Google Adwords (Pay-Per-Click) Success Factors

The overall success of your Adwords campaign depends on all the following core factors. This assumes you have a good product or service that people want and at an appropriate price.

Keywords

See our recent post ‘What are the right keywords for Google Adwords?’ for everything you need to know about choosing the right keywords.

Locale

Depending on your goals, it may make sense to target a specific physical region to show your ads. While some campaigns are global or nationwide, others may benefit by focusing on the New York area.

Ad placement

Being last won’t bring many clicks and sometimes being 4th gives you more bang for the buck that the #1 spot. Depending on the number of competitors, the first three ads may be shown above the regular search engine listings or off to the right side. We’ll start you out in an average position and test and measure results to optimize results.

Ads

Great ads start with a heading that’s to the point, specific, and relevant to the keywords used in the search. Having ad variations for each subset of your keywords is ideal, as opposed to using a general ad for all keywords. Ads also need to have a strong “call to action” inviting the visitor to click through to your site for a specific reason.

Poorly performing ads are vague, poorly written, or undistinguished. Successful ads are clear, relevant, well-written, specific, and compelling.

Ad text should include a call to action, such as ‘buy’, ‘order’, and ‘purchase’. While ‘find’ and ‘search’ may be accurate, these words imply that the user is still in awareness/interest mode, and won’t qualify the user as a buyer as much as the first three.

Here are two sample ads promoting the AdWords program: The first ad has been optimized. It contains clear ad text, a specific benefit to the user, and a call to action. The second ad hasn’t been optimized. As you can see, it’s vague, redundant, and doesn’t offer any benefits or contain a call to action.

Bad example:
Google
Online advertising.
Google’s online advertising program.
www.google.com

Good example:
Online Advertising
Better ROI. Try AdWords!
Free 30 Day Trial
www.google.com

Landing pages

A landing page is the page a visitor sees when they click your ad. It’s vital that the landing page matches up with what the ad said specifically. If your ad mentioned a sale on a specific product type, you would want to send them to that product category and not the homepage. Also, the relevancy of your content on the landing page will influence the position of your PPC ad in addition to the amount your willing to bid. Having relevant, highly-tuned content is not only better for customers, but part of optimizing your budget.

Higher relevancy = less ad spending + more conversions

A landing page should have a very clear call to action. If that means filling out a form, we’ll have the form on the page and only ask customers for a few vital pieces of information. Depending on

the nature of your landing page, it make also be necessary to remove the menu and other distractions from what we want the visitor to do on the page. Over time, we’ll test variations of the landing page content to optimize results.

Landing pages are critical to the quality score equation. A good landing page should have the keywords in real text so that it will help the spiders when indexing. Also URL’s for landing pages should look something like this (www.whatever.com/lawn-mowers) if you were say doing something with lawn mowers. So if you were to take this part of the equation out then you would be looking at ranking a bit lower.

Metrics & evolving the strategy

We’ll review the following metrics regularly to evolve the strategy.

  • Bid
    The amount you are willing to pay per click for a particular Keyword
  • Daily budget
    Your ads will show as many times as they can in a day until your daily budget limit is reached.
  • Impression
    An impression is when your ad appears on a search result page. This doesn’t indicate that someone looked at it – only that it was on the page.
  • Click-through rate (CTR)
    The percentage of people that actually clicked on your ad out of the number of times the ad was displayed. Traditionally, a high CTR is 5%.
  • Conversion rate
    The percentage of people that accomplished the goal you wanted them to accomplish on your website out of the number of people that went to your site. Traditionally, an average conversion rate is around 2%.
  • Cost per click
    The cost on average each time a person clicks an ad.
  • Cost per conversion
    The cost on average to for a visitor that accomplished a site goal like buying, downloading a white paper or submitting a form.

Need Help?

Planning, configuring and continually optimizing your Adwords campaigns is one of the main facets to what we do. Contact us for a free consultation.

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