Did you know that using the right keyword match types in your AdWords campaigns can significantly impact your advertising success? In fact, studies have shown that choosing the appropriate match type can increase click-through rates by up to 30%. Understanding the different match types, such as broad match, modified broad match, phrase match, and exact match, is crucial for effective ad targeting. In this article, we will explore each match type and provide insights on when to use them to optimize your AdWords campaigns for maximum performance.
Broad match is a keyword match type in AdWords that allows your ads to be shown when a search query includes any variation of your keyword. This match type offers both advantages and disadvantages for advertisers.
One advantage of using broad match keywords in AdWords is the potential for reaching a wider audience. By including variations of your keyword, you can capture relevant traffic that you may have missed with exact or phrase match. This can lead to increased visibility and potential conversions.
However, the downside of broad match is the potential for irrelevant clicks and wasted ad spend. Since your ads can show for a wide range of variations, you may attract clicks from users who are not actually interested in your products or services.
To optimize the performance of your broad match keywords, it is important to regularly review and refine your keyword list. Use the search terms report to identify irrelevant search queries and add them as negative keywords to prevent your ads from showing for those queries.
In a case study of successful campaigns using broad match keywords in AdWords, it was found that a combination of broad match and negative keywords resulted in improved performance and increased conversions.
When comparing broad match to modified broad match, it ultimately depends on your campaign goals and budget. Modified broad match provides more control over keyword variations, but may also limit the potential reach of your ads.
One alternative to broad match in AdWords is the match type known as modified broad match, which offers advertisers more control over keyword variations. Modified broad match allows advertisers to specify which terms in a keyword phrase must be included in a user’s search query, ensuring a higher level of relevancy.
Benefits of using modified broad match include:
To optimize campaigns using modified broad match, it is important to avoid common mistakes such as using too many variations or not monitoring performance closely. Advertisers should regularly review search term reports and add negative keywords to refine their targeting.
Case studies showcasing the success of modified broad match demonstrate its effectiveness in reaching a wider audience while maintaining relevancy. In comparison to other match types in AdWords, modified broad match offers a balance between broad reach and precise targeting, making it a valuable tool for advertisers looking to optimize their campaigns.
Modified broad match provides advertisers with control over keyword variations, and now we will delve into the next match type in AdWords, which is phrase match, offering a higher level of specificity.
Phrase match allows advertisers to target their ads to appear for searches that include the exact phrase or a close variation of it. This match type is denoted by placing the keyword phrase within quotation marks.
The advantages of using phrase match include increased targeting precision and better control over the search intent of the users. By focusing on specific keyword phrases, advertisers can ensure that their ads are shown to users who are actively searching for products or services related to their business.
However, it is important to note the limitations of phrase match. While it provides more control than modified broad match, it may still show ads for searches that include additional words before or after the keyword phrase. This can lead to irrelevant clicks and wasted ad spend.
To make the most out of phrase match, advertisers should follow best practices such as regularly reviewing search terms reports, adding negative keywords, and utilizing ad group organization techniques.
In a case study conducted by Google, a company saw a 35% increase in click-through rate and a 43% decrease in cost per click by using phrase match instead of broad match.
To optimize phrase match campaigns, advertisers can employ techniques such as using negative keywords to exclude irrelevant searches, utilizing ad extensions to enhance the visibility of their ads, and constantly monitoring and adjusting their keyword bids.
Exact match provides advertisers with the highest level of precision and control over their keyword targeting in AdWords. With exact match, your ads will only be triggered when a user’s search query matches your keyword exactly. This match type offers several benefits:
While exact match offers many benefits, there are some common pitfalls to be aware of:
To optimize your exact match campaigns, consider the following strategies:
To see the effectiveness of exact match campaigns, it’s helpful to review case studies that showcase successful implementation. These studies can provide valuable insights and inspiration for your own campaigns.
To effectively utilize the different keyword match types in AdWords, advertisers must carefully consider when to use each match type based on their campaign goals and target audience. Broad match is advantageous for reaching a wider audience as it allows ads to be shown for related searches, even if the exact keyword is not included. However, it is important to monitor and adjust broad match keywords to avoid irrelevant clicks. Modified broad match offers better targeting by allowing advertisers to specify certain keywords that must be included in the search query. This helps to narrow down the audience and reduce irrelevant clicks.
