16 Effective AdWords Optimization Tips for Beginners to Jump Into PPC
Increasing your conversion rates is possible with our 16 effective AdWords optimization tips for beginners. You may be able to maximize the digital visibility of your marketing, double your AdWords conversion rates, and drive more qualified customers to your website without increasing costs.
Win Applause! Gain more AdWords Campaign leads for less money.Your AdWords campaign can work in tandem with your earned search and local search marketing. Google AdWords has proven to be the most successful paid search platform by many businesses. The practice of making regular checks and small tweaks may lead to significant improvements to campaign CRO. The combination of regular minor adjustments and a few strategic major changes often yields dramatic increases in revenue. Our Google AdWords Optimization Tips will move you forward and help you reach your goals.
As the intenseness and complexity of your digital competition grows on the web, optimizing your AdWords account and awareness of your website’s usability factors is paramount. This prompts internet marketers to become more advanced with their Ad text optimization tactics and focus on how to better integrate paid and earned search.
Use Google Ads Call Details Reporting
If you’re wondering how the new privacy rules and guidelines, our AdWords optimization tips help you understand the impact.
With the GDPR and more focus on user privacy, it has tweaked some of Google’s priorities and they are unleashing lots of cool new Google Ads features and upgrading existing ones that need to be further optimized. Now Google PPC managers can bid more easily on call extensions, limit your ad targeting by household income, review and improve landing page performance and even use extensions to promote shopping discounts. The new UI makes all this possible.
Now more useful data is at your fingertips to help you optimize your Google Ads more effectively. Check out the new call details reporting. In the former UI, we could only get as granular as the AdGroup level, now we love gaining feedback as to exactly which keywords and ads produce the longest call duration.
When a person uses Google Search, AdWords quickly identifies all ads containing search phrase matches that are relevant to the search intent. From a lot of those ads, AdWords overlooks those that don’t qualify, including ads that target another location and disapproved ads. Of the eligible ads, those that rank high have the best chance of displaying. Ad rank is daily assessed by a combination of bid amount, ad quality, and the anticipated effect of ad extensions and use of additional formats. Be thorough in your research before optimizing your AdWords campaigns. The Google AdWords auction process begins again for each individual search; that explains why each auction may potentially serve up varied results – even if seconds apart. This can support your GoogleAds remarketing campaings.
Before You try Optimizing your AdWords Campaigns
To get more out of your AdWords campaign you must first know that there is customer demand for your product or services. If on-line buyers are not searching for what you are selling in Google, then obviously, AdWords search advertising isn’t your best resource. So, before applying the tips below to an AdWords campaign, you need to confirm there is a reasonable search volume for what you intend to offer.
The insightful tips listed below can improve your AdWords performance as well as using the AdWords Editor. Gleaned from our years of marketing testing and proven wins, you can more quickly maximize your company’s visibility on search engines. If you are a seasoned marketer, most likely you are already well beyond these tactics. If you are a business owner about to embark on paid advertising, or someone ready to take on their first AdWords clients, these tips will prove helpful.
QUESTION: What is Ad Text Optimization
ANSWER: “Ad text optimization (ATO) is the process of improving the performance of a text Pay Per Click (PPC) Advertisement on search engines by improving its Click Through Rate (CTR) performance both in terms of volume and quality of response, that is “more buyers, less browsers”. ATO is an element of Search engine optimization, where the subject is discussed in greater detail”, according to Wikipediaa.
16 AdWords Campaign Optimization Tips to Boost Your Business Revenue
1. Optimize your website and AdWords landing pages for mobile
2. Develop your on-page SEO optimization
3. Utilize savvy buyer personas to match AdWords copy
4. Make your title compelling
5. Build relationships on social media
6. Target local buyers in your paid search ads
7. Test display network ads for best reach and re-marketing
8. Know your audience’s language
9. Create one clear and identifiable business NAP
10. Answer key FAQ’s up-front to empower decisions
11. Present positive and honest product reviews
12. Fine-tune relevancy between Ads and your search terms
13. Strategic use of negative broad match and negative keywords
14. Be willing to invest in Google AdWords advertising
15. Don’t leave profits on the table
16. Focus on your ROI more than your costs
MORE DETAILS ON THE 16 ADWORDS OPTIMIZATION TIPS FOR BEGINNERS
1. Optimize your website and AdWords landing pages for mobile
For a targeted ad to perform optimally and give you the best value per click possible, the quality of your landing page content a key factor. Every AdWords campaign’s success depends fundamentally on how perfectly the landing page content matches the words and message of your ads. Your website can expect traffic to generate sales leads when it is well optimized to support Ad campaigns. All your AdWords landing pages must have a message match.
