Finding Google Adwords to be a bit bemusing? We’ve all been there!
Once you get your head around it, Adwords is an effective and valuable marketing tool. Here’s some absolute beginners tips to help you get started with Google Adwords:
- Know Your Audience
The first think you need to consider when crafting good ad copy is ‘what would the customer think?’. Everything you write needs be geared towards the customer, from how they might phrase their search terms to what language/tone/call-to-action would grab their attention and make them want what you have to offer!
- Don’t Put All Your Eggs In One Metric Basket
Metrics are a great way of measuring the effectiveness of your pay per click ad campaign, but don’t fall into the trap of focusing on one metric! The key is to find a balance between the highest click through rate, most conversions and the more profitable cost per conversion.
- Negative Keywords Have A Positive Influence
When does negative equal positive? In pay per click of course! Negative keyword targeting is what stops your ads getting shown and clicked on in searches that aren’t relevant to what you are selling. For example, without the use of negative keywords, a search for organic baby food could also show results for organic dog food, cat food, the meaning of organic, etc…
- It’s a Lengthy Affair
In Adwords, it’s all about the length. Don’t waste your time on one-worded keywords as they are often too broad or attract buyers too early in the funnel to have any worthwhile conversion rate. On the opposite end of the scale, long-tail keyword searches can be difficult to get right and could end up eating away at your budget. Unless you know a certain one-word or long-tail keyword will definitely give you the best conversion and cost per conversion rate, try to stick to 2-3 word long keywords.
- Mobile Matters
Mobile optimised campaigns have been proven to have a far better response than a general ad campaign targeted at any device. Use of mobile-focused keywords and call-to-actions (e.g. ‘Call us from your smartphone now!’) have been proven to encourage more click throughs and conversions. It’s also worth remembering that the only ad positions visible on a mobile are the top 3, so if you aren’t making it to those you won’t be visible to mobile users and may want to adapt your campaign.
- Quality Is Everything
The quality score will determine the long term success and effectiveness of your Adwords campaign. It is essential that you take the time to build the highest score possible for your campaign as it determines the ad position you get and the cost of keeping that position.
- You Can Get Free Support From Google!
Google’s team of Adwords experts are awesome at helping you to optimise your campaign and finding out what’s holding you back when you can’t quite work out what’s going wrong! To chat with Google’s Adwords heroes, you simply need to log into your Adwords account where you can claim your free consultation, access the live chat facility and more!