Fortunately, or not, there is no magic formula. Making an ad that generates engagement is much more a matter of strategy and well-thought-out elements than creativity, as we will see below.

How to create an ad with high conversion power

Especially for start-up companies, relying only on content that attracts leads organically is a very long way to go to get results.

Although generating relevant content is essential for the marketing of any business, to boost brand recognition and attract customers faster, investing in paid ads it’s still the best solution.

Proof of this is that by the end of 2023, companies will be on the path to spend more than US$424.3 billion in digital advertising.

The challenge? The huge variety of options, from different platforms and ad types to target audiences.

How do you choose the right platform to advertise on? What types of ads do they accept? And once you decide, how to actually create an ad?

This is what we answer in the step by step below.

1. Determine your target audience

Before you start creating an ad, you need to clearly know who it is aimed at.

Your ad needs to be as specific as possible to reach people who are naturally inclined to engage with your brand and product. If you shoot everywhere, you’re likely to get lost in the digital noise.

To determine your target audience, we advise you to define some buyer personas – semi-fictional representations of your ideal customer based on market research and real data about your existing customers.

To do this, ask the following questions with your ideal customer in mind:

• What is your age range?
• What does he spend most of his time doing?
• Which social media platforms does he use most?
• What type of place do he usually live in?

This information will help you define which ideal platform to publish your ads, what language they should have and what type of information they should contain.

– How to create buyer personas?

2. Choose your platform

With your target audience well defined, you may come to the conclusion that it is better to use multiple platforms in your marketing campaign.

This is not uncommon since people are usually on more than one social media and they definitely search on Google, which is why the Google Ads is always a good choice.

Before you decide to create an ad, however, you need to understand which formats each platform allows.

Below, we list some examples of the most used platforms.

Tik Tok

Creating ads for TikTok involves capturing the attention of young audiences and engaging them in an authentic and creative way. 

• Videos on TikTok have a time limit, they can range from 5 to 60 seconds, so use quick cuts and dynamic movements.
• Use TikTok’s official ad tool to create targeted campaigns.
• The platform offers different formats, including In-Feed Ads, Branded Hashtag Challenges and Branded Effects.
• Experiment with different video styles, storytelling approaches, and visual elements.
• Analyze the data to understand what resonates best with your audience.

– How to use TikTok to sell online courses

Instagram

Creating one effective ad for Instagram requires a visually appealing approach. 

• Instagram offers several ad formats, including carousel, single image, video, stories, and more. Choose the format that best suits your message and audience.

• It’s a visual platform, so make sure your images or videos are high quality.
• Use Instagram to highlight special offers or promotions.
• Include exclusive discount codes to encourage conversion.

– 8 Tips on How to Use Instagram to Promote Your Business

YouTube

To create an ad effective for YouTube you must consider visual elements, persuasive messages and storytelling. 

• The platform offers different types of ads, such as TrueView (skippable ads), bumper ads (short ads), and discovery ads. Choose the type that best suits your goals.
• Add captions to make your ad accessible and understandable, even without sound.
• Use additional text to reinforce your message.
• Tell a compelling story to create an emotional connection with viewers.
• Use ad extensions to provide additional information and encourage interactions.

– Strategies for getting views on YouTube

3. Create a message

Now that you’ve defined your target audience and preferred platforms, it’s time to craft your message.

A good advertisement is one that attracts the attention of the target audience, effectively communicates the desired message and motivates the intended action.

Here are some key elements to create an ad with high conversion potential:

Powerful title

The title must be clear, concise and captivating.

One of the greatest advertisers in history, David Ogilvy, says that “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Some headlines are interesting, like the launch of a new service or product. Others have a very strong benefit. Most are specific rather than general in their facts. 

In short, there is no rule. Create a catchy title that matches your marketing goals (such as selling a product, inviting people to visit your website, sign up for your email list, download an app, etc.) and do tests to see if the response is good or if you need to improve your call.

– Copywriting Tips

List of benefits

Explaining the features of your products or services is important, but explaining the benefits to the customer is what really matters.

When creating an ad for social media or Google Ads, you won’t have much attention span or space to write, so get straight to the point effectively, that is, highlighting the advantages that your product offers to the customer.

