You can gain a decent amount of market share by just doing what you’re supposed to do when it comes to running Google AdWords management and PPC ads in general.
But if you know a few more advanced tips, the sky is the limit.
Lately, I have been amazed with the new targeting abilities. But today, I’m not going to cover the most advanced new strategies. I’m going to cover some middle of the road tactics that have a big return.
Here are a few ways to get the most out of Google AdWords.
1. Start by Disqualifying Leads
What? Disqualify leads?
Yes, you should begin your Google AdWords management campaign by disqualifying leads.
Remember the Pareto Principle: 80% of your business is going to come from 20% of your leads. You need to use Google AdWords to find that 20% and disqualify the other 80%.
How do you do that with AdWords? There are a few ways to do it, but one of the best is by selecting the right keyword.
For example, if you’re marketing upscale women’s accessories, you could run an ad for “women’s accessories.”
Leaving aside for the moment that that keyword is way too generic, it also doesn’t work well in your case because you’re specifically targeting women who can afford the finest things in life.
Instead, you should opt for a keyword like “women’s designer jewelry.”
With that keyword, you’re disqualifying women who are looking for discount or generic accessories right out of the gate. That means your ad won’t be clicked by people who aren’t likely to convert.
Recall that you get charged when people click your AdWords ad. So disqualifying leads is a great way to maximize your ROI. Double down on the terms that covert.
2. Save Big Bucks by Running Display Network Ads on LinkedIn
Are you running a B2B service? If so, then LinkedIn is one of your very best friends.
Fortunately, you can run Google Display Network ads on LinkedIn. Many digital marketers don’t know that.
Even better, though, is that you can actually save money by running those ads with Google instead of LinkedIn.
Targeting LinkedIn with Google Display ads is easy. Just create a Placement Targeted Ad Group. Within that group, specify LinkedIn as your target.
3. Don’t Use Your Home Page As Your Landing Page
Some marketers think they can put together a great ad campaign and just point it to their home page. That’s not always a good idea.
Why? Because your home page probably isn’t targeted to a specific market segment.
AdWords ads often use keywords and ad copy that appeal to a subset of people within a target market. That’s why the landing page should resonate with those same people.
A home page isn’t likely to do that.
Also, keep in mind that your Quality Score is likely to take a hit if your landing page isn’t relevant to your ad. When your Quality Score dips, then your ad will appear lower in the search engine results pages (SERPs). Quality score is an important part of Google AdWords management, make sure your team is focusing on improving your quality score. it helps with costs and Ad Rank.
4. Use Geotargeting
You might be in a niche that doesn’t appeal to people all across the country. If that’s the case, you use geotargeting to better refine your pay per click ads. This will ensure that you attract more quality leads.
For example, if you’re marketing saltwater fishing tackle online, you probably won’t have a whole lot of customers who live in South Dakota. That’s why you should target your ad to appear only to people who live in states close to an ocean or the Gulf of Mexico.
How do you do that? With a clever hack.
Just bid negative amounts for specific regions. That way, you won’t have to worry about your ad appearing to people who live in those regions.
5. Run Mobile-Optimized Campaigns
It’s the Mobile Era. If you don’t appeal to a mobile audience, you’re going to lose significant market share to competitors who do. When it comes to Google AdWords management, you need mobile ads, a mobile landing page and a mobile optimized checkout process.
Remember, 80% of Internet users own a smartphone. Those people are using their smartphones to surf the web and look for things to buy.
That’s why you need to ensure that your AdWords ad is optimized for mobile users.
Take a look at the analytics for your “generic” campaign. If you find that it’s attracting a lot of mobile eyes, duplicate it. Then, optimize the duplicated campaign solely for a mobile crowd.
You do that by bidding negative amounts for desktop platforms. That way, your ad only appears to people on a mobile device.
Keep in mind that you might want to take things a step further by separating tablet and smartphone campaigns. Those two platforms have significantly different screen sizes and might require specific optimization efforts.
6. Put Your Keyword in the Display URL
Is your keyword in the display URL? If not, why not?
When you include the keyword in the URL, you’re making the ad more relevant to the keyword.
Fortunately, modern technology makes it easy to create whatever URL you want for your landing page. Take advantage of that and improve your ad’s performance.
Your Ad Rank determines where your ad appears in the SERPs. It’s derived, in part, by your bid.
However, it’s also derived from other factors, such as the quality of the ad and the relevance of the landing page to the ad. That’s why it’s a great idea to use the following process for your ad campaigns:
Start by bidding high to get to the top.
Then, continue to optimize the ads to make them more relevant to the keyword and get more clicks.
Next, continue to optimize your landing page to improve its relevance to the ad. Make sure you are running a split test or two.
Finally, reduce your bid a little bit at a time so you’re not wasting money.
That’s a pattern that will help you maximize your ROI.
These is a lot to know about Google AdWords management and pay per click in general. But this tips are sure to help.
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.