Better Adwords Performance ASAP
Jun 14, 2016
We’re all looking for ways to better Adwords performance ASAP – so here are a few tips.
The Right Keywords.
This video from Google AdWords says it better than I can and it has cute animation too!
Use Adwords AdGroups. You’ve heard us talk about “segmentation” when it comes to your target audience – well, now we use it when to comes to your keywords. Create groups of like words and then use them to create AdGroups.
Let’s say you are in the shoe business – you will have AdGroups for Men and Women. And under those categories, you will have “Formal” and “Casual”.
Or your a college – you will have Undergraduate and Graduate. And under those categories, “Business” and “Education” and “Engineering”.
Why? This helps with your targeting which will improve your click-thru-rate and conversions!
Main Keywords in Ad’s Text. When you include the main keyword of each AdGroup in the text of your Ad, you improve your Quality Score and, as our friends at Google tell us “… higher quality ads typically lead to lower costs and better ad positions.”
Unique Landing Pages for each AdGroup. Sending those that click on your Ad from the “Men-Formal Shoe” AdGroup to a landing page dedicated to Formal Men’s Shoes rather than a page featuring every type of shoe in the known universe leads to a more positive customer experience, higher conversion rates and…higher Quality Score.
Location Targeting. If you only sell your product in a specific area, target that area and don’t waste money having people outside the area see and click on your ad. (And if you see a lot of inquiries from areas that don’t turn into sales, this is your solution too!)
Did I miss any of your favorites? Please share in the comments section!
Dudley Stevenson, founder and CEO of DWS Associates, has over thirty-five years’ experience in consumer marketing, business-to-business marketing, and direct marketing, including developing, planning, and implementing go-to-market strategies. He's also the author of "Marketing Direct: Breaking Through The Clutter." Working with organizations ranging from start-ups to Fortune 100 companies, he and his team have helped clients such as IBM, Sony, Neiman Marcus, Arizona Highways, Marshall Field & Co., Mrs. Field’s, UNICEF, and Patagonia implement successful direct marketing programs. A longtime member of the Direct Marketing Association and the American Marketing Association, Stevenson is also a sought-after speaker. He’s given hundreds of presentations and workshops on marketing and direct marketing. His “Marketing Planning 101” workshop alone has reached more than 100,000 marketing and sales professionals.
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