Google are quite vocal about the fact that you don’t need to spend a lot on a Google AdWords campaign to achieve great results, which is quite true – you just have to be smart about where you spend your budget. Here are some of our tips on how to ensure your pay-per-click ads are reaching your target customers:
Set a Clear Goal
The essential part of any project you undertake as part of your marketing strategy is that it has a clear, measurable goal. The aim of any AdWords campaign should really be to grow sales, and with this, in mind, you can then decide what your quantifiable action will be. What action is your PPC ad going to get your customers to perform? Is it completing a form, making a telephone call, or purchasing a specific item? Before you start the Campaign, make sure you have your goal in mind, and how you are going to measure that.
Write for Your Target Customer
When composing your Ad text, keep in mind your target customer to really make the Ad a success. Many advertising experts talk about the AIDAS principle in this context:
- Attract the ATTENTION of your audience
- Raise customer INTEREST
- Convince the customer that they DESIRE your product
- Lead customers towards taking an ACTION
- Provide SATISFACTION if they end up choosing your website
Don’t Forget the Importance of Negative Keywords
Negative keywords are keywords you are targeting that are not related to what you are advertising but are related to other keywords in the Campaign. The use of negative keywords helps to focus the targeting of your adverts, making sure that the PPC ad does not show to customers it is not relevant too. This, in turn, will drive better quality leads and traffic to your landing pages, and will also help to improve your AdWords Quality Score.
Test, Test and Test Again
When you have set the clear goal for your AdWords campaign, you should then plan in various tests along the lifespan of the ad to maximise the ad’s usefulness. The tests should span a wide variety of things from identifying the keywords you should be bidding on to the design of the landing page, right through to any follow-up email campaign. Only run one test at a time, though, so you can precisely identify what it was that made the difference.
Monitor your Campaign (and be prepared to tweak it)
A good AdWords campaign needs to be monitored regularly so that you can tweak it when it needs it. If you take the time to check how the Campaign is performing at least once a week, you will be able to eliminate any ineffective keywords and therefore keep your costs controlled a little better. You can also take advantage of the fact that AdWords settings can be adjusted throughout the Campaign, allowing you to do such things as pausing ads with low click-through rates, changing the copy if the ad is under-performing, and lowering the keyword bid if the Campaign is hitting the daily budget limits.
If you would like to speak with a Google Adwords expert, then please call Zool today on 01625 238 770, and we can help you out!
How to Run a Successful Google AdWords Campaign
Digital PPC / Feb 26, 2015
Google are quite vocal about the fact that you don’t need to spend a lot on a Google AdWords campaign to achieve great results, which is quite true – you just have to be smart about where you spend your budget. Here are some of our tips on how to ensure your pay-per-click ads are reaching your target customers:
Set a Clear Goal
The essential part of any project you undertake as part of your marketing strategy is that it has a clear, measurable goal. The aim of any AdWords campaign should really be to grow sales, and with this, in mind, you can then decide what your quantifiable action will be. What action is your PPC ad going to get your customers to perform? Is it completing a form, making a telephone call, or purchasing a specific item? Before you start the Campaign, make sure you have your goal in mind, and how you are going to measure that.
Write for Your Target Customer
When composing your Ad text, keep in mind your target customer to really make the Ad a success. Many advertising experts talk about the AIDAS principle in this context:
- Attract the ATTENTION of your audience
- Raise customer INTEREST
- Convince the customer that they DESIRE your product
- Lead customers towards taking an ACTION
- Provide SATISFACTION if they end up choosing your website
Don’t Forget the Importance of Negative Keywords
Negative keywords are keywords you are targeting that are not related to what you are advertising but are related to other keywords in the Campaign. The use of negative keywords helps to focus the targeting of your adverts, making sure that the PPC ad does not show to customers it is not relevant too. This, in turn, will drive better quality leads and traffic to your landing pages, and will also help to improve your AdWords Quality Score.
Test, Test and Test Again
When you have set the clear goal for your AdWords campaign, you should then plan in various tests along the lifespan of the ad to maximise the ad’s usefulness. The tests should span a wide variety of things from identifying the keywords you should be bidding on to the design of the landing page, right through to any follow-up email campaign. Only run one test at a time, though, so you can precisely identify what it was that made the difference.
Monitor your Campaign (and be prepared to tweak it)
A good AdWords campaign needs to be monitored regularly so that you can tweak it when it needs it. If you take the time to check how the Campaign is performing at least once a week, you will be able to eliminate any ineffective keywords and therefore keep your costs controlled a little better. You can also take advantage of the fact that AdWords settings can be adjusted throughout the Campaign, allowing you to do such things as pausing ads with low click-through rates, changing the copy if the ad is under-performing, and lowering the keyword bid if the Campaign is hitting the daily budget limits.
If you would like to speak with a Google Adwords expert, then please call Zool today on 01625 238 770, and we can help you out!
