This is a revisited post from my previous blog that I wrote a couple of years ago about how to make sure you don’t over pay on your Google Adwords campaigns and to ensure what you do spend is working.
If anything, the tips I’ve given to make your Google Adwords campaigns as successful as possible are even more relevant today. When I’m carrying out Google Adwords Management around my local area of Preston and Chorley I always use these simple and time tested rules as well as investigating the true ROI of a campaign. I’ll visit Return on Investment in a future post, but for now here’s a few tips:
Targeted Google Adwords
Think what exactly you’re going to advertise; make it very specific so as to tartget a niche market or product audience. The likes of Ebay use adwords to advertised everything and anything, but they rely on deep pockets and volume traffic for a return. Us normal folk cant afford such strategies and so must be smarter to prevent money being wasted. You’re better spending £10 per day for 20 good leads than £100 per day for 200 poor leads (of which probably only 20 would be any good). Number of visitors isnt critical, the number of sales is!
Targeting long tails
Each of the above searches give varying results, with the more specific ones giving results more specific to your search term.
Creating Google Ads to target more specific terms you will be competing against less advertisers and so will not have to bid as high for your advert to be displayed.
Depending on your product, it may make sense to have adverts targeting more general search terms such as Vacuum Cleaners but these tend to be higher competition and higher cost so you need to think carefully to see if the returns would be worthwhile.
This is probably one of the more important aspects of getting your Google Adwords converting efficiently. Set up goals e.g. order submissions, contact form submissions in Google Analytics and you can see what percentage of people arriving on your website convert to your defined goal.
If you’re running Google Ads that have poor conversion ratios, it may be better to redirect that daily budget to a better converting advert.
By checking your conversion and also bounce rate you can also test different versions of adverts and landing pages.
Make no mistake, this can be a time consuming job and it takes a certain kind of analytical person to be able to go through the figures, but if you can do it it’ll save you alot of money in the long run.
Landing pages & Calls to action
If you owned a shop and paid people to walk through the door way, you’d make damn sure that there were items for sale that appealed straight away. The same goes for a website – it’s critical that the first page that someone lands on after clicking on a Google Ad is targetted to what they are searching for.
Make sure it has a strong call to action – “Buy” rather than “Enquire”… get your potential customers into the frame of mind that they DO want to buy off you.
Getting the Adword campaigns set-up can be time consuming, with lots of keyword research and more traditional sales and marketing techniques to consider. If you consider using a Google Adword professional to set the campaigns up, ensure they know the full details of your business, website and end goals for the Google Ad campaign.
Just one more thing….
Your business evolves - the services and products you can provide change and grow. Make sure your Google Adwords campaign reflect the different changes in your company. Create new campaigns for new products, remove old product campaigns. Make sure your spend is focused, targeted and relevant.