2. Develop your on-page SEO optimization
Give your AdWords landing page the benefits of long-tail keyword-rich titles, meta descriptions, optimized images, and headers. Recent research shows trends indicating that the percentage of web surfers who are searching for 2 or 3-word phrases is decreasing and “the percentage of people who are searching for 4, 5 or even 8-word phrases is increasing”, according to Quicksprout. As searchers are more apt at using the web, Ad copy and landing page content with relevancy is necessary, and an experienced Marketer knows that. Google provides the most relevant results when it is clear what is on your web page and that it matches intent.
3. Utilize savvy buyer personas to match AdWords copy
Create unique AdWords campaigns to align with segmented buyer groups. You can boost your marketing efforts with custom affinity audiences that match services and products that a precise buyer group is seeking. Online users who are actively considering buying a service or product like those you offer are pleased when rewarded with solutions. To reach your target audience, you need a working knowledge of what it is your customers are searching for when looking online for a business like yours.
Meticulous ad copy that matches your landing page, keywords, and the buyer intent, is alluringly effective at driving cheaper clicks. Really solid buyer personas will help you match buyer intent and be pleasing enough to win a higher number of conversions.
4. Make your title compelling
Practice and test until you are sure that your Ad titles are compelling, honest, provide a key introduction, and leave the reader wanting more. Don’t be afraid to dip in text that engages emotional marketing in your headline. Your headline title needs to be a tight match to your landing page and keywords but can still be either intellectual, empathetic, spiritual, or even a tad whimsical to invoke emotional marketing that has the value of grabbing a reader’s attention.
To realistically reach more potential customers within your ad spend, your titles should be specific. With only 25 characters for your headline, concise and descriptive AdWords ad titles can be extremely challenging because you must fit what you want to say into such a compact space. Dynamic keyword insertion in your title may help you stand out in the mix of Ads. As you crunch word copy for your Ad title, keep a keen focus on what your potential customers are truly looking for. You can gain more Google SERP real estate for your ad by optimizing the use of ad extensions.
5. Build relationships on social media
Combine paid Google AdWords campaign with the powerful demographic targeting for ads on social media platforms. Know which social media channel is best aligned with participants seeking to know products like yours. Social advertising has grown enormously in effectiveness over the last few years. These ads combine text and display elements which can be targeted based on user preferences, demographics, and location, much like AdWords. Depending on your business type, plan, and budget, consider a strong approach and combine alongside your AdWords campaign. Build relationships to grow those searchers who are further along in the buying cycle.
6. Target local buyers in your paid search ads
Combine paid Google AdWords campaign with the powerful demographic targeting for ads on social media platforms. Individual ad campaigns can select locations for your ad to be shown. Campaigns that maximize location targeting give your ads the benefit of reaching potential buyers in those locations. Location targeting helps eliminate wasted spend and focuses on digital advertising on areas with the right customers.
7. Test display network ads for best reach and re-marketing
You may know your business (or your client’s business) niche chat terms inside and out. However, to reach buyers who want what you are selling, you have to use text that matches their “speak”. Ad copy’s keywords determine what search terms your ads are eligible to appear for. For example, when marketing to the Millennial generation, use terms they can easily identify with and that engage their interests. Then you can engage AdWords audience targeting feature, which allows greater accuracy when choosing who sees your ads.
Utilize the full potential of the Google AdWords Editor to determine which pay-per-click (PPC) advertising can increase your customer base. Plan to test, test and re-test to have the best reach. Then continually optimize your account and focus on a profit-driven model of paid advertising.
