Do you belong to those people who have read all sorts of success-story articles about businessmen and firms that turned from small-scale market holders to giants of their industry by mastering the Google AdWords cosmos?
Maybe you have tried and strived and sweated to do the same but failed and you cannot realise what exactly you do not do right?
Well, maybe we can step in and help a bit.
It is true that a series of well-executed, effective PPC campaigns can –no, this is not the proper word-, it will escalate your conversion rates and revenues since your firm’s products or services will show up right at the top of the first page of your preferred search engine results on relevant searches.
Still, since you pay for the clicks your ads drive through, a PPC campaign that is not designed and run masterfully can and will drain your budget, not to mention your mental wellness.
In this article, you will find at least ten ways to avoid such an unfortunate outcome, but will also get you far ahead of that. It will help you get a genuinely insane performance regarding visibility, traffic and profits!
Let’s get started…
Optimize Your Landing Page
As already mentioned, the key in skyrocketing your AdWords results is to understand its inner structure.
Let us start with the basics.
Which is the primary objective of PPC marketing?
Obviously, to raise sales. So, while clicks are great, just get clear in your mind that they are not enough.
Hence, a PPC ad can be considered effective only if it generates qualified leads to your landing page. In turn, the landing page should aim at converting these leads into happy customers.
Thus, if your landing page is not relevant enough and drives off prospects, the rest of your accomplishments mean nothing.
So, start by optimising your landing pages for PPC conversions.
By making sure the message conveyed by your ads and landing page is one and the same. Such consistency will eventually boost your site’s click-through and conversion rates, decrease the CPC, and, gradually augment your profitability.
In case you already use carefully selected keywords, but the outcome is not the desired, try switching your strategy.
There are cases when even the most well-targeted keywords, for various reasons, just don’t deliver.
There is no reason to stick with them if they do not work.
They will just drain your budget pool. Just replace them with conditional keywords, to harvest users that do not look precisely for the product or service you offer but have a well-defined and close-related condition attached to the search query.
Invest in Long Tail Keywords
Long tail keywords consist an excellent means of optimising your AdWords performance, and they are not the same ‘conditional keywords’ mentioned above.
Contrary to conditional keywords, long tail keywords do not require well-defined conditions.
Read more at https://seopressor.com/blog/short-tail-or-long-tail-keywords/
As a matter of fact, a conditional keyword with numerous long tail keywords will probably return excellent conversions from such types of keywords.
Make Negative Keywords your Best Ally
Among the best tricks available to secure the efficiency of your AdWords campaigns is proper optimisation of the so-called “negative” keywords.
What is a “Negative Keyword”?
A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.
For example, when you add “free” as a negative keyword to your campaign or ad group, you tell AdWords not to show your ad for any search containing the term “free.
AdWords enables you to specify which keywords do not work for the service or products you offer and thus help the search engine understand what your service and product is not. This is a valuable set of information.
Because it keeps your ads away from keyword searches that will avail you nothing and allows you to centralise your efforts on leads that are indeed qualified.
In turn, it saves you time, energy, and most of all, helps you better utilise your budget.
Use the Correct Keyword Match Types
Bear in mind that PPC advertising is as direct an attribution marketing channel as it gets.
This means that AdWords utilises the intent of the user, which is identified through the used keywords. Every time a search is made, AdWords identifies the user’s probable interest and shows ads as closely related as possible.
Therefore, in keywords lies the key to every PPC campaign’s success, along with the modifier types used for them.
Identifying the proper keyword match type is vital.
There are actually 4 different keyword match types, namely:
Broad: as denoted by its name, this type offers the broadest possible search matching, including any words in any possible order and synonyms.
Broad Match Modified: offering the second broadest match scope (check the (+) sign in front of the keyword), since it requires keyword order to be exact.
Phrase Match: this type pops up ads only when searchers use the phrase exactly as specified.
Exact Match: similar to the previous one, but it shows the ads provided the search query be exact too.
The type you will eventually use must be determined by your goal and general plan.
The biggest possible number of impressions requires Broad Match types, while the Exact Match type avails higher relevancy and, consequently, far better click-through rates.
This is not a trifle.
Choosing the right type will determine at great extent the final outcome. Still, this does not mean you should stick to just one type all the way through. You can use different types every once in a while to check what gets better results.
Make the Most of the Accessible Ad Content
The ushering of the Expanded Text Ads (ETAs) in the AdWords cosmos has changed everything in the field. By enlarging the available space for Ad content, ETAs allow PPC managers to communicate their message by narrating a small story about their products or services.
You should make the most of this space. Check out how:
Final URL – Turn your landing page into the most relevant page in your industry.
Headline 1 – Feature the brand name or, at least, your key value proposition.
Headline 2 – Add here a complementary value proposition. Alternatively, lay the foundation for your Description’s context.
Path 1 – set your location or general category of the product or services you offer.
Path 2 – make sure you add here additional, more specific information.
Description – now, here we have the actual profit-maker, designed to link your customer’s needs to your product or services. Do your best to add a strong CTA before closing to engage your audience.
Ad Extensions are there for a Reason…
Sadly, most AdWords PPC managers underestimate the value of PPC endings with the Headlines, Paths, and Description of the main AdWords ad.
