Google claims that you do not need to spend a lot of money on AdWords to get a return on the investment. However, many people are paying for clicks that have zero likelihood of turning into a profit. Here are a few ways to adjust your strategy so you’re not wasting money, ensuring that the right people are interacting with your Adwords campaign.
Test a variety of ads
Also known as split testing, A/B testing holds back part of your audience to test a number of variations of a campaign. In other words, you're observing how one version of an ad performs alongside another. You’ll see the biggest boosts in click-through-rates if you experiment with ads that are drastically different from each other, rather than just moving around a few words. Try focusing on the different benefits your product offers. What are people responding to? Split testing is one of best things you can do for the performance of your AdWords account.
Get rid of the bad placements
Unfortunately, Google sometimes shows your ads on webpages that have nothing to do with your product. It’s important to regularly check on your display campaigns and look into the web placements your ad is appearing on. There are ‘Site Category’ options that allow you exclude certain types of sites so your ads don’t appear on them. This can include sites with sexually suggestive content, parked domains, error pages, etc.
Take advantage of conversion tracking
With AdWords conversion tracking, you can see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, newsletter sign-ups, and more. Setting up conversion tracking is the easiest way to see what keywords are performing best. Having the insight to focus your budget on these keywords can easily boost in results, giving you direct insight into the ROI for your efforts. Simply put, without proper tracking in place, you cannot trace and promote the successful keyword.
Don’t neglect remarketing tools
Remarketing shows ads to people who've visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices. Whether you're looking to drive sales activity, increase registrations, or promote awareness of your brand, remarketing can be a strategic component of your advertising.
Have questions about running a campaign with Google Adwords? We’re here to help. Our team is a certified Google Partner with deep experience in running pay-per-click campaigns.