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6 Best Practices to Better Manage Your Google Adwords Campaign

As Google says, it doesn’t cost all that much to get plenty of value out of AdWords. However, no matter how small your budget is, you’ll still want to know that your money isn’t being wasted. So before we get into the specifics of Google AdWords management, you need to have some faith in the process. And here is why you should.

Why You Need Google AdWords

There’s nothing more depressing than seeing your website filled with cobwebs because of lack of traffic. When there are no online visitors, then there are also no orders and sales. If you want to avoid this, it would be best to invest in effective internet marketing techniques like Google AdWords services. 

 

Google Ads or AdWords refers to an online advertising platform. It allows businesses to show an ad on the search engine results pages of Google, usually at the very top of the SERP or at the bottom. 

 

This pay-per-click (PPC) advertising works when advertisers (businesses or companies) pay Google to feature their top SERPs and feature their ads. Here’s how it goes:

 

      • Advertisers will choose relevant keywords (words frequently used by users when searching for a product or service) significant to their business offers.

      • They will then bid against other competitors on how much they’re willing to pay Google when a user clicks on their ads.

      • The highest bidder and the one with an excellent advertisement quality get to appear and rank at the top of the SERPs.

 

With all the digital marketing techniques out there, you may be wondering why your business needs a PPC marketing strategy like Google AdWords services. Well, here are the key reasons why your company should invest in it.

It Works Immediately and Produces Results Quickly

Google AdWords generates more traffic and works faster than other search engine marketing techniques out there. You just need to optimize your ad campaign and focus on getting a set of relevant keywords for your business to secure that top spot on Google’s SERPs.

 

SEO and organic traffic are still beneficial to your business in the long run. But as you optimize your website and wait months to rank high organically, you already have a running marketing campaign to drive leads to your page.

It Raises Brand Awareness

Besides driving traffic and converting it to sales, Google AdWords services also help increase brand awareness. It does so through its Display Network, which shows your ad to the target audience while browsing affiliated websites or watching Youtube videos.

 

This increases your brand’s exposure by displaying your ads in front of plenty of users for a cost-effective price. Further, you can tailor your ads to appear only to your target audience.

 

A notebook that reads 'pay per click' written out

It Improves Business Growth

Using Google AdWords not only ranks you higher in the search engine results pages. It also features your ad campaigns in Google’s other platforms (Youtube, Gmail). Thus, helping your business widen its online presence. 

 

Further, Google continuously improves AdWords to make product listings more engaging than organic ones. You also get to see your money’s worth since you will only bid on keywords relevant to your business. At the same time, you will only get charged when someone clicks on your ad.

 

This kind of advertising service allows you to reach your target customers, build your brand’s name, and compete with the big leagues in your field. 

 

Gaining organic traffic is great, but there’s no reason not to maximize your marketing strategies through an effective yet cost-efficient PPC method like Google AdWords services.

 

Now that you know why you should use Google AdWords, here are the ways that you should go about managing your new AdWords campaign!

1.) Set a Clear Goal

The most crucial part of any search engine marketing campaign is to have a clear goal for the future. The end goal that almost every Adwords campaign should have is to increase sales rather than just increase brand awareness. This is because brand awareness is harder to measure. 

2.) Write Your Ad With Your Target Customer in Mind

You should adhere to the AIDAS rule of advertising, which is to:

      • Attract your audience’s attention

      • Increase customer interest

      • Convince your customers that they want what you’re offering

      • Lead your customers down a road of taking actions (use a call to action for this)

      • Offer satisfaction if they decide to choose your website

3.) Be Clear With Customers

Be clear with your customer, don’t mislead them. Your ad must be completely accurate for the landing page you are advertising. The top keywords that you’re targeting should be present on both the landing page and in the ad’s text. To ensure that you do not mislead anybody, make sure that your ad group is completely relevant to the landing page you want to promote and that it’s only being displayed for relevant searches. 

4.) Master Ad Targeting

Be sure to use all forms of keyword targeting: broad match, phrase match, and exact match. We recommend that you bid higher for exact match keywords and less for broad match keywords. A good tip for Google AdWords management is to separate ad groups by category as well as keyword type in order to keep your campaign organized more effectively.

5.) Don’t Forget About Mobile Searchers

When running enhanced campaigns, be sure to use mobile-preferred ads. That way, you’ll be able to customize your message and implement mobile-specific CTAs (call to action) that will let you reach out directly to mobile searchers. When you combine this Google Adwords management strategy with a landing page that’s optimized for mobile users, you’ll start to see better conversion rates. 

6.) Continue Testing Your Ads

After you’ve identified the goal or plan of action for your Adwords campaign, then you should also plan out a variety of tests to achieve the best outcomes. The tests should cover your entire funnel, starting with identifying the keywords you want to bid on and what ad copy to use for them, as well as the design of your landing page. 

Contact Salt Rank

Do you need some help managing your Google Adwords Campaign? Contact us here at Salt Rank today and we would be happy to talk more about what we can do for you and your business!

