Advertising with Google AdWords is easily one of the most effective ways to drive targeted traffic to your website and generate sales for your business. Unlike other forms of digital marketing, you can start seeing measurable results in a short time frame.
But advertising with Google AdWords can also be costly if your campaign is not converting.
With PPC (pay per click) you only pay for each click, hence the name. The key to a profitable campaign lies in keyword research, writing compelling ads, and creating an offer that matches exactly what the visitor is looking for.
So how can you maximise your ROI? How can you ensure a profitable campaign from the start?
The following are three tips to maximising the ROI on your PPC campaigns.
1. Target Relevant Keywords
More keywords is not always necessarily better. Keyword research is absolutely important for a profitable campaign. But equally important is identifying the keywords that are most relevant to your business. Start by compiling a list of keywords for each landing page you want to promote.
If your business provides services to a local area, then be sure to include location type keywords (i.e., emergency plumber in Perth). You can also use the Keyword Planner tool for more keyword ideas and to assess traffic estimates.
2. Utilise Match Types and Negative Keywords
After performing extensive keyword research, the next step is to set up the campaign. To improve conversions, consider setting all the keywords to exact match. This simply means that your ads will only appear when users type in the exact phrases you bid on. Here is a good overview of exact match from Google.
This also improves relevance in your campaign. Be sure to also include negative keywords. These are keywords that are not relevant to your business. If a search query includes of these keywords, then your ads will not appear in the search results.
3. Track and Test Everything
Putting up a PPC campaign is no guarantee for success. Not all the keywords you bid on will be profitable. Some will produce conversions while others will likely fail to generate any traffic at all.
This is why tracking and testing are so important to maximise ROI.
Tracking your results allows you to determine exactly which keyword groups are performing the best. Testing new ads also helps to maximise ROI. Consider testing:
- Ad copy
- Call to actions
- Landing pages
Split testing different ads is easy within Google AdWords and helps to maximise profitability.
Advertising on the Google AdWords platform can be highly profitable for your business. But strategic planning and careful execution are essential to maximise ROI.
To your Adwords Success