Google AdWords is a great way to increase your online visibility and to encourage traffic towards your site. Follow our top tips for a successful AdWords campaign.
They key to success for a Google AdWords Campaign is to completely understand what your success means. The strategy, therefore, is incredibly important and always the first step in any digital marketing campaign. Within your strategy, you need to highlight what it is you want to achieve, be it, lead generation, sales revenue or increased web traffic. Then you need to decide what particular service or product you will use your adwords to promote. You need to have something to direct people to. Budget is incredibly important with any campaign. You want to ensure that you ROI is sufficient enough to spend. With pay per click, you can manually determine your CPC, or alternatively allow Google to set your bids automatically in order to maximise clicks.
Significant research needs to be done to ensure that you are sending out the right sort of ads to the right people. Keywords can be planned in the Keyword Planner Tool provided by Google. Be sure to include short tail keywords, long tail keywords, and negative keywords. Research into your demographic naturally goes with this. What sorts of keywords are your specific demographic using? Is there are a specific location you want to target people? Where does your specific demographic find value?
The creative aspect of Google AdWords comes down to two separate areas: your ad and your landing page. You are limited with the number of characters in your advert.
Headline 1: 30
Headline 2: 30
Keywords are obviously incredibly important in your Adwords copy and need to be in key strategic positions. There also needs to be clear call to actions, however, there are restrictions for example, you cannot say ‘click here’ in text ads. To improve click through rate and help improve CTR you can add paths to your urls and structured snippets. This can explain to your customers where there heading to when they click.
Once they have clicked on your Google Ad, they need to arrive somewhere.Your Google Ad needs to have a dedicated landing page. This will be useful later on in your monitoring and tracking. The content of your landing page will depend on what exactly your objective was set out as in your strategy.
However, what every landing page should have include:
- Attention grabbing headline
- Great offer
- Clear call-to-actions
- Any required links concerning privacy, contact, and about
- Benefit focused copy
- Limited navigation
Google AdWords requires daily monitoring to ensure it’s achieving your goals.To ease your monitoring, and to also ensure that your different ads are being sent to the relevant users, create multiple ad groups with their own set of keywords and ads. You can categorise these ad groups by general theme or area. These will allow you to see how your ads are responding and whether certain areas are developing better than others, thus allowing you to optimise. Ensure you have all the right tracking tools on your landing page and you’re able to measure against your KPIs, highlighted in your strategy.
One of the best aspects of google AdWords is its versatility in changing. You can constantly adjust, add, and remove ads, ad groups, keywords, budget and another additional factors. A/B testing allows you to have a direct comparison to measure certain metrics against each other. You can create these tests with ads and landing pages. You will then be able to strike a balance to prove Google AdWord’s worth to your digital marketing strategy.