So, it's the middle of February and the excitement of Christmas and the New Year are all but distant memories. It's cold and wet outside but, actually, Mother's Day and the Easter holidays aren't that far away.
So, right now, it's the perfect time to review these five key aspects of your Adwords campaign.
(1) Bid Price Changes
Firstly, you need to review your bid pricing. Many companies will change their bid prices in the weeks building up to Christmas with the potential increase in expenditure that this time of year traditionally creates. However, these companies are not always so "on the ball" when it comes to resetting them in the New Year or when seasonal demand may have dipped.
So, you need to compare your bid prices against your competitors and adjust them accordingly to give yourself the best chance of increasing the relevant clicks directly through to your well-crafted landing pages and your sales funnel processes that will result in more sales made.
Rather neatly, this brings us on to the second key area to review...
(2) Ad Copy and Landing Pages
People's motivations for shopping are usually different in February than they are in December so is the copy in your ad and in your corresponding landing pages properly targeted for February? "Makes an ideal gift" may be the correct angle for products aimed at Christmas shoppers but "cure the wet Wednesday blues" may be a better pitch during February's inclement weather etc. Obviously, this is all dependent on what you are selling BUT it's too easy to forget to refresh your copy when there isn't the impetus of a specific event or a season on which to hang your hat...
(3) Ad Extensions
Following on from the copy, are you using ad extensions properly? In fact, here's an important question for you. We asked a number of prospective customers, who use third party organisations to manage their Adwords campaigns for them, how adding Ad Extensions had increased their relevant traffic and therefore their sales. Not a single person knew what an Ad Extension was!
So, in case you're in the same boat, Ad Extensions simply expand your ad with additional information and thereby give people more reasons to choose your business. Typically, they can increase an ad's click-through rate by several percentage points.
If your Adwords partner hasn't discussed or implemented the easy benefits of adding Ad Extensions, perhaps you ought to be talking to RT Search instead?
(4) Review Your Different Audiences
This is absolutely critical. Imagine a golf club that attracts visitors to play on its course. Some of those visitors subsequently join and become members of the club, paying an annual membership fee. You wouldn't send a special March "Green Fees" offer to those members, as they have already paid green fees as part of their annual membership. Presumably, you also wouldn't send a "Members Only" James Bond themed evening invitation to causal visitors. (Unless, of course, this was a deliberate teaser campaign to show the benefits of membership but you would have to be very careful how you presented this "invitation" to non-members!)
So the golf club has two distinct audiences that need to be approached differently... and so do you!
People who like you, visit your website regularly and perhaps have already bought from you are a totally different audience from those who have come across your website for the very first time.
To convert one audience into their first sale and to convert the second audience into "raving fans" who will buy more from you again and again AND who could be persuaded to spread the news about you, requires two different marketing approaches.
Therefore, you need to target people who have visited your site differently than those people, who haven't visited you before... and this is one of our key strengths at RT Search - so please do get in touch.
(5) Adwords Interface
Finally, you will probably have noticed that Google have updated the Adwords interface. It's worth spending an hour or so just clicking through the interface to see where everything is and familiarising yourself with its new look and feel.
The great thing about Google Adwords is just how powerful a tool it is and how much data is available to you the customer. However, one of the drawbacks about Google Adwords is, yes you've guessed it, how powerful a tool it is and how much data is available...! To the time-poor, non-experts, or to the people who just want to increase their sales... it can be all rather daunting.
What so many companies need is a partner, who can manage the whole process for you BUT ALSO will report on the data that you need to know in order to make the best decisions in a digestible and easy to understand way.
At RT Search, we present your visitor and click-through data in a way that makes your current position clear to you and explains exactly how our recommendations will increase your traffic, conversions and sales.
To discuss any of the above, please call Tom at RT Search on 020 7129 7430 or email us at: firstname.lastname@example.org
What Is "Google AdWords"?
Google AdWords is an advertising service designed for use with the Google search engine and its advertising network. It enables businesses to create adverts using highly relevant keywords that their potential customers may use when searching for their products and services via Google. When a user searches for your keyword, this triggers your advert to be shown under the heading "Sponsored Links" found on the right-hand side or above the Google search results.
Different businesses may bid for their favourite keywords and, in general, the highest bidder's advert will be the most prominently displayed. The business only pays for the advert when a user clicks on it and is taken to the business's specific landing page for that advert. Businesses can control their budget for their AdWords advertising.