Ad extensions are there for a reason, being an integral and crucial part of the whole customer experience. By making the most of them, you skyrocket your performance.
Ad extensions narrate and communicate much better your brand’s story, providing crucial information to the reader. Their range and variety offer you the chance to cover every possible aspect of your brand and value proposition:
Sitelinks Extensions – extra links leading to unique landing pages that could prove very useful to your customers.
Callout Extensions – trust-forging extensions with messages of the sort: “Snappy Professional Service” or “Perennial Guarantee.”
Structured Snippets – adding extra information about your offer, based on certain categories (make sure you pick the most relevant one!).
Review Extensions: meant to boost engagement, they include reviews that will lead readers back to your website.
Optimize Bids for Geotargeting
Regardless of your field or industry, there is much to gain from allocating more of your budget on certain areas or locations.
Albeit the digital products or services you offer, checking the locations, your engagement mainly originates will help you centralise media now spent in areas that do not return much, especially when you are in a real estate related industry.
Then again, should your industry has little to with your customers’ place of residence, optimising your PPC campaigns is still possible regarding other geotargeted bids, such as seasonality, weather, and customer needs.
Unfortunately, most AdWords newbies fail to take their customers’ needs and other qualifiers based on their place of residence into account, thus undermining or lessening their potential success. You can save loads of money by presenting ads only in regions that are more probable to show interest in your products or services.
You could also try launching a “Near-me” AdWords Campaign. Your audience probably already understands that Google monitors their location so, just by attaching the phrase “near me” in your search query it will probably get you far more localised service providers.
In case your area does not appear in the AdWords location targeting interface, you could use the zip code or use the “Radius” feature.
Another path to consider is focusing on generic and broad keywords by:
adding localised messages in the ad copy
utilising the location extension
activating the phone calls extension
Nowadays, the vast majority of our customers will probably die if they get as far as 2 metres away from their mobile devices. Hence, your campaigns should be optimised for mobile users and thus leverage their momentum to engage your audience through their favourite technological medium and get more qualified leads.
The only way to determine whether a campaign should have a mobile-only component is to check the conversions. Should mobile drives afford a great number of your conversions, just copy an existing campaign and negative bid mobile for the original and then, similarly, negative bid desktop in the new one.
Check also whether you can benefit from mobile-only campaigns by focusing on click-to-call extensions.
Do make sure you also enable the mobile click-to-call feature. All in all, there are three categories of call conversions you can monitor through the AdWords interface, and you must monitor all of them if you wish your stats to prove accurate. These are:
Call Extension – this feature is denoted by a “call” click-option shown right next from your ad on mobiles devices. On desktops, this button is replaced by the firm’s or owner’s phone number.
Calls from Website – this conversion allows Google to put forward dynamically a forwarding number every time a visitor is led to your website through your ads. The owner’s phone number is substituted by this forwarding number, enabling you to verify the number of people that called you after landing on your website, from both mobile and desktop devices.
Phone click on mobile site – by far the most significant call tracking source of the three, it can turn your inactive phone number on your mobile site into a dynamic and clickable one. Every time someone lands on your mobile website through an AdWords ad, conversion tracking allows you to identify clicks on your phone number. Contrary to website call conversions, this excellent feature monitors only clicks on your phone number, not all the actual phone calls. Thus you get click data, not call data (call length, for example, and the sort) in your conversion reports. These clicks can then be measured via text links, images, or buttons.
Visitors landing on your mobile website through an AdWords as and calls rather than sign up will be forced to dial your number manually – which many would found a chore. On the other hand, offering them the option to click to call can do wonders for your website’s conversion rates.
Bid on Competitors
We close with probably the most promising, or better still, effective and, at the same time, cost-effective means of earning more conversions. It is far from a secret treasure map. Most advertisers know this trick and do bid on their competitors’ brand names. Still, somewhere here lies something amiss.
While bidding on their online competitors, they fail to take offline rivals into the online picture. You should never make that mistake. You have plenty of competitors out there who strive to snatch a part of the market by investing loads of money on TV commercials, leaflets or brochures, radio ads and, for unknown reasons, they do not use their official website to promote themselves, or even do not have an official website yet!
Well, they ask for it! Grasp this great opportunity to welcome their customers into your website’s fold. Invest on customers who may see or a commercial that actually interests them, or maybe toss a leaflet that had caught their attention but for some reason failed to keep and the next thing they will probably do is to do an online search. They are served on your dinner table!
Google AdWords Is an Art you Can Master
Properly designed and run PPC campaigns can build your firm’s future growth – or break your overall potential. Google charges you for each and every click on your business’ ads anyway, so must make sure you make the most of the money you invest on this deal, optimise the customer’s experience and get the biggest conversions rates possible.
Try out our suggestions, and you will soon realise that Google AdWords is an art, and arts are far from a talented-only club. Rules and principles and tricks and experience have a lot to do with it. You have talent. Master the rest and the path to success will widen more before you.
My name is Pantelis Karvounopoulos and I am a London based Search Marketer who has been doing this for more than 10 years. In this time I have gained extensive knowledge in PPC and SEO and have built up a wealth of experience in many different niches.
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