le Ads Lead generation: 10 practical strategies that really work //

Lead generation is a crucial aspect of marketing. Lead generation is the process of attracting potential customers and converting them into leads who express an interest in your product or service. Google Ads are a great way for businesses to improve their marketing strategies and generate new leads.

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COVID-19 has brought many businesses to their knees, including the music school where I worked. The school had to close its doors for in-person instruction. Their phones stopped ringing because students were no longer visiting their facility. They desperately needed a solution. The company decided to offer virtual lessons, and used Google Ads for marketing. The decision was a game changer, as the phones began ringing and their business started to flourish.

This article will share:

• The music school experience is used to illustrate the top strategies for creating lead generation ads using Google Ads.
• These strategies are effective for any business that needs leads, regardless of the industry.
• How to use Google Ads for conversion tracking and remarketing.

You’ll learn how to use Google Ads to achieve your goals and maximize your marketing efforts.

Lead generation with Google Ads

You can use Google Ads in a number of ways to increase your leads.

1. Know your target audience

To generate leads from any advertisement, it must be directed at the right audience.

The music school used Google Search Console before creating ads to gather data on demographics and interests. They also created a buyer persona that included detailed information about potential students.

They gained valuable insight into the preferences and behaviors of their audience by analyzing search queries and demographics.

With this data, the school could create ads and content more tailored to their audience. This resulted in increased conversion rates.

Follow these steps to learn more about your target audience using Google Search console:

1. Select the website to be analysed in Search console.
2. You can view the performance of your site by clicking on the “Performance Tab”.
3. This tab will show you the queries (keywords) that people use to find your website. This section shows you the keywords (search terms) people use to find your site.
4. Analyze impressions and clicks for each query. Impressions are the number times that a search result on your website has appeared in the Search Engine Results Page (SERP) of that query. Clicks refers to the number times that a user has clicked that search result.
5. Search for patterns among the queries that are using to drive traffic to your site. What queries are driving the most traffic? What type of queries (e.g. informational, navigational, transactional)?
6. Consider the demographics of users who perform these queries. Are they mainly from a particular geographic area or age ranges?

This information can be used to target your copy more effectively. If you see that certain demographics are more likely to use certain keywords to find your business, you may want to include copy tailored specifically to them.

You can improve the performance of your search ads by regularly analyzing data from your Search Console.

2. Use the right keywords

Your Google Ads campaign is built on keywords. The music school used Google Keyword Planner and other tools to conduct keyword analysis to identify keywords with high intent that their target audience would be likely to use. The music school used a combination of long-tail and shorter-tail keywords in order to cover a wide range of search queries and increase their ad’s visibility.

Consider keyword intent when selecting keywords for Google Ads. You’ll have to match your keywords with keyword intent depending on how you collect leads.

If you want to collect leads by requesting a quote, you’d target keywords with transactional or a href=”https://www.wordstream.com/blog/ws/2014/06/30/commercial-intent-keywords”>commercial intent/a> commercial intent. If you want to collect leads by requesting a quote, you would target keywords that have a commercial or transactional intent.

You can find new keywords to use in Google Ads by using our free keyword tool.

3. Create compelling advertising copy

Ad copy for the music school was the first contact point between them and potential customers. The ad copy was clear, concise and persuasive, and highlighted the unique features of virtual music lessons. The call-to action (CTA), which was compelling, encouraged users to do the desired actions, like contacting, signing up or purchasing, etc.

Google Ads is a powerful tool for generating leads.

4. Optimize landing pages

landing pages are where the magic happens. The landing page is the one that leads arrive at when they click on an ad.

The landing page was optimized according to best practices.

These landing pages best practices include

• Design that is visually engaging and appealing.
• Pages optimized for conversion that include some form of lead capture, such as a large button to call or scheduling tool.
• Ad copy that is consistent with the messaging.
• A prominently placed CTA Button will drive conversions.

You can improve the chances of your Google Ads generating leads by looking at great examples. Good landing pages will also help you achieve a higher quality score as well as a better conversion rate.

5. Ad extensions

Ad Extensions are another way to utilize Google Ads to generate leads. Ad extensions allow you to add additional information about your company in your ads.

Call extensions, location extension, and sitelink extensions will improve the visibility of your ad and increase its click-through rate.

The music school took advantage of these extensions in order to increase the value they provide to their users, and to improve their chances to generate leads.

6. Test and optimize ads

It is important to test and optimize your ads continuously in order to maximize your performance. Track the performance of your ads by using metrics such as CTR, conversion rate, cost per lead, and cost per click.

Compare your metrics to benchmarks for the search advertising industry and see where you stand. You can also benchmark your performance against other campaigns to see if you can improve.

