Google Adwords Top Tips - Part 4
Welcome to part 4 in this 5 part series of top google
adwords tips.
Google AdWords is one of the best advertising tools on the
Internet, but only if you know how to implement Adwords
properly to achieve maximum potential. So what exactly
should you be doing to ensure that you get the best
possible results from Adwords? We have put together the
following tips to help you get those all important click
throughs and conversion rates.
1. Avoid 'Casual Clickers'
Because clicks equal costs, it's important to make them
count. To that end, it's just as important to discourage
'casual traffic' as it is to encourage proper customers. To
do this, include text that stops people from clicking your
ad at random, while simultaneously encouraging potential
customers.
For example if you include a price in your ad, lookieloos
may think it is too expensive for them in the first place
and therefore not bother clicking the ad at all. Serious
customers, on the other hand, are more likely to click on
an ad with all the relevant info displayed.
2. Be cautious of content-based Ads (The Content Network)
Some people find that the quality of traffic that comes
directly from a Google search, as apposed to from
content-based ads, is far more likely to converting into a
sale. This is something you want to keep an eye on for
yourself, particularly in the early stages of your AdWords
campaign. Our advice would be to NOT use the Content
Network initially unless you know what you are doing.
3. Drop the WWW
That's right, make sure you drop the WWW at the start of
your display URL. This gives you more room for those
all-important trigger words and keywords.
Example:
www.storefront.com/trial.asp - BAD
StoreFront.com/FreeTrial - GOOD
4. Understand the Google broad match
What's broad matching? From the horse's mouth: 'If you
include general keyword or keyword phrases - such as tennis
shoes - in your keyword list, your ads will appear when
users search for tennis and shoes, in any order, and
possibly along with other terms.'
Google will often show your ads when people search for
similar or related topics to the keyword in question using
synonyms or much more general terms. It will also show your
ad on totally irrelevant searches. You will still get
clicks on these, but not very many.
A very low CTR is usually an indicator that your ads are
being shown for unrelated searches to people that aren't
interested. It may still be a good keyword to bid for, but
remember: bid appropriately!
5. Focus on your best keywords first
This is especially true when you have a small or limited
budget. Often, it can mean dropping or reducing the general
terms like 'Stereos' or 'Sound Systems' in favour of
specific terms relevant to your site - these more specific
terms often convert into sales better. For example, use
'Sony XC 2000' as opposed to the broader terms.
6. Optimise your landing page
People will leave instantly if they don't perceive your
site offers what they want 'at a glance'. Furthermore,
there are a myriad of techniques that can be followed to
maximise your chances of a conversion by getting your
landing page to act more like your Number 1 sales person.
The landing page should effectively: sell your product,
explain the benefits and make things clear in order to
easily complete that conversion.
Keep checking back because we are putting together some
easy to follow quick tips for landing pages.
7. Include keywords in your Ad Text
Include your keywords in your ad text (especially the
title) to show users that your ad relates to their search.
If your ad shows when a user searches on a keyword in your
Ad Group, the keyword will appear in bold in your ad text.
In addition, remember that users tend to search for
products and services, so avoid using your company name in
the ad title unless your goal is brand/company name
recognition. To do this you need to split your keywords
around tight themes and show a relevant ad for your top
keywords.
8. Create simple, enticing Ads
What makes your product or service stand out from your
competitors? Highlight these key differences in your ad,
and be sure to describe any unique features or promotions
you offer.
9. Use a strong call-to-action
Your ad should convey a call-to-action along with the
benefits of your product or service. A call-to-action
encourages users to click on your ad and ensures they
understand exactly what you expect them to do when they
reach your landing page. Some call-to-action phrases are:
Buy, Sell, Order, Browse, Sign up and Get a Quote.
10. Make your website a fully-optimised conversion machine
Ultimately, your website determines how well your ads
convert. Be sure it is designed to let users complete the
action you want them to take.
Typical internet users decide quickly whether to stay on a
website or move on to another. When users click on your ad,
they should arrive on a landing page clearly displaying the
information or product offered in your ad. If users do not
immediately find what prompted them to click on your ad,
they are more likely to leave your site without converting.
Check out the final tips for optimising Google Adwords in
Google Adwords Top Tips Part 5