For example, let’s say you have an online healthy cooking course. A feature of your service is that you have a website where customers can watch recorded classes with practical recipes 24 hours a day, 7 days a week. The benefit is that they have new ideas for healthy recipes that they can make quickly, whenever and wherever they want.

Unrefusable offer

Whether you’re offering an unbeatable price, a free class or a great value product package, doing your best to offer a good deal to your customers will help you succeed.

Also remember that people are nervous about spending money online. There are many scammers and low quality products out there.

Therefore, highlight other practical advantages of purchasing your product, such as secure payment, 7-day guarantee, special price for the first purchase, etc.

Knowing that there is no risk and that they have nothing to lose by buying your product or service is a powerful purchase incentive.

Attractive images

People are visual and don’t always want to read everything that is written in an ad.

You can grab your customers’ interest by adding images  to your ads, whether photos, videos, graphics, etc.

For example, you can post a photo of what you have to offer or record a video of yourself speaking, to give peace of mind that there is a real person behind the ad.

You can take photos yourself or look for free, royalty-free images online.

Regardless, if you create an ad with some visual element on it you will have better chances to attract more attention and interest for your message.

– 12 tips for include images in your online course

Highlighted Call to Action (CTA)

All of your ads need a call to action (CTA) that provides information to consumers about what to do next.

In some cases — like an ad on your web page — the CTA can be simple and straightforward, like “sign up for our newsletter” or “click here to buy.”

Meanwhile, if you’re advertising on social sites, your CTA needs to be more subtle but no less clear. For example, you can choose “click here to learn more” or “explore what we have to offer”.

You need to use interesting words and a persuasive language to give that extra push. 

4. Don’t forget the details

These are small things, but they can have significant impacts on your advertising campaign: the details.

If you pay attention, you will notice that there are countless advertisements in magazines, billboards, online banners, etc., without clear company contact information.

Don’t make that mistake. You’ve told your audience what you’re selling, now tell them where to buy it.

Use your ads to drive people to your website for more information. This is imperative for several reasons.

First, if people visit your website and are impressed by it, you have a better chance of turning them into real customers.

Secondly, you can track how your ads are performing and which leads are generated on the website to get an idea of ​​how your campaign is working. That way, if you’re not getting the results you’re looking for, you’ll know where you need to make changes.

– How to create a sales page

5. Create test ads

When creating an ad and publishing it, it is crucial continually experiment and monitor audience engagement.

This ensures better results as you learn what your audience responds to.

Elements like text, font color and size, and title can be easily manipulated to test viewer engagement.

For best results, test only one element at a time. You can run multi-element tests once you have data from these initial A/B tests.

Create an ad well-designed and sell more

With these five tips on how to create an ad you will be able to create compelling campaigns for improving your conversion rate, transforming potential customers into real customers.

That’s great, but don’t forget that your ads won’t get you far if you don’t make your customers happy. Therefore, focus on delivering everything you promised. 

After all, if you exceed expectations, you will see your customers coming back for more and, most likely, telling their friends about your company.

Complete eLearning platform, Coursify.me it’s the ideal solution for anyone who wants to create, sell and promote courses on the internet.

With perfect integration with the main social networks, with Coursify.me you are halfway through the job of positioning yourself well in search engines and attracting customers.

Serving businesses and professionals in more than 60 countries, Coursify.me is a dynamic and customizable Learning Management System (LMS).

– Learning Management System: What is it?

Visit our website, test the platform and start promoting and selling online courses right now.

The post How to create an ad: 5 simple steps appeared first on Blog Coursify.me.

Important for anyone who wants to spread their brand faster, see everything you need to know about paid ads and how to use them to bring visibility to your business.

Why invest in paid ads?

There is a saying in digital marketing that goes like this: “The best place to hide a dead body is on the second page of a Google search”. A little over the top? Certainly, but there is still some truth to it.

According to Search Engine Journal, results on page 2 of a Google search have a click-through rate (CTR) of less than 1%. 

What do we learn from this? If you want to get to the top fast, paid ads are the solution.

Of course, with content production and periodic updates to your site, you can beat the competition and earn your spot among the first page results, but that takes time.

If you want to grow your audience and sell your product/service faster, you will need to invest in paid ads, while creating content to increase your traffic organically.

Doing this through tools like Google Ads, for example, can be quite costly, but the good news is that paid ads can also be done on other platforms, such as the various social networks.