Benchmarks for search advertising in 2023.

You can adjust your landing pages, keywords and ad copy by analyzing the data.

7. Conversion tracking

It is important to setup conversion tracking in Google Ads. It’s a feature that you must have to measure the success of lead generation campaigns.

The music school with which I worked tracked actions taken by users after clicking their ads, such as signing-up for a virtual class or making a sale. These data allowed them to evaluate the effectiveness and optimize their campaign.

Track the conversions most important to you so that you can determine how well your ads work at generating leads.

How to track conversions in Google Ads

This guide will help you to set up this powerful tool.

1. Sign in to Google Ads.
2. Click on the “Tools & Settings (wrench icon)” in the upper-right corner of the screen.
3. Click on “Conversions” under “Measurement.”
4. Click on the “+” to create a conversion action.
5. Select the conversion action that you would like to track.
6. Please enter the details required for the conversion you have chosen, including the name of the conversion, the category and the value.
7. To generate a conversion tracking tag for website conversions, click “Create and continue”.
8. Install the conversion tracking code on your website. You can do this by adding the tag directly to the relevant page or using a tag management tool like Google Tag Manager.
9. Monitor your conversion tracking once it is installed to make sure that it is working correctly and collecting the data needed to optimize your campaign.

Here is a complete tutorial:

8. Watch for competitors’ strategies

Keep an eye on the advertising strategies of your competitors. This can give you valuable insight and allow you to identify areas in which you can gain an advantage.

You can create more effective and targeted ads by understanding what works in other industries.

The music school looked at the ads of its competitors to see what they were doing well and where they made errors. They also found ways to differentiate themselves.

9. Local relevance can be achieved by using location-based targeting

location-targeting is crucial for businesses such as the music school, which caters to local audiences. Google Ads allows you to use location targeting to make sure that your ads only appear to users within your targeted area. You can avoid wasting money on clicks by users outside of your service area, and make your ads more relevant to potential customers.

10. Add remarketing

remarketing is a powerful tool to re-engage previous users of your website who visited it through Google Ads.

Remarketing is a powerful strategy that allows businesses to reach out to users who previously visited their website, but did not convert.

Remarketing was used by the music school to target users and remind them of their virtual lessons, as well as the benefits that come with learning music online. This strategy not only strengthened the brand of the music school in the minds and hearts of potential students, but also increased conversion rates from users to leads, and ultimately customers.

Google Ads Remarketing: How to Implement it

1. Sign into your Google Ads Account and select the Shared Library option under “Tools & Settings”.
2. Select “Your Data Sources”, from the menu to the left, by clicking on “Audience manager”.
3. Click on the “Details” link under Google Ads Tag.
4. Select “Google Tag Manager” under “Tag setup” (bottom of page).
5. Copy the conversion ID code and remarketing tags that are provided.
6. Google Tag Manager is available in your Google account.
7. Enter the Google Ads Remarketing Tag Configuration Settings and the conversion ID code you copied from Google Ads.
8. For the purposes of this demonstration, create a trigger for the tag. Trigger it on “All Pages.”
9. Publish your tag changes.

How to add an existing remarketing list into a campaign

1. Navigate to “Campaigns”.
2. Click the campaign you wish to add to the remarketing list.
3. Click on “Audiences”, the tab at the left.
4. Select Edit Audience Segments
5. Select “Website Visitors”as a list source if you already have it. If not, you can create one using Audience Manager.
6. Select the list you created for remarketing.
7. Set the bid adjustment for your audience, if necessary.
8. Click “Save” in order to add the list of remarketing campaigns to your campaign.

That’s it! Now, your campaign will target visitors who visited your website and activated your Google Ads Remarketing Tag.

Lead generation with Google Ads is right.

This music school’s story shows the power of Google Ads to generate leads and help businesses flourish during difficult times. These 10 strategies helped them successfully switch to virtual lessons, and their phones rang with new leads. These strategies can be used by your business to create Google Ads lead generation ads that are effective.

Google Ads is a great way to generate leads.

1. 
   Know your target audience
   
2. 
   Use the right keywords
   
3. 
   Create compelling advertising copy
   
4. 
   Optimize landing pages
   
5. 
   Use HTML0 ad extensions HTML0
   
6. 
   Optimize and test your ads
   
7. 
   Track conversions
   
8. 
   Monitor the strategies of competitors
   
9. 
   Use local targeting to improve local relevance
   
10. 
    Add remarketing
    

Keep your campaign consistent, analyse your performance and optimize it to maximize the return on your investment. You can still achieve great results with the right attitude and determination.

The post Google Ads Lead generation: 10 practical strategies that really work appeared initially on WordStream.