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’ 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 engaging audiences. 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 an expensive process.
Knowing exactly what your customers search for (e.g. searching for a specific brand or type of antibodies) means you can bid on keywords at a lower cost, whilst keeping it specific enough to maintain a high Google Ads CTR.
Understanding who is searching for what and when also has an impact on CTR. If your customers will be searching for your products from Monday-Friday, set the ads to only appear in this timeframe! Displaying ads when your customers aren’t likely to engage leaves them vulnerable to impressions with no clicks, reducing CTR.
2. Compelling Ad Copy
Writing compelling copy for an ad is far easier said than done! We have a few tips to follow in order to make this procedure as painless as possible whilst boosting CTR. Firstly you need to understand the customer journey – from search query, to reading the ad copy, to the landing page.
A good place to start is using your keywords from the ad group, 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 ‘Order Now’, ‘Get a Quote’, 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 your competitors’ PPC campaigns, and consider how you can 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 going elsewhere for further information, a sitelink such as ‘View Our Antibodies’ will encourage clicks.
Call extensions encourage potential customers to discuss their query over the phone, putting them in direct contact with your business. Any opportunity to engage with customers directly 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 PPC, and have extensive experience in driving sales via ads. 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, get in touch with our team today.