Like all of the Google products, AdWords is an ever changing creature with multiple features to enhance the way you use it, see data and optimise your campaigns to get the most clicks for your money. It can be hard to keep up with all of these things especially if you are running your business as well as managing your digital marketing.
Whilst conducting tailored AdWords training here at ATW®, we look specifically at the Adwords accounts of the business and identify where opportunities have been missed or features not used that would increase the success of the campaigns.
Mentoring people to get the most out of their PPC campaigns in this way enables the business to fine tune their ROI with paid advertising. We also tailor the training to the skill level of the trainee, I have identified five of the most common features that get missed.
Keyword Match Types
Many people unwittingly set up AdWords campaigns following the instructions and tips provided by the Google Interface, which can be helpful, but without the knowledge of what it all means it can be easy to overlook keyword match types.
Keywords are automatically added to your ad groups in ‘broad match’ form which basically enables your adverts to be shown to just about anyone who searches and happens to use a word/phrase you are targeting – their search can be completely irrelevant to you.
This is a common mistake that can cost a lot and bring little or no benefit at all. Learn how and when to use the keyword match types that are appropriate to your campaigns and business.
Negatively Matching out Keywords
This is one of the most common things for people to overlook. If you don’t check the search terms that people are using to trigger your adverts, you may be paying for clicks that are not relevant to your business and will most likely result in a bounce. Click wastage like this can be very costly, particularly if the keywords you are targeting are very expensive to bid on.
So, whilst you have chosen the keywords that you want to target, if you have chosen broad or phrase match, there will be other words that will trigger your adverts that may not be relevant. For example if you are a chemical distributor, you may be targeting a phrase like “chemical supplier”, if this keyword is set to phrase match, someone may type “school chemical supplier” which is a wasted click if you don’t supply to schools.
Another opportunity to waste clicks is if you don’t schedule your adverts to align with your business opening hours. This of course will depend largely on your business and when you want people to be contacting you. An electrician for example who doesn’t work out of hours or on weekends, will be better to schedule ads to only appear 9 to 5 on weekdays. However, if he has an emergency 24 hour service then that should have its own ad group scheduled to run over night.
Through the Adwords interface it is also possible to build up a data picture over time of when your potential customers are clicking your ads. For example, over time you may see a pattern emerge that you can optimise campaigns for to be sure that your ads are served during the peak periods.
Google have enabled adverts to contain all sorts of extra information to encourage clicks and conversions. Aside from the two headlines and description, you can add a whole range of extensions to your adverts, for example sitelinks which can direct the user to other relevant pages on the website. Structured snippets enable you to list types, styles, brands and many other options to showcase your offering.
Call out extensions and location extensions will all further enhance your advert. Review extensions have been known to boost CTRs by as much as 10% according to Google Headquarters.
Landing Pages and Conversions
Driving traffic to a landing page which relates to the keywords you are targeting is a no brainer and Google will let you know if your quality score for an advert is too low. You can rectify these issues by rewriting your ad copy or making sure your landing page has the relevant copy/product on it.
But to really optimise your ROI you need to be tracking conversions on the website rather than just counting your clicks. So whether it is a form being filled, a product being bought or a phone call being made if you aren’t aware of these conversions you could be wasting a lot of money on driving traffic to an ineffective landing page that doesn’t convert. Usability and split testing will help you with conversion optimisation. Don’t forget to check what happens on a mobile phone!
Connect Google AdWords to your Analytics account for much more detailed insights into your campaigns.
Ensure that your landing page URLs have not changed and there have been no URL changes on your site or your audience will be clicking through to a broken page.
Get Tailored AdWords Training
If you actively promote your products or services through Google AdWords or would like to start it is worth considering tailored AdWords training with one of our experts here at All Thing Web®. We tailor the training to the knowledge and ability of the individual or group.
We also work with you on your own AdWords accounts so that you come away with real hands on experience that will set you up to hit the ground running. Call us on 01793 766 040 to find out more or discuss your requirements.