2907|
2019/02/16|
Digital Marketing
Before getting into how to make better use of your PPC budget, it’s important to understand a very simple concept behind adwords. Adwords is a sales channel. This implies that the primary reason you use adwords is to sell your products and services and make profit.
If you cannot make your adwords campaigns profitable then you should concentrate on other digital marketing tools and leave behind PPC.
There can be several reasons why your campaign is not performing. Most help sites, articles and marketing companies would say that this is because the quality score is reduced.
You write an ad for your business, choose keywords that determine what sort of searches your ad will appear for on Google, and say how much you are willing to pay each time someone is directed to your website as a result of clicking on your ad.
The Quality Score of your ads determines its frequency, position, and cost per click on Google’s search network. Quality Scores depend on the following
Are You Making Any of These 10 AdWords Mistakes?
Many digital marketers focus on creating perfect ad copies but forget that the user experience beyond the ads is just as valuable. Landing page experience is an essential component of your Quality Score so that a poor landing page experience can affect the visibility of your ads.
Solution:
While optimizing your landing page for better results, remember a formula: ROTN
Relevancy: Provide relevant content to the user who came to the website after seeing an ad. So match your content with the ad which in turn should match user’s intent and expectation.
Originality: The content provided on the landing page must be original and unique to your organization or business. Plagiarism for beautification and enhancement of content is seen as untrustworthy. Do not copy-paste what is written elsewhere. Provide something new to make it actually read worthy.
Transparent: With the increasing concerns about privacy and security, users think twice before filling in their information. To gain trust, clearly mention why you are collecting the information and how you intend to use it. Include a link to your Privacy Policy at the footer of the site or anywhere else that’s convenient. Mention T&C distinctly. If you’re claiming to be the best, please support it with an award or review. If you’re offering a product or service, be crystal clear.
Navigability: Users on your website are much like potential tenants in a new apartment. Don’t bombard them with too much information altogether. Link content to one another and help them stay on your site for a longer period of time without distracting them from the end conversion. Give internal links and scroll-to-top buttons. Remember how you can jump to the top updates in a Facebook news feed. They shouldn’t be confused on what to click and where to go. Remember it’s an apartment, not a maze.
After ensuring your landing page experience is optimized, there is still one more crucial check for your landing page: its relevance. Imagine clicking on an ad for ‘chocolate cakes’ hoping to order a delicious chocolate cake, but end up on a landing page for ‘vanilla cakes.’ Though it may not seem like its a big deal, it would be detrimental to your ad’s quality score, as the landing page is perceived as irrelevant to the ad.
Solution
For maximum relevance, start by grouping relevant keywords in an ad group. Next, craft landing pages specific to the ad group. Insta page is an excellent platform for creating landing pages to increase conversions. Lastly, link the landing pages with the ads from the same ad group and, voila! Crisis averted. See how we used this is a simple yet highly effective method to generate leads at a low cost.
Another mistake regarding landing page relevance is directing users to your website’s homepage, instead of the specific web page. This is quite common amongst e-commerce businesses. Even though the relevant web page can be navigated to from the home page, directing users to the home page will still damage your quality score.
Solution
If you were running an e-commerce business selling clothes, and your ad is for ‘children’s apparel,’ your ads should be directed to the page on children’s clothes rather than your website’s homepage of your website. Always link your ads to a page that is directly relevant.
When you’re doing keyword research for SEO, you’re looking for the keywords that are worth investing time and resources in. You’re looking for the keywords that are valuable to rank for and then try to narrow down which are within your current potential. keyword research for Adwords is different because I will only research a subset of all possible keywords, the ones that have the highest potential ROI.
Irrelevant keywords and keywords with low search volume are bad news for your quality score. If you have not been getting relevant results, then grab a coffee and a comfortable chair because it is time to start revising those keywords.
Solution
You should not have more than 20 keywords per ad group, as this could mean that your keywords and ad copies are not related. Pause keywords that are irrelevant and/or not converting to avoid excessive spending. Then use keyword planner to add fresh new keywords with high search volumes. Lastly, make use of keyword matches to get the most bang for your buck. To generate impressions, broad match is the way to go. To drive conversions, use phrase and exact matches.
Negative keywords help you save money and can improve your PPC performance by easily increasing your click-through rates. Even if you picked out the best set of keywords, your ads might still appear in searches that are irrelevant. For instance, if you had ‘marketing’ as a keyword, your ad might appear next to searches for eggs, vegetables, groceries, etc. This is where negative keywords are useful in helping you avoid paying for irrelevant searches.
Solution
Start adding broad, phrase or exact match negative keywords to your ad group or campaign. For example, if you were advertising your marketing company, you could add ‘eggs,’ ‘vegetables,’ ‘groceries’ as negative keywords. If your campaign has been running for a while, look through your search terms report and add irrelevant searches as negative keywords.
Read Part Two of Top Common Google Ads Mistakes and How to avoid them
