Google AdWords is one of the most advanced advertising platforms that allow small and large businesses to advertise their products and services to potential customers in just a few hours!
If you’ve used the platform, you know that there are many targeting options and settings for different types of businesses. These countless options and settings can often be overwhelming and hard to understand when launching a new marketing campaign, which can easily absorb a large chunk of your spent marketing budget without achieving your marketing goals. As a SEA consultant, I’ve seen thousands of dollars wasted on ad spend.
In this article, I will share my 7 tips to make sure your business gets a healthy return on investment (ROI) for every euro you spend on AdWords, in 2019 and beyond.
Tip 1: An excellent account structure
A well-structured AdWords account is a must if you want your ad spend to be profitable. The foundation of a well-structured account is a matter of relevance. We’ve seen costs per acquisition (CPA) drop by as much as 60% simply by improving the structure of an AdWords account.
The keywords, ads, and ad groups for each campaign must be closely linked. A well-structured AdWords account can, for example, be illustrated in the form of two different campaigns segmented by niche. The ad groups, keywords, and ads for each campaign have a consistent theme.
Tip 2: Start with search network campaigns
The search network is the focal point when it comes to targeting the hottest potential customers for your products and services. So without a doubt, Search Network campaigns should be your first port of call.
Unlike Display Network Marketing, which interrupts your prospects while browsing the web, Search Network prospects have actually taken action by looking for a solution to their problem – already qualifying them as a lead. Launching on the search network also gives you a good idea of the contextual keywords that can be transferred to the Display network.
Tip 3: Low daily budget and cost per click (CPC)
When launching new AdWords campaigns, it’s difficult to determine how much traffic your ads will get and how quickly you’ll spend your budget. The last thing you want to do is squander a few thousand dollars in the first hours or days without a lot of conversions to show for your ad spend.
To avoid this, I recommend that you set your daily budget at half or even a quarter of the actual daily budget you have in mind, especially when you are new to the field. This will allow you to facilitate the campaign while monitoring traffic performance based on your targeting. For campaigns where you select manual CPC bidding, I would also recommend starting with lower CPCs and increasing your bids based on the results produced by the keywords.
Tip 4: Test different ads
The Test section is arguably the most important part of your AdWords campaign. It is responsible for attracting good prospects while repelling those who do not want to become customers. I recommend that you test against two big ideas that are very different from your basic ad. Your target audience will always respond better to one of two big ideas.
I also recommend that you track your results so that you can compare the sales results of each of your advertisements, then use the winning ad text throughout your marketing funnel and extend its success.
For advertisements on the display network, images are just as important as advertising copy. The images you choose for your ads should grab the attention of potential customers to make them want to click on your ad. This is essential: your advertising image must make you stand out, in the face of the millions of campaigns that exist.
I recommend that you test natural looking images, real images, that you can potentially take yourself. This will decide compared to images taken from royalty free photo sites. It is impossible to know which image will perform best without testing.
Tip 5: Tests and precise monitoring
Testing and tracking is not an option if you want your AdWords campaigns to be successful. In most cases, when you launch a campaign, your initial CPA will be higher than your desired CPA. In order for Google to track conversions properly, AdWords conversion tags must be placed correctly on the thank you pages of your potential customers, after taking the desired conversion action on your website.
The GTM consists of three parts:
1) The main tag that is added to each page on which you want to collect information.
2) Triggers that determine when the tag is executed.
3) Variables used to receive and store information used by tags and triggers.
You can also track conversions for campaigns that aren’t on the web, including app, phone, and offline campaigns.
Tip 6: Campaign set up by type of device
With the increase in mobile usage, there’s a good chance that a significant percentage of your AdWords traffic will come from mobile devices. It is not a good idea to assume that desktop and mobile traffic produce the same results. I recommend categorizing campaigns by device type.
Yes, for each ad, it is possible to specify a dedicated mobile URL. But after several tests, we realize that the user experience of the site in mobile mode is not optimal on all the pages of the site.
Structure your campaigns by device type. This will allow you to manage office traffic independently of mobile traffic. This will allow you to bid separately, create different funnels, and easily track results by device, giving you complete control over your ROI regardless of device type.
Tip 7: Configure the list of negative keywords on the search network
The less precise the type of keyword match on the search network (broad targeting and expression), the more likely your ad will be triggered by search phrases that have nothing to do with your products and services. Do not hesitate to play on the keyword targeting mode.
It’s a good idea to make sure you don’t receive clicks from unrelated searches in your campaigns. The “search terms” tab is a great tool for identifying and eliminating these unwanted keywords from your campaigns. You can add these phrases as negative keywords, which would prevent your ad from appearing in the future when these phrases are used in searches.
To create a list of negative keywords, click on the “keywords” tab within a specific campaign, then click on the “negative keywords” tab. You can add keywords at the ad group or campaign level by clicking the corresponding red “keywords” button. Keep in mind that negative keywords can also use broad, broad match modifiers, phrases and exact match types to control the traffic that triggers your ad.
By following the 7 tips above filled with common sense, not only will you save a lot of time, but you will also avoid wasting your marketing budget in 2019!