Google AdWords can be an incredibly effective tool for digital marketers. Placing advertisements in front of a targeted audience that is already searching for something related to whatever it is that you sell can have a positive impact on the overall performance of your website. Once you have established a well-structured account, it’s time to start thinking about how you can take your efforts to the next level.
Let’s take a look at a few of these specific tactics you can take advantage of the next time you’re working on your AdWords campaigns.
Landing Page Optimization
One of the most important aspects of your AdWords campaign is the destination you’re sending visitors to. When you first launch a campaign, Google evaluates the content you have on each landing page. What they’re looking for is how well the ad creative and targeted keywords match up with the information you have on your website.
Take some time to comb through each individual advertisement and take note of the page on your website that you’re sending people to. This page should have content that contains the same keywords/phrases that you’re targeting within your individual Ad Groups. While you don’t have to match word for word, it is important that Google and other search engines are able to make a connection between the two.
Don’t Chase Perfect Quality Scores
While it’s important to have high Quality Scores, achieving a 10/10 for every ad and keyword is nearly impossible. If you’re consistently showing a Quality Score of 7 or higher there’s a pretty good chance your campaigns will perform successfully, especially on a more local level. At the end of the day, the most important thing is that you’re giving users relevant and valuable information.
Take the time to look at each individual advertisement and ask yourself, “does this information solve my target audience’s problem?” If the answer is anything but “yes,” keep working. You want to do everything you possibly can to give these individuals just enough content to make them want to learn more. Always remember, content is king!
The ability to track website analytics is a beautiful thing. Knowing your audience and what day/times they’re most likely to be online gives you the insight you need to be as successful as possible. To help maximize your efforts, scheduling your ads to run on certain days and times makes it more likely that your ideal target audience sees them.
Spend a few minutes analyzing your website’s analytics and take note of when a majority of activity is taking place. If you have a variety of campaigns promoting an array of products and services, you can run each individual campaign on it’s own schedule to help reach each individual targeted audience.
To take reporting your efforts one step further, you have the opportunity to setup specific conversion tracking for certain actions taken by those who click on your ads. Form submissions, specific page visits, and direct phone calls are just a few of the many options you have to track. If you have an online store, or e-commerce, on your website you can also measure how many sales are being generated from your advertisements.
Take a quick peek at your website’s analytics to see what kind of activity is being generated from both desktop and mobile devices. If you’re seeing that mobile visits are making up a significant amount of your overall traffic, it may be worth setting up a campaign that is dedicated to mobile-only advertisements.
By doing this you can use strategies and tactics that are geared toward speaking to users who prefer to use their phones compared to a computer. If your company relies on phone calls for generating leads, AdWords offers a ‘Call-Only” campaign which prompts users to call you when they click on your ad. When setup and optimized appropriately, this is an excellent way to help increase direct contacts with your preferred customers.
These are just a few tactics you can implement into your own Google AdWords strategy to drive additional traffic to your company’s website. Hopefully, you’ll be able to use some of this information to help grow your knowledge regarding the SEM and Pay-Per-Click world. What are some of your favorite Google AdWords strategies?