Are you a marketer who sticks to one strategy all the time? While this can be effective if it works for you, diversifying your approach can also lead to increased brand awareness and conversions. Here are some Google Search Ads strategies that are worth the try.

1. Highlight Your Unique Selling Proposition (USP)

Put yourself in your customers' shoes, and think about why they would choose your products or services over your competitors. Use surveys or questionnaires to determine your most effective USPs, and include them in your headlines and ad copies.‍

2. Bid on Your Brand Keywords

Even if your brand is not well-established, you can still bid on your brand keywords to ensure that you appear at the top of the search results page when customers search for you. To increase the relevance of your ads and improve your quality score, create separate campaigns for your brand keywords and control your budget to test the opportunities for your brand. 

3. Target Your Competitors' Branded Keywords

When writing an ad for a competitor campaign, it can be effective to highlight any advantages your product or service has over your competition in the headline. This can help your ad stand out, even when your competition is bidding on the same keywords. For example, if your audience is searching for Mailchimp while Sendinblue is bidding on the “Mailchimp”  keyword, Sendinblue’s ad may appear on the first page. Keep in mind that the copy on your landing page and ad copy may not perfectly match the keyword, which can lower the quality score of your ad and increase the cost of bidding for a placement on the Search Engine Results Page(SERP).

This can, however, be combated by being mindful of your budget and sticking to the competitors whose customers are who you want to get in front of.

4. Include Your Promotion

Include details about any promotions in your advertising copy and utilize the promotion extension to boost sales. Incorporate a sense of urgency by including specific end dates for the promotion, similar to how Adidas does in their advertisements as shown below. Be sure to update or end the promotion once it is finished to prevent confusion.

5. Use Sitelinks 

Sitelinks are a type of Google Ads extension that allows you to add clickable links to your ad's headline. Use them to add additional information and connect them to relevant landing pages. Use Google Analytics to determine which pages are most frequently visited before a purchase to decide which pages to include in your sitelinks.

‍6. Target Comparison Keywords

When users are looking for information on similar products, use comparison keywords to show how your product stands out. For example, Quillbot uses this strategy by bidding on keywords like "Grammarly vs. Speedwrite." However, the brand needs to focus on its USP or solutions to aid the users’ pain points, similar to what Grammarly and Speedwrite offer to review and correct their grammar and/or rephrase their content.

Remember to test new strategies and observe their performance to determine what works best for your business. Want to enhance your Google Ads even further? KPI Media is pleased to provide you with a complimentary growth consultation with one of our performance specialists to evaluate your business's growth potential and identify the most effective strategy for your search engine marketing.

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