The advertising industry is a minefield – as I guess no one would have thought that driving attention to a single product or service could be challenging? Traditional advertising formats and digital campaigns became inversely proportional to each other. On one side, there was a decline in standard advertising formats like televisions and newspapers. In contrast, on the other side, there was a rise in the number of digital campaigns as they could reach 80% of internet users worldwide. Thus, due to this, the companies began to learn about the process of getting noticed on online platforms. It is now logical to utilize Google AdWords service (Google Ads now) for maximum exposure as google is now commanding 90% of the search market. But the only reasons that some users fail to see a return on their investment are lousy practice and intense competition.
Luckily, we have found a data river to help you find the problem with your Google ad. Why are they not performing? But it also offers the opportunity for digital redemption on the advertising scene.
Below are seven data-driven factors to help you to rise above lousy practice in Adwords.
Set Goals For Yourself
To achieve your campaign, you must know what you are looking for? Aiming for a specific number of leads per month, or instead, you want more phone calls, newsletter signups, or sales on your site? Or is there anything else that you wish for? To manage your campaign, you first need to understand your goals, affecting you a lot.
Work on the awareness of your brand
The companies need to use Google AdWords to focus on building their brand awareness for any products or services or offers that they are offering.
Google’s researches have shown that search ads can increase brand awareness by nearly 80% if utilized effectively. Ads include focusing on the company name and its operations in your headline and description and immediate action. There is no use in plugging a product if the potential customers do not know anything about the company they’re buying from – brand awareness is a crucial benefit of the process.
It’s All About the Landing Page/Offer
Can overcome deficiencies in your AdWord campaign easily if you have an irresistible offer on your landing page. All you need to do is offer something better, different, and unique from the thing your competitors are offering.
Use Exact Match Keywords
When you start with AdWords, you should keep in mind that your keyword list should be minimal (5 – 10 keywords) and very focused. Adding all these keywords to your campaign as Exact Match keywords ensure that your ads will only show up for the most appropriate searches and not for variations that Google thinks are relevant.
It would be best if you kept eliminating the keywords that are not getting clicks and conversions and should instead expand upon the ones that are getting it.
For example, if “doctor Austin” is working for you, add more words that exactly match variations of it to the campaign. Do this by pairing the word “doctors” with zip codes, nearby cities, and by using variations like “doctors near Austin TX,” “doctors in Austin,” etc.
Start advertising locally
You should ensure that you optimize for local search if you have a physical location that the customers and clients can visit.
According to Google, 72% of users who perform a local search end up visiting a store that is within five miles. Also, 50% of the same users visited a store within the same day, and thus 28% of local searches resulted in purchasing being done.
If you wish to maximize your locality on search engines, you can then use the extensions, which can display your location on a map thumbnail, or include your town/city of residence in your description line.
Add Group Related Keywords Into your Ad Groups
There is a conversation going on in the mind of your prospects with each keyword in your campaign. Your chances of getting the conversion if you continue the conversation in your ads and landing page.
Initially, every keyword should be in its ad group with unique ads that would lead to a great landing page. However, this is not practical in most situations.
So you should make sure that you group your keywords into tightly related ad groups based on the searcher’s intent.
For example, keywords that include “best deals,” “purchase,” “buy,” and other terms related to this will represent the people that are closer to the end of the buying cycle. The ads and landing pages for these types of keywords should be more focused on sale closing.
Similarly, keywords that include “reviews,” “information,” “how-to,” and other related terms will represent that people are still doing their homework, so the ads and landing pages should be more educational.
Search Network traffic is different from Display Network traffic. Mobile traffic is different from traffic from Desktops/Laptops. Tablet traffic is yet another animal. Traffic from the people of the United States of America is additional from traffic from the United Kingdom. Similarly, Keywords that lead to conversion are much different from those ads that don’t.
Thus it would be best if you segmented the types of traffic that are most important to you. It would be best if you were giving them their keywords, landing pages, etc.
Try Going With Relevant, Unique, and Proven Ads
Your Ad copy should:
- Be high, including the keywords they are being displayed for (also include the exact terms whenever possible).
- Standing out from the competition by providing different offers, benefits, etc.
- Reflecting the messaging/offer that is being shown on your landing page(s).
Also, make your ads prove their worth. To get this done, place at least two ads in each ad group and then split test them. As a general rule of thumb, make it a regular habit that after 30 clicks on each ad, delete the lower performing ad and replace it with a new one for better performance.
If you wish to watch your clickthrough rates and quality score rise, then rinse and repeat this process over time.
