19 Nov Improve The ROI Of Adwords Campaigns With These Five Basic Tips
The first thing that any business owner exploring Adwords as a marketing channel should understand is that patience is key. Experienced and novice Pay-Per-Click advertisers all have to put in the necessary effort to analyze and improve their Adwords campaigns. Setting up an effective Adwords campaign is not a simple ten-minute process that can be set-up once and then never looked at again. Most PPC marketers acknowledge that properly setting up and optimizing an Adwords campaign takes at least several months of data collection and consistent experimentation. It is important to be as organized as possible when it comes to using specific keywords and specific ads. Another thing to keep in mind is that properly categorizing different ad groups makes it easier to measure success and track the results of experimenting with different approaches. Most Adwords campaigns benefit from an organized separation of different ad groups, ads, and keywords.
It is important to focus on using the correct keywords when setting up an ad campaign because targeted keywords determine the audience of the ads. The second tip to remember is that keyword specificity is crucial for determining overall success in Adwords. Setting up an ad campaign using the most specific keywords possible likely means using the “[Exact Match]” keyword-targeting option wherever possible. Once all the primary keywords are established and specified in the campaign, advertisers need to organize all the different ad groups. Organizing ad groups involves grouping similar keywords together, keeping a specific keyword-related theme within each ad group. Once specific ad groups are set-up, advertisers should consider using the exact same keywords being targeted in the ad itself.
For example, let’s say the targeted keywords are something like “house cleaning” or “house cleaner.” In this example the ad group could be “house cleaning,” and the ad copy should include the keyword “house cleaner” as well. Ideally, advertisers should focus on utilizing the lowest number of keywords per ad group while also using as many appropriate ad groups as possible. This type of PPC advertising campaign set-up will be a very thorough and somewhat tedious process. However, the results pay off with a positive long-term ROI. The ROI of a campaign continually improves as the properly-organized ad campaign can be managed on a more granular level, simplifying adjustments and making it easy to see what is working and what is not working. The biggest benefit of using a small number of keywords per ad group is that it becomes very easy to create great landing pages that are highly correlated to each specific keyword. Essentially advertisers can have a specific landing page that matches each keyword exactly. Lots of ad groups with only a few keywords in each ad group usually leads to higher conversion rates, which is the ultimate marketing campaign metric.
The third basic tip for improving Adwords campaigns can be simply stated as: bidding intelligently. Advertisers need to place themselves in the mind of their customers and clients. Advertisers need to consider their target audience’s motives. When their audience searches the Internet and uses specific keywords in their search queries, business owners need to really think about what the person entering the keyword as a search query is truly searching for. Lots of first-time Adwords advertisers make the common mistake of trying to include as many keywords as possible in a single campaign and ad group. While this leads to more impressions, impressions alone don’t necessarily help a business grow. Sure, receiving 1000 impressions to an ad seems like it is a positive outcome, and then say that ad gets 10 clicks to the business’ website from those impressions. Is that outcome going to be better than getting 500 impressions and receiving 20 clicks to their website? At this stage of the campaign set-up process, advertisers can begin to decide whether or not the cost per click, overall competition and search volume improve their campaign.
One thing that is often overlooked is that advertisers need to consider what kind of added value and what kind of additional benefit they are offering their audience. The fourth thing to remember is that the actual ad itself needs to do a great job at selling and standing out from other competitors. As mentioned earlier, each individual ad needs to have an exact match to the phrase the ad group is centered on. This is why using more ad groups along with fewer keywords is better for long-term results. However, the ad also needs to sell. The ad copy needs to include some hook that makes people interested in clicking the ad. Most advertisers will see their CTR rise when providing additional value by offering unique deals and using closely-matched keywords.
The final tip to keep in mind is to always remember that Adwords advertising and marketing, in general, is all about experimenting to see what works. With a properly organized campaign set-up, it is easy to try different keywords, ad groups, and ads. With a properly organized campaign set-up, advertisers will have an easier time taking risks, trying new things, and testing the results of their changes. Split-testing is so much easier to accomplish when there are very specific ad keywords and clearly-defined ad groups.