Do You Find Yourself Complaining How AdWords is Expensive and Competitive?
Even more, you then recall how you have tried Google AdWords in the past, but the results have been disappointing.
This kind of thinking will drive your business to stagnation while your contenders continue to enjoy easy profits as they take the market share.
Get to understand that AdWords is a necessary tool that when you increase your knowledge curve, implement the various techniques presented in this article, your business will have no choice but to grow in size and revenue.
With this article as your guide, you will learn how to transform your full AdWords campaign from being slightly thriving to being outrageously profitable. More specifically, you will learn:
- How to make more money from every conversion you obtain
- How to release concealed pockets of profit from your AdWords account
- Guaranteed ways in which you can amplify profits and sales while using less effort
- How to bid on keywords not only for conversions but for sales
Here are 15 insider secrets to double sales and profits with your Adwords PPC campaigns
#1: Single Keyword Ad Groups
Keywords are just the tip of the iceberg and if you want to transform your PPC campaigns into a powerful revenue creating machine. You need to learn how single keyword ad groups and search terms function.
In fact, learning how to use Single Keyword Ad Groups is critical as it allows you to better manage your Ad and the keyword. Using ad groups with multiple keywords hinders your effectiveness and lowers your click-through rates. Using only a single keyword per ad group makes your PPC campaign more relevant, lowers conversion costs, leading to more sales and profits.
#2: Optimize for Sales not Conversions
Test multiple placements and keywords in order to maximize sales rate, not your conversion rate. You can achieve this by employing the Google’s Value Track Parameters. Use your findings to find the keywords that are bringing the most money and bid more aggressively on them.
Once you have your money making keywords chosen and in use, continue analyzing your data to optimize your campaign further. Every bit of data can be used such as geographical locations, devices used, and demographics. Finding your best-performing audience and learning more about them allows you to create more powerful ads that cater to them, resulting in even better results!
#3: Focus on Earnings per Click
Concentrate on how much you are earning per click rather than how much you are spending per click on AdWords. This along with focusing on optimizing your ads for sales rather than conversions will help you receive higher profits.
To determine how much you are earning per click, first determine your average revenue for each click on your ads (this will be difficult if the proper tracking metrics are not set!) and then set that against your cost per click. That number is your Earnings Per Click (EPC). Using the EPC will provide you with better information on what you should focus on with your ads.
#4: Short Tail Keywords Rob You
It’s true! Your short tail keywords are stealing away your impressions from your higher converting, longer, and more specific keywords. To prevent this, analyze your search terms and ensure that they match with an appropriate keyword. In order to optimize your ads, your keywords and your search terms need to be an exact match.
To ensure you get the best match, you should use negative keywords. Negative keywords are keywords that you DO NOT want to appear for. When the search terms and keywords match, your longer tail keywords will be favoured and will take back impressions from your short tail keywords. What’s even better is that your ad impressions will now be more relevant to the user!
#5: Sell the Click
The purpose of your ad is to get people to click it! This means your ads need to stand out and demand attention as it induces readers to click. Here are some factors that drive a click:
- Direct Benefit
- Implied Benefit
Don’t be boring! Stand out!
#6 CPA Bidding and AD Ranking
CPA (Cost Per Acquisition) bidding is a volatile creature. You need to recognize that there are quite a few differences between target CPA bidding and max CPA bidding. Experiment what works for you. Google automatically generates a max CPA based on the quantity you are targeting.
When in doubt Target CPA bidding is the best option. The Target CPA is generated from the average amount you would like to pay for a conversion.
Criteria Google AdWords uses to Determine your ad rank:
- The extension of your ad and its significance to the keyword
- The max cost per click for the keyword(s)
- The quality score for the keyword(s)
Determining the best CPA for your business requires trial and error. Don’t be afraid to get your hands dirty!
#7: Not all Conversions are Created Equal
Conversions are great, but not all of them are created equally. Some conversions can lead to nothing and others can lead to lifelong customers. This is why it is important to know where each ad conversion is and focus on conversions that bring the best results.