Phrase match is beneficial for more specific keyword targeting. It allows ads to be shown when the search query includes the keyword phrase, regardless of the order of the words. This can be useful for targeting specific audiences or capturing long-tail keywords. On the other hand, exact match is ideal for highly precise ad targeting. It ensures that ads are only shown when the search query exactly matches the keyword, providing maximum relevancy. This match type is often used for targeting specific brands or products.
To optimize keyword match types for better ad performance, it is essential to regularly review and refine the keyword list. This involves analyzing search term reports, adding negative keywords, and adjusting bids accordingly. By constantly monitoring and optimizing keyword match types, advertisers can improve ad relevance, increase click-through rates, and maximize their return on investment.
In conclusion, understanding the different keyword match types in AdWords is crucial for successful online advertising campaigns. Broad match allows for a wider reach but may result in irrelevant clicks, while modified broad match provides more control over search terms. Phrase match and exact match offer even more precise targeting options. The choice of match type depends on the advertising goals and budget. Interestingly, a study found that using exact match keywords can improve click-through rates by up to 30%.
Did you know 90% of internet users see Google Ads? That’s potential for massive exposure. You’re in the right place if you’re keen to tap into this power. This article will help you get started, set clear goals, create compelling ads, and track your success. Don’t worry, we’ve got you covered with advanced strategies, too. Ready to take control and boost your business growth? Let’s dive into the world of Google advertising.
Understanding Google Advertising is a crucial step you’ll need to take before launching your advertising campaign. You’ll need to grasp ad budgeting basics, which means determining how much you’re willing to spend on your campaign. This decision should be based on your overall business goals and the value of your desired outcome.
Keyword research is another essential component. You want to identify terms that your target audience is using when they search for products or services like yours. By using these keywords in your ads, you’ll increase the likelihood of reaching the right people.
Speaking of the right people, you’ll need to do a target audience analysis. Get to know their needs, preferences, and online habits. This knowledge will help you create more relevant and engaging ads.
Ad placement strategies can be the difference between your ad being seen by your target audience or lost in the sea of information. Study where your audience spends their time online and position your ads accordingly.
Lastly, competitor benchmarking can offer valuable insights. By understanding what your competitors are doing, you can make strategic decisions to outperform them. Control is in your hands with Google Advertising.
Now that you’re familiar with the basics of Google Advertising, it’s time to set up your own Google Ad account. You’re in control, and with a few steps, you’ll be on your way to reaching your target audience like a pro.
First, you’ll go through account verification. This is a straightforward process where Google confirms your identity. It’s crucial because it helps maintain the integrity of the ad system.
Next, let’s talk about budget allocation. You need to decide how much you’re willing to spend on your ads. This budget should be realistic and in line with your business goals. Google gives you the flexibility to adjust your budget anytime, giving you the control you desire.
Geotargeting Settings is another essential aspect. You can target your ads to specific locations, ensuring they reach the right audience. You also have the power to schedule your ads for specific times of the day with ad scheduling, providing you with even more control.
Lastly, you’ll need to select your payment methods. Google accepts different payment options, so choose one that best suits your needs. By understanding and setting up these key aspects, you’re well on your way to mastering Google Advertising.
After setting up your Google Ad account, it’s crucial to define your advertising goals, as these will guide every decision you’ll make in your campaign. Goal Identification is the first step. Whether you want to increase website traffic, boost sales, or improve brand awareness, it’s essential to clearly define what you want to achieve.
Next, identify your Target Audience. Who are you trying to reach with your ads? Understanding your audience’s demographics, interests, and online behavior is key to creating effective ad campaigns.
Thirdly, get into Budget Planning. Decide how much you’re willing to spend on your campaigns. Keep in mind, the amount you set should align with your Conversion Goals and ROI Expectations.
Speaking of Conversion Goals, decide what action you want your audience to take after seeing your ad. Do you want them to make a purchase, sign up for a newsletter, or download an app?
Once you’ve defined your goals, identified your audience, and established your budget, it’s time to craft your Google ads. This process involves careful keyword selection, strategic ad placement, mobile optimization, competitive analysis, and precise ad scheduling.