– 8 digital marketing tips to sell more

How do paid ads work?

In the more traditional form of paid advertising, companies and professionals create their ads on the platform they want to advertise, paying a predetermined amount each time someone clicks or views their ads in a search result.

In Google Ads, sponsored ads occupy the top of the first page of results. 

On social media platforms, they can appear in different positions depending on which channel you are using.

In search engines, paid ads appear according to the keyword you have defined and the term searched by the user. On social networks, they appear according to the segmentation rules you specified.

The possibilities for segmentation are numerous, and the less money you have to invest, the more interesting it is to funnel the number of people your advertising appears to, only spending it on who is actually a potential lead.

Digital platforms have several ways to divide audiences based on factors such as:

• Demographic information (age, gender, income, geography, family size, etc.);
• Subscriptions;
• Purchases;
• Online behavior, etc.

Different platforms have different parameters, so having buyer personas well-defined can help you spend less time and money on trial and error.

– How to create buyer personas for my business

Clicks vs. Impressions

There are two main ways platforms charge for their ads.

One is by the number of impressions, i.e. how many people viewed your ad. Every time it appears in a search, it counts as an impression, even if the person seeing it doesn’t click on it.

The other way to pay is on an action basis. When a user clicks on your ad, you are charged, hence the name “cost per click” (CPC) or “pay per click” (PPC). 

Bottom line:

• Impressions means you pay for visibility.
• CPC means you pay for engagement.

Those who opt for the impression strategy are usually more focused on branding. Those who opt for CPC ads focus on driving traffic to their sales page, to get the user to take an action. 

Paid Ads Types

There are many different types of paid ads you can create for lead generation or brand awareness. 

We’ve listed some of the most common categories and quickly explained how to use each one.

Search Engine Advertising

When you do a search on platforms such as Google, Yahoo and Bing, the search engines on these platforms evaluate which sites offer the best answer to what you are looking for, listing them in order of relevance.

Paid ads appear at the top of this list, however, consider that countless companies are creating ads that target the same audience, so what guarantees that yours will appear there, in the few available positions?

Several factors influence this, but basically it works like an auction. When creating an ad, you must define a keyword, which can be more or less competitive, and say how much you pay each time someone searches for it and your ad appears. Whoever pays more, will have greater visibility.

– How to define keywords

However, money is not a unanimous factor here. Your ad has to “please” Google in several other ways that make up what it calls its Quality Score. 

A high Quality Score can cause your ads to appear in a higher position than competitors who bid higher but have lower scores.

The goal of Google and other search engines is to offer the best answer to what the user is looking for. 

If your ad was shown little, but got a high click-through rate, it will consequently be shown more often, because the platform will understand that it is useful to the user.

How to advertise on Google Ads

Google is the most visited platform in the world, so it’s the first one that companies turn to to advertise their products/services.

To advertise on Google, just go to ads.google.com and create your account. If you already have an account that is used on Google services such as Gmail, you can use this one.

If this is your first time creating paid ads, choose the beginner option. You won’t have many configuration options, but at least you’ll get your ads live faster and without much hassle. 

Choose a group of keywords related to the product/service you want to advertise, create an ad by filling in the fields that will appear and define the website where these ads will be directed.

Creating an ad with high converting power is not the simplest of tasks and you will have to study and delve deeper into the features of Google Ads, as well as learn about copywriting.

Also, it’s important to keep in mind that the cost of using Google Ads can vary significantly. Understanding Google ads pricing is crucial to ensure you get the best return on your investment, especially with bid strategies and keyword optimization impacting costs differently across industries.

– Practical guide to SEO and Copywriting for online sales

It is best to create more than one ad and do performance tests to see which one brings the best result. But all this will depend on how much you have to invest.

Mastering the tool can take some time, so keep in mind that you can lose money before you start earning.

Social Media Advertising

Most social media platforms offer the ability to create and run paid advertisements on its pages.

The most used currently are Facebook, Instagram, YouTube, LinkedIn and Twitter.

Social media pay per click differs from search ads in that instead of targeting users based on keywords, you are targeting users based on interests. 

More mature platforms like Facebook and Instagram have audience targeting tools that offer multiple options based on user data.

