In my view, Google has taken the place in the market that was occupied by the Yellow Pages 20 years ago. When a consumer has a need and they don’t know who to turn to, they look to Google. They do an online search and find a supplier that will fulfil their needs.
AdWords is the advertising channel of Google and it is a great way to have your product or service advertised to the unknown market or potential new customers. It’s powerful too.
At the end of the 2017 financial year, the total digital advertising spend Australia-wide was approximately $7.6 billion. Google’s local net revenue from all its advertising channels over the same period was about $1.8 billion. So, about 23 cents of every single digital advertising dollar goes to Google.
In an industry as competitive as marketing, no one spends money on things that don’t work.
So, read on for our top 6 countdown of tips that will help ensure your AdWords campaign is optimised effectively. In other words, so that when a consumer goes searching they find your ads as the best solution to their problem.
6. The key to keywords
Most of the keywords in pretty much every industry and vertical are fiercely contested. Even in such a competitive market, you can make headway by one simple practice. The key is to review and update your keywords regularly. It is simply one of the best ways to optimise your AdWords Campaigns.
5. Long tail keywords
Long tail keywords, which are all the variations of the exact phrases or terms people use when searching, are quite powerful. They are especially effective in targeting specific potential new customers that are generally further down the buying cycle. Therefore, if you have a good balance between broad terms and long tail keywords you drive traffic through to your website for a range of customers at different stages of the buying cycle. Ideally, this will help engage potential new clients to your business.
4. Mobile matters
In terms of overall search traffic, mobile has increased to account for nearly two-thirds of everything. In many business-to-consumer markets it is even higher than this. Mobile is your first port of call. It is important to have both a mobile-optimised AdWords campaign as well as a mobile-optimised website. Website loading speed is an important factor here too. Ideally, your site should load in less than 3 seconds. You also need to keep in mind that data speed varies within particular areas and between mobile carriers.
3. Track your conversions
Conversion or lead tracking is critical within any AdWord Campaign. Knowing what keywords are driving the leads to your business helps you to refine your keywords and generate more leads. If you aren’t tracking leads you can’t effectively manage your campaigns.
2. Structural integrity
How you set up your AdWords account at high level effects the campaign’s ROI. By keeping everything tight and strategic helps ensure there is relevancy, consistency and logical relationships between each product at the campaign and ad group level. It also means that if someone is searching for a product or service, they’ll be delivered to the right page of your website and not just the homepage.
1. Website pages and landing pages
Having landing pages customised to the particular product or service you’re advertising is how you drive conversions or leads. You can have a brilliant AdWords campaign driving traffic to your website to generate conversions or leads, but the landing page is what the campaign must have in order to deliver these results. Make sure your landing pages have details about your product or service, have strong calls to action and have easy-to-find contact details, such as a phone numbers to call or a forms to complete.
Keeping up with AdWords
So that’s my Top 6 countdown tips for Google AdWords for 2018. I hope they’re are helpful to you, your campaigns and your business. If you want to learn more about AdWords best practice, drop Mash a line. Or maybe you disagree with our ranking? If so, we’d love to hear why.
Work with me as Digital Marketing Manager for Mash Media and I will deliver you a full-service digital marketing campaign from an agency that’s building stunning success. Because Mash Media does things differently.