To ensure you’re on the right track, consider these steps:
In your journey to maximize the effectiveness of your Google ads, understanding and utilizing Google Ad Extensions can provide a significant boost to your campaign’s visibility and performance. These Extension types, like location, callouts, or structured snippets, can elevate your ad’s potential, making it more informative and engaging.
Smart utilization of these extensions involves careful Performance analysis. By constantly reviewing and adjusting your extensions based on their performance, you maintain control over your ad’s effectiveness. Remember, it’s not just about adding extensions; it’s about making them work for you.
Extension scheduling is another handy tool you should exploit. It allows you to display certain extensions only at specific times, making your ads more relevant to the viewer’s real-time situation.
Mobile optimization is crucial in today’s digital landscape. Ensure your ad extensions are mobile-optimized as more than half of Google’s search traffic comes from mobile devices.
Lastly, extensions can give you a Competitive advantage. By providing extra information or interactive elements, your ads stand out, increasing your chances of attracting clicks and conversions.
Now that you’re leveraging Google Ad Extensions effectively, it’s crucial for you to start tracking and optimizing your ads to ensure their performance aligns with your business goals. Without consistent ad performance monitoring, you can’t make informed decisions to improve your campaigns.
Here are three key areas for you to focus on:
As you monitor and optimize your ads, you’ll be better positioned to achieve your business goals.
After you’ve gotten the hang of the basics, it’s time to dive into advanced Google Ad strategies that can further ramp up your business growth. Keyword research is a critical first step. You don’t just want any traffic; you want the right traffic. By researching and selecting highly relevant keywords, you’ll target the users that are most likely to convert.
Next, refine your audience targeting. Don’t spread your ads too thin. Pinpoint who your ideal customers are and target your ads specifically to them. It’s not about reaching more people; it’s about reaching the right people.
Ad scheduling is another powerful tool you can leverage. By running your ads at the optimal times, you’ll maximize your visibility when your audience is most active.
Keep an eye on the competition with competitive analysis. Knowing what strategies your competitors are employing can help you stay one step ahead. And don’t forget bid management. Regularly review and adjust your bids to ensure you’re getting the most bang for your buck.
In conclusion, advertising on Google isn’t rocket science. You’ve just got to understand the basics, set clear goals, craft effective ads, use ad extensions, track results, and optimize! Ready to take your business to the next level with Google Ads? Remember, success is a journey, not a destination. So why not start your journey with Google Advertising today and watch your business grow?
Are you looking to maximize the results of your Google AdWords account? Look no further! In this article, we will explore six effective strategies to optimize your AdWords account and boost your online advertising success. By regularly monitoring and analyzing campaign data, you can gain valuable insights into your audience’s behavior and make data-driven decisions to improve your campaigns. Additionally, conducting effective keyword research will ensure that your ads are reaching the right audience at the right time, increasing the chances of conversions.
Creating compelling ad copy is another crucial aspect of optimizing your AdWords account. By crafting engaging and persuasive ads, you can capture the attention of potential customers and entice them to click on your ads. Leveraging ad extensions is another powerful technique to increase visibility and drive more traffic to your website. By utilizing extensions like sitelink extensions, call extensions, and location extensions, you can provide additional information and options to potential customers, making your ads more enticing. Making informed bidding strategies is also essential to optimize your AdWords account. By analyzing data and setting appropriate bids, you can ensure that you are getting the most out of your budget and maximizing your return on investment. Lastly, optimizing your landing pages for higher conversions is crucial. By creating landing pages that are visually appealing, user-friendly, and relevant to your ads, you can increase the chances of visitors taking the desired action, whether it’s making a purchase, signing up for a newsletter, or filling out a form. With these six strategies, you can take your Google AdWords account to the next level and achieve better results for your online advertising campaigns.
You should regularly monitor and analyze your campaign data to ensure that your Google AdWords account is optimized for maximum performance. By regularly monitoring your campaign data, you can identify any issues or areas for improvement that may be hindering the success of your ad campaigns. This can include analyzing the performance of individual keywords, monitoring AdWords competitors, ad groups, and campaigns to determine which ones are generating the most clicks, conversions, and revenue. By identifying the top-performing elements of your campaigns, you can allocate more budget and resources towards them, while also making adjustments or eliminating underperforming elements. Additionally, monitoring your campaign data allows you to stay updated on the latest trends and changes in your industry, enabling you to make informed decisions about your ad strategy. By keeping a close eye on your campaign data, you can quickly identify any changes in performance and take immediate action to optimize your ads and improve your return on investment.
