Google AdWords has been one of the most powerful marketing tools used to grow a business. If set up properly, your advertisements have the potential to send highly targeted leads right to your website. When working in AdWords, it is important to check the performance of your campaigns after launching, usually once a week. It is also important to optimize regularly to ensure that you are getting the most return on your investment and not wasting away at your ad budget. Here are five tips that can help you optimize your campaigns.
1. Make sure to set ads to “Rotate Indefinitely.”
When setting up your campaigns on AdWords, the default option for the ad rotation is “Optimize for Clicks.” This option will allow Google to determine which one of your ads in each ad group will appear to the user. While this may be helpful to some, it limits the control that you have over your ads. When setting your ad rotation to “Rotate Indefinitely,” it will distribute your ads evenly across all users to allow for more consistent A/B test results. “Rotate Indefinitely” will help when determining which ad is performing better than others, as there are times when the “Optimize for Clicks” rotation will have one ad appear 90% of the time with maybe 1000 impressions, and another ad only appears 10% with only 100 impressions. Ad rotations like this make it harder to determine which ad is performing better than the other.
2. Check for landing page relevance.
It is important that your ad reflects the content on your landing page. Potential customers may get discouraged and leave your page if your advertisement makes a promise that your landing page cannot deliver. Your conversion rate will suffer as a result of this. This problem can develop when creating many different ads that move away from your original concepts. When developing the copy to your advertisement, keep your landing page in mind and make an effort to keep your advertisement and landing page relevant to each other.
3. Use keywords with high commercial intent.
Try to use words with high commercial intent when creating your list of keywords for your advertisement. There are certain keywords that users enter into Google that indicates where they are in the product purchasing process. For example, when someone searches for “Do I need a lawyer?”, they may not have as much intent to purchase services as another person that searches for “lawyers in my area.” The former person may just be curious as to if he would need the service as opposed to the latter person who may be looking to contact a lawyer immediately. It is important to use words that suggest that a user is further down the buying cycle to increase your conversion rates, such as “buy,” “discount,” or “shipping.”
4. Tighten up ad groups.
When creating ad groups, try to make a short, tightly-knit list of keywords. Move some keywords to another ad group if the list begins to grow too long. Some users even list only one keyword in an ad group. Use these keywords in the headlines of your advertisement and throughout your landing page to increase your ad relevancy. Remember, the more relevant your combination of keywords/advertisements/landing pages are, the higher your click-through-rate should be. A higher click-through-rate would increase your Quality Score which would then decrease your cost-per-click. Search marketing is all about relevance and laser-focused ad groups can get the most out of our budget.
5. Pause underperforming keywords.
Monitor the performance of your keywords regularly. New campaigns should be checked daily and then a little less often as you start to analyze the data and see what works. It is important to look at which keywords may be driving more traffic to your site than others. Don’t be afraid to pause a keyword that isn’t driving conversions as you’ll be paying for clicks to your website without getting the leads that you are looking for. A keyword with clicks and no conversions can be the main reason your campaign isn’t performing as well as it should.
Understanding how to effectively set up and optimize a Google AdWords campaign is essential to driving traffic and leads to your business. If you are interested in learning more about how Google AdWords can help your business, please contact our agency or call us at 1-888-964-4991.
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About the Author
Kenneth Ramirez Pendleton is a dedicated Ad Specialist with a specific concentration on communication in the post-interpersonal age, namely internet and social media advertising. Kenneth specializes in Google AdWords™, connecting local clients with an international customer base. Kenneth is currently applying the knowledge accrued while studying Business and Marketing Management as the Ad Specialist for Future Design Group.