No one wants to throw money to the wind, out the window, or down the drain, which is a big reason businesses are hesitant about using Google Ads. Ah, but done correctly, all that money will go in one place instead: your wallet.
Suffice it to say, Google AdWords can definitely pay dividends, however, there is indeed more to making these ads work than meets the eye. For a Google Adwords campaign to be truly successful, there are certain strategies to keep in mind. Here are some helpful tips to get the best bang for your buck:
1. Make Sure Your Structure Makes Sense
If you want return on your ad, structure is key, and that’s all about relevancy.
A properly structured account means your keywords, segmented groups and ads all have the same theme so they relate and are relevant to each other. Oh, and don’t forget your landing page. Your ad should be relevant to the page it takes your customers to — if they were compelled to click, keep their interest and up your chances for conversion by staying the course with your theme and giving them a clear call to action.
Which brings us to copy and images. Just like everything else in your campaign, be sure your image makes sense with your copy, which should most definitely include an attention getting headline, short description and link to your site. Also, use a strong USP (unique selling proposition). This will help you convert since it will repel unwanted leads while attracting qualified ones.
2. Get Keyword Savvy
Don’t go crazy with the amount of keywords you choose, it’s more cost-effective to start with just a few. Do a little research and determine if the keyword is searched often, if it’s searched by people who are clearly looking to buy your product, and consider just how competitive the bidding will be — in other words, how many other competitors are using it and how much will it cost you? Also, you’ll need to decipher the types of keywords to use. These include:
- Broad match. Casting the widest net you can, this will show your ad whenever a similar phrase or keyword is used. Downside: a higher chance of attracting unqualified leads. Bid low!
- Phrase match. Your ad is displayed when a user’s search contains the specific phrase you optimized for, which gives you more control over who sees your ad.
- Exact match. Similar to phrase match, but even more zoned in – your ad will only display if a user types the exact keyword or phrase, giving you the most control and the best chance of capturing qualified leads. It’ll cost you, though — prepare to bid high!
Next, optimizing for negative keywords is a positive thing. Say what? Let us explain:
It’s actually just as important to tell Google what your product and services are not as it is to share what they are. That way you can weed out unrelated keyword search terms from your campaign, preventing your ads from showing up on searches that just plain don’t match the customers you want. Supplying negative keywords essentially helps you negate traffic to your website from unqualified leads and focus on qualified customers instead.
3. Set Up Smartly
When you launch a Google Ad campaign you’ll be faced with quite a few choices — don’t take them lightly. How you set up your ad can set you up for success, or failure, so be sure not to whiz through without thought. Take the time to target your ads correctly. Here are a few things to consider:
- Choosing a Network – Display network ads appear as users browse the internet, which can sometimes be considered disruptive, but do have more reach. Search network ads, on the other hand, appear when users are already in search mode, looking for an answer to their problem — you know, an already qualified lead. So, running your ad in search allows you to reach people furthest along in your funnel, and most likely to convert.
- Deciding on Devices – More and more people are using mobile devices when searching online – check your analytics to see how your audience searches and select the device that will get your ad in front of those users. Do your homework to see where your ideal customers are coming from as well and you can target your ads to those locations.
- Selecting a Keyword Match Type – Apply your keyword savviness tips from above here!
- Setting a Daily Budget – It’s a good idea to set your daily budget lower than the actual daily budget you have in mind. That way you have some wiggle room to monitor how things are performing before you go all in — remember that whole thing about throwing your money to the wind, out the window, and down the drain we talked about up top? Better to put that money in your pocket, so spend wisely, my friend.
4. Track and Test
Carefully monitoring your ads and tracking results can help to make sure you get the most out of your ad campaign. Test different keywords and remove underperforming ones. Change copy, choose a different strategy, boost your offer — there are a number of adjustments you can make to squeeze everything you can out of your ad, just don’t make them all at once or it will be hard to tell what makes a difference.
Well, would you look at that— in four easy steps, you just became a Google AdWord Guru! For more successful marketing tips, call us at 231-727-9778 or check out our free resources, like the one below.