Regularly monitoring and analyzing your campaign data also allows you to identify any potential issues or discrepancies that may be impacting the performance of your Google AdWords account. For example, you may discover that certain keywords are generating a high number of clicks but a low conversion rate, indicating that they may not be relevant to your target audience. By identifying and addressing these issues, you can make necessary adjustments to your keywords, ad copy, landing pages, or targeting settings to improve the overall performance of your campaigns. Additionally, monitoring your campaign data can help you identify any fraudulent clicks or invalid traffic that may be draining your budget without generating any meaningful results. By regularly analyzing your data, you can identify patterns or anomalies that may indicate fraudulent activity and take appropriate measures to prevent it. Overall, regularly monitoring and analyzing your campaign data is essential for optimizing your Google AdWords account and ensuring that your ad campaigns are delivering the best possible results.
Start by researching and identifying the most relevant and high-performing keywords for a successful Google AdWords campaign. Keyword research is a crucial step in optimizing your AdWords account because it helps you understand what your target audience is searching for and allows you to align your ads with their search intent. To conduct effective keyword research, start by brainstorming a list of relevant keywords that are closely related to your products or services. Use tools like Google Keyword Planner or SEMrush to expand your list and get insights into search volume and competition for each keyword.
Once you have a comprehensive list of potential keywords, it’s important to analyze their performance and prioritize them based on relevance and potential impact. Use the data from your AdWords campaigns to identify keywords that are generating the most clicks, conversions, and overall success. Focus on keywords that have a high click-through rate (CTR) and conversion rate, as these are indicators of their effectiveness in attracting and converting potential customers.
Additionally, consider using long-tail keywords, which are more specific and have lower competition. These keywords may have lower search volume but can be highly targeted to your niche audience, leading to higher conversion rates. Regularly review and update your keyword list to ensure it remains relevant and aligned with your campaign goals. By conducting effective keyword research and continuously optimizing your keyword selection, you can maximize the performance of your Google AdWords account and drive more qualified traffic to your website.
Crafting engaging ad copy is essential to captivate your target audience and effectively convey the value of your products or services. When creating your ad copy, it’s important to focus on the benefits and unique selling points of your offerings. Highlight what sets your business apart from competitors and why potential customers should choose you. Use persuasive language and strong calls to action to encourage users to click on your ad and take the desired action, whether it’s making a purchase, signing up for a newsletter, or contacting your business. Additionally, incorporating relevant keywords into your ad copy can help improve its visibility and relevance to users. By aligning your ad copy with the intent behind users’ search queries, you can increase the likelihood of attracting qualified leads and achieving higher conversion rates.
In addition to highlighting the benefits and unique selling points of your products or services, it’s crucial to make your ad copy concise and compelling. Keep in mind that users browsing the internet tend to have short attention spans, so it’s important to grab their attention and convey your message quickly. Use attention-grabbing headlines and concise descriptions that clearly communicate the value proposition of your offerings. Consider using numbers, statistics, or customer testimonials to add credibility and increase the trustworthiness of your ad. Furthermore, don’t forget to include relevant ad extensions, such as site links or call extensions, to provide additional information and make it easier for users to take action. By creating compelling ad copy that effectively communicates your value proposition and engages your target audience, you can increase the chances of attracting qualified leads and driving conversions for your business.
Get ready to boost your ad visibility and capture more attention by leveraging ad extensions! Ad extensions are additional pieces of information that can be added to your Google AdWords ads to provide more value and increase their visibility. They allow you to include extra information such as your phone number, location, additional links, and even customer reviews. By utilizing ad extensions, you can make your ads more informative and compelling, which can lead to higher click-through rates and ultimately, more conversions.
One popular ad extension is the call extension, which allows you to display your phone number alongside your ad. This is particularly useful for businesses that rely heavily on phone calls, such as service providers or local businesses. By including a call extension, you make it easier for potential customers to contact you directly, increasing the chances of them converting. Another powerful ad extension is the sitelink extension. This allows you to include additional links below your main ad, directing users to specific pages on your website. By providing users with more options, you can better cater to their needs and increase the chances of them finding what they are looking for, leading to a higher likelihood of conversion.
