Google Adwords is a great way to drive a high amount of quality traffic to your website or landing page.
It needs a proper accumulation of knowledge on Adwords to manage PPC campaign perfectly. Correct strategic implementation can save your spending.
Google Adwords is a profound online marketing platform that gives your business maximum reach. The other name of driving quality numbers of traffics is generating revenue from the ad.
Google provides numerous tools and possibilities to optimize your campaign.You need to utilize them methodically to generate the desired ROI. You just need to have the proper mindset and perfect strategic theories to maximize your marketing.
It is not about huge structural changes but proper strategies that can generate revenue from your campaign. Here are a few ways to maximize AdWords results.
1. Modify Bids Based on Geographical Performance
The performance of the Adwords campaign can be greatly affected by geographical areas. One of the best ways to check which areas are performing better than the others is by using Locations report at Adwords or Google Analytics.
Always check the preferred locations and only after then set up the Adwords Campaign. You can avoid the less profitable locations and save more funds, which can be utilized to drive traffic from locations that are providing higher profits.
You need to create multiple campaigns depending on the specific locations. Create a specific campaign for a certain location. It will also help you set a daily budget for each campaign.
Google is providing enhanced campaigns, which lets you target a different group of people situated in different cities, metros or countries.
After few periods you will come to know which location is returning great ROI. And on this basis, you have to modify your PPC ad.
If a certain location is unable to generate good CTR, you must decrease bids on that location.
Do not forget to evaluate your geographical bids performance quarterly.
If your business is enclosed in a small location then the Location extension is also fruitful for you.
This is the first step by adding location extension to maximize your Google Adwords marketing.
2. Use Remarketing Campaign to Retarget Website Visitors
Remarketing is one of the best ways to target potential customers. It helps you show your ads to people, who have visited your landing page or website in the past but left without filling up the form or purchasing anything.
It is also the way of bringing back the people, who are most likely to purchase your products or services.
Every time these users lookup the internet for products or services related to your ads, your ad will be displayed when they visit third party websites. There are various kinds of remarketing methods you can use on Google Adwords.
1. Standard Marketing
2. Dynamic Marketing
3. Remarketing for Mobile Apps
4. Remarketing Lists for Search Ads
5. Video Remarketing
You need to analyze the data to develop the strategy. This could help you out to know whom you have to target and how you should design your re-marketing.
The remarketing strategy should be based on-
• Which pages are visited often
• On which products people are showing interests
• Which page cannot accumulate considerable traffic
• Remarketing list sorted out within the Analytics
• Selection of the right audience
Since remarketing is a great tool in Google Adwords to enhance your profit, do not forget to optimize it.
3. Do A/B Test for Your Ads
To maximize your ad and to have good CTR you must go through split testing your ads. A/B testing is a great option to improve your campaign.
A/B testing is not a new idea in Digital Marketing world. It is all about how strategically you are implementing the results out from the A/B testing.
Going through several testing with various ad variations is worth valuable to the campaign owners. As it helps you identify the flaws and mistakes.
A/B testing tells you how to improve your ad. An improved ad means better CTR. CTR is a key factor in determining the Quality Score, which helps you to maximize your Google AdWords.
Now you must be thinking What is A/B Testing.
This is an easy but effective split testing. A/B testing is a simple approach to your PPC ad. It lets you understand which ad copy is better to maximize your ad.
You have to make two consecutive ad copies for a group in a single campaign. Each ad copy must consist of different establishments from another but should target same term or query.
You must run both of the copies simultaneously to know which one is performing better.
Once you get to know about the better version, pause the poor one and make another ad copy to beat the best performing ad.Experienced PPC Managers always suggest doing A/B testing to improve CTR. Click To Tweet
Do these Five simple A/B testing to boost your ad
i) Test Headline:
In a search, result headline is shown as a link. You must generate the most compelling headline to invite more quality clicks.
