A Google AdWords campaign assures instant traffic to your website against the investment you’ve made on running the campaign.
One of the most trusted ways of bringing traffic is by running an AdWords campaign. But one needs to be an active participant and set the strategies right to improve the results of the campaign. It is essential to have a well-executed AdWords Search Campaign to take your business to next level.
We have gathered 11 strategies in this article that you can put into action to effectively increase the performance of your Ad campaign.
- 1) Pick Keywords That Signals Intent
- 2) Increase Relevance with Tighten-up Ad groups
- 3) Test In-market Audience
- 4) Draw Qualified Visitors by Displaying Text Ad
- 5) Targeting Ads Locally
- 6) A Powerful USP (Unique Selling Proposition)
- 7) Add Negative Keywords
- 8) Conversion Tracking is necessary to track your campaign performance
- 9) Strategically Test your Ads with A/B Testing
- 10) Monitor and Tweak the Campaign
- 11) Change AdWords Settings to Match your Business Objectives
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1) Pick Keywords That Signals Intent
The most basic improvement you can make to your search campaign is by picking up better keywords. Research keywords which signal intent attract more customers. A relevant high quality keyword yields better results. Suppose, if you are selling ‘shoes’, then your target keyword should be ‘buy shoes’. Such people are likely to buy your product because they are already in the mindset of buying.
You can also improve the performance by changing the ‘Match Type’ and organizing the keywords. You can select exact match, phrase match or broad match whichever suits you the most to generate more specific results.
2) Increase Relevance with Tighten-up Ad groups
While running a search campaign, make sure that you built a tight ad group to attract more users towards it. Tighten-up ad groups highly increases the relevancy by triggering a matching headline in the ad copy.
Advertisers can also make such Ad groups by using Dynamic Keyword Insertion; a Google AdWords feature. This feature always inserts the words in the headline that are typed by the user in the search box and hence increases the search relevancy.
3) Test In-market Audience
The in-market audience is an AdWords feature which allows the advertisers to search beyond the demographics and target users. It lets them know about the users who are searching for a particular product in the market by studying their web behavior.
Google collects the rich volume data and later on leverage it to help the advertisers reach the target audience on different sites across the web. For example, if you’re a car dealer then you can use the ‘In-market audiences’ feature to look for people who are there in the market to buy a car.
4) Draw Qualified Visitors by Displaying Text Ad
You can draw qualified visitors towards your AdWords campaign by running text ads on the display network. If you want to reach people with easy customize messaging then you must use text ad formats. Text ads are more effective to generate qualified leads.
5) Targeting Ads Locally
AdWords Location targeting allows you to target the ads on the basis of location. With the help of this feature you can specify certain ads for specific locations, and then those particular ads are displayed exclusively on particular locations. This enhances the effectiveness of your search campaign as you can reach browsers on the basis of their location (local, national or international).
For example, if an ad is displayed in Spain, then it can be customized in Spanish which will have a direct impact on the audience. Customizing ads by keeping the targeted geographical audience in mind improves the performance of search campaign.
6) A Powerful USP (Unique Selling Proposition)
Your USP speaks volume about your business and differentiates you from your competitors. If you have a powerful USP then your prospect is likely to convert because you provide them with a compelling reason. A strong USP generates more traffic from qualified leads and increase the conversion rates of sales.
Study the advertisement of your competitors USP and then generate one for yourself. For example, “You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free” is the USP for Domino’s Pizza which mainly focuses on the quick on-time delivery. So, focus on your core strengths while creating one.
7) Add Negative Keywords
Add negative keywords at the ad group level while running a campaign. You can add any phrase as a keyword which you don’t want to show up under your ad. You can add negative keywords either at ad group level or campaign level.
For example, if you are selling an expensive product then you can add ‘free’ or ‘cheap as a negative keyword so that your ad doesn’t appear in the search results of people who are looking for something cheap or free.
8) Conversion Tracking is necessary to track your campaign performance
Conversion tracking is a method to measure success of your AdWords campaign. Implementing conversion tracking is the most important step of setting an AdWords campaign, as if you don’t do this then you can’t get to know which keywords and ads are generating sales and which aren’t.
Without doing proper tracking you can’t trace and promote the successful keywords. It also gives you a direct insight, how you can increase your ROI (Return On Investment).
9) Strategically Test your Ads with A/B Testing
A/B tests teach you about your users’ behavior and let you know on which keywords they are likely to click more. With the help of A/B testing, you can research which group of keywords will perform better. Make sure you select the right assumptions for testing, as then only it can differentiate between the two and know with which keyword you’ll get more clicks.
10) Monitor and Tweak the Campaign
Though it’s pretty hard but it’s necessary to monitor and tweak the campaign regularly. If you keep a regular check at least once a week, then you can keep your costs low by eliminating the keywords that no longer work. You can make changes and adjust the campaign while it’s on the run. For example, you can clear out low performing keywords and replace them with better new keywords.
11) Change AdWords Settings to Match your Business Objectives
Google has default settings for many fields and there is a possibility that the default settings may or mayn’t be in your best interests. But you can always change the default settings of your Google AdWords Campaign according to your business objective.
For example, ad rotation is set to ‘better performing ad more often’ and your geographical area is set to United Kingdom, then your ads will only be displayed in that particular region. Even if you intend to attract customers from all over the world, you will not be able to reach out to your target audience if you don’t change the default settings. So, you can perform better by adjusting the changes as per your business goals.
Hope the above mentioned 10 strategies will help you in increasing the performance of your AdWords Campaign. So, start considering these strategies while setting and running up a campaign to enhance the performance and effectiveness of it.