Ad extensions are a valuable tool that can help optimize your Google AdWords account by increasing your ad visibility and capturing more attention. By utilizing extensions such as call extensions and sitelink extensions, you can provide additional information and options to potential customers, ultimately leading to higher click-through rates and conversions. So, don’t miss out on the opportunity to make your ads more compelling and informative by leveraging ad extensions!
Begin by analyzing your data and identifying trends to inform your bidding strategy and maximize your ad campaign’s performance. Look at key metrics such as click-through rates, conversion rates, and cost per conversion to understand which keywords and ad groups are performing well and which ones may need adjustment. By identifying high performing keywords and ad groups, you can allocate more budget towards them, ensuring that you are bidding competitively to maintain top ad positions. Similarly, if certain keywords or ad groups are not delivering the desired results, you can adjust your bids accordingly or even pause them temporarily to reallocate budget to more successful areas of your campaign.
In addition to analyzing data, it is crucial to stay updated on industry trends and competitor activities. Keep an eye on your competitors’ ad positions and adjust your bids accordingly to remain competitive. If you notice a competitor consistently outranking you, consider increasing your bids on relevant keywords to improve your ad position and visibility. On the other hand, if you find that you are consistently outranking your competitors, you may have an opportunity to lower your bids slightly and still maintain a strong ad position while saving on advertising costs. By continuously monitoring and adjusting your bidding strategy based on data and market trends, you can ensure that your ad campaign is optimized for maximum performance and ROI.
To maximize conversions, focus on enhancing your landing pages to create a visually appealing and user-friendly experience. Start by ensuring that your landing page aligns with the keywords and ad copy used in your Google AdWords campaign. This will provide a cohesive and seamless experience for users, increasing the likelihood of them taking the desired action. Additionally, optimize your landing page for mobile devices, as more and more users are accessing websites through their smartphones and tablets. Make sure the page loads quickly and is easy to navigate on smaller screens, as this can greatly impact user satisfaction and conversion rates.
Another important aspect to consider when optimizing landing pages is the overall design and layout. Use eye-catching visuals, such as high-quality images or videos, to capture the attention of visitors and keep them engaged. Incorporate clear and compelling calls-to-action that guide users towards the desired conversion, whether it’s making a purchase, signing up for a newsletter, or filling out a form. Keep the design clean and clutter-free, avoiding excessive text or distracting elements that may confuse or overwhelm visitors.
In addition to the visual aspects, optimize your landing page for search engines by including relevant keywords in the page title, headings, and meta tags. This will not only improve your organic search rankings but also help align your landing page with the intent of users searching for relevant keywords. Finally, regularly monitor and analyze the performance of your landing pages using tools like Google Analytics. This will allow you to identify any areas for improvement and make data-driven decisions to continually optimize your landing pages for higher conversions.
To track the performance of your Google AdWords campaigns, use the AdWords dashboard. It provides detailed metrics such as click-through rates, conversions, and cost per click, allowing you to analyze and optimize your campaigns effectively.
Some common mistakes to avoid when conducting keyword research for Google AdWords include not using negative keywords, focusing only on high-volume keywords, and not regularly reviewing and updating your keyword list for relevance and performance.
To make your ad copy engaging and persuasive, focus on a compelling headline, use clear and concise language, highlight unique selling points, include a strong call-to-action, and consider adding social proof or testimonials.
Some effective ad extensions that can improve the visibility of your ads include sitelink extensions, call extensions, location extensions, and review extensions. These extensions provide additional information and options for users to engage with your ads.
To determine the optimal bidding strategy for your Google AdWords campaigns, analyze your goals, target audience, and budget. Consider options like manual bidding, automated bidding, or a combination of both to maximize your campaign’s performance.
In conclusion, optimizing your Google AdWords account is crucial for maximizing the success of your advertising campaigns. Regularly monitoring and analyzing campaign data allows you to identify areas for improvement and make necessary adjustments. Conducting effective keyword research ensures that you are targeting the right audience and reaching potential customers. Creating compelling ad copy that resonates with your target audience will increase the likelihood of them clicking on your ads.