As with search engines, social media ads are charged per CPC or impression. However, much simpler and cheaper to use to create and run paid ads than Google, social networks are a great option for advertising for those who are starting and don’t have a lot of money.

To make it even easier, Facebook owns Instagram and you can advertise on both with the same setup. 

LinkedIn has increasingly become an interesting B2B channel to advertise, but is typically a more expensive investment.

Twitter advertising includes promoted tweets, promoted accounts, and promoted trends, and each of these options has its own table of values.

The cost of promoted tweets can range from less than a dollar to a few dollars per share. Promoted accounts cost a few dollars for each follow-up. Promoted trends can cost up to hundreds of thousands of dollars a day.

Depending on the niche you are in and the audience you want to reach, one social network may be better than the other for serving your paid ads. In general, the following is advised:

• B2B Channels: Facebook, Instagram and LinkedIn 
• B2C Channels: Facebook, Instagram and Twitter 

These are the networks that present the best sales and engagement results at the moment, but always be aware of what is new. 

Platforms like SnapChat and TikTok, depending on your audience, can also be good options. 

– How to use social media to sell online courses 

Youtube

Technically, Youtube can be considered a social media and, with the high engagement power of videos nowadays, it deserves special attention. In addition, of course, to the platform being the second most accessed website in the world.

Since Google took over YouTube, they have gone to great lengths to make paid ads on the platform as simple and customizable to create as they are on AdWords. The possibilities are numerous:

• Skippable In-Stream Video Ads: These can run before or during a video. They play for a minimum of 5 seconds and then the viewer has the option to ignore them. One of the great things about this type of ad is that you’re only charged when someone watches at least 30 seconds, the entire ad (for any ad under 30 seconds), or clicks on it.

• Non-skippable in-stream video ads: These ads can also be played right before or during a video, the only difference being that there is no skip button. Charges are per impression, more specifically, per 1,000 views (CPM).

• Bumper Ads: Skippable video ads that play immediately before a video. These ads are quite effective and perfect for anyone who has a simple message to get across.

• Discovery Ads: These are very similar to Google search ads, appearing among search results in a semi-organic way. Discovery ads consist of a thumbnail image and three lines of text. They can be displayed on the search results page, video watch page and YouTube homepage, which gives them a lot of visibility.

• Non-Video Ads: For brands that don’t want to spend a lot, this is a good option. You can choose to run an image ad (banner) on the right side of the results while a video is playing. Additionally, you can serve a banner ad overlay that appears during a video from a channel that has decided to monetize. They are paid using the CPC method.

– 14 Strategies to get more YouTube views

Now that you know the best platforms to run paid ads, it’s time to promote your business with full force.

Online course producers can rely on Coursify.me to host and promote their courses.

Optimized for SEO and with perfect integration with the main social networks and content platforms, with Coursify.me you are already halfway in the work of positioning yourself well in search engines and attracting customers.

To learn more, visit our website, test the platform and see how easy it is to profit doing what you love.

The post How Paid Ads Work in Digital Marketing appeared first on Blog Coursify.me.

However, despite having the same purpose, these two marketing strategies work quite differently, which can raise the question: which is more efficient? Which one is the right option for my business?

To try to reach a conclusion, let’s first understand the differences between them.

What is SEO?

SEO involves optimizing your website and content so that it appears in a top position on the search engine results page (SERP). It is a set of techniques that aim to make your website more attractive to search engines. 

Despite being a more time-consuming job, when applying SEO techniques to your page, you make it more relevant to searches, which improves its positioning in organic results, that is, you don’t pay to reach a better position.

To help your page rank better you should use optimization techniques such as keyword usage and internal links. The better ranked, the more will be seen, which means more conversions and sales for your business.

Google determines your ranking based on a variety of factors, including:

• Keywords: To help your business rank in the correct search results, you need to choose keywords relevant to your business. For example, if you offer an online math course, think about terms your customers would search for you, like math course, math for beginners, etc. 

– How to define keywords for your SEO strategy

• Quality of content: Google aims to direct users to a page that offers high quality content on the subject they are looking for, so when your site offers informative content, it is more likely to get better rankings. Likewise, quality content will keep users on your site longer, increasing engagement and sending Google positive signals about your page.

• Site Security: The security and privacy of personal information is a growing concern for users, and Google knows it, so it ranks sites better SSL certified. 