8. Know your audience’s language
You are on a great foundation when you know your business inside out and niche chat terms. However, to reach buyers who want what you are selling you have to use keywords that match their talk. Ad copy keywords determine what search terms your ads are eligible to appear for. For example, when marketing to the Millennial generation, you terms they can easily identify with and that is engaging.
First off, you need to know if there is customer demand for the keywords you intend to bid on. If your customers are not searching for your product or service in Google the way you assume, then obviously, AdWords search advertising, which is still based on keywords, will be limited for you. So, before you get too excited about optimizing your AdWords campaign with new semantic keywords, know your audience’s language. You may be surprised to find search volume for your chosen terms.
9. Create one clear and identifiable business NAP
Well in advance of kicking off your paid marketing campaigns; ensure that your business name, address, phone number, and directions are aligned perfectly across all search and social channels. Markup your products with schema for improved ad performance. Your AdWords campaign landing page should make it easy for viewers to know what your business name and service is. This is especially true when adverting to the consumers on mobile devices
In AdWords, use Location extensions to show your business address, phone number, and a map marker with your ad text. Mobile viewers will have the additional benefit of a link with directions to your business. Make it easy for those who click on your Ad to drive to your e-commerce sales. Google says, “On average, ads with location extensions see a 10% boost in click-through rate.”
10. Make your title compelling and Answer FAQ’s up-front
Practice and test until you are sure that your Ad titles are compelling, honest, provide a key introduction, and leave the reader wanting more. Don’t be afraid to dip in the text that engages emotional marketing in your headline. Your headline title needs to be a tight match to your mobile landing page and keywords but can still be either intellectual, empathetic, spiritual, or even a tad whimsical to invoke emotional marketing that has the value of grabbing a reader’s attention. Keep your title believable, to the main point in your offer, and yet enticing. Ad copy can build trust from the start. Answer your audience’s key questions upfront as much as possible to inform your Google Assistant of your answers. People frequently use Google mobile search that may influence a purchasing decision. Give them the information that they want to decide.
11. Present positive and honest product reviews
Prospective buyers feel assured of their purchase value when they can easily read genuine reviews and testimonial from other consumers. Make sure your business reviews are visible across paid and earned search, and social networks. Avoid assumptions that everyone has heard of your excellent service reputation. Let the voice of your proven track record be heard.
Wordstreamsays, “Word of mouth is the most powerful marketing there is, and client testimonials, reviews, and endorsements are your closest thing to social proof.”
12. Fine-tune relevancy between Ads and your search terms
Internal links can support the user experience by helping them find related information.
Review your campaign’s ad group to find which are performing better than others. Identify the ad groups that are not performing as well and assess the congruence between your ads and the search terms they’re obtaining. Start with one particular ad group you question and check the keywords from all angels. Go to: Details, Search Terms and select All to evaluate search terms that are accruing clicks on your campaign ads. Wash, rinse and repeat testing your search terms.
To add a term from your list of search terms as a negative keyword, just check the box next to that keyword and choose “Add Negative Keyword” from the bar at the top.
If you’re viewing search terms from the AdWords Dimensions tab on the account level, it automatically collects data for each time the search term appeared for any campaign, as opposed to breaking out on the campaign/ad group level. (Alternatively, you can affix columns for those if wanted). This view is particularly useful when running multiple campaigns targeting different regions with identical keywords.
13. Strategic Use of negative broad match and negative keywords
Careful use ensures your ad has the best opportunity to appear for the best keyword searches, meaning, Exact Match. But your ad will only appear for less responsive keywords if able to do so at a much lower cost gained using for Phrase Match and Modified Broad Match. Correct keyword settings can save money and increase Click Through Rate (CTR) if you are wisely using Negative Broad Match and Negative Exact Match keywords to your Phrase and Broad Match Ad Groups.
Keyword match types help control which searches can trigger your ad; however, they still leave room for narrowing the search response when combined effectively with negative keywords. Negative keywords can also be applied to the Google Display Network. Here, added terms as negative keywords are known as “keyword exclusions” for Display Network targeted campaigns. Then ads are eliminated to show on sites that contain those keyword matches. Since the negatives are limited to the broad match type in this case, so caution is advisable when selecting how one-word keywords will influence results.
