1. Choose the Right Keywords
Align your keywords with your business goals. Are you trying to increase brand exposure? Are you trying to convert every click to a sale? These questions impact what keywords you should focus on. For example, if your goal is to reach as many people as possible, you could focus on more general keywords targeting top-of-the-funnel customers, such as “flowers” in the above example. If you are focusing on converting more sales, you can use “long-tail keywords” which are specific, longer, and usually used by customers near the bottom of the funnel. There is less search volume for these keywords, but the costs are lower, since there are fewer competitors. An example would be “fresh cut white daffodils for sale”.
2. Define your Target Audience:
Adwords offers many opportunities to target specific customers down to age, zip code, and interests. Take a second and really think about who you are trying to reach with your ads, then set them to only appear to that demographic. This way you won’t waste money on people you are not trying to reach.
3. Structure Your Campaigns:
The more specific you can make your ad groups, the better. Keywords and landing pages should always be as relevant as possible to the ads being displayed.
4. Optimized Landing Pages
Your ad should take customers to a page that is as consistent as possible with the search terms and the ad text.
5. Correctly price your display network ads
If you choose to take advantage of Google’s Display Network, there are three distinct ways to price your strategy, depending on your business goals.
- Cost-Per-Thousand (CPM): Pay a predetermined amount for every 1,000 ad impressions served. Choose this option if your goals are related to brand exposure.
- Cost-Per-Click (CPC): Pay each time an ad is clicked. Choose this option if your goal is to get customers to come to your website. You do not pay if you ad is not clicked on.
- Cost-Per-Action (CPA): Pay only when visitors complete a certain action, such as signing up for email, product purchases, etc. Choose this if it relates to your primary goal.
Implementing a blend of the above-mentioned tips is the best way to ensure you will have a successful Google Adwords Campaign. The number one thing you need to figure out before taking any action is: What is your Goal?. Creating and running a campaign without any real goal is like shooting in the dark: sure, maybe you’ll hit your target, but overall it’ll be a big waste of money, and isn’t money the reason we’re doing this in the first place? No time to do AdWords on your own? Let MicroD handle your Google advertising.