Google Ads Strategies : Enter The Mirror TechniqueLast Updated: February 12, 2020
Mirror mirror on the wall, who has the highest converting Google Ads strategies of all?
Well today’s your lucky day….
If you are trying to drive more leads and sales from your Google Ads campaigns but you are currently seeing average results, keep reading.
I’m about to show you one of our best Google Ads Strategies that’s just changed the game forever.
If you want to know how we profitably doubled our clients conversions, increased their conversion rate by 76% and lowered their cost per conversion by 37% then this one’s for you…
Here’s how just on of their ad groups looked after we implemented our technique :
In this blog post, I’m going to teach you EXACTLY how to use our Mirror Technique to improve your Google Ads campaign performance.
I’ll show you the same strategy that we use as a Google Ads Agency to take our clients results up to the next level….
This is what you are going to learn :
- Why Most Landing Pages Are Vanilla
- What Is The Mirror Technique?
- Real-Life Examples of Companies Not Using The Technique
- Real-Life Examples Of Companies Using The Mirror Technique
Why Most Landing Pages Are Vanilla
Unless you have been living under a rock for the past 10 years, you should know by now that you really should be using landing pages as part of your Google Ads strategies.
The main reason marketers use them is because by sending traffic to a page that’s completely focused on one primary conversion goal, results significantly improve.
Even though many companies are using landing pages as part of their strategy for their Google Ads campaigns, there appears to be a one size fits all mentality with them.
In other words, companies are using one landing page for all of their important ad groups.
So….. What if I told you that the conversions your landing pages are currently getting could just be the foundation of results that could be much better?
Companies are reaping the rewards of higher conversion rates by using landing pages, but most aren’t maximising their performance.
Let me explain.
The higher the relevancy of a search ad and landing page to what the user is searching for, the higher the conversion rate will likely be.
And when you get this right, magical things happen.
They are called CONVERSIONS.
What Is The Mirror Technique?
The relevancy of a search ad to what a user has searched for is the cornerstone of successful Google Ads account management.
However, there is often a disconnect from what a user is expecting to see when they arrive on a landing page to what they actually end up seeing.
We’ve seen hundreds if not thousands of advertisers that are using loosely related ad copy and even looser related landing pages, compared to what the user is searching for.
Enter the Mirror Technique.
It just changed the game forever.
The Mirror Technique is a reflection (see what we did there?) of what a user has searched for, in not just the search ad but also on the landing page.
These are the usual benefits for businesses when they begin using this technique:
- Higher conversion rates
- More conversions (same adspend)
- Lower cost per acquisition
- More conversions (same adspend)
- Increase in sales & revenue
- More conve…. You get my point.
This is how you light Google Ads campaigns on Fire! ???
Very few companies are using this technique.
And why’s that? I hear you ask…
Well it’s because it can take a bit of time and effort (or what we call – HUSTLE AND GRIND!) .
But it’s more than worth it.
Remember the saying “Do Things That Others Won’t”, well if you take the time to implement the technique, you’ll be leaps and bounds ahead of your competitors.
It Starts With Single Keyword Ad Groups
Hate them or love them, single keyword ad groups (SKAGs for short) can perform wonders for Google Ads campaigns.
And if you don’t know what they are, check out this post.
Now what SKAGs don’t factor in is that even though the text ad that users see may be extremely specific to what they are searching for, 9 times out of 10 that isn’t what the users sees when they arrive on the landing page.
Instead they get a vanilla landing page that’s loosely related to what they are searching for.
In order to apply our Mirror Technique, we need to first of all create SKAGs for our main search terms. We will then take each of the SKAGs and create a tailored landing page for them.
The landing page will echo the information that a user would expect to see when clicking on one of your search ad
Now by the definition of SKAGs, they should have only been created if they contain high volume root keywords that receive a healthy volume of traffic.
So we only want to be applying our tailored landing pages to ad groups where it’s going to be worth our while doing so.
An ad group that receives 5 clicks per month, probably isn’t going to feel the effects of this Google Ads strategy.
As a rule of thumb, we normally consider what a 20% increase in conversion rate would do to the performance of the ad group before deciding to implement it or not.
Why Does It Work?
Let’s use a dentist as an example.
A dentist usually has a range of services that they provide to their clients.
Now Mr Dentist knows that if he sends his Google Ads traffic to a landing page, that traffic is going to turn into enquiries much more frequently than if he were to just send them to his generic services page on his website.
So Mr Dentist created a landing page to capture his enquiries because he read on our blog that this will help increase his campaigns performance.
And he’s completely right.
However, Mr Dentist decided to create just one landing page where he explains the range of services which he offers as well as why people should use his services as opposed to his competitors.
His Google Ads campaigns are going great so far, the enquiries are coming in and his sales are up.
