Google AdWords Help You Need to Know
Google AdWords is a tremendously powerful tool—if you use it to its fullest extent. Sometimes, the plethora of options can be overwhelming leaving some people to avoid using everything that is available to them. Don’t let this happen to you. Following are some recommended tips to help you get the most out of your AdWords campaigns.
- Don’t Forget Your Landing Page
The landing page that corresponds to a particular ad should be considered part of that ad for all intensive purposes. The content on that page must deliver on the promise you put forth in the ad, essentially. Google is watching to see if the page you send people to matches what they saw in the ad and your SEO ranking will be directly affected by this.
- Offer Multiple Site Links
Creating ads with more than one link to your website is a great way to give visitors more options to go exactly where they need to go on your site. It’s also a great way for you to test different links to see what people really want after viewing your ad. You may think you know but let your customers tell you for sure.
- Harness Your Bid Power
When customizing your bids, consider getting more granular, especially for key campaigns. Instead of assigning bids based only on day, adjust them further for different times of the day. It would be rare for the same keyword and ad to perform equally well at both 11:00 a.m. and 11:00 p.m., for example.
- Implement Remarketing
Using bid modifiers and remarketing lists from Google Analytics lets you more aggressively target people who have already visited your site. Be sure to create a link from Google AdWords to Google Analytics and vice versa as you will get different data from each connection.
- Set Up Exact Match for High Performing Keywords
When you know you have a winning keyword, use that to your advantage and hone in on your targeting. Exact match is ideal for these keywords.
- Test, Test, Test…and Test Some More
Testing should be as much a part of your AdWords campaigns as anything. There is no shortage of what you can test, either. Different landing pages, different keywords and different calls to action are just a few things to track. Experiment also with placing an ad on both the Google Partner Network and the Google Search Network.
- Track, Track, Track…and Track Some More
If you don’t track what you do, you may as well not do it. There’s no reason to do an A/B split test with different landing pages if you are not tracking the complete results of both. Make sure that your analytics are set up from the very beginning of your campaigns as well, not just once you think that they are performing for you.
As you glean data from your AdWords campaigns, you can also use that to help your SEO. PPC gives you great and relatively inexpensive insights into what keywords are most effective. Leverage that across other vehicles.
This is by no means an exhaustive list of how to make AdWords work for you but covers some of the most important points. If you are working with an outside agency for your campaigns, make sure to talk with them about these and other strategies.