Headline carries the information about what you are going to offer. Keywords must be introduced at this level also.
ii) Body Text:
Body text carries the same idea as the headline does. But Body text elaborates your products descriptions or offers. Test body text by introducing various keywords and texts to know which version is attracting more traffics.
iii) Call to Action in Landing Page:
Test your landing page ‘call to action’ because the traffic is influenced largely by your landing page.
You may bring changes in wording, position, and matter in the ‘call to action’ setup. AB testing will simply tell you the perfect ‘call to action’ structure.
iv) Display URL:
In AdWords Display URL is another important feature through which customer can anticipate your content. It increases the chance of having clicks if your display URL can properly state what you are going to offer.
Ad link borrows the same valuable impact as the ad does itself on the conversions. Whether your link should be landed to a landing page or product page, AB testing will tell you. You may alter the link texts also.
A/B testing is the most powerful tool to know which keywords work for your ad. You will come to know which set of keywords or phrases are bringing greater conversions.
Tips to do A/B testing
- A simple change can make a big difference. You may also introduce drastic changes on the ad copies.
- You should run a single variable for a certain time
- Measure your goal to know the best result
- Always keep testing as you never know the limit of the best
Testing should be run to touch the finishing end. Do not stop testing before it shows the result.
4. Check For Negative Keywords
You bid for productive keywords. However, you should know about those terms close to your keywords for which you do not want your ad to be shown.
Implementing negative keywords is a great way to filter unwanted clicks. It will automatically rule out the searches that are not meant for your products or services.
Negative keywords let you have more control on your campaign. It helps in so many ways-
- Stops driving unqualified traffic
- Helps to improve CTR
- You can improve your campaign performance by increasing quality bids
- It will increase Quality Score, which helps to maximize your campaign
Google Adwords provides you with a search term report. You can check search term report on Adwords.
This report enables you to check the various terms used for which the ad was displayed. This is one of the best ways to check for negative keywords that need to be used.
You can build a strong list of negative keywords and enhance the ad campaign further. This is also a great way to save on the money spent on irrelevant terms.
5. Evaluate Keywords Based on Bounce Rate And Page Views
The keywords you use need to be evaluated correctly. Regularly check the conversion rate of your keywords for each campaign. This helps you figure out which keywords are performing well and which ones need to be taken off.
Reviewing the bounce rate lets you evaluate your keywords technically.
Understand Bounce Rate
According to Google Analytic when a visitor comes to your page, spends a few moments and leaves immediately or without going to other pages it means the visit bounces.
If your ad bounce rate is 20% or less, your campaign is doing the excellent performance. To experience up to 60% bounce rate is common in PPC ad but it needs to be improved.
But if your data tells that the bounce rate is more than 70% then you have to look for improvement immediately.
Bounce Rate = Total Number of Visitors made only one hit/ Total hits on the Page
The user behavior is often determined by the keywords you choose for your landing page and ad body text. If they both differ from each other user feels confused. It may lower their interest also.
Identify the productive keywords by testing your bounce rate also. Try to introduce engaging keywords for the landing page.
Page Views- important to assess the keywords
Page views can be considered as productive impressions. Usually, a visitor comes to your page and roams around few more pages. Generally, the visitor visits 2 or 3 more pages.
Each individual page the visitor visits is considered as page views.
As a campaign owner, you always focus on the revenue you gain; you must alter your keywords implementation on the basis of page views.
The more users roam around your pages the more they likely to make revenue for you.
Try to introduce keywords that can make the pages more engaging.
Engaging keywords will reduce your bounce rate and will help to maximize your ad by reflecting great conversions.
Bounce rates tell about the nonengaged visitors. Bounce rate is the percentage of bounces your landing page faces.
6. Don’t Use Mobile Apps
One major mistake most people make while using Google Adwords is not excluding mobile apps from the display targeting.
Google displays ads on mobile apps by default unless you take off this option.
