Google AdWords needs no introduction. It is the most efficient advertising platform out there. Not only that it reaches millions of websites, YouTube videos, and mobile apps, but it also provides advertisers with a broad range of tools that they can use to reach their target audience.
if you want to make the most of AdWords’ capabilities and improve the success of your campaigns, then you need to learn more than just the basics. You also need to be familiar with the mistakes that could drain your budget, and the tips that could skyrocket your research efforts. You also need to know when the best time to launch your campaign is and what keywords and ads would appeal the most to your audience to maximize your ROI. It’s a complex endeavour that requires finesse and a lot of know-how.
While many factors will decide the success of your efforts, AdWords’ Quality Score is perhaps one of the most important. We’re not going into explaining how it works (but we promise to write a separate article just for this topic.) For now, we’ll tell you that Google looks at a variety of indicators, such as the click-through rates, the performance of the landing page, the ad relevance, and the ad rank.
With that in mind, let’s explore a few strategies that could help you improve your Quality Score.
Go Beyond the Obvious: Research New Keywords
You might be quite pleased with your current keywords, especially if they bring traffic to your landing page. But, that doesn’t mean you shouldn’t be on the lookout for key phrases that might be relevant to your audience and that your competitor might ignore. A thorough keywords research strategy is paramount if you want to get a good Quality Score.
For instance, go to your Google AdWords account, and take a look at metrics, such as the impression share, overlap rate, top of page rate, and other variables about your keyword performance to assess the efficiency of your campaign.
Use Ad Extensions to Improve Your Click-Through Rate (CTR)
Ad extensions give prospects additional information about your offer, such as a phone number they can call to make an appointment, and facilitate the conversion process. Not only that users are more likely to click on an ad that simplifies the buying process, but Google also pays close attention to the value of the information your advertisement contains when deciding which advertisers to display at the top of search results.
Bid on Branded Keywords
One common mistake that small business owners make and that can have an impact on your CTR is ignoring branded keywords. Sure, the number of people looking specifically for your brand might not be very large, especially if you are a new business. But, these people have a clear intent to buy and are looking for your brand particularly. That could mean a high CTR and, consequently, a boost in sales.
Get Smart about Ad Groups
Don’t create a single large ad group and rely on it to drive all the traffic and leads you need to see a return on your investment. Instead, create a broad range of ad groups that target specific keywords and tie to relevant landing pages. For example, if you create an ad for running shoes sales, but the link directs prospect to your homepage, they might not stick around to browse and look for what interests them. “Close enough” is not what your customers want or expect.
Target Negative Keywords
Are you wondering why your cost per click is so high? The problem might be that you’re not targeting negative keywords. Here’s the thing: if you are selling second-hand furniture, then you don’t want people looking for new furniture clicking on your ad. That could only translate into high costs and negative user experience when people discover that your ad copy promises one thing but doesn’t deliver. And, ad relevance and user experience are two of the things that could influence your Quality Score and ad rank.
Create High-Quality Landing Pages
As mentioned before, the user experience is a crucial factor in determining the success of your Google Ads campaign. If your landing page takes forever to load or if it looks like it got stuck in the 1990s, then you can call yourself lucky if you close a sale. To give you an idea of the importance of load times: if a page takes more than three seconds to load, then users won’t stick around to wait. And, the number is even lower than that on mobile devices.
You should also make sure that your content is relevant and valuable and that your images are optimized properly to provide the best landing page experience.
Craft Your Ad Copy Carefully
You might think that bold statements and witty word plays might do the trick. While a catchy ad copy might get you some smiles, it won’t necessarily drive clicks. Be as specific as possible and let prospects know what they would get if they choose your solution. Mention the benefits, paint the picture of a better future, and make it worth their while. And, most importantly, don’t forget to add a call to action in your ad copy.
Hire Expert PPC Services to Help You Make the Most of AdWords
If any part of this becomes overwhelming or you realize that you are losing more than gaining, then, don’t hesitate to hire an expert advertising company. They have the experience and know-how about how the platform works and can give you valuable advice.
With Australian Internet Advertising, for example, you can rest assured that you are in good hands. We can maximize your budget, bring in real leads, and boost your sales. Get in touch today and let’s start discussing strategy.