It’s no secret that Google Adwords is the most powerful online advertising platform around, and when used to its full potential, it can bring you an avalanche of qualified leads and sales.
Why? Because Adwords allows you to place your offer in front of the right people at the exactly point that they are searching for a solution to their problem.
But although thousands of businesses and services use Google Adwords daily to quickly grow their customer and client base, many more struggle to make their Adwords campaigns profitable.
If this sounds familiar – don’t worry.
We have identified the common mistakes most businesses make when it comes to Adwords and are about to show you the simple optimisations you need to run a successful campaign.
Here are five top tips we share with our clients to help them get into profit with Google Adwords quickly.
Tip Number 5: Having Clear and Defined Adwords Goals for ROI
Understanding your exact metrics is what separates marketers from marketing hobbyists and will prevent you from making costly mistakes. Knowing how much money you make for every so many clicks is your goal.
For example, knowing that 1 in 20 people clicking on your ad link will spend £500.00 or more (lifetime value), means that you can plan for making money just by pointing enough clicks to your offer(s). So even if each click costs you £5.00 each, (£100.00 on average per 20 for a conversion) you will more than make your money back. Knowing these factors are critical so you can apply the best and most affordable AdWords scenario to your business and begin making money.
How much you should spend should be because you have a clear understanding of your Return on Investment.
If you are spending say, £5.00 a click for 20 clicks a day, (£100.00 total cost a day) and you are making £200.00 a day total, your ROI would be 100% after expenses.
Knowing these numbers makes planning for income versus cost easy to understand, predict and then match keyword bids within your budget and how to grow your business.
Tip Number 4: Have Tight Targeted Niche Keywords
Having a set of targeted tight keywords is critical for Ad performance and driving costs down. Whatever it is you sell, you need to understand exactly how to arrive at the correct keyword groups for your niche and sub niche. Keeping your product or service in mind and who would most benefit from it is why you need specific targeted keywords. For example, if you sold dog food, the keywords associated with this niche are very broad:
Your keywords might look like: dog food, Pedigree dog food, recipes for dog food, Merrick dog food etc. These keywords would be all over the place and not targeted at all.
So you should target a specific sub set (sub niche) that best sums up your product like organic dog food, organic dog foods, organic dog food recipes, organic dog food alternatives, etc; all a tight keyword related group.
This is critical when setting up a campaign with AdWords.
The tight groups mean more clicks and higher interest as your sub niche and longer tailed keywords will convert more often for you; as people are looking for a more specific set of solutions for their problem not just generic searches.
So who might click on an ad for organic dog food? Someone looking to improve the health of their dog! They are much more likely to click on this keyword than just the generic keyword dog food.
Tip Number 3: Optimize Your Ad Benefit in Headlines
Having your main benefit for your Ad group in your headline is critical. Not only does this jump out at the reader of the ad but according to Perry Marshall, author of “The Ultimate Guide to Google AdWords,” people are looking for real solutions to their problems and could care less about your ad unless it connects with them on an emotional level first.
Featuring the real solution in conjunction with a tight ad group is a one two punch that will help you get the best results in your advertising by appealing to the emotional side of consumers, as well as delivering what the niche most wants and is looking for.
The niche hot buttons are also part of the ad optimization in relation to the product and appeals to the customer to click for that solution (Organic Dog Food, Holistic Dog Food, Natural Dog Food etc.)
Tip Number 2: Link a Google My Business Account If Possible
Syncing your Google My Business location with your AdWords campaign is particularly helpful if you run a local business. This can help your AdWords ads show up in local searches, like Google maps as well as the standard searches from both mobile devices and laptops.
Google is also said to give a ranking bonus and is more likely to show your ads specifically to your location as well.
It’s like double dipping for maximum exposure and can help you appear in the local as well as the regional searches for your ad groups and have another traffic landing page that makes sense to local searchers.
Number 1: Use Broad, Phrase and Exact Match Negative Keywords in Your Adwords Campaigns
One of the most overlooked uses of controlling costs for an AdWords campaign is the use of negative keywords. You simply cannot have a good campaign unless you tell Google who NOT to show your ads to, so that you do not waste your budget on frivolous and wasteful keywords and clicks.
Add negative keywords at the campaign level so they apply to all ad groups if necessary and you can determine the best way to enhance performance between your own ad groups.
Negative keywords prevent untargeted searches as well.
For example if you used the negative keyword dog trainers from the previous example you would block a lot of generic traffic; you may only want your ad to show up to organic dog food exact match keyword searches.
Take time to monitor your Google analytics report to see what keywords you are showing up for. You can then block any that are not performing for you as well to increase your ROI and CTR which will save you a TON of money and target the specific performing keywords and their variations more.
Wordstream has an interesting tool to help you identify negative keywords based on your longer tailed keywords. You can only use it 30 times (searches) for free. There is a paid version as well but you can check this out here:
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