It not only invites lots of unwanted traffics but also reduces overall campaign performance and affects the CTR badly.
Run Placement Exclusion and block unwanted clicks. If you have a strict budget then you must not opt for mobile apps.
The main rule of maximizing Google AdWords is to eliminate the unqualified clicks and to maximize the conversions.Improper Display Network Traffic placement causes huge portion of the budget being to get wasted. Click To Tweet
Google Display Network demands diversified approach in order to run successful PPC Campaign.
According to a study, most clicks on mobile app ads are by accident or the ‘Fat Finger’. While these clicks will cost you money, you will not benefit from them in any manner.
You can exclude mobile apps by excluding adsenseformobileapps.com at placement.
7. Link Google Analytics to your AdWords
Linking Google Analytics to AdWords solves the mystery of what happens in between the clicks and conversions.
It elaborates the activities of visitors if they are enhancing leads, emerging sales or just e-mail sign ups. The analytic reports help you modify your campaign accordingly.
Google Analytics provides a standard report about your account performance. This report on different parameters lets you bring strategic changes to your campaign.
Google Analytic actually helps you refine and improve your campaign structure.
Google Analytics helps you identify irrelevant traffic. And thus it indirectly helps you utilize your budget more efficiently.
While using Google Analytics for your remarketing campaign, take out the list of people who visited your website or landing page for less than a minute.
If you want to filter it, even more, target only the ones that stayed for a long time and visited multiple pages.
How Analytics help you-
- Reflects Keywords Performance
- Draws Campaign Performance
- Chalks out the real revenue
- Lets you have clear idea of e-commerce transaction
- It imports metrics like, new visits, bounce rate and spending time on site
- It makes you strengthen the remarketing strategy
- You can establish a quality customer base
8. Know Utilization of Auction Insights
The auction insights report that Google Adwords offers is available for the entire campaign, the ad group, and the keywords.
Not only this report helps you compare results, it also helps you see the top competitors, who are using similar ad campaigns. It helps you see which campaign shows up first and thus enables you to choose your bid amount accordingly.
This tool also helps you manage your budget. You can figure out keywords which are in high competition and thus you can avoid using them.
In this high competitive market most of the times, your competitors determine your campaign performance. So, you have to be a step forward.
Google Analytics is an amazing tool to compare your running campaign performance with your competitors. Google offers the Action Insights on ad group, keywords or campaign level.
Auction Insight tells about-
- Average Position
- Impression Share
- Overlap Rate
- Top of Page Rate
- Position above Rate
- Display URL Domain
This powerful tool tells you how your campaign is performing comparing to other advertisers.
You must use this intelligence to maximize your ad performance in term of reconstructing strategy and developing the components.
View your auction insight reports regularly on all the parts of your account to analyze.
The reports tell you how the campaign performs better than the other advertisers with every change that you introduce.
You have to remember that the insights tell only about advertisers on the same auction.
How you can Utilize Auction Insights-
Set of Keywords:
Include a set of keywords of a group or a group of keywords that have the same term to the test. The auction insight will tell how those keywords are performing on that term comparing to your top competitors.
Single or Multiple Campaigns:
Run the tool for campaign level to get a report on the extensive range. It gives a broad picture about your competitors. Multiple Campaigns insights clear the picture of competition on the higher level.
Single or Multiple Ad Groups:
Run the auction insight on the group to know about the performance of the eligible keywords. This will give a picture of how your keywords in the certain group perform in comparison to the advertisers, who compete with you on the same term.
9. Split Test Bidding Strategies
Your bidding strategy plays an important role in the success of your ad campaign. Different bidding strategies can cause in different results. There are various options available for bidding.
- Manual Bidding
- Cost Per Acquisition Bidding
- Manual Bidding With Enhanced Cost Per Click
Once you’ve figured out what works for you on a specific ad campaign you can safely use it. However, continue the split test for every new ad campaign you start.Always opt for Split Test to know which bidding strategy works for you the best. Click To Tweet
In PPC ad you never know which strategy reflects good results. You should not be afraid to run a test using different strategies. As one strategy clicks for a moment you should opt for another as your business progresses.
