Optimizing a campaign for better performance can be challenging if you’re unfamiliar with the industry or Google AdWords account setup. Below are a few tactics we’ve found successful over the years.
By Nate Velazquez, Bayshore Solutions’ Digital Marketing Team
Best-in-class Pay Per Click (PPC) advertising managers consistently seek to improve PPC campaign results. Whether your campaign is for lead generation or eCommerce, businesses’ focus on the KPIs of click-through rate (CTR), conversion rate, number of conversions, other granular metrics and the most important measure, leads and sales. Here are some of our recommendations on how to improve your campaigns.
Audit & Edit Keyword Match Types
Reviewing the keyword match types can shed some light on how you should adjust bidding strategy. If you’re inheriting an existing AdWords campaign, there should be plenty of historical data to review. If your account is new, you may want to let it run as-is for a few weeks to “buy specific data” before making any keyword adjustments, depending on how popular your keywords are.
For example, let’s say you’re bidding on “vacation packages.” You notice that the CTR of this keyword is lower than previous months. One strategy you can implement is to add “vacation packages” as an exact match to the same ad group and bid higher on the exact match, since searchers intentions are more closely aligned with this product/service.
Ad Copy, Test Often
Regularly testing new ad copy and calls to action (CTAs) is a great way to learn what visitors respond to most. Google AdWords recommends that you include keywords in the heading, body copy and in the display URL, if possible. You should also try including a strong call-to-action. Testing between “Learn More” and “Book Now” can lead to better use of CTAs on landing pages and other campaigns.
Landing Page Optimization
Your landing page is final step in the funnel for your customers. The content on your landing page should help to answer the questions your visitors are searching for. For example, if a user is searching for “appliance repair services”, you’re landing page should include some content on your experience and customer service. Maybe your technicians are factory certified, or perhaps you have a lot of 5 star reviews on Google. Highlight this useful info on the first page your PPC ad clickers see, and tell your visitors what you want them to do with a strong CTA such as: “Get a Free Quote” or “Schedule an Appointment”.
Looking at historical data can only take you so far when it comes to digital advertising. The best way to discover what works is to experiment. Do some keyword research to help you discover keywords you may never have thought of otherwise. If you have additional budget, you can set up a different kind of campaign.
The new Customer Match product from AdWords is a great targeting tool for businesses who have a large database of customer emails. Customer Match lets you target customers who have already brought your product/service, and server them specific ads on Google. Or, you could exclude customers from ads if your products have a longer life cycle. eCommerce marketers can utilize a Customer Match campaign to reduce CPAs and increase repeat purchases.
There are many ways to improve PPC advertising campaigns, and every AdWords account is unique. It takes discipline and dedication to deliver continuously improving paid search results – quite the opposite of a set-it-and-forget-it approach.
When you are interested in getting the best business results from your paid search advertising and digital marketing, Bayshore Solutions’ digital marketing experts are ready to assist. Contact us today.