Maximise your AdWords Campaigns
Getting your AdWords campaign up and running can seem simple enough, however if you are not optimising the setup of the ad campaign and ad groups, maintaining them and taking time to review the results then your AdWords campaign can be less effective.
Starting with something obvious to be looking at in 2018 (in case you’ve not noticed already), Google has slowly been rolling out its new user experience (UX). A shiny new AdWords platform. Take the time to learn this new powerful platform as the better you understand it, the more you can maximise your campaigns.
Now, let’s look at a few simple yet effective steps to take to boost your AdWords campaigns.
1. AD EXTENSIONS
Expand your ads with additional information and improve the visibility of your ads with ad extensions. The more content, the greater visibility, the more enticement for people to click, equalling more value from your ad.
Start with these four areas that will improve your Ad Rank, potentially getting your ad positioned higher with no increase on cost per click.
Sitelinks: These can take people to specific pages on your site such as the contact page or other service pages. Add a title, two short description lines and a link.
Call: Show your phone number with your ads and when on a device that can make calls people can tap or click a button to call your business directly.
Location: Help people find your locations by showing your ads with your address, a map to your location or the distance to your business.
Callouts: A great way to promote unique (and enticing) offers and information, like free shipping or free quote.
Find this on the new UX: Left hand side panel: Ads & Extensions – Tab: Extensions – Extension Type: All (or Filter as required)
2. LOCATION TARGETING
Don’t pay out for clicks that are too far for your service to reach. Check you are targeting the right locations through location targeting.
Set either a radius around your business for your adverts to serve or set up a location. For example, if you can offer your service 100 miles away then set up a radius of your location at 100 miles. Break this down further and add additional key locations.
For example – London, Greater London and 100 miles radius. This allows you to monitor and give bid adjustments (invest more of your daily budget) into the more successful areas without eliminating others
Find this on the new UX: Left hand side panel: Locations
Let’s not assume mobile and desktop traffic produce the same results, let’s look at the facts. Use device results to compare the results.
Look at device reports from an ad group level. Knowing what devices people are searching and finding you on, plus converting on will allow you to bid adjust (invest more of your daily budget) into the right device. Plus, ask if there is something you could improve?
For example, if all enquiry form conversions are on a desktop, check the form on a mobile – is it mobile friendly, does it have good usability, does it work?
Find this on the new UX: Left hand side panel: Devices
4. KEYWORD SEARCH TERMS & NEGATIVE KEYWORDS
Monitor what phrases people are searching for that click through on your advert, but you may not have considered. Add these terms to your keyword list, or if they are not relevant then add them to the negative keyword list to prevent your ad showing. Adding negative keywords help you focus on only the keywords that matter to your customers. Make sure you prepare a Negative keyword list for your campaign from the start too, what type of visitor do you not want to attract?
For example, if you are not wanting job hunters consider adding job, jobs and apprentice to your negative keyword list.
Find this on the new UX: Left hand side panel: Keywords – Tab: Search Terms – Tab: Negative Keywords
Boost your campaign’s performance with remarketing. By targeting an audience that’s already shown an interest, target visitors who’ve previously visited your website through audience targeting.
Save time and effort by providing existing remarketing lists using your Google Analytics account for a quick connection. You’ll need to activate remarketing on your AdWords account and connect up your Google Analytics account.
Find this in Google Analytics: Admin: Audience Definitions
Find this on the new UX: Shared Library: Audience Manager – Left hand side panel: Audience Sources. Within each campaign – Left hand side panel: Audiences
BONUS POINT! ARE YOU CONVERSION TRACKING?
See how effectively your ad clicks lead to valuable customer activity. Start with a basic goal of tracking your contact enquiries. Start in Google Analytics and setup your goal to track your contact form thank you page (or set up an event). Import the goal into your Google AdWords account through the Conversions setup and see how many of your clicks convert.
Find this in Google Analytics: Admin: Goals
Find this on the new UX: Measurement: Conversions – Import: Google Analytics
Google AdWords (Pay Per Click advertising) is a highly effective method of website marketing that can deliver immediate results.
Feelingpeaky have significant experience of developing, setting up and managing pay per click campaigns for clients –from large blue chip multiples to small SME’s. You can relax knowing we completely manage your AdWords account, making sure it’s running and working to its fullest potential.
Get in touch to find out more about PPC Services