AdWords is definitely one of those areas that it’s easy to do badly, fairly simple to do OK at, but pretty difficult to really do well. It’s more complicated than first meets the eye, and if you want to achieve the highest ROI possible on your AdWords campaigns, you need to know all sorts of tricks and techniques, not to mention how the Google PPC engine works. But just because there’s a lot to learn doesn’t mean it’s impossible for businesses to do well. Sometimes it’s just about knowing how to build the right strategy for success. So if you’re thinking about starting a PPC campaign with Google Ads, or if you’re running one already that could use a boost, this blog is for you.
Choose The Right Bidding Strategy
When you’re looking at your PPC campaigns, the first thing you should focus on is your bid strategy. This is the foundation for your entire campaign, so it needs to be thought through and chosen wisely. A good place to start is by asking yourself the following questions:
- What are your goals?
- Are you mainly interested in increasing your website traffic?
- Do you want to get people to take action on your platform?
- How about boosting your brand awareness?
Or maybe all of the above? Don’t worry, it is doable, and actually AdWords provides a number of bidding strategies to meet your needs.
If you’re looking for conversions:
If you’re looking for impressions:
If you’re looking for clicks:
- Maximise Clicks
- Manual Cost Per Click
If you’re looking for views:
Show Your Ads At The Right Time
Timing has a lot to do with how successful your ad campaigns are going to be. Google PPC campaigns are all about putting the right message in front of the right people at the right time, so choosing your ad schedule is incredibly important. Unfortunately, there is no ‘right time’ for every ad – it will depend on who your audience are, what time they are most active, and at what point they will chose to search. One way to work this out is to invest a little more up-front and start with a 24/7 ad campaign. Yes it will cost you a little more initially, but soon you will see where your peaks are, and you can use that data to tailor your ad times based on real audience activity.
Rotate Your Ads
Variety is the spice of life, and the same thing is true for your ads! If you’ve gone to the trouble of creating separate ad campaigns, you can’t display them all at once. So, you need to create an ad rotation. Don’t worry, it’s not as onerous as it sounds. In AdWords, you have four options for optimising your ad rotation:
- For Clicks: This option optimises your as rotation for the ads that have got the most clicks in the past, and are therefore more likely to be displayed in the future.
- For Conversions: Similar to the clicks option, Google looks at which of your ads has had the most conversions in the past, and will show them more often as a result.
- For Even Rotation: If you want to show no favouritism and display all ads equally, this is the perfect option. But it does mean your ads might not all meet the standards needed to get the results you want, and if after 90 days your ads have generated nothing, they will be automatically optimised for clicks or conversions.
- Indefinite Rotation: The same as even rotation, except nothing happens after 90 days – the carousel just keeps going around.
So all you need to do is pick the one that suits your goal, and let Google do all the work.
Target Specific Locations
Google is famous for knowing a lot about its users – including their IP address and GPS location. That makes the Google AdWords system very good at knowing which ads to show a user based on their location. So someone in Southampton and someone in Newcastle could search for exactly the same thing, but each would get their own unique local result. Instead of fighting against this power – use it to your advantage. Design your ads to be location specific, with keywords and tags to back that up. This is fairly simple to do for a bricks and mortar shop, but for nationwide businesses it can be a bit trickier. We recommend creating a series of ads targeted at different locations you want more work in, rather than trying to kill all the birds with one stone.
Use Device Targeting
The world is going mobile. In fact, we’re most of the way there already, and with nearly 60% of searches being done on mobile devices, optimising your ads for mobile should be high up the priority list. You can do this in a few ways:
- Mobile-Only Ads: These ads will look different from screen to screen, depending on what device it’s being viewed on. Within AdWords you can select a ‘device preference’ and choose some of your ads as ‘mobile preferred’ – meaning they will display more on mobile devices that your other ads. This means you can gear your content and calls to action appropriately.
- Call-Only Ads: When your ads display on mobile, there is an option to add a call button – which means users can call you straight from the ad. Call-only ads mean that viewers won’t be directed to your website landing pages – just to call you.
- Mobile Text: This option runs simple, plain text ads on the mobile display. While they look similar to the text ads you’d see on a desktop, you can show less ads per page on a mobile.
That’s our first 5 tips all wrapped up! Next week we’ll be bringing you another 5 tips to help you make your PPC ads a success every time. In the meantime if you have any questions about Google Ads, want to know more about how it all works or just want to chat with an expert, we’re always here. Just get in touch with one of our team today to book your free, no-obligation consultation.