A highly targeted, well-planned and tightly controlled AdWords campaign can help generate a lot of website traffic and leads for your business. It’s a good place to start while you look into other longer-term strategies such as content marketing, SEO, social and digital PR. This makes more sense if your website is a new domain and you’re still working on building authority to rank well for your target keywords. In this day and age, you don’t really have to spend a lot on AdWords to get the most out of your PPC services. There are plenty of tools within Google Adwords Management that can maximize your results. Even on the smallest of budgets, you can still ensure that the right people are clicking on your AdWords campaigns.
Here are a few juicy little gems on creating an effective AdWords campaign that are guaranteed to reach your potential customers. These are practiced by experts and Google AdWords users.
1. Create a clear goal for what you want
Determining the outcome in advance is one of the most important parts of any SEO campaign. AdWords campaigns should increase sales and not simply create brand awareness. The advertiser should know precisely what they’re trying to get their target market to do. It could be completing a lead form, calling a number or making an online purchase. Before your campaign goes live, make sure you’ve identified your goal and know how you’ll measure the results.
2. Keep your customers in mind when writing ads
It helps to follow the ‘AIDAS’ principle of advertising. AIDAS stands for Attention, Interest, Desire, Action and Satisfaction. This principle ensures that your ads will attract your customer’s attention and raise their interest. It will also convince them that it’s your product they desire and it will guide them towards taking action (this needs a call-to-action) and if they end up clicking on your website, provide satisfaction.
3. Don’t mislead your audience
Ads for your landing page must be completely accurate. Use top targeted keywords in the content on your landing page and in the ad text. Always ensure that each ad group is relevant to your landing page and that it’s only being displayed for relevant queries.”
4. Focus also on negative keywords
Always remember to include negative keyword targeting. These are keywords related to other keywords in your campaign, but not related to the product being advertised. Negative keywords assist in streamlining your ad, presenting it on more relevant search result pages. This leads to your landing pages and drives better quality traffic, while improving your Google AdWords Quality Score.
5. Target your ads
Implement the three types of keyword targeting in your targeting strategy. These are: exact match, phrase match and broad match. For exact match keywords, bid the most and for broad match keywords, bid the least. Keep the campaign well organized by separating ad groups by keyword type in addition to category. You can also reach your potential customers by using Google’s targeting criteria like geo-targeting to have your ads run in a particular location. Ads can also be targeted based on the type of website or certain web behavior like often-visited websites that are relevant to your business.
6. Pay attention to mobile users
Using mobile-preferred ads within your enhanced campaigns is always a great idea. This enables customized messages and mobile specific calls-to-action (CTAs) to speak to mobile users. Add to this, a landing page using mobile SEO will yield higher conversion rates and better user experience.
7. Keep testing regularly
Keep planning different tests to maximize your outcomes after identifying the goal of your AdWords campaign. Begin with identifying keywords to bid on and which ad copy to use, designing the landing page and any follow-on email marketing campaigns. Run one test at a time. Remember, it’s impossible to predict what consumers will consider appealing and trustworthy and sometimes a single word can make a huge difference. Try creating variations of your ads and see which gets the best click through rate, the lowest cost per click, the highest number of conversions, etc. When you find what works, keep only those ads and start the process over again.
8. Implement conversion tracking
An important aspect of bid management or optimizing your website to increase ROI is being able to see what keywords trigger sales. Conversion tracking is important. A conversion is a purchase, a sign-up or a lead. It’s what you want your visitors to do on your website. Without proper tracking, successful keywords, ads or keyword themes cannot be traced and promoted.
9. Monitor and tweak your campaigns
A good campaign needs to be tweaked and monitored regularly (at least once a week.)
You can adjust AdWords settings throughout the duration of each campaign. Your search term report can help you identify low click-through rates, higher cost-per-click keywords, decreased time on site and a variety of problems that can affect your bottom line. You can also then clear out obsolete or low performing keywords and replace them with ones that’ll perform better.
10. Use Google’s Remarketing feature
Google’s Remarketing option shouldn’t be ignored. Once configured correctly in Google Analytics, Smart Lists leverage the big data capabilities of Google to track visitors and identify those most likely to convert. This data is pushed back into AdWords for you to use in your AdWords campaigns.