Jon Thralow of PR Video and Mozendasays, “Make sure and use negative key terms most of my campaigns have thousands of negative key terms and many campaigns have more negative key terms then broad, phrase, and exact combined.” Invest further to blend your organic search with paid; read up on our SEO tips for your foundational landing pages.
4. Be willing to invest in Google AdWords advertising
It is best to start with a simple AdWords strategy before you can expect to successfully reach the state of having both “Major” and “Minor” campaigns pulling in conversions. Start your “Minors” campaign if you have relatively unproven keywords with a soft approach. Slowly increase your spend after you have to tested to see what generates the most success. Your “Majors” campaign is a safer place for big spends once you have a full proven keyword and match effectiveness. Know that dollars and time spent on segmenting by geography, product/service type, ad extensions, match type and more can end up offering you a high return in the long run.
15. Don’t leave profits on the table
If your AdWords campaign is following the profiteer model, then with careful attention to your data and measurements, you can safely venture into higher spends. When you see a competitor nap keyword rankings and capture higher impression shares, consider if a slight spend adjustment will keep you on page one. The wages of a proven AdWords manager will serve up insights into ad creatives or landing pages that can keep you making more money than your marketing spend. Go back to your landing pages and make sure that your meta tag on each aligns.
Advertising on Google AdWords may be daunting at first. However, if you are not in that space and your competitors are, it’s likely that you’re leaving thousands of prospective customers clueless about your amazing product. They may be searching right now for what you offer. When you invest in benefit-oriented compelling ad copy in this space, you can nab your customer’s attention, win a click on your ad, and introduce yourself for the first time when they arrive on your site. Missing the introduction to a qualified prospective buyer due to a poorly run AdWords campaign, limited budget, or not advertising on AdWords at all can mean leaving serious amounts of potential earnings on the table.
In our experience, while upping bids by 50% or 100%, we can help clients typically gain above 50% or 100% in increased relevant traffic.
16. Focus on your ROI more than your costs
To become the dominant advertiser in your niche, you need to move beyond merely managing costs. It is better to focus on maximizing your return on investment (ROI) from your advertising efforts. If you double your monthly spend with Google AdWords and earn triple in profits on that advertising, why cap what you can make? When it is clear there is more money to earn than they spend, scale up your advertising. and Provided you can meet the demands of increased business, capturing more market share is an excellent business practice.
It should be more about increasing your earnings per click (EPC) for better profit margins. If you win over your competition with the highest EPC in your market, you can pay more than your competitors and gain more clicks, more leads, and more buyers. That’s what truly winning in AdWords is.
What is a Google Ads Quality Score?
The quality score is a crucial component to optimize in order to run a successful Google Ads campaign. Higher quality scores closely align with your search engine optimization SEO efforts.
On September 25, 2019, Google posted that “advertisers who increased their account-level optimisation score by 10 points saw a 10% increase in conversions, on average.1 We recently expanded the score to include Shopping campaigns – in addition to Search campaigns – to provide more, real-time recommendations for improving overall account performance.
The three main factors that make up a Quality Score:
- Each Ad campaign’s landing page: These need to load quickly and do the best job of meeting the searchers’ search intent. If Google is sending a consumer to your page, they click on it, it should fully address their needs.
- Expected CTR: Google measures how your ad campaigns perform in relation to your competitors. You will need to prove up better to increase your score.
- Ad Relevance: Does your copy do a great job of meeting specific search intent is your ads in relation to what the consumer is looking for? In order for your ad to rank high, relevance needs to be a close match.
Hill Web finds that higher quality and relevance scores produce higher CTRs and positively decreased your costs per click. Your landing page performance metrics should tested for ways to improve it. The right industry search terms and markup will also enrich the page.
Brad Smith’s October 8, 2019 Google Ads 101 – The Guide That Takes You From Zero to Hero article says that “The average cost per click on Google Ads across all industries is $2.69 on the search network. He also determined that it is $0.58 on the display network. By knowing current data, Your Google Ads manager can predetermine a cost per click, which depends on your niche’s competition and industry.
