Using Google AdWords is a smart way to increase your exposure and gain promising leads. When you have a campaign up and running, you may notice that the ads don’t perform as well as you had hoped. By taking some simple steps to improve your AdWords campaign, you will benefit from higher click-through and conversion rates, and gain the best value for your ads.
5 Ways to Improve Your Google AdWords Campaign
1. Optimize your keywords.
The wrong keywords and too many irrelevant keywords will kill your AdWords campaign. Google recommends that you use specific keywords instead of general ones because they will drive higher conversion rates. Good keywords are those that are relevant, attract your target customer and relate to your landing page and ad group theme.When you optimize your keywords to improve your AdWords campaign, don’t forget about negative keywords. A negative keyword is one that prevents your ad from showing up when a person types in a certain phrase or word in a search. The benefit of this is that your ad won’t show up to the wrong customers or to those who aren’t ready to make a purchase.
2. Use landing pages, not the homepage.
When you send the searcher to a landing page, you should directly connect them to the information they seek. Each ad that you create should lead to a unique, relevant landing page, not your website’s homepage. To increase your click-through rates and quality score, make sure the landing pages are consistent with your ad campaign and use the same keywords.
3. Make the copy compelling.
Boring copy does not convert leads. You have 95 characters and less than 10 seconds to make a great impression on a user scanning your ad. With this in mind, make your ad copy interesting with a headline that clearly communicates your message or offer. Google suggests using the keyword in the ad’s headline and in the body. Point out anything that makes your service or product different from the competition, such as sale items, promotions or free shipping.At the end of the ad, use a strong call-to-action to prompt a user to do what you want. The call-to-action that you use should also communicate what the user can expect to do when they arrive on the landing page. Strong verbs to use in the call-to-action include “learn,” “browse,” “sell,” “buy,” “sign up,” “order” and “get a quote.”
3. Implement available extensions.
Google’s Ad Innovations offers a handful of simple extensions and tools that help you improve your AdWords campaign. For example, Ad Innovations can optimize your ad’s copy with a longer headline. Enable Ad Sitelinks so users can go to the landing page or a different section of your website. If you have a brick-and-mortar business, use the Google Places extension to display your business’ name, address and phone number. Show off your business’ reputation by enabling the Seller Rating Extension, which shows the average number of stars that it has received from customers. If you sell products online and use the Google Merchant Center, use the product extension to display images and names of relevant products in your e-commerce shop.
4. Use Google’s Conversion Tracking tool.
When you use AdWords, Google gives you a conversion tracking code free of charge. This tool allows you to track online and offline conversions so you can see how much business your ads generate and determine which ones are the most effective.
5. Learn what works, then adjust.
Google AdWords ads only work as well as you design them. Use the information that you glean from your successful ads to improve upon those that need a performance boost.