• User experience (UX): Search engines promote sites that offer a positive visitor experience. Some features that improve usability include easy navigation, titles and bookmarks in content, and attractive images and videos.

• Mobile compatibility: Due to the increase in mobile browsing, responsive design has become paramount. A few years ago, Google switched to an indexing system that prioritizes mobile devices, so it’s important to have a mobile-friendly website to rank well in search results.

• Page speed: users want fast information; therefore, if you have a slow loading site, you won’t rank as well. Your site needs to load quickly, or users will likely leave your page before you have a chance to convince them to stay.

An SEO campaign allows you to increase your webpage’s experience, authority and trust through content creation, optimization and improved user experience.

– 12 practical SEO tips for beginners

What is Google Ads?

Google AdWords, known as Google Ads, is pay-per-click (PPC) advertising that allows marketers to reach leads faster.

PPC ads appear in a variety of ways, including:

• Search ads: These text ads appear at the top of SERPs, above organic listings. While these ads are similar to organic search listings, they are tagged “ad” to help differentiate them from other results displayed.

• Google Shopping ads: These ads are displayed in a carousel format at the top of SERPs with images of products from different brands. These lists also include prices so users can compare values.

• Local service ads: These are for service companies, such as plumbers and electricians, who want to attract more local leads. These ads are similar to the Shopping ads with the carousel format, but list the company’s service information.

With PPC, you only pay when users click your ad, which makes Google Ads a more cost-effective option than most traditional advertising methods such as radio, television or newspaper.

PPC ads operate on a bidding system. You set bids for keywords you want to use and the bid amount you want to pay when someone clicks your ad.

When you bid for a keyword, your ad appears in the search results for that keyword. Its placement is influenced by your bid amount and quality score, while how often your ad appears depends on your budget.

– How to reduce costs with Google Ads

SEO X Google Ads: which offers the most benefits for my business?

SEO and Google Ads focus on helping you increase relevant traffic to your website and gain more leads that convert.

In spite of these two tools having their general mechanism of very different operation, the motor of the two is the same: keywords. 

In Google Ads, the rule of thumb for your ad to appear is to win a keyword auction. In SEO, the way to make your website more attractive to search engines is through the use of keywords.

You might be asking yourself: if both strategies are based on the right choice of keywords, then what else serves as a parameter to differentiate the two tools and tell me which one is best for my business? Well, we can mention a few more differences to help:

Scope:

• SEO: placement only in search results.
• Google Ads: your ads are displayed on Google and partner platforms. They may also appear within partner sites.

Durability

• SEO: generate traffic continuously.
• Google Ads: generate traffic only for the duration of the campaign.

Keyword 

• SEO: works for short and long tail keywords.
• Google Ads: works for short and long tail keywords.

Costs

• SEO: cost of the team involved in planning, implementing and maintaining the strategy. Or, just cost personal time for content development and publishing.
• Google Ads: team cost plus the cost of each ad campaign (cost per ad click).

Results

• SEO: it takes time to generate qualified traffic and attract leads to your company’s website. 
• Google Ads: brings faster results.

Metrics

• SEO: Tracking and ROI analysis take time. More elements to consider when measuring results.
• Google Ads: track analytics and ROI instantly.

Ultimately, we can say that Google Ads works best for companies that focus on leads and sales. This strategy is ideal for those who want to see quick results and be able to monitor them as soon as a campaign is launched.

SEO works best if you want to generate a steady stream of traffic over time or increase brand recognition. This strategy helps more people find your business and learn about it. 

– Copywriting tips

How do SEO and Google Ads work together?

While SEO X PPC often generates heated debate when it comes to deciding which is best for the business, the truth is, it’s better to use both strategies together.

Both methods increase your visibility in SERP’s, so use them in your digital marketing strategy to maximize the online potential of your brand.

By using SEO and PPC ads together, you can:

• Increase your brand’s visibility: Combining organic and paid results helps increase your page’s visibility and, consequently, the number of opportunities users have to find it.

• Increase traffic: Google Ads helps you quickly gain traffic by attracting leads as soon as your ad is launched. By adding SEO you will start to attract long term traffic. Using both strategies allows you to win either way.

