Google intentionally makes getting started on AdWords incredibly easy. It’s as basic as picking a couple of keywords, writing an ad, and, of course, inserting credit card information in most cases.
To give you an example, Google earns almost 80 percent of US search ad revenue!
Given this number and the simplicity factor, one of the best steps you can make in your marketing mix is setting up a successful AdWords campaign. There are basically an infinite number of ways out there to begin to gain more attention and increase sales.
Here are some tips to help achieve impeccable results for PPC.
1. Choose the Right Bid Strategy
Firstly, the base for your entire campaign is the bid strategy. It must, therefore, be chosen wisely.
Start by defining your objectives.
Are you primarily interested in increasing traffic on your website?
Getting people on your platform to take action?
Boosting your awareness of the brand?
All the aforementioned?
To help meet your needs, AdWords provides a number of bidding strategies.
Target Cost Per Acquisition (CPA) – For those simply looking to boost their website conversions, this one is intended. You can base your campaign around a particular CPA using this approach.
Target Return on Ad Spend (ROAS) – This approach, also designed to increase conversions, is intended to be developed around a certain ROAS.
Maximize conversions – With this strategy, the name pretty much says everything. You can just bid on this factor and gain most of the conversions.
Enhanced Cost-Per-Click (ECPC) – This strategy is an optional feature that adjusts your bids automatically to earn as many conversions as possible to get a little more streamlined.
Target Search Page-This technique offers an automated system that sets bids in an effort to give your advertising a greater chance to appear at the top of the search results.
Target Outranking – This one allows you to choose certain domains that you would like to outrank on the SERPS, another automated approach. The number of times you would like to be placed higher on the results page can easily be provided, and AdWords will fulfil your request.
Cost Per Thousands Viewable Impressions (vCPM) – This one is a strategy for manual bidding. If your advertisements are primarily intended to increase brand awareness, not so much for clicks or traffic. For every 1000 impressions, you can set the maximum amount you will pay. This strategy is probably not for you if you have a goal that involves direct response from customers.
Maximize Clicks – Perhaps the easiest way to bid for clicks is this strategy. The automated system requires you to set a daily budget, then to bring you the most clicks, it manages your bids.
Manual Cost Per Click (CPC) – This strategy lets you independently manage your clicks. Based on each ad group within your campaign, or a few specific keywords, you can select bids.
Views or Interaction-Based:
Cost Per View Bidding (CPV) – This approach is meant for video advertisements. For each view or any other form of video interaction, you simply enter the top price you wish to pay.
Take your time to select your strategy for bids. If your goals are unclear, it will be much harder to identify the right strategy and see the outcomes you need.
2. Show Ads at the Right Time
As many marketers will attest, at the most appropriate moment, the name of the game puts the right message in front of the right eyes.
It all comes down to how well you know your target audience by picking the right ad schedule. What moments are the most active? As most of their clientele are most active during regular 9-5 business hours, B2B-oriented businesses have it easy. Consumers, though, can be a bit harder to read.
Set your timeline to 24/7 when you start out. Yes, this is going to cost a little bit more at first. But as you get the reporting and find the most active timeframes, you can always scale it back.
Once the most optimum times have been nailed down, during certain times or days, you can make bid adjustments to power down the campaign. There can be either a higher or lower average CPC for the times you choose to run the campaign.
3. Rotate Your Ads
You obviously can’t display them all at once if you have created a number of advertisements. So, you need to generate a rotation of an ad. You have four possibilities for optimization in AdWords:
For Clicks – This one optimizes your spin for the advertisements that have received the most clicks in the past and are more likely to be shown in the future.
For Conversions – Similar to clicks, if one of your advertisements has generated a lot of conversions, it will be shown down the road more often.
Even Rotation – This one doesn’t pick favorite at all. Regardless of the results they bring in, a similar number of auctions will be entered for each ad. It’s not a guarantee, however, that each will fulfil the standards to get the impression. After 90 days, the kicker with this option will be optimized for clicks or conversions if the advertisements go untouched.
4. Target Locations Carefully
The Google AdWords scheme knows when to show certain advertisements based on the IP address or GPS location of an individual.
It is relatively easy to select a target location. Take a look at your procedure. Obviously, if you’re a brick-and-mortar store, you’d like to target your city.
You’d like to select the whole country if you’re a national business. This can get a bit tricky because the more ground you cover, the more purchasing behaviours can have a larger variety. You can select certain radiuses for your ads around a location, based on your market research.
5. Use Effective Device Targeting
The world is mobile. Ads must be presented in a way that accommodates each device chosen. Google unveiled its enhanced campaign capabilities a couple of years ago, allowing companies to target users on certain devices. In turn, it is necessary to correctly adjust bidding strategies and campaign structures.
In terms of device targeting, there are a range of tactics to keep in mind.
Create Mobile-Only Ads – Screen-to-screen advertising looks different. You can select a “Device Preference” in AdWords and select certain ads as mobile-preferred. This allows your content and CTAs to be equipped.
Call-Only – It is for the purpose of making phone calls, directing users to the landing page.
Mobile Text – This option will run simple, plain text advertisements on the mobile display. While they look similar to the text ads you’d see on a desktop, on a mobile device, you can show fewer ads per page.
If you are directing users to a landing page, one of the most important things to remember is that the page MUST be mobile-friendly. A recent survey found that 42% of consumers are not going to switch to a poorly designed website. You are fighting an uphill battle if your mobile landing pages are ill-conceived.
6. Select the Most Valuable Keywords
While this one seems apparent, it’s not as simple as it sounds.
The most important thing to keep in mind is that you do not want, at least not yet, to grab for the top shelf. Typically, these terms are expensive and highly competitive. Do not go too far. Look within your niche audience for the ones that perform best. It takes finesse to pick the best keywords. In other words, to the point where a user enters the term, they should be effective, but not too effective, and a plethora of similar ads will pop up before yours.
Also, make sure that you use one for each phase of the customer journey.
When they casually conduct research in relation to your company, what would people search for?
In narrowing down their options, what about when they begin to get serious?
Validating their judgment?
Building your google adwords keyword list takes time and preparation. One of the most vital elements in your strategy will be to find the perfect balance of terms.
7. Build a Negative Keyword List
Essentially, negative keywords instruct the search engines to NOT display ads for certain terms. You can designate which kinds of searches trigger your ads in this manner.
For instance, there are many potential searches that can lead to fruitless results if you strictly sell high-end wooden furniture. Terms such as cheap, free, old, restored, etc. may not be relevant to your corporate objectives. It’s best, therefore, to add those to your list of negative keywords.
This tactic has many benefits. It helps you, for one, to guide the most interested clients in the right direction. Two, it weeds out irrelevant traffic, saving you in the long run time and money. Three, using negative keywords can help prevent cross-promotional matches when you have multiple Google adword campaigns going at once.
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