There are over 1.2 million businesses advertising with Google AdWords. YouTube alone, which is part of Google’s display network, has a monthly viewership of approximately 10 superbowl audiences. Mastering Google AdWords can be an incredibly profitable advertising channel, if you know how to use it right. Luckily, we’ve compiled a few top tips to help increase the performance of your AdWords’ campaigns.
1 – Separate Search and Display Network
When setting up any campaign, you are able to choose to display your ads either with search only, or using search as well as the display network. The search network is for when users are using Google to search for something specific. The display network displays ads on various websites that have partnered with Google to display ads. This means that users who see your ads in through the display network are already doing something else on a different website when they see your ad. User behavior greatly differs when the user is actively looking for you, versus when a user is occupied elsewhere and presented your message. Consider separating your campaigns by search only, and display network with their own budget and targeting.
2 – Use ad extensions
Ad extensions allow you to add extra links to the bottom of your ad that direct users to other places on your website. For instance, a retailer may craft an ad that specifically promotes girls toddler winter jackets, but they may also include ad extensions bringing users to boy’s winter apparel, women’s winter apparel, or a store locater. This not only gives more potential for a user to click around your site, but also allows your ad to take up more space on the page. Ad extensions also improves the quality score of your ads, which ultimately improves your position.
3 – Use conversion tracking
Simply adding a code to your website can feed AdWords more in-depth data into which ads or keywords are actually converting into sales, leads, downloads, calls or visits. You can set up conversion tracking to track the conversions that are important and profitable to your business goals.
4 – Use remarketing
Google Remarketing works a little differently than standard PPC ads. Remarketing works from adding a code to your website that tracks all the users that visit your website. Once a user has visited your website, Google will continue to market your remarketing ads to that user as they move across the internet. To give you an idea of how this works, head over to one of your favorite online stores, say Best Buy. Click on any product on that website, add that item to your shopping cart, and then exit out of that page. Now head over to Facebook. 9 times out of 10, that same item will be seen as a sponsored ad in your news feed. This is remarketing. The more your brand reaches your potential customer, the more your potential customer begins to trust your message, the more likely they are to inquire about your offerings.
These are just a few tactics to get your AdWords campaigns in tip-top shape, but there is so much more! Be sure to join us March 18th from 2-4pm for our hands-on Google AdWords workshop.