I get asked all the time about what factors make up a successful pay-per-click (Google Adwords) campaign. To help my clients better understand how to run a successful Adwords campaign, we developed a list of all the features that every campaign needs to incorporate. Failing to include all of these core functions can result in a poorly run campaign, costing you money. Also, we should note that while these functions make up a good advertising campaign, in the end, it comes down to the quality of the product or service.
Your ads will only show if you select the proper keywords that your target audience is searching for. Keyword research is extremely important for every campaign, so please read our post titled, “What are the right keywords for Google Adwords?” in order to get a full understanding of this subject. Doing so will save you time and money in the long run, plus it will help boost your sales quicker. You also want to make sure these keywords are likely to bring people that are ready to buy or at least take a step towards buying.
Target Specific Locations
When you are planning out your campaign, you need to decide if it will be a global, national, statewide or local campaign. With Google, you are able to specifically target locations that you want to advertise to down to the zip code. You will only target those who you want to target and not waste money on people who live thousands of miles away.
Optimizing Ad Placement
Unlike search engine results, the #1 position in Google Adwords isn’t always the best for your business. However, being at the bottom rarely nets positive results as well, so that is why we will normally start around the #4 position. This allows us to see the volume of impressions and clicks you are receiving so we can optimize from there. If the top position gets a few more clicks but the cost is doubled, it is obviously not worth it.
Develop Appealing Ads
When a person clicks on an ad, it is because it got their attention – it spoke to them. In order to write an ad that is successful, you need to come up with a goal of what you want that ad to accomplish. If it is vague or poorly structured, people just won’t click on it. You need to be clear with what you are saying and include a “call to action”, or something that makes the user want to click on the ad. Such words as buy, click, purchase, call, etc. are all great examples of call to actions that should be used. Use the keyword that a user searched for is in the title of your ad, that keyword will show up in bold font.
Below, we have written two ads so that you can view the difference between a vague, poorly written ad and a well-composed, specific ad with a offer and call to action.
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Quality Landing Pages
The landing page is where the user ends up after clicking your ad, so this needs to be executed perfectly in order to make the sale. When the user lands on this page, it needs to match what the ad was saying or you risk losing customers immediately.
Just like the ad, the landing page needs to have a very clear call to action. Also, the landing page needs to be relevant to the keyword of the ad, or else you will suffer from a low quality score. On the Adwords platform, they assign ads a quality score based on how relevant the keyword targeted is to the landing page. A low score results in higher click costs, which means spending more for fewer potential customers.
Always Look to Improve
Hire a Google Adwords or pay-per-click expert to handle your ad campaign. Experts are continually optimize your campaigns to be the best they can be. They adjust your ads and keywords to find the sweet spot. Here are the main areas that a Google Adwords Expert will optimize in order to build a profitable marketing campaign for you.
- Bid price – The maximum amount that you are willing to pay for each click to your site.
- Daily budget – How much you are willing to spend each day.
- Impressions – How many times your ad showed.
- Click-through rate (CTR) – The ultimate test of a compelling ad is how many people click on it. CTR measures how many impressions you receive compared to clicks. Experts always work to improve your CTR, as that helps lower the costs of your campaign.
- Conversion rate – Ad copy and the landing page should be evaluated regularly to see how you can boost your conversion rate, or the percentage of customers that click on your ad to the amount that buy.
- Cost per click (CPC) – This one is pretty straight-forward.
- Cost per conversion – A conversion tracking code is placed on your website on a thank you page – after someone does something like submit a form or make a purchase. When someone comes to your website through Google Adwords and they actually reach a thank you page, it’s tracked and it calculates your Cost per conversion. It’s the answer to “How much does it cost for me to get a lead (or sale)?”
Like anything else in life, there’s always multiple factors that must work together to get the results you want.