An effective and well-managed Google Adwords campaign is a great way to increase visitors and customers to your website. By using paid search you can deliver qualified and timely people straight to your offer or service within minutes of setting up an ad.
But, it comes at a cost, and not losing money is a hard skill to master. We’ve recently spoken about some tips for those just starting out with Google Adwords, but today thought we’d pass on some tips on how to optimise your Google Adwords campaigns once they are up and running.
Optimise Your Landing Page
The landing page, i.e. the page the user lands on after clicking your ad, will make or break your profitability. If it’s not set up well and optimised to convert or create an action, then you will never make money via Google Adwords.
Having a landing page that echoes back to the visitor exactly what they searched for, and what your ad stated is key to success.
There are plenty of websites that show effective landing page design, but it will differ from market to market, and industry to industry as to what is most effective.
There are some elements that you should always include though:
- A compelling headline that matches your ad headline that was clicked
- Lists of benefits and features of your service
- Your USPs, or unique selling points – in other words the “why”
- Calls to action to encourage the user to do something
- Elements of social proof, for example user reviews and testimonials
For inspiration on effective Google Adwords landing page design ideas we recommend the following links:
The Kissmetrics link is a great one, as it has the following infographic on it which visualises the types of elements that you should look to include – we’ve embedded that infographic below.
Set-Up Negative Keywords
One of the benefits of Google Adwords is that you can target specific searches people are making in Google. But, if you don’t set up a list of negative keywords, your ad could be appearing for searches you don’t want – and you be getting charged for those worthless clicks.
As an example, let’s say you run a legal business, and want to appear for searches such as “solicitors in Southampton”. You will want to add negative keywords that relate to careers and jobs – as you aren’t advertising solicitor careers in Southampton, so don’t want those clicks.
Google themselves explain negative keywords very well, so take a look at what they have to say. But bear in mind, it’s not something that you simply set-up and forget.
Once your ads starting getting clicks you will need to continually monitor the campaign to see what keywords generated your impressions and clicks… as chances are that you will see additional searches that you want to add to your negative keywords list.
This tip alone will potentially save you thousands of pounds in revenue each year, and will also improve your ad quality score over time, meaning you could benefit from cheaper clicks in the future.
Understand Keyword Matching Options
If you get your match types wrong you would very soon burn through a whole load of cash with no return. The image below shows how they differ.
One of the best consultants on the market explains Google Adwords match types very well. His name is Perry Marshall, and we would recommend his book which you can buy on Amazon or his own website. It’s an amazing book that anyone using Adwords should read.
You could also watch this video from Google themselves, which is three years old but still has some great value in it.
Constantly Monitor and Adjust
Don’t just set your campaign up and then leave it. The goalposts are moving constantly. It could be that Google change their rules (they do, often), or a competitor comes into the market, or your ads could simply stop being effective.
Running profitable Google Adwords campaigns demands that you constantly monitor, adjust, test, and optimise. It’s not something you can simply set up and leave to it’s own devices.
Track Your Conversions
There is no point running advertising if you don’t know the impact of it. An Adwords campaign with no conversion tracking is simply not good practice.
If you are sending people to an online store, then track conversion on purchase. If are you sending people to a service type business, then track phone calls and form submissions.
It’s easy to set up using the conversion tracking option in the Adwords interface, but does sometimes require a little coding knowledge. If you are struggling with this aspect then talk to one of our Google Adwords consultants in Southampton – we can offer you some free advice.
Think About Mobile Users
Last year The Guardian reported that mobile browsing had now overtaken desktop browsing in the UK. You can read that news article here.
Despite this now being common knowledge, you would be amazed at how many Adwords accounts we see that haven’t taken this into account.
Things to consider are whether or not your landing page is mobile friendly. If you aren’t sure then use the Google Mobile Friendly Testing Tool. If your page isn’t mobile friendly then you could lose a lot of visitors who simply click “back”.
Other aspects to think about are you bidding strategies. Costs can sometimes be cheaper when displaying bids on mobile devices, so you might want to adjust your budgets depending on what type of device people use.
Google Adwords and PPC needn’t be complicated. At FIMA Digital we simplify things, and are currently offering free audits and reviews for any local business in Southampton or Hampshire who require a little bit of help with their campaigns. Get in touch with us if you would like to know how you can make your advertising campaigns more profitable.