Optimise Your AdWords Audience and Increase Your Sales
There are over 3.5 billion search queries entered into the Google search bar every day. And in 2018, 74% of marketers intend to increase their Google ad spend. As a savvy business owner, you’ll want to capture as many leads as possible through Google search queries with a targeted ad campaign. And the numbers don’t lie; pay-per-click traffic converts 50% higher than organic traffic. But, how can you make the most these potential leads and grow your profits? By optimizing your audience for a targeted AdWords campaign.
What’s in it for me?
Better conversions, increased brand awareness, and up to a 200% return on investment.
The beauty of a pay-per-click campaign is you don’t spend anything unless a viewer clicks on the ad. This gives you the breathing room to test metrics and learn more about your audience without wasting money on experimentation. Furthermore, Google claims for every dollar a business spends on a campaign, the business will receive two dollars back, giving them an insane 200% ROI.
It’s time-consuming and often difficult to hit the first page of Google for a targeted keyword. With a paid advertising campaign, you’ll fast-track your way to that coveted, premium real estate of Google’s first page. This will increase your brand awareness by up to 80%.
How does a targeted campaign work?
Over the last year, Google has expanded their category targeting for search campaigns in the Google Display Network (GDN). What this means for you, is you have more options available to get your ads in front of your ideal, target customer. Now, you can target ads according to the following specifications:
- Gender Targeting
Is your ideal customer more likely to be male or female? Who is your product or service intended for, and which gender does it appeal to? Now, you can target ads specifically for men or women.
- Age Targeting
Most likely, your customers fall into a specific age range. Target your ads to that age range for increased conversions and better ROI.
- Income Targeting
36% of searches are location specific. With the new income targeting metrics, you can adjust your bids for areas of the country with higher or lower average incomes.
- Parent Targeting
Is your product or service ideal for parents? Or is it better suited for people without children?
- Similar Audiences for Search
Based on audiences like previous website visitors or converters, this feature is currently available on the GDN.
How would an optimised campaign look?
First, you’ll need to determine your target audience. The more detailed and accurate your targeting, the better your chances for a higher conversion rate. With Google’s more detailed search campaign metrics in the GDN, you can narrow down your age range, income, location, gender, and also craft your targeted audience to look similar to previous website visitors.
Next, you’ll need to determine the keywords you want to display on the ad. Again, these need to be specific to your audience.
For example, let’s say you own a business that sells car seats. Broad, vague, and short-tail keywords are less likely to display or receive a click-through. So instead of using ‘toddler car seat,’ a more specific keyword, and longer keyword phrase that will get you a higher click-through-rate would be ‘forward facing toddler car seat.’
The point is, you want to reach a high-quality audience, and this is possible and more likely with specific, and long-tail keywords and phrases. Consider using the ‘similar audiences for search’ option on the GDN to help narrow down your keywords and figure out what will best resonate with your target audience.
Also, consider adding buying keywords to your ad. Ads that start with buying keywords are shown to get a higher click-through rate, at 65%, than organic search results that do not include a buying keyword. These only convert at about 35%. Quite a difference.
Examples of buying keywords:
- Who gets
Once a visitor clicks on your ad, you want to immediately direct them to a targeted landing page. Your landing page should be simple and clean, with only one purpose; to persuade the viewer to buy. This means your landing page should have absolutely no distractions. Do not display other ads, banners with links, or anything that could distract your audience from your core message.
Furthermore, you want to make it simple for them to purchase the item. There should be a large, mobile-optimized ‘buy now’ or similar button for them to click on that will take them to a shopping cart. From there, they can finalize their purchase. Keep in mind that the fewer steps to buy the customer has to take, the better. This will lower ‘abandoned cart’ rates. There is a reason why Amazon pushes their ‘buy now with one-click’ option.
A targeted Google AdWords campaign isn’t something you can automate. It takes a lot of tweaking, researching, and optimizing to understand who your target audience is and what keywords will resonate with them. And Google changes their algorithms and campaign advertising options frequently. It’s hard to keep up with these changes, and it can take time away from your business.
Our highly qualified, Google AdWords professionals at Australian Internet Advertising understand these changes and will manage your AdWords account for you, saving you time and money. We know precisely how to optimise your audiences for the greatest ROI.
Increase your brand awareness with a professionally crafted and managed, targeted AdWords campaign today and save time and money while closing sales in your sleep. Contact Australian Internet Advertising and see what we can do for your business.