As Google will tell you, you don’t necessarily have to spend a lot on AdWords in order to get the maximum benefit out of pay-per-click advertising. Even if you have a small daily budget you want to make sure your money is not being wasted or want to ensure that the right people are clicking on your AdWords campaigns.
Like any strategy, it is imperative to set a clear goal for what you want to achieve. Doing this lays the foundation for your campaign.
AdWords is used to grow sales rather than raise brand awareness so the campaign should be geared towards this angle. Identifying the goal and knowing what action you are going to take towards it will also allow you to effectively measure results.
When creating an AdWords campaign it’s important not to mislead the customers. This means when running your advert it is essential to provide a link to a landing page that provides content relevant to the advert.
For instance, if you’re running an ad campaign about jeans and the link brings the audience to a landing page about shoes well it’s not going to work, is it? Always stay relevant and be precise about what you’re advertising.
Negative keywords are keywords that are related to other keywords in the campaign and are not related to what’s being advertised.
Keeping this in mind is essential. Ensure to add negative keywords to every campaign as they ensure your adverts appear directly only to people looking for the product or service you are offering. This helps you keep your AdWord campaign more streamlined and the added control can help your click-through rate, reduce costs, and help increase your return on investment.
When running an AdWords campaign it is vitally important that you keep it specific. Make sure your ads are categorized and organized. This means implementing all three types of keyword targeting, exact match, phrase match and broad match into your targeting strategy.
You can also organise your keywords into relevant categories. For example, if you’re selling gym equipment you can categorise it into health and fitness. Good advert targeting and organisation can play a huge part in helping the audience find your business.
So you’ve identified your goals, selected your keywords, designed your landing page and developed your strategy, now it’s time to put everything to the test. Select a test group to target and go for it.
Do be careful however to only run one test at a time as adding a multitude of different changes to the same test won’t give you an insight into what change was the most effective.
For instance, if you change the format of your landing page alongside a bunch of new keywords it would be impossible to decipher what change made the difference. Take things one step at a time. It may be time-consuming but the added quality control will reap dividends in the long run.
Here at Matrix Internet, we are running an exclusive special offer on Google Ads. If you decide to avail of our search engine marketing expertise we will match your first month’s Google Ads spend in your second month, up to €120. This offer is available only to those without an existing AdWords account.
If you would like any further details please don’t hesitate to contact us.
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