Without taking the time to complete a total overhaul and optimization of your Adwords account, you can still improve your account and generate leads. We’ve put together six key building blocks to help you boost Adwords performance.
Pay Per Click marketing (PPC) can be an extremely cost effective way to reach your targeted audience online while keeping full control of expenditure and return on investment.
A successful Adwords campaign supports your business.
Google is the most used search engine in the world, so your Adwords ads have the opportunity to be viewed more than any other search engine. Location targeting helps show your ads to exactly your target audience. Adwords can also bring instant traffic to your website. It’s an immediate way to gain visibility.
Best of all, Adwords offers very high ROI if you know what you’re doing. Even with some of the most expensive keywords, such as “insurance”, you may spend around $54 per click, but if that user turns into a customer, you’ll see a huge gain.
Here are some tips to help improve your adwords account:
1. Track All Conversions: This is one of the most important things you need to do in order to tell if your paid ad campaigns are working. You can track actions on a website, phone calls, app downloads. Intuition doesn’t count. Don’t rely on a gut feeling that your ads are performing well.
2. Don’t Forget Your Mobile Stats: We all use our cell phones to look things up. Mobile users are on the rise and there’s no turning back. Mobile digital media time in the U.S. is now significantly higher at 51% compared to desktop at 42%. It’s important to pay attention to your mobile ad position. Mobile ad spend is currently still lagging behind the mobile media consumption. Time spent on mobile media is at 24% with only 8% of ad spend going towards mobile. With such low competition, it’s the perfect time to get ahead of the curve.
3. Add Negative Keywords: If you want to make sure you’re not spending money on keywords unrelated to your ads, make sure you add negative keywords. If you’re a dentist trying to attract new patients, you don’t want people looking for a dental career clicking on your ads. Adding ‘career’ as a negative keyword will prevent your ad from showing up when anyone uses that search term. It never ceases to amaze me how many clients come to us with zero negative keywords, as they can have so much impact!
4. Keep Your Focus on the User: As difficult as it seems, you can successfully convey the best parts of your company in the limited ad space available. Highlight what makes your company stand out by including special prices or promotions. Use action words like ‘purchase’ and ‘sign up’ to tell users what you want them to do. Make sure your text ad matches the landing page you’re directing users to. If your message is not cohesive, it will confuse customers and they’ll most likely leave without converting.
5. Add Extensions: Using extensions helps provide users with more information and more ways to get to your site. The layout draws attention to your ads, and if your main link doesn’t provide exactly what they’re looking for, chances are one of your sitelinks will. Here are a few extensions you may benefit from:
- Call Extension
- App Extension
- Structured Snippets
6. Hire an Expert: Pay-Per-Click is very complex and you can easily lose a lot of money if you don’t know what you’re doing. PPC experts stay on top of changing Adwords trends and get the most bang for your buck.