For this reason, whether you are deploying AdWords for e-commerce, SAAS or Lead Generation, every conversion results in a range of different possibilities. The goal is to use your data to optimize your CPA goals and bid more aggressively on keywords that bring home the bacon!
# 8: Make them an Offer they Can’t Refuse!
Just like the Godfather, make them an offer they can’t refuse! Ensure that your ads present value (valuable to potential customers), to encourage conversion.
Sometimes the best way to increase your AdWords performance is by changing your offer!
Next, the best way to optimize conversions is to use an irresistible call to action (CTA). Not only that, but you need to determine if you are attracting hot or cold leads. Hot leads are leads from potential customers ready to buy whereas cold leads are customers who are browsing and not ready to make a purchase. Find the language and keywords that attract the hottest leads will help you optimize your conversions.
#9: Understand PPC Visitor Intent
AdWords allows you to attract various kinds of visitors. This can be great if utilized properly. However, if your PPC campaign is not performing the way it should, it could because your business is not matching the leads “temperature” (hot vs cold). Analyze and tweak your AdWords in order to offer a CTA that falls within the same temperature range.
Understanding and changing your traffic sources is another great way to increase your AdWords performance!
For example, for ads that convert colder traffic, a suitable CTA would be to provide a free PDF with information that is highly desired. For ads with more hot leads, a suitable CTA could be to offer a coupon for a product you know they are interested in.
#10: Focus on Phone Leads
Depending on your business, phone leads are usually much more effective than email leads. Contacting your business via phone creates brand relevancy, and allows your business to address any concerns instantaneously, opening the door for sales. Phone calls offer higher close rates than other types of leads with phones call leads being 3 times as effective than the leading lead type. Phone leads can also help you to eliminate individuals with no intentions of making any sales, saving you time and effort.
To Optimize your PPC, encourage leads to call your business by:
- Recognize if your visitors are hot or cold and pitch at their ideal temperature
- Assure them that this will not be a pushy sales call
- Provide them with something of value such as free trials and consultations
#11 Weed Out Your Competitors
Sometimes its a dog eat dog world with your competitors. This can lead your competitors to bid on your brand name in order to highjack your marketing channels and lower your impressions for vital keywords. To prevent this, access the auction insights reports in your AdWords account and find your most competitive domains. You can then look through these sites making sure to view their landing pages, display placements, and keywords used.
To further optimize your efforts, you can also use RSLA (Remarketing Lists for Search Ads) campaigns that allow you to customize search ad campaigns for users that have visited your site and create ads for these users when they are searching for keywords related to your competitor’s products and services.
# 12: Optimize your Landing Pages
The entire purpose of advertising on AdWords is to attract more people to your landing page. If your landing page is not optimized, you are receiving fewer conversions at a higher cost. This means spend as much time on your landing pages than you do on your AdWords account. Test and improve your landing page and follow landing page best practices.
#13: Avoid Duplicate Keywords
Duplicate keywords are harmful to your AdWords account because they create account “pollution.” This means that they divide and clutter performance metrics and hinder your ability to fully control search queries.
For example, if you decide to lower the CPC bid on one of these keywords, Google Adwords may allocate traffic to the wrong duplicate keyword because it has a higher bid. Eliminate any duplicate or overlay keywords in your account to get the best performance.
#14: Add Frequency Capping
Frequency capping is putting a limit on the number of times an ad is shown to an individual. With no frequency cap, campaigns can leave users feeling annoyed or irritated, and over-exposure can cause “banner blindness.” Campaigns without a frequency cap suffer from a reduced CTR. This low CTR has a negative impact on quality scores and average position, which in turn handicaps performance by producing higher CPCs and lower Impression Shares.
#15: Exclude Site Category Options
Site Category Options are often overlooked! All site categories are enabled by default and are hidden away deep within the display network section. Advertising on all website categories often wastes budget and the association with certain site categories could also be harmful to your brand. Review and block site category options that are not related to your offer and brand.
After following these top 15 insider secrets, your PPC Campaigns will bring more sales, profits, and work for your to attain and convert customers.
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