Often referred to as Pay-Per-Click Marketing, AdWords is undoubtedly a great way to target potential customers who are actively looking for what you're selling. However, it can also prove one of the more technical challenges to tackle. Using it incorrectly can be expensive in wasted clicks that fail to deliver any sales.
Here are six tips to consider when using Google AdWords.
1. Use Google Shopping for ecommerce stores selling physical products
Google Shopping is great at working with formatted data feeds and their Google Shopping Ads show your product images, prices, brief descriptions using a more purchase-oriented presentation than text-only Adwords. They display well on both desktop and mobile search engine results, appearing at the top of the page in a generic Google Search as well as within the "Shopping" tab of the search engine.
N.B. This is a great start-up tool but to maximise your potential sales you need manually to optimise your products and keyword choices extremely carefully.
2. Use The Correct Keyword Match Types Correctly
Google's Keyword match types are essentially helpful ways for you to expand or contract different search concepts into the actual words and phrases needed for your keywords.
For example, do you want the keyword phrase "men's shoes" also to include the phrase "shoes for men"? There are four match types and these are Broad Match, Modified Broad Match, Phrase Match, and Exact Match.
Google uses Broad Match as a default which may be useful to give ideas but often is far too broad to give you a good return on your investment. These will often include misspellings, related searches, synonyms and variations like "shoes for men".
Whilst it should be used sparingly in your final version, it can be a useful research tool by revealing other keywords that may be worth bidding on when you identify which keywords actually convert for you.
This will be triggered by searches that include your chosen phrase or close variations of it - e.g. "where can I purchase men's evening shoes?" will display the ad for "men's evening shoes" as a phrase.
This is most useful when you know the exact search terms you would like to compete on. If you only have an "Apple iPad Mini 4" for sale and no other Apple products or iPad/iPhone models then you only want to pay for an exact match. The user searching for an iPad Mini4 is more likely to buy as you have the exact solution he or she is looking for.
Broad Match Modified
This is a popular choice as it will include searches that contain the specific terms or very close variants of them but regardless of word order. This is usually denoted by adding a plus sign to the start of each word - eg +men's +shoes will be triggered by "shoes for men" as well as "men's shoes".
3. Use Negative Keywords to Exclude "Non-Buying" Traffic
A high click-through rate (CTR) on your ads can be expensive if its from people with no interest in actually buying from you! Building a negative keyword list is a good way to exclude this low quality traffic.
Some common negative keywords to exclude are:
Free (unlikely to spend any money!)
Cheap (unless you are deliberately competing on price)
Youtube, Videos, Research, Pictures etc (indicators that people are probably looking for content, not to buy products)
Missing Items (If you don't stock sports or training shoes, then you could add "trainers" and "Nike" and "cricket boots" etc to your negative list as you don't want to pay for a clickthrough for a product that you do not sell!)
4. Link Your Ads to a Relevant Landing Page
This is absolutely key. Linking an ad to your website Home Page should be a criminal offence in the world of Adwords! You are taking your potential clients on a sales journey in as few steps as possible between search and purchase.
The more relevant the entire experience is for your searchers, the better your chances of converting with each search. You must do the hard work for the customer and not expect them to navigate your site looking for item they were searching for. Your AdWord ad will also set an expectation as to what to expect on clicking and if that expectation is not met, you will more than likely lose the sale.
Ideally you should create a dedicated landing page for each specific promotion as this will improve your ability to convert visitors. It's more work but it will generate more sales so it's worth doing the maths here!
5. Segment Your Keywords Into Multiple Ad Groups
Using Ad Groups helps to organize your keywords and the resulting ads that will be displayed for those keywords. To show ads that are relevant to the searches of people you're trying to reach, bundle related ads together with related keywords into an ad group. That way, all of your related ads can be shown to your customers searching for similar things.
So you could split your ad groups by product categories and have different ad groups for "shoes" and for "clothes". You could also split your ad groups by audience specifics - eg male and female or UK and overseas or Retail and Wholesale for example. Similarly you could pull out a specific USP of your offering - Next Day Delivery before Christmas etc.
Each ad group should consist of a segment of keywords that are relevant to all ads within that ad group in order to increase the relevancy of your ads and quality score.
6. Use Ad Extensions to Enhance and Expand Your Ad Copy
A standard ad is very tight on space with only a few characters for the two headlines and a brief description. However, you can enhance your ad by using ad extensions and link headline text.
Ad Extensions include:
To optimise your Google AdWords and make more sales, contact Richard and our team at: 01865 698 023 or email us at: email@example.com