You are tracking your ads continuously.
Hubspot has claimed that companies who regularly track their Adwords campaigns are 18 times more likely to see a positive return-on-investment than those that don’t.
But fortunately, only 58.7% of the Adwords accounts owners do their tracking services in place. This, in turn, means an extraordinary number of users fail to monitor the opportunities needed to optimize their campaigns.
Applications like Google Tag Manager help their users monitor the success rate of their campaigns and the engagements that come with them, as well as provide insights into the optimum times to run campaigns and where to target.
Track Your Conversions
Whatever your campaign’s goals may be, tracking your results is the essential part of it.
Track your app downloads, newsletter signups, sales, and all other related things using AdWords conversion tracking. In case if you are after phone calls, then use a Call Tracking service.
Also, keep using AdWords, Analytics, and Excel for comparing your key conversion data with your goals regularly, and then do not forget to make the necessary adjustments in your campaign.
Mine your Data
The data that you get from AdWords is the data that you can’t get from anywhere else. So, please take full benefit of it.
To find keywords that are the best candidates for Search Engine Optimization (SEO), mine your keyword data.
Test different headlines and offers of your ads. When you find the ones that people respond to, test them on your landing pages and other marketing media.
If used appropriately, AdWords can be the grease that will lube your entire marketing engine.
That’s it, it is One-Pager on the how-to-use Google AdWords strategy. It is effortlessly appropriate to try more technical aspects of Google AdWords.
Do not sweat that stuff. Either learn the basics by yourself or find someone familiar with that side of things. Also, it would help if you considered that that’s the low-value side of things and is not the place where the Google AdWords game is won or lost.
Instead, keep on focusing your attention on the strategic side of things that are laid out above. These things will help in separating an average Google AdWords campaign from a highly successful one.
For help with services like Digital Marketing, SEO, User Experience, Marketing Intelligence, and Reporting & Analytics, contact Envora today.
What are Google AdWords and its works?
Google AdWords is a PPC online advertising platform that allows all its advertisers to show their ads on Google’s search engine results page. Based on the keywords that the businesses want to target, they pay to get their advertisements ranked at the top of google’s search results page.
Is Google AdWords the same as Google ads?
On the 24th of July, 2018, Google AdWords got converted into Google Ads. The all-new Google Ads brand represents the full range of available campaign types today, including Search, Display, and Video.
Is Google AdWords better than Facebook ads?
If you wish to increase your sales, leads, consultations, or anything of that nature — both platforms will be perfect for that. If you focus on brand awareness or social following, Facebook is the place where you should be. But if, in any case, you want to sell products directly, Google Ads is probably the place to be (though both platforms can do the trick).
How do I use Google AdWords for business?
Using Google AdWords is a common and effective marketing strategy among businesses looking to get their first online customers.
Setting up Google AdWords Account
- Sign Up.
- Set Your Budget.
- Select Your Target Audience.
- Choose A Network.
- Choose Your Keywords.
How can I promote my business on Google ads?
Grow your business with Google Ads
- Reach your marketing goals.
- Target your ads with keywords.
- Get specific about your target audience.
- Only pay for results.
- Measure your ad’s performance.
- Advertise across platforms.
Is Google AdWords free?
Signing up for an account on Google AdWords is free. You only need to pay when your customers take action, like whenever they click your ad to visit your website or call your business. To set you up for success, we will be providing you with reports and insights so that you can track your ad’s performance and costs.
How does Google Adwords work?
Google AdWords is a PPC online advertising platform that allows all its advertisers to display their ads on Google’s search engine results page. Based on the keywords that they would want to target, businesses have to pay to get their advertisements ranked at the top of the Google search results page. You can also increase you google search rankings with the latest google hacks.
Do Your Research Work
It is the part where your maximum time has been spent whenever you start working on a new campaign. Here are the three types of research that you need to do:
It would help if you used the keyword tools to find the most relevant keywords that the people are typing into the search engines to find your product, service, and company. It would be best to spend at least a few hours doing this because this is your campaign’s actual foundation.
It would help if you studied the companies that are focusing on these keywords in Google AdWords. You also need to monitor that who is consistently ranking at or near the top of the rankings. Make sure you note their ad copy and offers. Visit their websites and then sign up for their mailing lists. Also, purchase their products.
Research Your Audience
Research about where your customers were buying and reviewing products/services/businesses. Please read and consider their reviews. You should know about their likes and dislikes, about your competition. What are the needs/desires that they’re looking to fulfill? What kind of emotions are they expressing? While researching about them, look for great quotes you can use for your ad copy.