I wish I had a dollar for everything time I heard a client say:
“I don’t shop in the ad section when I shop on-line”, or “I just scroll right past the ads”
For most on-line searchers, that is the case, however would you be surprised to know that of the over 5 billion daily searches on Google, nearly 6% of those searchers click on sponsored ads? That’s 300 million clicks on ads!!!!
So before we move on, lets add a visual to what I am referring to when I say “Ads”:
The highlighted area is the paid ads on Google (Adwords), yes Bing and that other search engine named…Yahoo, also offer ads, but let’s be honest about this, over 90% of the global searches are on Google!! The idea that this type of marketing strategy is a waste of time and money is so far from the actual truth today that even companies like Hubspot, who focus on content marketing, are now seeing the value of campaigns like these.
This does not mean it’s not important to have great organic placement on-line. The fact is that studies show when you place high organically as well as have effective ads you actually increase your click rate to your ads by 40-65%. That means in today’s world of on-line searches and shopping these two no longer work against each other, but actually work hand in hand to help grow your business.
Now let’s talk about a few things to remember when running an effective Adword campaign.
- Have Clear Goals. The point of almost every campaign is to grow sales, not to promote brand awareness. Ask yourself the question- Is your goal to have the searcher fill out an on-line form? Call a phone number? Make an on-line purchase, etc.?
- Keep your target audience in mind when writing your ads. One simple way to look at this is use the marketing principle of AIDAS. Attract, Interest, Desire, Action, Satisfaction.You need to “attract” the searcher based on the search terms, raise their “interest” by offering a special, you need to convince them they “desire” your product, include a call to “action”, and then make sure to provide “satisfaction” when they choose your website.
- Have a great “landing page”!!!. In the above tip I talked about providing “satisfaction” when they choose your site. A “landing page” is so important because it not only provides relevant content, but also a way to track the success of your Adword campaign. Your landing page should typically not be your company’s website, but actually be a page on your website that talks directly about the “thing” the person was searching for.Example, my wife needed ankle surgery a few years ago, so she went to Google and searched, “total ankle replacement surgery anchorage alaska”. The search then provided a link to an ad being run by a local Orthopedic surgeon’s office. When she clicked on it she went to their website, but then she had to navigate through multiple pages to find the information she was seeking. The likelihood of her hitting the “back arrow” greatly increased. Instead, if the surgeon was wanting to increase the number of ankle surgeries, they should have created a “landing page” that had all the information she was looking for.
- Use Negative Keywords. Using negative keywords will help weed out the searchers that are looking for like services that your business provides. This will also make sure that your budget is being utilized correctly and increasing your ROI. An example here would be if a running shoe company was running an Adword campaign they would want to add “shoes” as a negative keyword. The keyword “shoe” is way to broad, and may lead to bad clicks and a poor experience for the searcher.
- Don’t ignore those mobile searchers. Google has reported that over 50% of the world’s searches will be done from some sort of mobile device. Make sure to use a “call to action” in your ads like “Click to call today for 10% off”. Also, make sure to add a mobile optimized landing page to increase your conversion rate.
- Always do A/B testing. When setting up your goal for your Adword campaign, make sure that you create multiple variations for your ads, and then monitor their results, revise, and then test again!! One word or tag line can make a huge difference in your ads. By doing the testing you will find which ones provide the best click rate, lowest cost per click, and also the highest conversion rate.
- Monitor and Tweak. Make sure you devise a good way to track your success, whether it’s using the Google Analytics reporting, call tracking, landing pages, etc. By knowing what works and doesn’t work, you will be able to run a successful Adwords campaign and increase your SALES!!!