Without proper tools and research, Google Adwords can be very expensive to run. You might have a high daily budget, and get lots of clicks, but still aren’t seeing your conversions increase. Or, you might have a relatively low daily budget and are thinking you might not be able to yield the ROI that your boss or client expects.
It’s every digital marketer’s goal to reduce ad spend and increase conversions simultaneously, but that’s not as easy as it seems.
A variety of factors go into what your money will get you with paid search advertising. Some of these factors include business type, audience, location, target keyword volume, competition, ad copy, landing page, and more. However, there are a few simple things you can do today to get the most out of your Adwords budget.
Lower Your Cost Per Click
One of the most important ways you can lower your average cost per click is to increase your quality score.
Your quality score is all about relevance!
You’ll want to start with keywords that you think people will search to find your product or service. Most people search google with conversational language, so you’ll want to include long-tail keywords. From your list of keywords, create groups or themes. These will essentially be your ad groups within your campaign.
Next, write your ad copy. You want to grab the searcher’s attention with a call to action or even the exact keyword that they used for their search. Whatever you use to encourage people to click on your ad, be sure to include one or more of your keywords or variations/synonyms of your keywords in your ad’s headline and description.
You’re off to a great start, but now you need to take a closer look at your landing page. Is it relevant to the searcher’s query, your keywords, and ad copy? If the answer is no, this is what may be hindering your quality score. Google wants the user to have the best search experience possible. This means that your landing page needs to answer the user’s question, or give information that the user was searching for.
Once you have optimized your keywords, ads, and landing pages for relevancy, you’re on your way to lowering your cost per click and ultimately converting better leads!
Utilize Ad Scheduling
One of the many things new Adwords users don’t realize is that they have the ability to schedule their ads. For example, if your client’s store is only open Monday through Friday from 8am-5pm you don’t necessarily want your ads to show on weekends or very late at night.
Alternatively, you can schedule your ads based off when you see most of your leads come in. If you’re consistently seeing that you get most of your conversions between 8am and 2pm you may want to schedule your ads for these times or increase your bids during these times.
With Google Adwords you have the power to see exactly when your conversions come in, even down to the exact hour of the day.
Looking at the screenshot below, we can see that a majority of the conversions come between 8am and 4pm, so we can adjust the ad schedule accordingly.
If you don’t want to completely turn off your ads, you can still conserve your budget by lowering your bids during hours when you don’t usually see a lot of conversions coming in.
Add Negative Keywords
You’ve got great keywords, both long-tail and short, and have used different keyword modifiers within your ad groups, but there is one more thing that’s still missing: negative keywords. In a nutshell, negative keywords are certain words or phrases that you’ve chosen to block your ads from showing. The reason for adding negative keywords is so that you are not charged for an irrelevant click.
Here’s a good example:
If you are selling beds, mattresses, bed frames, etc., you don’t want people clicking on your ads that are searching for dog beds or flower beds. To ensure you don’t get charged for these irrelevant clicks, add “dog” and “flower” to your negative keyword list.
Don’t Neglect Remarketing!
One of the best Google Adwords feature that is often overlooked is remarketing. If someone clicked on your ad but didn’t convert, make a purchase, or complete a goal before leaving, all is not lost!
You can target these people who may already be familiar with your brand and who have visited your website with remarketing. Basically, Google stores all of the people who have previously visited your site or landing page. You can then target that list of visitors with an image or text ad.
Your image ad may remind that visitor that they meant to make a purchase and you may be able to convert them the second time around. Remarketing ads have been known to convert up to three times better than non-remarketing ads, so be sure to use this tool if you can!
With so many features and options, it can be easy to get lost in the data of Google Adwords. It’s often hard to remember the simple steps that can make a big difference in getting the most out of your Adwords budget. These are just a few of the many steps you can take to increase the ROI of your paid search campaigns.
If you need help managing your PPC campaigns, or need someone to manage them for you, Digico Agency can help! Our digital team located in Charleston, South Carolina is certified and expertly trained in the latest Google AdWords strategies. We will build and manage your account with your specific business goals in mind. Email firstname.lastname@example.org to learn how we can take your business’s marketing efforts to the next level.