Google AdWords is one of the best ways to tell your customers about your product. But the competition is huge, as is evident from the high bids for each keyword. Now considering level of competition, you need to improvise your strategy and implement some clever AdWords tips, if you want to have an edge over your competitors.
You can’t expect ROI from your ads simply by including some keywords in the list and running an ad on them. You need to customize the settings in order to optimize your clicks and conversion rate.
Let’s look at a few AdWords tips which you can customize according to your business model to amplify the reach of your ads, amongst relevant audience:
Just like the Keyword Planner for search ads, we have a Display Planner for display ads. It gives you a wide range of sites on the internet where you can place your ad.
For example, if your business sells fitness products like fitness watch, protein shake etc. then you should specifically target health enthusiasts. So the best place to display your will be the websites or blogs of fitness professionals. This would be the fastest way to grab interested eyeballs, since people are already looking for fitness services.
The Display Planner would offer suggestions from blogs to online community websites where you can place your ad to a highly targeted audience. Almost all the other settings, such as ad scheduling, location targeting, etc, which are available in the keyword planner are also available here
There are various ways to make your search ads look appealing enough for a lead/customer to click on. One of them is ad extensions. Adding an explicit call to action invokes a sense of urgency in everyone’s mind and finally leads the customer to your website.
There are a variety of add extensions which you can use in AdWords like: sitelink extensions, call extensions, location extensions etc.
Suppose you are an plumber in Brooklyn, New York and want people to directly call you, or visit your store, for any plumbing related problem in the area. You can advertise yourself using AdWords, where you can use the call extension or location extension. So instead of going to your site and searching for your contact number or your address, customers can directly reach you from the search results. This will help you track the number of conversions which happened because of Google AdWords
Quality score is an important factor to improve ad rankings. In order to improve your ad rankings, you need to have a well structured and organised campaign to improve the relevance.
In a campaign, we can have various ad groups focussing on various keywords. Now, Google advises having anything between 5 to 20 keywords in an ad group. While selecting these keywords one has to keep in mind that all the keywords are almost similar to each other. This will help Google draw a clear picture of your target searches and audience.
For example, if you are running a campaign for children’s dresses then try to keep the keywords like infant clothing and baby clothing and baby dresses will be in the same ad group; while baby clothing and infant clothing would be in two different ad groups, to keep the campaign organised.
In the B2B segment, it becomes really important to check the campaign report daily because the bids involved are very high. Consequently, if your ads are being displayed on wrong keywords, you spend a lot of money with no leads to show for it. So you need to regularly check the searches on which your ad is appearing. And if you find any keywords which would not produce viable customers, immediately add them to the negative keywords list.
For instance, if your company is a drupal development organisation and your ads start appearing for other CMS searches like WordPress or Joomla, then the best way to avoid this will be to add WordPress and Joomla as negative keywords.
Targeting through email IDs
If you are a large B2B company ,this is one of the AdWords tips that is going to save you a lot of money.
B2B keywords are competitive, and spending money on even one keyword can be very expensive and even one futile click can cost you a lot of money. In that case, you would want each and every click to be of some value. All we need is a feature through which we can target our ads only to a certain group of people!
Companies often have a database of their potential customers for newsletters and emails campaigns. And targeting your ads at just this group of people would escalate your ROI.
For example: Let’s say you are an owner of a company that installs CCTV cameras. So you would have a list of people who have recently opened up a showroom, or built an apartment, or an enterprise office. Making your ads visible to specifically these people can increase your ROI, since you know that they specifically need your product.
Word Stream has an ultimate guide on how to market targeted audience, which will help you implement this step by step.
Quick Tip: You can exclusively focus on the members in your list by choosing ‘Focus and Bid’. and also you can focus on these as well as normal audience through ‘Bid only’.
I hope these AdWords tips help you improve ROI from your next campaign. And if I missed out on some good AdWords tips and tricks that you use, please let me know in the comments below. Would love to hear your take on this.