Google AdWords can provide a relatively low cost, high return advertising method if you know how to leverage it properly. But developing a comprehensive strategy and learning to optimize it for success is something that can take a lot of time and energy, even for the most seasoned search engine marketing consultants. Fortunately, there are a few simple things you can do to easily improve your return on investment.
Highly Targeted AdGroups & Keywords
The more specific you are when it comes to your AdGroups and your keywords, the better. One of the major factors in where your ads rank on the search results pages relates to how relevant your keywords are in terms of your ads. If your keywords are too broad to be included in your ad text, your ads won’t rank as high and you will end up paying more per click.
Multiple Ads Per AdGroup
A lot of people who are new to AdWords make the mistake of only creating one ad per AdGroup. What they aren’t aware of is that if you create multiple ads for the same AdGroup, Google will automatically display the best performing ad more often. This takes a lot of the weight off of you in terms of testing and researching your ad performance.
Landing Page Optimization
A landing page is the page on your website that a user is taken to when they click on your ad. Landing page optimization is huge because even if users are clicking on your ads, if your website content doesn’t hold their attention, they are a lost cause. A best practice s to take the user to the page on your website that is most relevant to the ad that was clicked. You might also consider creating custom landing pages with prominent contact information or a contact form to encourage conversions.
Location & Device Based Targeting
Mobile search has been gaining momentum for quite some time, but few have really began to take full advantage of this in terms of marketing and advertising. There are many differences between a mobile searcher and a desktop searcher, including their motives and their search phrases. The typical search on a mobile device is around 2 to 3 words whereas someone searching on a desktop or laptop tends to search for 4 to 6 word phrases. Additionally, a typical desktop landing page would be very difficult to navigate on a mobile device. Accounting for these differences in your AdWords campaigns can help to significantly improve your ROI.