You have been running Adwords and it’s time to look at some ways to optimize as you begin scaling.
4 Adwords Key Optimization Tips
Basically, there are about four key optimization areas:
- improving your ROI,
- improving your keywords
- improving your ad text
- improving your bids
How to improve your ROI.
- Use a relevant Landing Page
- Use Highly Relevant Keywords
- Increase Bids on Profitable Keyword
- Consider Expanding into the Google Display Network
If you find that a large percentage of your visitors are clicking, but they’re not making a purchase, it’s time to take some steps to increase your ROI. First, take a look at your landing page.
When customers click on your ad, they expect to arrive at that exact deal, or the information you described in your ad. If they don’t find what they were promised, right when they arrive, they’re likely to leave, without ever purchasing or signing up, so be sure that your landing page is highly relevant and highly optimized. You wanna use relevant keywords. If you’re using general keywords and ad text, a customer might be expecting to find something that you don’t offer. Highly targeted keywords and ad text help ensure that your ads are showing only on searches relevant to your product or service.
Next, you wanna focus on increasing bids on your profitable keywords. If you notice that you have keywords that are working really well, and you’re still seeing a significant ROI, continue to adjust the bids to increase the exposure and generate more traffic on the keywords that aren’t working, and, on the contrary, if you find that some keywords aren’t working, you wanna lower your bids, or even consider removing them. Also, consider moving into the display network as you begin to expand. You can use the placements tab to see all of the web pages, apps, and videos where your ads are appearing, then you can decide which sites are performing particularly well.
Improving your keywords.
- Use Negative Keyword
- Remove Duplicate Keywords
- Optimize Low-Performing Keywords
The biggest thing that you can do to improve your keywords is to start, or continue using, negative keywords. Negative keywords really help to filter out searches for different products or services, and searches that aren’t relevant to your business. Keywords like free, course, and class, that, maybe, are not related to your specific product or service, should be removed. Also, you wanna remove any duplicate keywords. Google’s only going to show one ad per advertiser on a particular keyword, so there’s no reason, or need, to include the same keywords in different ad groups or campaigns.
Since the better-performing keyword will trigger your ad more often, remove the duplicate that performs worse. However, it’s okay to include duplicate keywords if you’re targeting different geographic regions. You also wanna focus on optimizing those low-performing keywords. You want all of your keywords to perform well. You don’t want any bad keywords dragging down your overall effort, so you need to do your key diagnosis, and we looked at that when we reviewed some reporting. You really wanna remove any keywords that are under-performing, so they don’t drag down the entire campaign with them.
Improving Ad Text
- Include a Call-to-Action
- Pre-Qualify Traffic
- Use Ad Extensions
The importance of your ad text. First things first. You really wanna understand what stage your customer is in when they’re seeing the ad. Are they looking for more information? Are they researching, or are they ready to buy? Use the right motivators, those moments, you wanna know where they are and what they need. Then, you’re going to use those keywords to distinguish and separate what you want people to do, so if they’re in that buying stage, well, then, your calls to action should drive them into buy now.
If they’re in the information stage, learn more, and so on, and so forth. Use those calls to action to match the motivations of your buyer. You also wanna pre-qualify that traffic with your ad text. As I wrote earlier, if you have pricing, special deals, discounts, put that information directly in the text of your ad. Now, ad extensions are so valuable to the overall performance, that you really want to enhance your ad with them. Use site link extensions to add links to your website, add call extensions to let people call you, add location extensions to help people nearby find you.
- Experiment with Various Bids
- Allocate Budget Based on ROI
- Use Bid Adjustments
I highly recommend that you just experiment with various bids. Try different bid amounts and budgets and see how effective the change is. You can test your bids for profitability, and you can test budgets to see what dollar amounts gets you the most exposure. You can even use the experiments to help you with that. From there, you wanna allocate your budget based on performance. You wanna make sure that you have the appropriate budget for each campaign. For keywords that are profitable, you probably want to show them all the time and to do this, the campaign’s budget needs to be high enough so the campaign isn’t limited by its budget.
If you want certain keywords to receive maximum traffic, make sure that they’re in campaigns whose daily spend isn’t exceeding its budget consistently. If your spends are tapping out, but you’re seeing positive ROI, it’s time to increase your overall budget. You also wanna look at those bid adjustments. Modify things based on keywords, timing, and even whether or not a user is on a mobile or desktop device. With that, those are some key optimizations to help you really see better performance as you begin scaling in AdWords.
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