Getting the Most out of AdWords Paid Advertising
Paid advertising with AdWords services are a great way to guide more relevant traffic to your website and increase business ROI, however, it can become expensive quickly if you aren’t moving forward with a skilled Marketer. We know you want to make sure you are getting the most out of your paid ads. Running an aggressive Google AdWords campaign that receives new leads can be achieved if your AdWords buy isn’t too broad, and you’re paying for leads that turn into business revenue. There are several simple things that should be done to make sure you are getting the most from your marketing spend. Like, consider adding Chatbot services to answer buyer questions immediately. Pay-per-click digital marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” web clicks organically. You can be very targeted in your reach with a finely optimized campaign.
One key unique advantage of PPC marketing is that Google (and additional ad networks) do more than reward the highest bidders for that ad space; they reward the best-quality ads. Audit your landing pages to resolve schema markup errors and fill in all the structured data fields to get your product details noticed. This means the ads that users indicate they prefer. Essentially, Google rewards good AdWords performance. The stronger your ads fit your landing page, copy and consumer demand, the better chances you have of gaining higher your click-through rates and the lower your costs.
Another exciting marketing opportunity for retailers with well-crafted product pages it the ability to show up in Google Product Knowledge Graphs.
Find and resolve technical SEO issues on e-commerce pages as quickly as possible. The better your landing pages rank organically, the better they will perform in paid search.
5 Statistics that Prove Why AdWords Advertising is Effective
Because competition continues to tighten, your GoogleAds optimization efforts need to be ongoing.
Larry Kim, found of Wordstream reports on Do People Click on Google Ads?. He provided factual data supporting PPC marketing and stated that “Advertising on Google will become a means to survival on keywords with high commercial intent”.
Why investing in and optimizing your AdWords account will pay off:
* 46% of individuals using search can’t distinguish paid ads on the search results page.
* Typically, 41% of all clicks are won by the top 3 paid ads on the search results page.
* For high commercial Intent searches that have higher commercial intent, meaning someone who is looking to buy something, paid ads get 65% of such clicks.
* Clicks on paid search listings beat out organic clicks by nearly a 2:1 margin for keywords with high commercial intent in the US.
* 64.6% of prospective buyers click on Google Ads when they are looking to buy an item online!
Your product pages’ quality score will impact both the cost and effectiveness of your paid campaings. When you done a great job on these pages, it also increased your changes to win clicks in organic Google Shopping results.
“Dramatic improvements in results are only possible if you Never Stop Optimizing. Indeed, if you leave your Campaigns alone then they will slowly decline. Keep optimizing and you can always squeeze out better performance, with a lower Cost Per Click (CPC) or a higher Clickthrough Rate (CTR).” – Wordtracker
“Compelling ads with a high click-through rate (CTR) will boost your AdWords Quality Score, which in turn will lower the cost per click of your keywords. So your ads will directly affect how much you pay per click for each of your keywords. Great ads will lower your costs while lousy ads will raise your costs.” – Kissmetrics
” Ruling out words that may be used in conjunction with your keyword, but aren’t relevant to your offering are also good keywords to add as negative keywords. Combined with proper match types and keyword choices; this can really help maximize your PPC spend.” – Vertical Response*
“Been in talks with Jeannie for a few months, wanted to highlight a quick success of hers: since she has taken over (AdWords Account), your cost-per-conversion has been cut nearly in half!” – Google Account Strategist
Google AdWords Management Services
PPC Management that gives business improved ROI. Get your pay-per-click ad campaign on Google today with a proven AdWords Manager. We’ll optimize your AdWords Account with keywords that fine tuned your ad and increase your click through rate. We’ll work hard to f ocus better on your target audience by creating custom targeted AdWords campaigns and by creating a customized experience. We can deliver on what you need: the right ad, for the right product at the right moment. Prices start at $1,500 per month (offer valid through July 31, 2024).
Then you can watch for improvements in your Marketing Progress Reports.
Your initial AdWords campaign is rarely optimal from the start. Once keyword data (CTR, costs, clicks, conversions) is gained, making the right decisions to optimize your existing campaigns will yield higher conversions. Hill Web Creations can help you turn around an under-performing AdWords campaign in a relatively short period of time.
Learn more about our AdWords Services for Lead Generation
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* www.verticalresponse.com/blog/5-ways-to-eliminate-wasted-spend-in-google-adwords/