keywords to add to your campaigns. In addition, identify keywords that may need to be an exact match vs. phrase match vs. broad match. Check search terms to see what terms your ads are showing for on a monthly basis. Are you getting a lot of impressions for a search term, but not a lot of clicks? It might be time to optimize the ad and try to improve your CTR. 

Need help with your Google Ads? Call 248.528.3600