Setting up AdWords campaigns can be challenging and isn't for those short on time. New companies looking to quickly boost their online presence can get a nice boost from a well-run campaign, or they can have their wallets emptied faster than you can say pick-pocket.
Google has done a great job of providing tools to help support new users, but there is a learning curve and a time commit
If you are somewhat familiar with AdWords search campaigns but not getting the results that you are looking for, the following tweaks will help maximize your efforts and your investment.
1. Know Your Quality Score.
Quality scores are Googles way of determining the relevance of your ads, keywords and landing pages for people who click on your ads. A high quality score means Google thinks you have highly relevant ads and useful to users. If you don’t know what your quality score is, go to your Campaigns tab, then select the Keywords tab. Next to each Keyword there will be a white speech bubble with details about that Keyword score. For more information about Quality Scores, go to Google’s Quality Score page. If your score isn’t very high, you know you have some work to do before proceeding.
2. Define Your Goals.
Not all campaigns are created equal and your objective for each campaign will dictate your approach. In the financial world companies judge investment opportunities against a base ROI and successful AdWords campaigns should be measured against a pre-determined metric. Common measurements are: Cost-Per-Conversion, Number of Conversions, Conversion Rate, and Click through rate.
3. Link Your AdWords and Analytics Accounts.
By linking your AdWords and Analytics accounts you can enable auto-tagging (a feature that creates custom destination URL’s), which allows Google to do the heavy lifting reporting for you. Additionally, the enhanced reports help you identify who your best customers are, where they come from, how well they convert and what their revenue is. Lastly, this allows you to segment your AdWords traffic, improving the ability to monitor your multiple AdWords Campaigns individually.
4. Get Rid of Keywords with Low Clicks.
Frequently, low click rates on certain keywords have the ability eat up your daily budget. A careful analysis of keyword performance reduces the CPC bid rates for high price keywords, helps identify value priced keywords and improves click through rates across all of your campaigns.
5. Review Your Bids.
By reviewing your goals and your budget you can make sure you are getting the return you are looking for. Clear out the keywords whose costs are trending too high for the budget or review those keywords that are getting to few clicks to justify keeping them active.
6. Optimize your Landing Pages.
This is crucial to improving your conversion rates. If your landing pages don’t deliver on your ad’s promise, your conversion rates will plummet. Additionally, this will help your Quality Scores because of the relevant nature of the content in relation to the keywords in your ads.
7. Test Your Ad Copy.
Testing multiple variations of ad copy helps identify high-performing keywords and ad text. When testing variations, only change one variable at a time. For example, use two different headlines on the same body text. This allows you to identify the message/keywords your audience is looking for.
8. Do a Mobile Review.
With mobile advertising gaining ground each day you can’t afford to ignore this channel. By closely reviewing your analytics, you can tell which portion of your traffic is coming from mobile devices and identify areas of opportunity or underperformance. Also, some keywords have a lower CPC on mobile devices compared to traditional devices, which is critical when trying to maximize limited funds.
AdWords campaigns can be filled with simple mistakes that can be costly in terms of time and money. Careful planning and periodic reviews will minimize costly errors and maximize your marketing ROI. Constant changes in PPC advertising and paid search can make maintaining a successful AdWords campaign difficult, but not impossible. If you may be short on time it may be worth working with an online marketing agency to make sure you are maximizing your marketing dollars. If you choose to go it alone, the tips listed above will keep your campaigns working nicely and your potential customers coming.