Google AdWords is an essential tool in any online marketer’s arsenal, as you should already know.
As one of the most effective inbound marketing tactics, they’re becoming even more relevant with the modern consumer base, as mobile AdWords clicks have been taking over desktop clicks more and more since they first surpassed them in 2016.
1. Schedule Your AdWords
There are two methods by which you can choose how often, exactly, AdWords features your ads.
The Standard method spreads your exposure out through the day, striving to keep them visible throughout the whole day.
The Accelerated method, on the other hand, picks a specific time and burns through your AdWord budget as fast as possible from that time.
Both options have their pros and cons.
The Accelerated method could miss potential clicks throughout the day.
However, the Standard method is ineffective if the audience is most active at a certain time of the day.
Use your analytics to find out when most of your audience visits the site, and if there are trends in when they visit, use the Accelerated method as shown at ADHawk to make sure you’re maximising exposure when it’s most relevant.
2. Location Matters
Most websites are more relevant in a specific location than they are in others. If the website you’re marketing has worldwide appeal, focusing on location targeting might not be relevant.
However, if it’s for a local business, influencer, or organization, it is going to mean that the budget is spent on only those most geographically relevant.
Someone in New York might not be as interested in a local Houston brewery as someone in Houston, so spending the budget on that New Yorker is a waste.
Country, region, and towns/cities can all be set through Google’s location targeting, so you can be as specific or as widespread as you want.
3. Create Specific Keyword Groups
You likely have a series of carefully crafted ads that each target specific keywords leading to landing pages on the website.
However, if ads are competing with each other on different keywords, you could lower your Quality Score, meaning your ads are less likely to appear, and you could increase the cost per click, burning through your budget quicker with fewer results.
To avoid that, create keyword groups. It’s a means of organizing a keyword hierarchy.
For instance, let’s say that a website offers information on sports gear and techniques. Those are two separate groups, but they could contain more precise keywords as well.
The sports gear ads could also feature keywords like “sweatbands” and “compression socks”.
Keyword grouping would group both those together to one set of relevant keywords, improving Quality Score and reducing cost per click.
4. Consider The Power Of Remarketing
You want to make sure that the budget for any AdWords campaign is targeting precisely the people who are most likely to convert, whether it’s by completing a purchase on the website, signing up to a service, or joining a mailing list.
One of the groups most likely to do just that is the people who have visited the website beforehand.
You can ensure that AdWords campaigns target these people specifically by using the remarketing bid modifier.
This modifier will specifically target those who have already visited the site due to a regular Google AdWords campaign.
5. Test On Exactly The Right People
Google collects a lot of data on just about everyone who uses their search engine, and now it’s becoming more broadly available for digital marketers to make use of.
Rather than trying to test your AdWords against audience demographics, in-market audiences allow you to test them against specific users who are in the very market you’re trying to reach.
Using recent web behavior, Google finds those who have demonstrated they’re looking for a specific product, service, or kind of website.
You can include these in-market audiences, layering them on top of the keywords you already use to target your audience.
6. Learn Exactly What Works In A Conversion
A big part of showing that Google AdWords, or any other measure you provide in digital marketing, works is having the stats on hand to show which part of the marketing actually works.
Using Google Analytics in combination with AdWords makes this easier and more informative than ever before thanks to the new Attribution Modelling Tool.
There’s a good chance that you employ more than AdWords in your marketing.
You might also use social networking techniques and organic search techniques like SEO.
Russ Henneberry at crazyegg.com talks here about “How Use Google Analytics New Attribution Modeling Tool” and shows exactly how you can track which of these different techniques played more of a role in a conversion.
You can see which click was the first that drew the customer’s attention to the website and which finally resulted in the conversion.
It allows you to learn what works and what doesn’t, making improvements where necessary.
7. Don’t Waste Ads On Competitors
Whether it’s a rival business, another influencer, or some other sort of bad actor, you can ensure that any website’s competitors are most likely clicking their PPC ads.
Why? To drain the budget and sabotage their marketing efforts, of course.
But Google is onto their antics and digital marketers should be, as well.
Find out what competitors the website has and make sure they’re excluded from the budget.
You can do this by finding their IP address using the instructions.
You can set what IPs are excluded from the AdWords campaign, to make sure none of your budget is being wasted and your results aren’t being skewed by a hundred clicks from one bad actor from one IP address.
Google is an ever-changing landscape, and AdWords is certain to undergo some changes in 2018 and beyond. Bear that in mind.
You have to constantly keep finding out the latest and greatest techniques, or your skills as a digital marketer are going to quickly become irrelevant.
About the Author
Paul Granger is a content writer at WebsitePromoter, a site that helps small businesses and website owners with advice on how to grow their reach online with better ROI using SEO and Pay Per Click. Follow me on LinkedIn.
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