What are ‘Google Ads’?
Google Ads is a Pay-Per-Click (PPC) platform that allows you to design and create digital adverts for your products and services. They are displayed either on the Google search results page, YouTube, Gmail or other affiliate marketing sites. As the name suggests, you only pay when someone clicks on your advert, providing you with data for ‘impressions’ when the ad is shown and ‘clicks’ data when it’s clicked.
What is CTR?
The best way to assess the success, retentiveness and quality of your ads is by analysing the Click-Through-Rate (CTR). CTR is calculated by clicks/impressions, and gives a good idea of how successful your ads are at enticing users to engage with your brand. Taking this into consideration, we have compiled three top tips to help you increase your CTR in the Biotech industry.
1. Understand Your Audience
To create the most effective keywords and ads, you must first understand your audience and what they are searching for. This includes abbreviations and industry jargon, which can have significant impact on your CTR. Due to the competition surrounding common biotech keywords such as ‘antibodies’ or ‘proteins’, achieving a high CTR can become a very expensive process.
Knowing exactly what your customers search for (such as searching for a specific brand of antibodies) means you can bid on keywords at a lower cost, whilst keeping it specific enough to maintain a high CTR.
Understanding who is searching for what and when also has an impact on CTR. If you know your target audience will be searching for your products from Monday to Friday, then set the schedule for the ads to only appear in this timeframe! Displaying your ad at a time where none of your customers will be searching leaves your ad vulnerable to higher impressions with no clicks, thereby reducing your CTR.
2. Compelling Ad Copy
Writing compelling ad copy for an ad is far easier said than done! However, we have a few tips to follow in order to make this procedure as painless as possible whilst boosting CTR. First of all, you need to understand the customers’ journey from search query, to reading the ad copy, to the landing page.
A good place to start is to use your keywords from the ad group in question, which should also appear on your landing page, and use these as the basis for your copy. It can be useful to include a call-to-action such as ‘Buy Yours Today’, ‘Click Here for Your Copy’, or ‘Learn More’. Use symbols such as Trademark (™ / ®) or Copyright (©), where applicable, to add authenticity to your ad!
Finally, it’s good practice to analyse how your competitors are executing their PPC marketing campaigns, and consider what you can do to make your ads stand out.
3. Use Ad Extensions
Ad extensions are add-on buttons/links that appear under your ad. These come in a variety of different formats, with the most popular types being sitelink extensions and call extensions. If used intelligently, these can dramatically increase your Google Ads CTR.
These extensions provide alternative channels for the end user to find an answer to their query. Instead of leaving the ad impression unclicked to find information elsewhere, a sitelink extension such as ‘View All Our Antibodies’ will encourage ad clicks.
Call extensions are a useful way of encouraging potential customers to call and discuss their query, ending their online search and putting them in direct contact with you as a business. Any opportunity to engage with potential customers in a more personal manner should be encouraged where possible, allowing you to convert interest into sales.
How Can We Help?
Pivotal Scientific’s marketing team are on hand to help with your Google Ads account, and have extensive experience in successfully driving sales via PPC advertising. With trained specialists on the team, we offer a variety of different Google Ads services; from the initial set up and complete maintenance to inheriting an already functioning account and implementing strategic improvements to optimise your performance.
If you’re considering growing your sales and brand awareness with a PPC project that you would like to discuss, get in touch with our team today.