When starting out with Google AdWords, it can be very confusing. There are many aspects to consider and it is easy to waste a lot of money very quickly.
Google AdWords has much more to offer than the basics but it is very complicated to do well.
Nevertheless, having reviewed various accounts in my time, there are some basics beginners miss and MUST know about.
Having a keyword strategy in place is imperative. Beginners go wrong by picking 100’s or even 1000’s of keywords and bidding on all of them.
This will bleed your budget before knowing what keywords convert and which do not. You will very likely end up with no budget left and no return on investment (ROI).
What they must do is hone in on the ones which matter.
Take a step back and think about your target audience and ask yourself:
- What do they want?
- What will they specifically search for?
At the start of any Google AdWords campaign, it is better to be narrow with your keywords than too broad.
Over time, you can broaden your campaign by using a more detailed keyword strategy, such as the Single Keyword Ad Groups (SKAG’s) strategy.
It’s also important to check your negative keywords daily, or if you do not have the time, at least once a week as a minimum.
A conversion is a process of showing an outcome from a click on your website.
This could be to gain a potential leads contact details, download an e-book or making a sale.
This easiest way to set this up on your website it by having a specific ‘Thank You’ page which can only be accessed when someone completes the outcome and link your conversion to that page. There are other ways, but this is the simplest. There is lots of free advice online to help you do this.
Once this has been completed, you can then analyse what keywords are the best for you (and to know your campaign is working), and what keywords do not work so you can stop budget spend on what doesn’t work – and maybe funnel more budget into the keywords that do (just my logical suggestion).
Once you’ve set up conversions, you need to know your cost per conversion breakpoint.
Without knowing this, you will not know your maximum bid you can budget for to make a
‘return on ad spend’ (ROAS).
Here are 5 steps to working out your cost per conversion breakpoint.
This is vitally important as if pay-per-click (PPC) campaigns are too expensive you may need to rethink your marketing strategy. Dropbox is a good example. They had an aggressive AdWords PPC campaign, but it was quickly stopped when they had a $300 customer acquisition cost. Instead, they introduced a free referral program.
Oli Gardner from Unbounce suggests that 98 percent of ads are a waste of money. What you do not want when you’re first setting up your AdWords campaign is bad ad copy.
Good ad copy can boost your click through rate (CTR) and thus positively affect your quality score (QS) which will result in a cheaper cost per click and increase your potential ROI.
In order to have good ad copy, follow these 5 steps:
- Use Statistics – Statistics in your ad copy are a great way of grabbing attention and differentiating ads from your competitors.
- Remove Pricing – analysis of top performing ads shows just 40 percent of top-performing branded ads and 37 percent of non-branded ads included pricing.
- Use Promotions – It’s no secret, using promotions and discounts in ads are older than time itself, and guess what, they work!
- Punctuation! – Use exclamation marks. SEJ found a significant increase in CTR when testing ad copy with an exclamation mark, and without one.
- Appeal to Emotion – Ads that appeal to people’s emotion can result in positive results with their CTR. You can even use a headline analyser to test your headline out.
Post Click Strategy
So you’ve found the best keywords, you’ve got great ad copy with a high CTR and you’ve set up conversions, but you’re not actually getting any. This is where your post click strategy comes into play.
You need to make sure you have a landing page specifically targeting the Keyword the visitor has come to the website from. If they want to buy frozen vegetable, the landing page should be about buying frozen vegetables.
The best way to design your landing page is by firstly, creating a page within the parameters of best practice for Conversation Rate Optimisation (CRO) techniques, and then A/B testing the pages with various controlled variables.
Unbounce is a great tool for creating and then split testing pages.
Basics Covered, But What Next?
Don’t make the mistake of thinking once you’ve mastered the basics, that’s all there is to Google AdWords.
There are numerous additional elements you will need to research and add to your account as you learn, these include:
- Ad Extensions;
- Google Display Network;
- Advanced Settings.
As with anything in Digital Marketing, the more you learn, the more pitfalls you’ll avoid which will result in greater success for you and your business.
By James Rowland, Business Development Director at Neathouse Partners Ltd
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