Google Adwords is one of the simplest DIY digital advertising channels out there but it has proven to be one of the channels advertisers find more difficult to optimise for higher return on investment.
The reason is simple.
Google has done a great job with making the platform easy to use but most advertisers either do not dedicate enough time to setting up and optimising properly for results or they just don’t care about the bottomline. For most advertisers, so long as they can prove to the customers that ads were displayed online, there’s no reason to spare too much time on details.
The investment in paid advertising means that you are willing to invest in giving yourself the best chance to increase your returns and therefore these five steps will help get there faster
REMARKETING (aka RETARGETING)
Remarketing is an advertising strategy that basically allows you to show your Google Ads ads only to people who have visited your website within a specified period. With remarketing, you can even show ads only to people who have looked at specific pages on your website.
Example: An e-commerce company has just restocked a particular kind of retro cufflinks and have decided to advertise them. By retargeting , they can choose to show the ads to all users who visited their retro shirts collection or have shown interest in a specific retro fashion accessory on their website.
Another way to use remarketing is to take an audience of people (who have been to your site) and then only show your ads to them right after they’ve searched for a particular list of keywords that you define. This kind of remarketing is called “remarketing lists for search ads (RLSA)”
This is a genius approach to optimising ads for sales mainly because, people rarely buy the first time they visit a site. But as you continue to build brand affinity with them, the chances they’ll convert increases.
Our experience has shown that it’s not uncommon for conversion rates to double or even triple when a remarketing strategy is implemented.
At Chebani, we define conversions as the success metrics of every marketing campaign. In otherwords, a conversion is the specific action a user needs to take for an ad to be considered successful. These vary from business to business Conversions are often the only ways businesses and advertisers can clearly measure the success of a marketing campaign but most advertisers overlook this critical element. There are also cases when Google Ads were created with no properly defined objective or conversion action.
Once you have identified your conversion actions and have conversion tracking working properly, the fun really begins.
After your account has accrued data with the new tracking information, you can finally go in and start seeing where you’re making the most and losing the most money.
For search campaigns, most advertisers like to start with keywords.
To do this, you’d need to create a filter to show the keywords in your account that have never (or not recently) generated a conversion. Once that is done, Google Ads would then show you all the keywords that haven’t generated any conversions within your chosen timeline.
For display campaigns, advertisers would usually look at focus on placements and ads (ad copies).
Optimising conversions for a display campaign often focusses on placements and ads. Once a conversion tracker is set, it’s easy to tell which placements and ads generated the most conversions. In some cases, the placements with the highest impressions aren’t the ones that record the highest conversions. If this is the case and your campaign objective isn’t to increase visibility, you will need to disable the placements, ads, locations etc that have generated little or no conversion.
If you’ve never done this before, and you have a good amount of conversion data, you’ll most likely have a few keywords that you’ve spent a good sum on that have never generated a conversion.
Take a moment to feel the pain, then pause those keywords. Move on.
DEEP LINKING (MOBILE APPS)
In the words of Deepfire, Deep linking allows app developers to link to specific products or pages within apps.
For example, you want to send target users from your website or from another app to a specific product in your app — instead of sending them to the normal app home page which is the traditional way people discover products in most apps — deep linking can help.
Through deep linking, when a user clicks on a link, it takes them to the specific product, page or content, which they are looking for. This works best with users who have previously installed the app on their device.
A product promotion campaign offering 50% discount on a product to users who haven’t opened the app in the last 60 days. Retargeting + Deep linking will ensure you reach these users without spending money on ‘irrelevant’ audience.
USE CUSTOM LANDING PAGES
Though this may seem pretty basic to mention the importance of using landing pages for your Google Ads ads,
Experience has shown that many advertisers still don’t use it.
This tip is a bit like the advice to track your conversions. It’s drop-dead obvious, everybody knows about it… and yet, only half of the marketers make a new landing page for every new campaign they run, according to HubSpot.
An effective landing page need to be tailored to fit the keywords you’re bidding on, your ad copy, and your searcher’s “intent” (what they’re looking for).
The more personalised the landing page is to these, the better the Quality Score for your ads will be.
It is important to state that your conversion rates are influenced by how targeted and optimized your landing pages are. It is estimated that by creating a landing page for every 3-4 ad groups, an advertiser is most likely to double their conversion rates.
In addition, a high quality landing page will increase Quality Scores which will in turn reduce cost and easily double your ROI again.
Need help with optimising your existing Google Adwords campaign or creating a new campaign?