If you want to succeed with Google Adwords, then you don’t necessarily have to spend loads of money. An effective campaign is one based on ROI and results, where you spend well, but get a profitable return – no matter what the budget levels are.
To achieve this you can work with a Google Adwords consultant such as ourselves, or you could run the advertising campaigns yourself… but you should tread carefully.
For those wishing to try their own campaigns, we’ve put together a few hints and tips for running successful (and profitable) Adwords campaigns for the rest of the year and into 2018. We do offer training in Southampton, should you need more help – otherwise, please read on!
1. Define Clear Goals for Your Google Adwords Campaigns
How do you know the route to somewhere if you don’t know the destination? This applies to any digital marketing campaign, but is particularly relevant where Google Adwords is concerned.
Having clear goals in mind in essential for the running of an effective Adwords campaign. Those goals could be to develop brand awareness, a service offering, or a conversion type campaign. Once you know your clear goals, you can then go to the next step.
Unless you are tracking the success of your campaign, it’s almost impossible to know if they are worth running or not. By having clear goals in place, you can set up effective tracking on ROI and results.
2. Have Ads and Landing Pages That Complement Each Other
It’s essential that you put yourself in the shoes of your user, and understand how they will react to your ad and the landing page. What we always do at FIMA Digital is always make sure that our landing pages “echo” back to the user from the ad they clicked.
So for example, if the ad headline is “Plumbers Southampton – Click Here for a Quote” then the landing page should have a headline along the lines of “Looking for a plumber in Southampton? Contact us for a quote now”.
We see so many ad campaigns where the ads simply land the user on the website homepage which often won’t have any relevance to what was clicked.
3. Always be Honest and Truthful
Many advertisers will lie about the product or service offering, with an over-embellished ad and landing page that bears no relation to real-life. Your ads should perfectly describe what the user should expect after the click.
By always being honest, you won’t get wasted clicks, and hopefully should get more business. You can use your USPs in the ad call-outs, but do so with real benefits and reasons to buy from your company.
4. Set-Up Negative Keywords at a Campaign Level
There’s nothing worse than having your ad appear for searches that aren’t going to convert to business. We’ve seen so many client accounts who came to us for a free audit, where they were spending money on clicks that were totally un-related to their business offering.
As an example, if you are running ads for “Southampton plumber”, you might want to add the following types of negative keywords:
That’s just a taster to start with, but we’re sure you can see the logic here. Once you start running ads, keep an eye on what searches led to impressions and clicks. You are bound to find some keywords in there which you will want to add to your on-going negative keyword lists.
Doing this effectively will lead to lower costs as you will remove unnecessary impressions and visits, higher click through rate (CTR) and better conversion rate (more qualified traffic).
There’s a great guide to negative keywords on the WordStream website that we recommend reading.
5. Set-Up Conversion Tracking Where Possible
We’ve already mentioned your goals. It’s essential that you are able to measure your spend against your profits, and conversion tracking is just one way of doing this. You can track conversions in Adwords on things such as phone calls, purchases, form submits, and much more.
It’s not a hard thing to do, but will require a small element of coding support – or you could use the Google Tag Manager which lets you easily set-up tracking of all kinds.
Conclusion – Get a Free Google Adwords Audit
This was just a list of 5 tips for running effective and profitable Google Adwords campaigns. It’s a complex system which requires constant management and optimisation to get the best results. There are 100s of more we could potentially tell you about.
Over the coming months we will be posting more hints and tips for Adwords, but in the meantime, if you do need support and are in Southampton or Hampshire then please do get in touch.
We are currently offering free audits for local businesses who wish to take advantage of our specialist Google Adwords consultancy in Southampton. We have recently extended this free audit offer to businesses in Hampshire.