There are primarily three bidding strategies to boost your ad-
CPA Bidding Strategy:
This bidding strategy asks the visitors direct to take a call to action. It is mainly conversion focused.
CPC Bidding Strategy:
It is the most effective bidding strategy to direct traffics to your website.
CPM Bidding Strategy:
This strategy is usually implemented to make brand awareness. It ensures the maximum impressions.
As you do not know which strategy is suitable for your campaign, you have to split test on the basis of above-said strategies. If needed you may run bidding in the combination of those three.
10. Customize Call To Action For Mobile Users
In this era of smartphones, you cannot escape from the mass of mobile phone users. You must make your ad as many users friendly as possible and make people reach you on the easiest way.
Most of us forget that the primary use of a mobile phone is to make calls. Mobile ad visitors always prefer to call the advertiser and thus your mobile call to action should always have a call now option.
The conversions for a ‘call now ‘ call-to-action button has proved to be more successful in comparison to a ‘click here’ or a ‘contact us’.
‘Call now’ option makes the visitor contact you directly instead of visiting your landing page. It ensures driving only the quality clicks.
If you want to implement both ‘clicks to call’ and ‘clicks to visit site’, add call extensions to your campaign. This customization enables you to attract only the interested people. You will also be able to improve your CTR this way.
This is an essential feature if you are not having the responsive website or mobile website. This tricky call extension makes you convert the mobile traffic.
You will still have to pay the CPC cost for the call the user make but you are in direct contact with the customer.
11. You Should Scrutinize Landing Page Optimization
All the ad campaign traffic will be driven to the landing page. Your landing page needs to be optimized in right way. Your landing page determines whether or not a potential customer will be converted into a lead or sale.
While most people try to do too much with the landing page, here are some easy tips that will help you optimize your landing page for your benefit.
#1 – Relevant Title:
This is obvious, but there are a few brave souls who like to confuse customers by using titles that don’t match the ad campaign. This will result in complete failure, so stick to catchy titles that are relevant to the ad.
#2 – Call To Action:
Yes, you need to serve your customers on a plate. So a call to action is necessary.
Once they are on your landing page, all you want is to convert them into a lead. In order to do that you need to have a strong call to action which is visible on the page.
#3 – Trust Signals:
Ensure the information customers provide will be kept confidential (And keep your promise). If you’ve got an online payment gateway, provide customers with a link to the terms for that payment gateway.
#4 – Catchy Content:
The content on your landing page is just as important as the title. It won’t take long for a customer to browse a few lines on the landing page and this will determine whether or not they are interested in staying further.
So keep the content interesting, relevant and precise.
Always test your landing page and confirm it works well on all browser types. Check the ones designed for mobile devices too. Some landing page designs might not load correctly on mobile devices and this means you could lose leads.
Your job is not done until your ad generates revenue, which is the main purpose of marketing.
Therefore, it is completely wrong to just set up a campaign and leave it for a self-run. It is a continual process to generate conversions by implementing newer strategies.
To maximize the ROI you have to maximize your Google AdWords.
You must think different, should be analytic and must awaken your creative mind to take the best out of the tips. You may utilize all of the tips in combination or individually.
Try to maximize your AdWords by improving each segment in the interface.
Now as you know all the secrets to maximizing your campaign, you are at the thresh hold to solve the mystery of bidding, budgeting and enhance the ROI.
Hopefully, this article has delivered enough to increase your confidence level and was helpful to clarify your doubts.
Pradeep has expertise skills in Google AdWords and passionate about digital marketing. He has very sound understating of conversion optimization and landing page usability. In 10-20 days time period, he can turn deadly PPC campaigns into ROI generation source