In an ideal world, your AdWords campaign ought to be buying you clicks that are converted to new business.
As paid search advertising is intent-based marketing, your ads should show up for internet searches with a strong purchase intent. Ideally, you want to be seen when people are looking to buy what you offer.
So, how do you know if your ads are showing up for these searches? Simple, just look at your Search Terms report.
The report shows exactly what searches triggered your ad and how many impressions, clicks and conversions each search term produced.
If your campaigns are spot on, your ads should show when people are searching for what you have to offer. When they click on your ad, they should be taken to a landing page that meets their needs and bingo!
Refining a campaign is very much case by case basis, as well as needing to take into account the type of campaign being run.
What you would focus on for a search campaign, as opposed to a shopping campaign would be very different – but there a few things to take into consideration before starting the campaign.
Firstly, define your business goals and objectives, and make sure your campaign reflects this. Is your campaign for visibility, is it for brand awareness or are you actively seeking new business?
Secondly take time to review if your landing page reflects the campaign you are running? A smart campaign will be laid out like a website, so ads should directly link to the correct landing page – for example, if you are running an ad campaign for women’s training shoes, make sure it is actually leading the visitor to the women’s training shoe page. This sounds obvious, but there are many campaigns out there that fail to deliver and have forgotten why the person has clicked on the ad. Don’t send them to the homepage or a ‘general training shoes page’ you will lose them forever. Making sure people land on the correct page is vital when it comes to converting lead generating traffic. By matching ads to your website content also improves your quality score (QS), in turn boosts your campaign.
Optimising the attractiveness and relevance of your ads comes from using A/B testing. Running several adverts together will make sure you are serving the most appealing advert for your audience. AdWords gives you plenty of useful data to help you decide which ads to run, and constantly testing new ads and variations leads to a stronger and tighter campaign. There are many Site Links you can test out too, each providing their own CTR (Click through Rate) making decisions more fact based and data driven as opposed to guesswork done on other forms of advertising.
Beware the negative keywords. Hidden in the dark recesses of Google’s keyword data, you have a comprehensive list of ALL keywords and phrases that triggered an ad click. You can easily isolate which terms are finding you that are not relevant to your business. By doing this often, you can create a comprehensive negative keyword list which means your budget is then being used on terms you SHOULD be found for.
This can have a huge effect on reducing spend on erroneous clicks, and by systematically going through this process regularly you uncover new keywords. You have an eye on search trends over time, so having a campaign that works in January may be different by December.
Google AdWords provides you with the information and the tools to use that information, so you can make great rewarding campaigns.