Leveraging ad extensions for maximum visibility can help your ads stand out and attract more clicks. Making informed bidding strategies allows you to allocate your budget effectively and generate the most value from your advertising investment. Lastly, optimizing landing pages for higher conversions is essential for turning clicks into actual sales or leads. By following these optimization techniques, you can enhance the performance of your Google AdWords account and achieve your advertising goals.
There are many options when it comes to “PPC” promotion. Just to name some common platforms, Google AdWords and Facebook are two very popular ways to get PPC traffic. Both work very well when it comes to getting paid traffic. As for the best one I’ll let you decide.
Both Google AdWords and Facebook ads are very powerful, because you can test and view your results and see what is working and what you need to cut from your campaign. You can build a target audience with factors such as age, gender, geographical region, interests, and view your conversion rates. You can set up a daily budget or set up a campaign budget, change that budget on the fly, and cancel it at any time should your campaign be a stick in the mud. Therefore, let’s get into some of the reasons.
“PPC” results can be seen within a few hours of your ad being up and running. You can filter between mobile and desktop, browsers, geographical areas and see how many people have clicked on your ad and how much it has cost. You have the option to pause your campaigns at any time and restart them when you need more traffic and/or your budget allows. This really is a great way to get more traffic when you need it. And traditionally works faster than organic traffic.
Laser targeting your audience is very easy and has enormous potential to get the right people at the right time to your website. Never in history has it been so easy to target the exact people who you are trying to reach with your website. Set your keywords and let Google and Facebook point the right people to your ad.
Before the internet, it was almost impossible to target by demographics without having to place advertisements in magazines and newspapers which were published in the country you were trying to reach. Now you can select any country in the world to target your ads to.
With the added option of targeting your audience by their interests it makes “PPC” even more business savy. For instance if someone has shown an interest in dog grooming then they may see your advertisement if that is what you are promoting. This will really narrow down your results and get the exact audience that you are looking for.
Tracking pixels can be used to see how many users have gone through to your Thank You page. This will give you real-time results and let you see how many conversions you have achieved in your campaign. You can of course place your tracking pixels on any page on your website for instance a sales page for a certain product you are promoting. You can put your tracking pixels on a thank-you page for your opt-in email list.
There are many ways to drive traffic to your website, blog, promotion, email subscription landing pages, and sales, but pay-per-click advertising with Google or Facebook is one of the fastest ways to really make an impact. Google something or scroll your Facebook feed and you will see right away how many people and businesses use this pay-per-click advertising.
Jonathan Ketterman has been working with WordPress and online marketing since 2011 and has run a few successful blogs through affiliate marketing, content marketing, blogging, and eCommerce. Jonathan is Currently a student at Texas A&M University Central Texas pursuing a degree in Aviation Science and Management. For more info please visit Www.amerdus.com.
Google can be an amazing platform for inbound marketing visibility. Google’s ad platform is very dynamic and the possibilities for visibility or immense. If you’re looking to further that Google AdWords reach just a little bit check out Gmail ads.
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As you know, Google (for better or worse) is constantly changing. This time, it’s for better. Google recently held a release party where changes to AdWords were discussed.
The changes are big ones—that are really cool. As a business, you can use the changes to get your name out and increase conversions (thanks to an awesome new feature that will be discussed below). Let’s stop talking and get right into the good stuff that can help you.
Here we go:
Every day, over a billion people use Google Maps to get from point A to point B. That’s a big number—that can now be used to your benefit.
With the new AdWords Google Maps feature, you have the ability to match customer search history to your services, and then provide an ad as the customer uses Google Maps to get somewhere that’s near your business.
This is a powerful way for you to extend your businesses reach. Also; because it’s mobile-based, it gives you an advantage over traditional PC advertising.
in an efficient manner.
As you can see, the text ad game has been changed. PPC marketing is evolving to marketing that’s actually marketing. Technical marketing (i.e. bidding, match text) is being replaced by creative copy marketing. Your ability to create compelling hooks and provide product/service descriptions can now be used effectively.
Google has created a feature where you can measure your ad’s effectiveness based on in-store conversions. It uses the map on customers’ phones to relate ad viewing to actual purchases.
