Nowadays, with the revolution of the Internet, customers go online to look for information, products, services or promotion before making a purchase. That customer might be your potential customer looking for your offer.
If you’re in business these day, you need to leverage the opportunities in the digital market if you want to be found on the first page of Google. According to Net Marketshare, Google is the world's most popular search engine and it offers a lot of advantages for businesses worldwide and one of its product is the Google AdWords.
Google AdWords is one of the most effective advertising system in which advertisers bid their clickable ads using certain keywords in order to appear in Google's search results. That way, it gives businesses an easy way to reach their potential customers, increase website traffic and traffic to your store, and ultimately increase profit.
For a small business, AdWords campaign can seem pretty overwhelming but investing in AdWords can be a powerful method in marketing your product or services and ultimately getting increased conversions and revenue.
As a small business, you’re competing with all the experienced SEO experts to get those sought-after organic top ten search results. Hence, here are five simple tips for you.
1. Make Your Landing Page Relevant
Are your landing pages for AdWords campaigns optimized?
If you’ve ever tried running a Google ad campaign before, you know that Google consider looking at your landing page - and rates it. If your landing page provides relevancy, consistency, and ease of navigation - Google will likely put your ad at the top of the first page of Google or on relevant searches. That means your potential customers can find your ad easily and make a sale, not just a click.
Make sure to optimize your landing page and align it up with your ad campaign and keywords to increase your click-through and conversion rates while lowering your CPC.
To optimize your landing page, make it relevant, useful and unique. Once a visitor click on your ad, make sure your landing page quickly shows the benefits of your offer to your customers with an obvious Call-to-Action. Keep it above the fold. Above the fold means what your customer sees when they click on your page - without scrolling down.
2. Use Negative Keywords
Negative keywords are a type of keyword that specifies what keywords are not a good fit for your product or service. They are keywords that are the actual opposite of your keywords. This can increase your click-through rates (and ROI), by not showing your ads on keyword searches that don’t match with the intent of your customers.
Example: Let’s say you sell shoes but you only sell women’s shoes. To ensure they only receive qualified traffic, you can use “men”, “children” and “teens” as negative words. Any search with these negative words will not show your ad.
Negative keywords are a more advanced method to tell Google what your product and service is not and target the right market. They’re also extremely effective to conserve your ad budget.
3. Use the Right Keywords
Keywords are one of the most important element of your Ads. They are the foundation of any AdWords campaign. Whenever someone types in a search query into Google, AdWords displays an ad accordingly based on how relevant the auction system considers the search term.
They are how to tell Google when to show your Ad, and they can make or break whether your Ad gets seen by your potential customer or not. Google likes keywords and keyword phrases (long tail keywords) that are highly relevant to your business, your ad campaign, your ad copy and your campaign landing page. The more specific and tied in they are, the more Google will reward you.
Example: Let's say you provide web design services, so you run an AdWords campaign using the keyword "web design".
To get the best ROI from your Ads, use 10 - 20 keywords per ad group. Any more than 20, and you’re likely not targeting effectively - which means you’re throwing money away. Any less than 10 and you'll either be completely ignored or—worse—your campaign will be an expensive flop.
Here’s Google’s Basic tips for building a keyword list.
There are a lot of methods for choosing your keywords, here’s a few:
- Select from Google’s keyword selections for you
When you create your Ad, Google crawls your campaign landing page pretty quick and shows keyword selections for you. This is resulting from your ad copy and landing pages.
- Think like your customer.
When you are in a keyword planning stage, think as your customers think. Ask yourself: "What might my potential customers search for if they were looking for the product or service I'm selling?" The better you can match their search, the better returns your ad campaigns will bring. To make it easier for you, you can search for your potential customers on social media sites to understand them more or visit the online forums where your customers hang out to what problems they are looking for answers with.
- Using search tools, like the Keyword Planner
Keyword planner is a handy tool that gives you a lot of keyword ideas with the level of competition for each, and how often the terms are searched. It also gives you estimated traffic data and suggested bids per keyword. You can also enter the websites of your competitors for even more keyword ideas.
4. Include Ad Extensions
Ad Extensions are an essential feature in Google AdWords that work to improve overall metrics. One advantage of Ad extensions is that it can enhanced the way you tell your brand’s story while offering valuable information to your customers.
According to Google, Ads that include at least one ad extension see an average of 10-15% increase in click-through-rate and conversion rates, and they don’t cost anything more (you still just pay for every click your ad and ad extensions get in total).
Ad Extensions expand your ad with additional information such as location information, your phone number, links to your site’s landing pages (if you have multiple offers you want to promote), and more. Adding extensions can be done manually and sometime Google will include automatic extensions to your ad based on the information derived from your AdWords account.
5. Run Responsive Ads
Customers use different devices but many customers nowadays are using mobile devices. However, Google allows advertisers to choose the “all devices” option or change your device targeting after you’ve created your campaign. You can always target your campaigns to drive more traffic from particular devices - such as computers, mobile devices, or tablets. According to what device you choose, your ad image will automatically adjust its size, appearance, and format to fit any available ad space. This gives you the most comprehensive Ad coverage for all viewers.
You can also take advantage of mobile-only campaigns by focusing on click-to-call extensions.
Google AdWords campaign can make a lot of money for business owners if planned and implemented properly. Since you only pay for each click on your ads, try out these simple methods to grow your business and improve your business profits.