• Use PPC Keywords to Optimize SEO: Using Google Ads to bid on the same keywords you target with SEO means more exposure for your site. Also, testing keywords using PPC ads can help you figure out which ones will be most effective for your SEO campaign.

Still have questions about which tool is more efficient? This is normal, because both are essential for any business that wants to leverage its results on search engines. 

Our tip: start investing in your website’s SEO, making it more relevant through qualified content, and then start an Adwords campaign to leverage your image on the internet.

In addition, selecting a platform optimized for SEO to host your business is certainly halfway there to a good positioning in search engines.

Complete eLearning platform, Coursify.me is the ideal solution for those who want to create, sell and promote courses on the internet. With complete optimization for SEO, allows integration with your social networks and content platforms like Vimeo and Youtube, all to improve the visibility of your page.

Serving businesses and professionals in more than 60 countries, Coursify.me is a dynamic and customizable Learning Management System (LMS).

– Learning Management System: What is it?

To learn more, visit our website, take a test and understand why we are the best option for your online course.

The post SEO X GOOGLE ADS: WHAT is the BEST strategy for my business? appeared first on Blog Coursify.me.

Google Ads: How to reduce costs with Google Ads

Google Adwords work as auctions and the ideal bid is how much the company is willing to pay for each click on their ad.

In short, the company that pays a higher CPC gets featured on the search engine or Display Network, and the ad is only charged when the user clicks on the featured link.

Depending on your industry, product, and targeting, the difficulty of reducing your campaign’s CPC may vary.

If you have little capital to invest and need to lower Google Ads costs, here are some general tips that, if properly applied, can help you.

1. Change your keywords approach

Your keywords choice directly influences the cost-per-click and performance of your Google Ads campaign.

The more general keywords are (such as “online courses”, for example), they are advertisers’ favorites, which makes them more valuable.

By choosing a slightly more specific term, it is possible to have a lower value and competition.

– How to define keywords

So our suggestions are as follows:

Try keyword variations

Let’s say you are promoting the launch of your new yoga online course, but the competition is heavy.

Since you have a small business, you do not have a big budget to make Google Ads.

This is a case where you can definitely benefit from a search for additional keywords, ie variations of the general term such as online course.

A great tool to help you with this search to find lower cost alternative keywords is Google Keywords Planner.

As you can see from the screenshot below, the tip is to use your primary keyword for additional ideas.

Include long tail keywords

If you work in a highly competitive segment, your campaign’s CPC is likely to be expensive.

In this case, to avoid using high-cost keywords, you could do some research and try to find alternatives to long tail keywords.

Long tail keywords are longer, specific, and also more effective.

For example, instead of just using “online courses”, you can use “online courses of hatha yoga”, or even “online course beginner hatha yoga”.

Longer search terms tend to have Quality Scores higher, and having a Better Quality Score is the most effective way to lower the average CPC of the campaign by maintaining a good position in the results.

Keep in mind that Google calculates your ad rank by multiplying your maximum CPC bid by your Quality Score.

As a result, a long tail keyword with a High Quality Score would cost less and help lower its overall CPC.

But beware: when including long tail keywords, make sure they have enough search volume, because even if they have 10/10 Quality Scores, they will not help if they are labeled as low search volume.

Use different match types

Depending on the structure of your campaign and the competition in your industry, there may be a small or significant difference in the CPC value for the same keywords in different match types.

Match Types is how you tell Google how different ways to write your keyword and related terms may trigger your ad or not.

Each match type triggers a different way for your ads to show. The chart below illustrates how the keyword “byke shop” would be triggered for each setting:

You can set up your campaign with different ad groups to test the same keywords in different match types.

Another idea is to create separate campaigns to show on the different matching type you’d like to test.

You can send the desired words to Google Ads with the paused campaign and view the first and top-of-page bid estimates that Google recommends to get an idea of ​​the average CPC for those specific keywords.

Now let’s say you realize that Exact Match is much more expensive than the Broad Match Modifier, here you can decide to change your Exact to Modified keywords to help lower your CPC.

If you use this approach, enter a fairly complete list of negative keywords to filter irrelevant traffic.

Always consider that the Broad Match Modifier is a much less restrictive type of match.

So if you look at your search terms, you’ll see that you’re getting clicks for search queries that include similar phrases, but not always exactly the keywords of your Google Ads campaign.

