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ashley luk
ashley luk 13 December 2019

4 Power Plays for Driving Qualified Google Traffic (Even When No One’s Looking for You)

The opportunity to drive traffic with Google Ads is massive—even if no one is entering your product or service into a search box. Amy Hebdon from Paid Search Magic talks about how.

We learned from the 2010 sci-fi classic Inception that it’s nearly impossible to plant an idea in someone’s head (even for professional dream architects).

This is bad news when you’re on the hook to deliver a high-performing landing page for a new product or service. If no one is searching for your offer, then no matter how brilliant your page, it’s much harder to get the traffic you need to validate, test, and scale.

Even Google, the search engine powerhouse, can’t create demand where none existed before.

…Or can it?

SEO and paid search get so much attention, it’s easy to forget that Google’s coverage actually extends far beyond organic and paid SERP listings. 

Not only does Google’s advertising network reach 90% of internet users, but the cost can also be pennies on the dollar compared to other platforms (like social). And by using Google Ads’ advanced targeting options, you can attract the perfect audience to your landing page and offer.

The opportunity to drive targeted, affordable traffic with Google Ads is massive—even if no one is entering your product or service into a search box. Here are four types of Google Ads that will deliver a real bang for your buck.

1. Drive Desire with YouTube Ads

More than a billion people watch over 30 billion hours of YouTube each month. Since Google owns YouTube, you can easily reach a very targeted audience with your video ads.

The Opportunity:

YouTube ads are a great way to drive awareness of your new offer by providing context and visuals in a way that text ads can’t. Targeted ads not only earn views, they can bring new engaged audiences to your landing page, ready to buy.

2. Be Newsworthy with Discovery Ads

Discovery campaigns are Google Ads’ newest campaign type (and the unofficial competition to Facebook’s feed).

The Opportunity:

Until recently, social media channels had somewhat of a lock on serving hyper-targeted ads directly in a user’s news feed. But Google’s ramping up its options, and its Discover feed serves content to 800 million users based on their interests.

You can reach targeted users as they consume personalised content on Discover, YouTube, and Gmail with Discovery ads, featuring your product alongside other curated topics based on rich signals (such as web activity and location).

3. Get Email Opens (with No List) Using Gmail Ads

You don’t need a big list (or any list at all) to send targeted email promotions with high open rates.

The Opportunity:

With more than 1.5 billion active users worldwide, Gmail is one of the most popular websites in the United States. You can reach your target readers at the top of their inbox and only pay when they open your ad, which expands like regular email.

While you can no longer target keywords within Gmail content, you can still use “audience keywords” and many other personalised targeting options to capture your ideal audience’s attention and direct them to your landing page.

4. Amplify Your Offer with Responsive Display Ads

Responsive display ads are the default ad type for the Google Display Network. They let you easily create ads that can meet the publisher specs of the 2 million sites included in the network.

The Opportunity:

With Google’s automated responsive display ads, you can input multiple assets for a single ad (15 images, 5 logos, 5 videos, 5 headlines, and 5 descriptions). 

Google will adjust and optimise the size, appearance, and format of the ad to fit the available inventory on the publisher site, meaning you don’t have to create multiple ad sizes of each creative variant.

For the full article, head on over to www.unbounce.com.

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