Nevertheless, Google AdWords is a great platform for getting new customers.
Because Google AdWords has the power to display your ads to a highly targeted audience at the exact time when they are actually looking for your product or service.
However, creating a new AdWords Campaign is an exhilarating task with a lot of emotions getting built up.
Since, Google AdWords is an innovative method to increase traffic it also requires hard work, strategic thinking, and proper planning.
Also with Google AdWords, it is not necessary to spend a lot of your budget to get the most of the Google AdWords campaigns.Google AdWords is for all, whether a small, medium or large business. Click To Tweet
Here are the tips being offered to any advertiser who is planning to use Google AdWords or has already started with it to make their AdWords Campaigns remarkably successful.
1. Determine The Demand of The Customer
This is the most important element of a successful AdWords campaign.Before starting off with any campaign, determine the demand of the customers. Click To Tweet
If the customers are not looking for your product/service on Google, then there is no point of creating an AdWords campaign.
Therefore, understand the psychology of your customers and the suitability of our product or service before creating an AdWords Campaign.
To check the keyword phrases, use the Google Keyword Suggestion Tool that lets you analyze a lot of data, helps you to generate relevant keywords that are famous and also tells you about the competition that those keywords get and their bid price.
While looking for specific keywords for your business invest in keywords that have high search volumes, invest in keywords that indicate a sense of purchase rather than just providing information and also consider the affordability of the keywords.
2. Understand The Basic Maths of Your Campaign
After getting to know the demand the next step is to choose keywords that are most relevant to your business.
As the keywords are the building blocks of the AdWords campaign, they require constant updates and planning.
But before you finalize the keywords for your Campaign, you need the understand the basic mathematics of your campaign.
By this, you can escape from bidding on a keyword that is way too expensive for you.
To ascertain the financial aspect of the keywords, ask yourself this question, “Can I afford to advertise on this keyword?”
To answer this, you need to calculate your Max Cost Per Click that is affordable to you.Make a comparison list with the maximum amount of that you can spend for a particular keyword. Click To Tweet
Use the following formula to calculate your Maximum Cost per Click.
Max CPC=(Profit per Customer)(1-Profit Margin)(Website Conversion Rate)/100
Suppose your Profit per Customer is $100 with a profit margin of 40% and a conversion rate of 10%. By using the above formula, your Max CPC will be:
With this, your Maximum Cost per Click for a keyword is $6.
And if the estimated Cost per Click is $4, then it is a profitable attempt because here, you are willing to spend more and the estimated cost is less.
On the other hand, if the estimated Cost per Click is $8, then you know that you probably cannot advertise with that particular keyword.
3. Conduct Competitor Analysis
After making a list of keywords that are both affordable as well as relevant to your product or service, it is important to understand what your competitors are doing.
For this, you need to conduct a competitor analysis in a proper manner.Having proper knowledge about your competitors gives you an advantage over your competitor. Click To Tweet
You can also use that information to optimize your campaigns.
Competitor analysis also lets you know about the keywords, ads and landing pages that work or do not work in your particular industry.
These tools give you access to the advertising history of your competitors in a well-organised format.
You can also see which keywords or phrases the competitors are using and also monitor the performance of the keywords used by your competitors.
4. Have a Powerful USP
Your Unique Selling Proposition is what that separates you from the rest of your competitors and makes you stand out in a crowd.
It gives your potential customers to a solid compelling reason to choose you.
A well-thought USP can take your business to new heights and can give you an advantage over your competitors.
A strong USP helps you to answer, “Why should customers choose your brand over others?”When writing a USP in the form of a phrase remember to focus on your strengths and uniqueness. Click To Tweet
A strong USP generates better traffic from potential customers and at the same time remove any unwanted traffic.
A strong USP increases your conversion rate. Not only it will generate quality traffic but it will also help you to get better conversions and will convert the visitors into customers effectively.
A strong USP not only gives a positive impression to your customers, it also gives your clients a good reason to do business with you.
Analyze the shopping pattern of your customers and see what they like and dislike about your industry.
Also take a look at your competitor’s ads, websites, and keywords and then come up with a powerful USP.
5. Create An Irresistible Offer
You should create an offer so valuable that your potential customers cannot avoid it at any cost.
Basically, there are four valuable components that form a good and irresistible offer.
The value of the product or service that you are selling should be more than the price. The benefits must outweigh the price.
Your potential buyer should feel that they are more for their money. Do not make your offer cheap so that you start bearing losses.
Instead clearly define all of the value of the product or service provides to the customer.
The users are sometimes doubtful. So the price of your product or service should look reasonable and not extremely less.
Because then they will feel that there is something wrong with your product.
If you are running a sale or giving something for free, provide a solid reason behind it.
Customers are always scared of losing money to a cheap product or poor service.
Therefore, you need to provide some kind of guarantee so that the customers can have faith in you. The best kind of guarantee is a money back guarantee.
It minimizes the risk to a very high level and also makes the new, as well as existing customers, feels more comfortable with you.
By including a simple CTA you can tell your prospect exactly what you want him to do next.
If you want your customers to call you, do not make them look for your contact number on the website, instead provide your number there and then.
