Most companies, marketers, and consumers for that matter, are aware of Google (67.6% market share) and use it daily to perform searches, look up content, find informative articles and blogs, and to buy and sell products/services. For this blog post I will be focusing specifically on the seller side, and how companies and marketers are utilizing Google AdWords ineffectively and are wasting/losing a significant amount of capital.
The scramble is on, and has been for the last 10 years or so, for companies to create and build an online presence. In today's world it is absolutely essential to have at least a company/business website where potential consumers can find you and get an idea of what your brand is all about and what you are offering as far as products/services. With millions of websites now online, how does one standout and get noticed? One way is to type your exact web address into the url search, which only works if consumers are aware of your company and have, more than likely, purchased from your business in the past. The other way, and most common, is through the Google search, where consumers type in keywords, usually two to four words, into the search bar. Once the keywords have been typed the Google search page is populated with data - listing ads from a variety of companies that fit the search criteria. If your company is not listed on the 1st page, where 75% of people do not go past, you are essentially throwing your money into a black-hole. If this is the case I would recommend pausing your campaigns and read the following 3 steps prior to reactivating them.
1) Conduct a thorough keyword analysis:
In my experience this is the most common mistake companies and marketing managers are making and the easiest to fix. That said, it is probably the most important as well. When conducting your initial keyword analysis it is important to know your industry and target consumers. Once you have done the preliminary research you can access Google AdWords keyword planner function. From here you can type in industry related keywords and AdWords will perform a search and populate 100s sometimes 1000s of potential keywords with key metrics such as competition, avg. monthly searches, suggested bid, impressions, etc. Granted many are far too broad to use in a campaign (not recommended), however, there will be many options to choose from and further target your search. When keywords are too broad your ad(s) will show in searches, which may not be your target market. Therefore causing people to click on your ad with no intent to buy, meanwhile you will be charged on your CPC (cost per click) campaign -- lowering your ROI. There are many advanced features in the keyword planner as well that can increase keyword efficiency: Search competitor websites, landing pages, trends, etc. However, the basics are the most important to get right -- then worry about advanced features. Once you have selected your top 20 or so keywords you'll want to utilize AdWords match function: Broad, Phrase, and Exact are the basics. If you are very confident a selection of keywords match what the majority of your consumers will be searching for, then you'll want to use either phrase or exact match, thus targeting your prototypical consumer, whom are more likely to convert on your site.
Helpful hint: You can use a combination of the three in your Ad Groups
2) Organize Ad Groups:
2) Organize Ad Groups:
Organizing your Ad Groups is highly recommended. I have seen this far too often where a client has created multiple ad groups with a variety of ads that are not cohesive, thus lowering their quality score and ad rank and increasing their CPC. All of which will negatively affect your ROI. When organizing your ad groups you want to create groups for each individual product/service, and then create ads accordingly -- utilizing the proper keywords from your analysis. For example, if your company is a bakery and you sell fresh bread/rolls, cookies, brownies, and cakes, you would want to create ad groups for each individual item and then allocate the respective keywords accordingly. Organization is key, so if you can get it right from the start you'll be far better off than going back and analyzing all the ad groups, ads, keywords, etc., as it is a lot of work! Furthermore, it will cost you more money and time to backtrack.
3) Coordinate landing page copy:
Landing page copy and functionality is EXTREMELY important. For one, this is where your directing your ad traffic and if it does not portray what your ad is trying to sell, your conversion rates will be low, as well as your ROI. We want to increase ROI not bring it down. The most important thing with landing pages is to keep the messaging clear and concise, utilize SEO keywords when possible, have a strong Call to Action, educate the consumer on the product/service, and track and procure as much of the user-data as possible. There are a lot of cool and affordable 3rd party sites that make creating professional landing pages easy. My favorite, and perhaps the most popular, is Unbounce.com.
Keep in mind the above are some basic steps and tips on how to manage and increase your ROI when using Google AdWords. There are many more advanced options and techniques to consider; however, although these are basic steps/tips they are still very common mistakes many companies and marketers are making on a day-to-day basis. One last thing I would say is to track and analyze as much as you can as often as you can, and make adjustments accordingly.
As always, I'd love to hear your comments on this topic, so please leave comments if you desire.
Cheers,
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