Your Google Adwords campaigns are running. You see the traffic on your website increase, you sell more and Google sends you a monthly invoice. But then the real work begins: how are you going to optimize your revenue from Google Adwords?
All marketing revolves around the effective use of your resources and time. Because one thing is certain when you advertise: you have lost that money. But does it also benefit you? And what about Google Ads?
If you are not yet measuring the conversion in Google Analytics, immediately note that as action point. Otherwise you will never find out if Adwords will deliver anything at all, or that there might be better marketing resources for your organization. You would be the most important indicator Cost per conversion as a percentage of your turnover per purchase must be. This way you can immediately see what it costs compared to your margin. Note: if a long-term relationship is standard in your market, then you can safely pay more for a new customer. After all, he will continue to buy from you without clicking on your ads. (if you channel that through your own media channels at least)
The structure of your Adwords campaigns determines your options for optimization. There are different systems of course. I recommend this structure:
- One campaign per product or service
You can easily copy campaigns, so it's not that much work. Also create a campaign for your Homepage, with which you focus on your brand names. In my case these are, for example, the keywords 'bloom', 'thomas lapperre bloom' but also 'bloom'.
- One ad group per campaign
Keywords are linked to your ad group, not to your ads. To gain insight into the effect of your keywords, it is important to group them. Around your product or service. So for example for the product 'facebook workshop' I create an ad group with the keywords 'facebook workshop', 'facebook masterclass' and 'facebook course'. The keyword 'SEO course' is definitely NOT included.
- A few ads per ad group
Why a few? Because you are going to optimize here. You try different advertisements, look at the CTR per advertisement, how often they are shown as a percentage. For example, you create two ad texts, and switch between the titles and body text: Title A + Text A, Title B + Title B, Title A + Text B, Title B + Text A. Creates four ads.
Optimize Google Adwords
For me, optimizing is nothing but 'controlled play'. Controlled because you record and keep track of everything. Play because you are going to discover effects. Sometimes positive, sometimes negative. The more you optimize, the more experience you get, the better you know what works and what doesn't. So what can you play with?
Optimize your Adwords ads
- Ad Title
- Advertising rule 1
- Advertising rule 2
- Visible URL
- Final URL
With advertisements you first pay attention to the CTR: which ad gets more clicks?
You also pay attention to the costs / conversion. What does it ultimately yield you?
Tips more clicks per Google Ad
Trying out different advertisements is mainly the structured testing of new versions. You leave good ads, remove bad scoring ads. On average, a number of tips ensure more clicks per advertisement:
- Use specific numbers: so 71 instead of 70, and 8.23 instead of 8.
- Use special characters: #, € and % for example.
- Use a call to action: Read here, Search now, View the range.
- Use benefits: 100% success rate, free delivery. Something that people are triggered on.
- Use contact information: telephone number, address. Ad extensions help you with this.
- Tell a story: how, discover, learn, why. 'You too can…. Discover how! '
- Remove risk: give a guarantee, trials, a free return. Remove every obstacle.
- Free Shipping: is also increasingly expected.
- Provide social proof: 9 out of 10 people chose X, already 155,000 customers, etc.
- Create scarcity: only today, last minute, valid until ...
- Point out danger: prevent, protect. Point out consequences and threats.
- Ask a Question (because you want to answer it automatically?): who, what, need help?
Optimize your keywords
People search by specific keyword because they:
- Navigational: Search for a specific site; www.bloeise.nl
- Informational: Search for specific information; explain Google Adwords optimization;
- Transactional: Search for a specific product or service; someone who can manage a Google Adwords account.
So if you want to get maximum revenue from your Google Adwords, then you could focus directly on transactional keywords. But if you attract customers by sharing knowledge (as Bloeise does), then you focus on informational keywords again. For convenience, I equate navigation keywords with brand keywords.
Specific and broad
"Facebook marketing Den Helder" is very specific and is therefore rarely sought. "Facebook marketing" is being looked up much more. You can also search broadly (without “) with +: + Facebook + marketing. Your ad will also be shown with every keyword that looks like it, such as Facebook marketshare. Immerse yourself well in this, or else always use specific keywords.