And if you want your customers to fill a form, put the form in the front for the customer to see easily.You should offer something that is so amazing that prospects are simply compelled by it. Click To Tweet
6. Write Compelling Ads
When you are using Google AdWords for advertising, you only pay when your ad gets clicked.
So, your ads have two main tasks to perform.
- Attract qualified prospects to your ads instead of your competitors.
- Keep irrelevant prospects away so that they do not click and waste your ad budget.
They also prevent wastage of ad spend on irrelevant traffic and gives you an overall higher profit.
Compelling ads usually have a higher CTR that boosts your Quality Score and lowers the Cost per Click of your keywords.
The Adwords ads have a headline, two separate descriptions and a link to the relevant landing page that is aligned with the ad (URL).
You can ask a question to grab the attention of the users, then describe your offer and attract the user with a Call-to-Action in the description and lastly make sure that the URL is correct and goes up to the relevant landing page.
Remember, the headline is the most important element of your Ad, so try to include keywords in your headline.
When the search query matches the keywords in your headline, Google bolds those keywords to make them noticeable making your ads stand out from the rest.
In the description lines, include your benefits, USP, and your special offer.
Also, do not just copy and paste the domain name in the display URL.
In your display URL, you can include your offer, CTA, USP and any other thing that makes you stand out in the crowd.
7. Align The Landing Pages With Your Ads
Image Source: Flipkart
By now your potential customer searched for your product and services, they have even found your ad to be very appealing.
Impressed by your offer, the visitor decides to click on your CTA.
You have two choices here:
- Send your visitor the relevant landing page and close the deal by converting him into a customer.
- Send your visitor to the homepage and lose the potential customer and also increase the bounce rate.
I’m sure you might be wondering that why is the second option even included here.
This is because many advertisers make this mistake of directing their visitors to the homepage instead of the landing page.
Homepage explains everything about your business and your products and services.
It possibly does not explains what was highlighted in your particular ad.
If your URL does not go to the correct landing page and instead reaches the homepage, users who clicked on your ad will not be able to find the special offer and will immediately leave while increasing your bounce rate.Make sure that your ad leads to a perfect landing page that is specially tailored for each ad. Click To Tweet
The headline is the first thing that the visitor reads when he lands on your landing page. Make it attention grabbing and appealing.
Your landing page should be relevant to the keywords and the ads that the user clicked on.
To make your landing page more compelling, include your USP, benefits, special offer, and a strong Call-To-Action.
8. Use Negative Keywords
As you might already be knowing that negative keywords are those keywords that prevent your ads from being displayed for any irrelevant search query.
They play a vital role in saving your ad budget that could have been wasted through irrelevant clicks.
Negative keywords help you to streamline your ads and displays it only for the most relevant search queries.
Negative keywords not only drive quality traffic but also ensures that the traffic that is coming is conversion oriented and end up increasing leads and sales.As an overall result, negative keywords also increase your Quality Score. Click To Tweet
Since negative keywords have the power to either make or break your campaigns so choose them wisely and it is recommended to conduct proper research before targeting the negative keywords.
Negative keywords also result in a better CTR by making your ads specific and only targeting them to the most relevant target audience.
9. Perform Conversion Tracking
Keeping track of your conversion rate is extremely essential.Conversion tracking is a way to determine which of the ads are generating sales. Click To Tweet
It is essential to analyze keywords and ads that are increasing your ROI and those that are simply wasting your ad spend.
Conversion Tracking helps you to manage your keywords and ads properly and also lets you make the necessary changes to optimize your campaigns accordingly.
For your business, a conversion may be a purchase, sign-up or a lead.
It is basically the action that you want your visitors to take on your website.
Without proper tracking, you cannot differentiate between the top performing and underperforming keywords, ads, and landing pages.
To keep a record of the conversion rate, you can place the conversion tracking code given to you by AdWords to your specific landing page for each advertisement.
10. Optimize your campaigns
After you have created your AdWords campaign, the next step is to optimize them based on the data you have inherited through conversion tracking.
After your ads are launched, you need to monitor them closely.
Observe a number of clicks it is generating, how many visitors are landing on your landing page and out of them how many are actually converting.
If your keywords are profitable enough and still you are not being ranked No.1, raise your bids for those keywords.
On the other hand, if a keyword is not profitable, either lower the bid or pause the keyword depending on the situation.To maximize your CTR, test different versions of your ads. Click To Tweet
Also, test different versions of your landing page to determine which one of them is generating maximum conversions.
In a nutshell, to optimize your campaigns you should be looking to improve the elements that are working in favor of your AdWords campaigns and remove those that are not working at all.
Creating an AdWords campaign is a daunting task but if done correctly it can result in a leading factor to enhance your online presence and conversions.
By focusing on the above tips you can create AdWords campaigns that are profitable.
Google AdWords requires an intelligent understanding of the metrics and clear investment so make sure you rely on both of them.
Also remember, the success of your AdWords campaigns depends a lot on the type of business you are involved in, your target keywords, competitors, ads and the conversion rate.
Hopefully, these tips have provided better insights to boost your productivity and efficiency of your Google AdWords campaigns.
Dinesh has been doing digital marketing since 2007. Now he manages a team of digital marketers, developers, and project managers. As the CEO of Ads Triangle, Dinesh has helped hundreds of businesses to grow their revenue through digital marketing.