How to Improve Your PPC Campaign Strategy

PPC (pay-per-click) advertising today is among the best ways to generate new leads and get more sales. So, of course, you’ll want to optimize your PPC strategy to get optimal results.
 
Firstly, since a PPC campaign targets specific keywords, you end up getting more targeted traffic. Therefore, PPC will reduce the risk of receiving worthless leads and boost your conversion rate in the long term.
 
Plus, paid ads can be sent out immediately, so even if your business is brand new, you’ll still get faster results than with inbound marketing strategies such as SEO.
 
That’s not to say that you shouldn’t focus on long-term inbound marketing strategies like SEO, but you can use PPC alongside it to increase your sales even more!

 

Strategies for Optimizing Your PPC Campaign

Regardless of if you’re going to create your 1st or possibly even 20th PPC campaign, you’re surely reevaluating what the best tips and strategies for optimizing your ads, increasing conversions, and increasing sales are. Use these strategies below to tweak your PPC campaign. When going into this, don’t worry about experimenting – you’ll inevitably find ways to make your ads even better.

 

Improve Website Performance

A quick loading website is essential since visitors will be more likely to leave your site if it takes more than two seconds to load.
 
You can see how fast your site loads by using tools like “Google Pagespeed Insights.”

 

Keep Updating Your Keywords List

When you initiate your first PPC campaign, you probably had many keywords to include. Since you spend a specific amount for each keyword, you should evaluate the performance of each one, then delete the keywords that aren’t working effectively.
 
When you do this, you can basically cut out the waste from your budget (underperforming keywords), and instead redirect it to the keywords that actually perform well.
 
Be sure to also remember to add negative keywords! That way, you won’t end up ranking for the keywords that bring in the wrong type of visitors.
 
 

Make Your Landing Pages Localized

Your business likely operates within a certain area, so you should endeavor to use localized landing pages to their fullest potential to reach the right people at the right time and place.
 
However, if you operate in several different locations, make each one have a unique landing page. Try your best to ensure that the user has a personal and relevant experience with your website.

 

Make Your Website Easily Accessible and Secure

A website that’s easy to access will make it easier for your visitors to read and browse through. Accessibility mostly has to do with font choice, writing shorter paragraphs, improving readability, using a good design, and including different content formats such as videos and images (wherever fitting).
 
But there are some important rules to remember for excellent website accessibility. Have a look over these, and while you do, keep your website’s security in mind.
 
Also, remember to use https instead of http. Otherwise, Google will actually make it harder for people to find your website. They penalize unsecured websites (those without https). If you do get penalized, that would likely damage your PPC campaign and cause it to underperform.
 
 

Create a Re-Marketing Strategy

Re-marketing, aka retargeting, refers to tracking site visitors and then showing them relevant ads on other websites and on social media.
 
This is an excellent way to turn leads into customers, particularly if the lead wasn’t ready to buy your product on the first visit (or you couldn’t obtain their email address/contact information).
 
Salt Rank Digital Marketing Agency Kansas City person on phone digital web ppc
 

Ad Extensions

Ad Extensions is a free addon that people can use to boost their paid ad campaigns. A free boost is something that you should definitely take advantage of.
 
What are some ad extensions that can be used for a PPC campaign? A few are: review, sitelink, and callout. These extensions will inform users on what your website is about and how other people perceive you. It will also give them a snapshot of what they will find on your site if they follow the direct link.
 
Extensions that allow users to contact or call you directly can also be beneficial.

 

FOMO

Fear of missing out as a marketing strategy works wonders. Several different urgency tactics work phenomenally well, and frequently successful ad campaigns utilize a combination of tactics all at once.
 
Using the scarcity tactic right from your PPC ad is simple. Just use phrases like “24 HOUR SALE – don’t miss out” or “free X for the first Y customers,” etc. will all work to elicit the FOMO in leads.

 

A/B Testing

A/B testing should be something that you do regularly for your ad campaigns. After all, many factors can influence a lead’s decision to click or buy your product. That is why you should be testing every possible element to reveal which ones have the most influence on the purchasing decision.
 
For instance, you could make several versions of your current landing page and see which headlines and designs work best
 
 

Work on Your Copywriting

Copywriting is a vital part of your pay-per-click ad. Since these ads show up in the search engine results, you don’t have the option of displaying an album of photos or a playlist of videos.
 
So, your written content will be the focus of attention. If you’re new to PPC campaigns, then one of the best uses of your money is hiring professional copywriters that have experience working on similar campaigns before.

 

Focus on the Channels That Convert Best

It may take some time, but you’ll eventually see which ad channels produce the best results.
 
If you’ve already spread yourself out across many different channels, then try this: do a mix of search engines and social media platforms (such as Facebook and Linkedin). Sooner or later, you’ll discover which kind of channels are more worth your time. Once you do, you can continue to raise your budget to drive more traffic from these channels.

 

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