But what Mr Dentist doesn’t know, is that even though his landing pages are providing results, 80% – 90% of his visitors are still abandoning the page without contacting him.
One of the biggest reasons for this is that the value of a product or service isn’t clearly being communicated to users when they arrive on the page.
And one of the best ways to communicate value is by making the copy relatable to what a user is looking for.
Let’s look at some search terms that Mr Dentists potential patients might use :
- Emergency Dentist
- Weekend Dentist
- Kids Dentist
- Dentists Near Me
- Cheap Dentist
- Dentists With Payment Plans
As you will be able to see from all of these. Each of these search terms has a different intent as to what is the most important factor to them before contacting a dentist.
If a user is searching for an emergency dentist, it’s going to be super important that the search ad and landing page clearly states that they are an emergency dentist and offer a 24 hour emergency service.
The same applies if a user is searching for a childrens dentist. They are going to require more information related to why they are the right dentist for their child and less information about being an emergency dentist.
Even though the landing page may contain a summary of information related to the various search terms, if it’s important enough for multiple users to search for then it’s important enough to demonstrate that you are the company to solve their problem.
Completely Tailored Page or Just a Headline Change?
We’ve seen clients performance increase from just a headline change that mirrors the ad headline as well as completely tailored pages with new copy and images that dramatically out performs the original.
A good way to benchmark this is asking yourself “If you arrived on this page looking for X would you feel that there was another information describing X to get you to convert”?
Now for some fun.
Let’s see who’s executing this strategy and who isn’t.
Real-Life Examples of Companies Not Using The Mirror Technique
Search Term : laptop insurance
PPC Ad :
Landing Page :
We can immediately see that there’s a huge disconnect between the search term, the ad and the landing page.
First up, the Google Search Ad isn’t repeating back the root of the search term in the ad. If they did, it’s highly likely their click through rate would increase, which has a knock on effect in improving the overall performance of the account.
Next we have the landing page. There’s nothing relevant to what the user is either searching for or what made them click on the ad in the first place.
Example 2 :
Search Term : project management software
PPC Ad :
Landing Page :
As with our first example, we can see that the ad doesn’t repeat the actual the search term back to the user, but it’s close. It could potentially leave the user wondering if this is software or a service.
Then we get to the landing page. Not one point of the landing page refers to “project management software”, which is what the user is looking for.
Users arriving on this landing page are more than likely going to be left wondering if they are in the right place.
Now we’ve got the companies out of the way which aren’t using the Mirror Technique, how about the companies that are?
Real-Life Examples Of Companies Using The Mirror Technique
Search Term : cheap car insurance
Search Ad :
Landing Page :
BINGO! Ladies and gentlemen, we have a winner!
Not only does the ad clearly reflect the search term, it uses the EXACT search term not only once, but twice in the ad copy.
The landing page also clearly reflects what the user is expecting to see, with the main selling points of the ad “save up to £242” and “95% of customer recommend us” are also displayed on the landing page.
This is a consistent message from search ad to landing page and it’s entirely relevant to what the user is searching for.
Example 2 :
Search Term : home insurance
Search Ad :
Landing Page :
Step right up. We have another winner.
Again we can see the search term in the ad headline as well as an introductory offer. When arriving on the landing page, the search term is the main headline as well as the special offer being the sub-headline.
What we can see here is a consistent message from the ad to landing page.
I’m sure you will be able to see now when comparing these examples, why having a consistent message is so effective when it comes to your Google Ads strategy.
3 Key Takeaways From Our Google Ads Mirror Technique
After using this technique across our client accounts, we know how powerful it is.
Now that we’ve shown you exactly how to implement it, it’s time for you to test it out yourself.
Here are the 3 key takeaways:
1.) Use single keyword ad groups to allow you to write highly specific ad copy based on what the user is searching for. Make them want what you are selling!
2.) Create tailored landing pages for your SKAGs that are relevant to what the user is looking for. Stand out amongst the crowd!
3.) Make sure your messaging is consistent. A searcher should know that you are the right people to solve their problem by reading your ad copy and you should be able to reinforce that on your landing page.
Wrapping Up & Next Steps
I hope you have found this article useful and can really see the potential of implementing our Mirror Technique.
Hopefully you can see some areas of your Google Ads strategies where you could try out the technique for yourself. Then you can enjoy the sweet, sweet feeling of extra conversions without paying a penny more!
Remember, this strategy isn’t about switching all of your ad groups to use their own landing pages (although you will probably end up doing it). I’d always recommend starting out with a handful and test the difference it makes on your performance.
Once you have this strategy implemented, you can take it one step further by optimising your landing pages to try and increase your conversion rate.
If you have any questions or feedback, feel free to drop them into the comments below.