Top 5 Tips To Make Your Google Adwords Campaign Successful
1. Relying Solely On “Broad Matching”
Broad match is the most commonly used match type in Google Adwords Campaign, and not to forget the most volatile one. You have very little control over what search terms your ads are actually appearing for because your keywords may be accompanied by other random queries.
As per Google, Broad Match “lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemmings such as floor and flooring, related searches, and other relevant variations.” While using broad match may enable your ad campaign to show up for more keywords, they may not be the keywords that really convert for your business.
You should always use Exact and Phrase match in your AdWords account. To get more reach, use Broad Match Modified not Broad Match. Broad Match Modified can be identified by the + sign in your account.
Here are examples of the different keyword match types:
- Exact Match looks like this: [Main Street ROI]
- Phrase Match looks like this: “Main Street ROI”
- Broad Match looks like this: Main Street ROI
- Broad Match Modified looks like this: +Main +Street +ROI
Staying away from Broad Match allows you to conserve budget until you are sure which terms convert well for your business.
2. Using Negative Keywords
Adding keywords that are irrelevant to your business as negatives can be just as beneficial as the keywords you’re bidding on.
Negative keywords help reduce the amount of times your ad is served on irrelevant queries. For instance, if you run a dental practice that offers root canals, and you’re bidding on keywords related to root canals, you don’t want your ad to show for someone searching for root canal malpractice.
Negatives are particularly important when running Phrase, Broad, and Broad Modified match types. You can always see the actual searches that trigger your ads by going to your keywords tab and clicking on the “search terms” button. If any searches show up in that report that you don’t want to be advertising on, then add them to the negative keyword list.
3. Fill Out All Available Ad Content
If you want your ads to perform better, make sure you fill out all available information fields.
- Final URL: Make this a unique, highly relevant landing page.
- Headline 1: Include the brand name or the primary value proposition in this field.
- Headline 2: Include a supporting value proposition here, or use this area to establish the context for the description.
- Path 1: Put the location (city or state depending on the situation) or general category of product/service.
- Path 2: Try to include more accurate information in this field to provide context.
- Description: This is the money-maker section that connects the needs of your customer with the solution of your product or service. Include a strong CTA at the end of the Description to help frame the ad and engage your reader.
4. Adjust Bid For Geo-targeting
No matter your market or industry, you can benefit by focusing your marketing dollars on specific geographic locations.
Even if you provide digital products and services, you can benefit by reviewing where your engagement comes from to prioritize media spend in those areas. However, industries like apartments, hotels, and lawyers often qualify their ideal customer by how close they live to their physical offices.
If your products and services do not depend on your customers’ physical location, you can still optimize your PPC campaigns with geo-targeted bids based on seasonality, weather, and user needs.
For example, if you sell snow shovels then you should negative bid in warmer areas like Florida and Alabama since people in those states likely won’t need your product and you will be wasting money on each click from those states.
5. Ensure To Run Responsive Display Ads
Google recently introduced responsive display ads to replace regular display ads. The main difference between the two is that you no longer need several image ads or banners ads to set up a display or re-marketing campaign. Instead, you just need to upload an image, a headline, and your destination URL.
The image will automatically adjust its size, appearance, and format to fit any available ad space. This means, your ad can show in a native, dynamic text or image format in any size, on any website with ad space. This new ad format most importantly increases your reach and saves you time with setup.
6. Make Your Landing Page Relevant
The ultimate goal of running a Google Adwords Campaign is to make a sale, not just to get a click.
A successful Google Adwords Campaign ad drives qualified leads to a landing page. It is then the job of that landing page to convert that prospect into a paying customer. You should optimize your landing pages for PPC conversions by making the message of your ads align with your landing page message.
Maintaining consistency between your keywords, ad copy, and landing pages should improve your click-through and conversion rates while lowering your CPC. This means you should be able to make more money while also conserving your budget.
Google Adwords Campaign Is An Investment
A properly maintained Google Adwords campaign can help make business owners a lot of money. Since Google charges you for each click on your ads, you need to ensure you take all available steps to optimize the entire experience and drive conversions.
Test out the above suggestions for your campaigns and you should be able to make your business more money with qualified traffic and increased sales.