This invaluable information can be used to show you if your ad is holding its weight. If it is, great. If it isn’t—back to the drawing board.
Google’s mission is to change AdWords—and search—to a more mobile and tablet based medium. As you know, this medium is replacing traditional PCs at an incredibly fast rate. In the future, we’ll see more and more mobile and tablet advertising opportunities.
You now know three Google AdWord changes that can benefit your marketing campaign. Use any, all, or any combination of them to help extend your reach and maximize conversions. Realize that everything in the digital marketing world is becoming mobile/tablet based. Your marketing skills will soon be put to the test. If you need Brand Dignity’s assistance, we’ll gladly provide it.
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Advertising has always been a way to build awareness and drive sales. The ad industry was once dominated by TV, print, and radio. Now Google is one of the largest ad sellers that can put your business in front of thousands of highly qualified prospects. Many brands have leveraged SEO as a way to gain “free” exposure. But with algorithm updates and organic results now showing below the fold, it’s becoming more difficult to earn top positions on search engine result pages (SERPs).
Is buying ads the solution? Some advertisers have been surprised to eat through budgets quickly, spending between $6 to $10 per click. Sometimes even more for highly competitive keywords. All this effort just to show up on page two or three on Google. Why is this happening?
Organizations that better understand online advertising will pay a fraction of the cost most advertisers pay. The same keywords that are killing your budget are working wonders for your competitors. Why is this? What can you do to make Adwords cheaper for you?
You should first be concerned with search engine optimization. SEO isn’t for organic ranking only, it’s also essential to ad placement, ad cost, and how your web pages convert.
If you have a quality site with good SEO, Google will give you a higher ad rank. This will make your ads cheaper and give you better placement. The video below explains how the system works. At around 4:02 it goes into detail about the role quality plays in your advertisements.
To spend less with Google AdWords, you also want to make sure you’re targeting the right audience. Having the wrong people click your ads will drive up cost and lower conversions. If you’re looking for impressions (for brand exposure and not conversions), it’s best to advertise using CPM (cost per thousand impressions) rather than cost per click.
Use Googles Keyword Planner to help you identify the right keywords for your campaign. If your target audience is located in Florida, be sure you target that location. If most of your customers speak only English or Spanish, use language settings to include certain languages.
Making these selections doesn’t mean you’ll find the perfect audience, that’s why testing is essential.
You’ve probably heard of A/B testing, in order to test one campaign against another. However, I suggest A/G testing, where you compare multiple campaigns using different keyword groups to see which keywords and phrases perform the best.
After a few weeks of testing, compare click-through rates (CTR’s) and conversions to see which campaigns are most profitable. You can even compare data such as times of day, device, and demographic information to better tailor your ad copy.
When testing or running multiple keyword groups, be sure not to bid against yourself. When choosing keyword and phrases for a campaign, make sure the keywords you are targeting aren’t similar to any other groups. If so, you will be competing against yourself and drive up cost.
Avoid this by grouping only closely related keywords in each campaign and segmenting your audience.
You may be targeting multiple groups of people with different interest that match your varying offers. Say for example you are a car dealership, with customers in the market for vans, trucks, and sports cars. Don’t target too broad of an audience, these people have different interest and triggers that motivate them. The woman in the market for a sports car may be single, with no kids, so words like “fast” and “red” in your ad copy may cause her to click on your ad. The dad in the market for a truck may be looking for a work vehicle and something large enough to pack tents and coolers for family camping trips.
To save money on ads, know your audience and segment them accordingly.
Finally, to save money on your Google Adwords campaign, it is essential to have a good landing page. When driving traffic to your site, you want to avoid high bounce rates. A bounce is what happens when visitors come to your site and leave without engaging with your content (e.g. click a button, sign up for email). If your bounce rate is above 50% you either need to change your ad copy to make sure you are targeting the right audience, or make changes to your landing page.
I suggest making multiple landing pages to test different images, buttons, colors, and keywords.
Don’t just send users to your homepage. Create pages specifically for your ads and eliminate distractions on that page. For example, don’t feature too many links that may cause your site visitors to explore and navigate away from your sales or email sign up page.
Google also gives precedence to well-optimized landing pages. So make sure your landing page gives you the best possible chance to convert your site visitors.
