As an internet marketing agency, we see a lot of businesses who REALLY need help when it comes to advertising on Google. (Google Adwords)
I created this list of tips for 4 reasons:
- To provide businesses with a checklist of tips to evaluate their own efforts
- To help businesses with tips on how to save money on their Adwords campaigns
- To reveal the commonly overlooked elements of an Adwords campaign and how even if you are currently using a marketing agency, you could be overlooking these important options in Adwords.
- To show businesses how we can help them generate more leads and save them money (Blatant advertising… I know)
I’ve included a video for your benefit together with a breakdown of each of these tips in writing. Enjoy!
1. Conversion Tracking
The most overlooked feature of Adwords…. Conversion tracking!
You are able to track conversions or leads straight from Adwords. This allows you to see EXACTLY which keyword or search phrase brought you the lead, inquiry or sale. Without having this enabled, you will never know which keywords you should be focusing your attention on and ultimately, you are flying blind if you don’t currently see this in your Adwords account.
2. Negative Keywords:
Negative keywords are used when you DON’T want to appear for a certain keyword. So when people search for your keyword plus the word “jobs” or “how to” or “free” or “idea”, your ad is not displayed. This is a massive money saver if done from the start. Don’t bid and pay for ads where people are looking for freebies or ideas.
3. Quality Score:
Google cares the most about its users and Google knows that the users want relevant results for their searches. This is why you’ll notice a quality score next to your ad campaigns inside Adwords. This score it out of 10. The higher the score, the higher you rank and the less you pay per click.
So what influences this score:
- The relation of the keywords you are bidding on and your ad to the page you are pushing them to. (Example, if you are bidding on the keyword “buy light bulbs”, your ad should contain the word “light bulb” and your landing page should be about light bulbs. This would give you a higher quality score ).
- The engagement or click-through rate of your ad. If you are getting a good click through rate on your ad, it means that its relevant and Google will reward you for it.
These are the basic items that influence your quality score the most.
4. Buyer intent keywords
When bidding on keywords, it’s important to understand the users intent when searching. When a user searches for “buy light bulbs” they are most likely in the buying mindset. In most cases, keywords with buying intent are more competitive and would cost more per click than other keywords.
If you have focused on the above points regarding quality score and conversion tracking, you’d be able to pay slightly less per click on keywords that have high conversion rates.
5. Targeting Options
One of the most powerful options we have with online advertising is that we can target who should see our ad. When you set your targeting, try not to be too broad nor too specific. I know that it sounds counter intuitive but let me give you an example.
From the above screeenshot, you can see that the reach you would get if targeting Johannesburg would be 2.2 million users. If you start excluding lower income suburbs within Johannesburg like Soweto, you can subtract the 258 000 from the 2.2 million. Therefore, you are now reaching approximately 1.8 million users.
As a rule of thumb, I would start with targeting between 500k to 800k users and monitor performance. Going too broad from the start will only cost you money and might affect the quality of the business that you generate.
6. Retargeting / Remarketing Options
Once you have been doing Adwords for a while, you need to start looking at retargeting. Retargeting is when a person visits your site, goes away and an ad starts following them around. While some might have this thought that it is intrusive, this marketing method converts almost 80% higher for us than a normal text ad.
98% of people visiting your site will never return so being smart about retargeting will save you tremendously in the long run.
7. Landing Pages
The page you push people to after they click on your ad is extremely important. Here’s a few bullet points that I would recommend having on these pages:
- A clear benefit related to the ad they clicked on
- A clear action you would like the user to complete. Careful not to have too many actions like get a quote, find out more etc. Just one would do the trick.
- The keywords that you are bidding on should be on the landing page (Quality score)
- Contact details clearly visible
- A hero image of your product or service clearly visible.
These 7 tips above could save you THOUSANDS each and every month and will help you get more out of your advertising on Google. How many of these items do you currently have nailed down? We’d love to hear from you in the comments.