This explains why it tends to be a bit cheaper than exact match or phrase keywords.

2. Improve Quality Score

By optimizing your Quality Scores you can greatly improve the performance of your Google Ads campaign and reduce cost-per-click at the same time, since QS is directly proportional to CPCs.

Higher Quality Score means that Google considers your keywords and ads to be the best option for customers looking for that service or product, and it “rewards” you with cheaper clicks.

Make your ads more relevant

The relevance of your ads to Google is part of the formula used by the search engine to determine the Quality Score of your keywords.

The quality of an ad is related to three factors: CTR (click through rate), keyword strength, and landing page optimization.

Thus, improving any of these elements will increase the QS, low the CPC, and bring better conversions.

One good way to improve the relevance of your ad is to include keywords in the ad title and description.

This suggests greater relevance to Google, which means a higher Quality Score and a lower CPC average.

Keep in mind that the basic formula for calculating ad rank is Max CPC x Quality Score, so if you increase your Quality Score, you can technically lower your bids and stay in the same position.

Enhance your Landing Page

The landing page user experience is also taken into consideration by Google as a factor in calculating the Quality Score of your keywords.

– How to Create an Effective Landing Page

You can have an excellent and relevant ad rated as an above-average, but if the landing page experience is below average, it slows down the QS of your campaign.

In this case, the best thing to do is to test different landing pages or improve what you have to find a more relevant solution for your keywords and your ads.

For example, if you are creating an ad to promote an online course in java programming, by clicking it the user is directed to the homepage of your site, not directly to the product that was advertised, this can create a bad experience and lower your QS.

Another problem that happens is when the landing page takes a long time to load or is poorly organized and does not quickly deliver the information regarding the advertised product or service.

By directing the user to a landing page with better information, you increase their relevance and thus improve the Quality Score of the keywords in the ad group, lowering your CPC.

Create related ad groups

Based on your business and the configuration of your site, you must structure your keywords and ad groups by different categories of products and services that you provide and want to promote.

Let’s say you have a site for Languages online courses and you are selling classes in different areas, such as English, Italian, French etc. You can create separate ad groups for each type of lesson you sell on your site.

Select relevant keywords and choose the best landing page possible for each ad group.

For example, if you have an ad group to promote your Italian classes, you’ll need to create a list of related keywords and a highly relevant text ad highlighting special product features and mentioning any promotion you currently have, such as discount for new students.

Also, remember to take the prospect who has clicked on your ad to the page where they will find the specific product they are looking for.

By doing so, you will certainly get a great Quality Score for your keywords and thus a lower average CPC value.

– Know what your people are looking for and attract leads

3. Think beyond the keywords: locations, devices, and ad scheduling

Every marketing professional with Google Ads knowledge knows that bids go beyond keywords.

They take into account many other factors such as the location of the user, the device they use and the hours that generate the most traffic and leads. And they bid according to this information.

So consider:

• Which days generate more traffic and leads.
• What time of day converts more.
• Which device is most commonly used.
• Which site generates higher quality traffic.

To reduce CPC, advertisers should always consider this information.

If you find that a particular day of the week is only generating clicks and no sales, for example, you can pause or stop running ads on that date or day of the week.

On the other hand, you can raise your bid to make your ads more visible on days that generate targeted clicks and increase your conversion rate.

Google Ads to Promote Online Courses

While lowering your CPC is important for success with Google Ads and improving your campaign performance, this should not be your only goal.

The ultimate goal of running an ad campaign should be to improve the users experience and help them get to your site.

In other words, do not obsess about metrics, especially with just one. Low your CPC is just one piece of the puzzle.

Also, keep in mind that competitive keywords have high CPCs, but tend to have the best conversion rates.

In the end, you need to think of your keywords as an investment for the successful promotion of your online course in Google AdWords.

– Learn How to Sell Online Courses

With a well-planned and aligned marketing strategy, in a short time you will have your first students.

Complete platform for hosting online courses, Coursify.me is the ideal solution for anyone who wants to create, sell and advertise courses on the internet without having to invest to start their own business.

Serving businesses and professionals in more than 60 countries, Coursify.me is a dynamic and customizable Learning Management System (LMS).

– Learning Management System: What is it?

Visit our website, test the platform and start promoting and selling online courses right now.

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