Larry C Lewis is an Internet behavior scientist best known for his work in social media and video marketing. He is the head of marketing at Digital Exponents and the founder of Marketinglikeapro.net. For more information, Larry can be reached on Twitter @larryclewis.
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If you have ever used Google AdWords you will know that not everything always gets approved by their moderators. If you want your ad to be live you have to adhere to their guidelines. Check out this Google AdWords video where they discuss ad approvals for agencies.
Remarketing used to be creepy, but it isn’t anymore. People now realize that advertising is a dynamic initiative and businesses will try the hardest to become noticed online – even if it requires following you around. Google AdWords makes it very easy for businesses to be sort of…eh creepy.
Here are three official Google AdWords videos that could help you have a better remarketing campaign.
Running a Google AdWords campaign requires an extensive amount of time and knowledge for it to be successful.
When starting your first ppc campaign, it’s important to consider the different types of PPC advertising and choose the campaigns that will offer the greatest benefits for what you want to accomplish.
While many companies may believe that they can save themselves the money by doing it in-house, it usually isn’t the case. You’re actually more likely to be spending money on unnecessary clicks and driving your cost-per-click up.
So how do you know if you’re doing PPC wrong? This blog will guide you through the most common Google AdWords mistakes to help set you in the right direction.
Common AdWords Mistakes:
In search campaigns, not using ad extensions is like ignoring your best friend. It doesn’t make a whole lot of sense.
Ad extensions allow you to enhance your ads and provide a more personal touch to people looking for your product or service. If you haven’t used ad extensions or don’t know what they are, it’s time to brush up on your knowledge of them to gain a better understanding of how ad extensions work.
The Google AdWords program features ad extensions such as call extensions, sitelink extensions, location extensions, and several others. By setting these up, you’re proving more information for people viewing your ads. If you use a call extension, then searchers are able to click on the phone number in your ad in order to make a call to your business.
By not using these ad extensions, you’re placing yourself at a significant disadvantage compared to your competitors. To start using ad extensions, let Google walk you through the steps.
Advice: Apply ad extensions to specific ad groups, this will allow searches to see ad extensions that were created for the keywords they’re searching for. Also, make sure you aren’t just creating one or two ad extensions. Create all of the ad extensions that you feel add value to your business.
This might just be the most frustrating mistake you can make….
One ad group should NOT contain all of your keywords. Google recommends using 5-20 keywords per ad group, but another method is to use SKAGs. SKAGs are single keyword ad groups, and using the allows you to create ads that are highly relevant to specific search queries.
Advice: While using a single keyword for every ad group may not make sense, I’d suggest using one to five keywords per ad group.
Using the search query report in the AdWords interface, you get access to what people are searching for prior to clicking on your ad.
Having information on searches will allow you to pick out the irrelevant ones and make them negative keywords. If you’re hesitant on whether or not to add a search as a negative keyword, think about how it relates to your product or service. If it isn’t closely related, then it’s best to get rid of it.
Advice: Not sure where to start when building a keyword list? KoMarketing has a helpful list of 200+ negative keywords.
By only using broad match keywords, you’re going to generate countless irrelevant clicks. Wondering why? Smart Insights breaks down each match type and offers an easy description of how each match type will make your ad appear. Being successful with PPC means being able to differentiate between match types and what searches can trigger your ad to appear.
Advice: Rarely use broad match keywords and know the difference between the different match types for both regular keywords and negative keywords.
Analysis is vital to success with any marketing method. If you’re not proactive about analyzing your results, then how do you know what’s working and what you need to change? Quite simply, you don’t.
To get you started, here are three incredibly beneficial articles for learning how to analyze a PPC campaign:
Advice: Do your research on the metrics that will track your goals and monitor your account’s performance on a monthly basis. Don’t make rash decisions too quickly. Give your campaign time to play out so you can make informed decisions based on the data.
Start implementing these tips in your PPC campaigns and if you have any questions, let us know.
Ryan Hanehan is a SEM & Content Marketing Specialist at KathodeRay Media, a marketing agency outside of Albany, NY. At KathodeRay Media, Ryan handles PPC & SEO initiatives in order to help companies grow their visibility and acquire more leads.