If you use broad match keywords, I definitely recommend that you use a negative glossary: negative keywords. Keywords you don't want to be found on, such as 'Facebook marketshare' in the example above. Also think of words like 'jobs' and 'vacancies' if you don't have any vacancies as a company. (and both, create a new campaign for that!) Google a keyword that you doubt about, to see if you should be among the search results. You can also do one negative keyword list and apply it to all your campaigns.
Which specific keywords do my ads with broad keywords show on?
- Go to keywords
- Click on Details in the navigation bar
- Select Search Terms / All.
Voila, you can see exactly which specific keywords your ads were displayed on and which also generated clicks. Here you can also add those specific keywords or put them on your negative word list.
Optimize bids per keyword
You can set bids per ad group and per keyword. Per ad group is mandatory, per keyword is an option. Take advantage of that option! Tips:
- Not € 1.00 but € 1.03. Many people offer round amounts, but Google goes for that few cents extra. You will then be shown more.
- Offers high. What?! Your bid is not your exact cost per click. A higher bid ensures that your ad is shown more. And so you get more clicks. When you Quality Score per keyword is really low (5 and lower), keep in mind that you will actually pay more. You increase your Quality Score by increasing the CTR of your advertisements and the landing page to optimize.
- Also check the bid simulator to see what a higher or lower bid will mean for your impressions.
- With Quality Score x bid, Google Adwords determines your ad position. (Avg. Pos column). The number 1 position is not always the best position! Sometimes that is position number 2 or 3. Stay above 4: the number of clicks and the CTR is simply higher there. Keep your Quality Score high, but play with your bid per keyword. Do you still have a low Quality Score but does a keyword cost you too much? Consider taking it out.
Also optimize your Adwords Landing page
You Quality Score per keyword is not only determined by the CTR per advertisement and per keyword, but also on the landing page. Optimize your landing page:
- One landing page per product.
- Think of Google's hobby horses: ensure a fast landing page (speed) and a safe environment (https).
- Process the most important keywords in the usual SEO sites: URL, page title, Headers (especially H1), in the text and in the image (name and tag alt image). And ideally you also place the landing page URL in your navigation menu. Or possibly a separate menu at the bottom of the page with all your landing pages.
- Provide an experience: more information, a video, a story. Don't you do that? Then you have a better chance that your high-paying visitors will click away again. Hup, your bouncerate goes up (in Google Analytics), Google Adwords registers that that keyword and ad give a bad experience, and Hup your Quality Score goes down. And Google Adwords is becoming more expensive.
- Make the next step clear. How do I get more information? What does this mean for me as a visitor? Where can I order this? How is it delivered? Is this also possible at my location? Help your customers do a conversion: chew it up.
- This blog? Reads well-arranged? Bullet points. Provides overview. And enough headlines too, (also more headers to process keywords in).
- "Oh look a butterfly! ' Keep your visitors focused. Avoid banners / menu items / images to completely different pages on your website. You are now working on a specific conversion, stick to the program! You can also consider reducing or even removing your navigation menu for your landing page.
- A telephone number on your landing page is also a factor that Adwords looks at.
There are many more options to optimize your Google Adwords, but they vary considerably per specific situation:
- Devices: desktop / laptops, mobile devices and tablets.
- Geographically: city, region, province, country.
- Time: per month, per day in the week, times per day.
- Display speed: standard or accelerated.
- Ad extensions.
- Ad serving: Optimize for clicks, Optimize for conversions or Rotate.
- Display: Frquency cap, Social institutions, Automatic Campaign optimization.
The most important thing to remember about optimizing Google Adwords:
- Focus on conversions.
- Proceed in a structured manner.
- And keep adjusting.
Google Adwords Handbook
€ 27,99 via Bol.com
Ideal starting point for everyone who wants to learn step by step how to use Google Adwords. From creating keyword research and campaigns to optimizing quality scores and measuring performance. With special attention to remarketing, advertising with videos and reports. View on Bol.com.