Keywords: Google AdWords Campaign Optimization Guide
The Adwords ad campaign has been planned and launched, no time to relax – the work has just begun. We’ll have to work on the optimization of already running advertising campaigns even more carefully, this will save you from draining your advertising budget and become the key to an excellent conversion.
Even carefully planned A Google AdWords campaign may not deliver the expected results if it remains unmanageable, even if you are at the top of the search results.
When analyzing and optimizing campaigns, it’s easy to determine which keywords get clicks, but not conversions. You must remove these words from the list because they are not relevant to your business. Removing unnecessary search words and phrases that do not lead to conversion is necessary for the optimization and competent management of Google Adwords advertising campaigns .
What is Google AdWords optimization?
AdWords optimization is the process of fine-tuning and adjusting your Google AdWords campaign for maximum results. Optimization is necessary to reduce advertising losses and increase ROI.
There are 3 key metrics for optimizing Google AdWords that we’ll look at.
Ad targeting
Advertisements should be targeted to users who have the greatest potential for buying Word Money products or services. If you neglect targeting, it will be difficult for your business to make sales on the Internet and improvebrand reputation .
When planning your advertising, you probably did a lot of research and came up with keywords that interest customers and are 100% relevant to your product. But it’s impossible to understand how well each keyword will help your advertising campaign and will “sell” until the campaign is launched.
In addition, you should focus not only on clients in accordance with their needs and requests, but also on the devices from which the client searches Google, the geographical location of users, the time of day and day of the week. Each of these factors needs to be researched and analyzed to properly optimize your AdWords campaign .
A / B testing ads
If the ads are finally targeted to the right people, it is extremely important to do a / b testing of the ads.
A / B testing is an experiment that is carried out during the start of advertising campaigns in order to confirm hypotheses and identify the most suitable images, texts and advertising formats in general. It allows you to see what works best for your audience based on a statistical analysis of performance.
There should be as many variants of advertisements for testing, as in order to find the best advertising format, it may take a lot of time, effort and creativity. However, your first advertisements will probably not survive for a long time. You’ll have to constantly check for new ad copies and try to determine what’s best for your Google AdWords campaign .
Landing Pages
When a potential customer clicks on an ad, the link leads it directly to your landing page. The landing page is responsible for turning a potential customer into a successful customer and making a sale.
The effectiveness of the Google AdWords advertising campaign is highly dependent on the design of the landing page. Without a well-designed and developed landing page, neither proper targeting nor a / b testing will work, and your efforts to configure and optimize Google AdWords will not bring the expected results.
Why so much action?
The goal of these steps is to make sure that you haven’t missed anything. We recommend that you optimize your campaigns in Google AdWords in the following order:
“start by targeting ads, then make sure that you have enough ads with relevant information, only then focus on the landing page to make sure that Google AdWords optimizations increase ad results campaigns. “
We will explain these three steps in detail below:
# 1 Optimization of targeting (targeting) of advertising campaigns in Google AdWords
Targeting ads may seem like a simple process, but there are many important subtleties you need to know to work with AdWords.
Three metrics to consider when targeting are optimized:
keywords
cost
targeting
These metrics can help reduce your advertising costs.
Analyzing the results of advertising campaigns, you will see how to reduce costs or reallocate the budget to more effective ads. It’s important to make sure your budget is not wasted, as this will have a significant impact on your return on investment, whether it’s the cost of social networks, Google AdWords or affiliate marketing.
Reducing funding and disabling broken ads and increasing the budget for effective ads will increase your return on investment and AdWords performance.
Keyword selection is one of the most important targeting factors to consider. However, you may not know every keyword option that will affect the effectiveness of Google AdWords optimization. Those keywords that appear during planning may not achieve the expected result for reasons that you will never know.
No need to be upset that the first (test) list of keywords did not work as predicted. Making a perfect list of keywords requires a lot of time and effort, so take the time to search for new keywords and phrases related to your company. We’ll look at a few tactics and strategies to adjust your keyword list:
1. Cleaning the list of keywords
The purpose of cleaning is to remove irrelevant and non-selling keywords. You can get information about this in your account.The AdWords .
Go to your AdWords account> Keywords> Search Terms.
You’ll get all the necessary information about the exact phrases that people searched for while your ad was active. You will also see which keywords get clicks, but not conversions – you need to remove them from the list of keywords, this will reduce your costs and help redirect the budget to working keywords or testing new words and phrases.
For example :
If you sell watches only for women, exclude phrases that contain the word “men’s”. Because if men are looking for watches for themselves, they will most likely click on the ad, but they will see that you are selling only women’s watches. Thus, such phrases are rarely converted, but you have already paid for this conversion.
2. Negative keywords You
must add negative keywords to your ad group or campaign so that your ads don’t show for certain queries. This will narrow the audience and focus on those users who have a higher potential to call you, visit your offline stores or buy your product.
Here’s an example of how negative keywords can help you get the most out of your investment:
Suppose a law office advertises its services with the keyword “Lawyer in Kiev.” However, an ad may appear if someone is looking for a lawyer. For example, if someone enters “Work as a lawyer in Kiev”, your ad will be shown to this user, even if he is looking for a job rather than a service. Thus, a click will be a waste of the budget, and this user will not become your client. It’s important to note negative keywords such as “job” or “job title” to further narrow your audience and optimize your Google AdWords campaigns as best as possible. It will also help to avoid unnecessary expenses.
Negative keywords can be selected at the ad group or campaign level. At the ad group level, negative keywords can help companies differentiate their ads, rather than confuse them.
For example:
If the company offers maintenance services only for cars with a gasoline engine, you must add the negative keywords: “diesel” or “electric”. This optimization method in Google AdWords will increase the relevance of your advertising campaigns and increase conversion at the same time.
3. Quality Score.
Each of your keywords will be based on two factors:
clickthrough rate (CTR) or click through rate
Visitors behavior when they appear on the landing page (time spent on the page, actions, viewing depth).
Rating with ratings from 1 to 10 points. High quality means your ads get the best conversion rates among competitors in Google AdWords at the lowest price.
To check your ad’s quality metrics, you ’ll need to go to your AdWords account> Keywords and check which keywords work best.
You must remove keywords with a rating of 3 or lower, because they are detrimental to your budget, while ensuring minimal results. These keywords reduce the overall quality score and limit the capabilities of other keywords. If you don’t want to completely remove low-quality keywords, we recommend that you open a separate campaign to further test these keywords without affecting the current campaign. This way, you focus on high-quality keywords and see the results of Google AdWords optimization .
The next step is to optimize keywords working between 4 and 6 points . These keywords can usually improve your performance and contribute to the optimization of Google AdWords. You will have data regarding ad relevance, landing page quality, and clickthrough rate. If you fix the shortcomings of your advertising campaign and optimize Google AdWords, the average quality score will increase.
If the relevance of the ad is below average, we recommend that you try to include the keyword in the ad headline. This way, people will see that your ad is related to their requests. People are less likely to click on ads if they think that the ad is not relevant to their request – thus, the CTR is very low.
However, if your landing page score is below average, we recommend that you include the text of your ads in Google ads in the landing page content. If people leave your landing page immediately after the transition, this indicates the poor (non-selling, irrelevant, uninteresting) content of the landing page. Therefore, it’s important to indicate on the landing page that the user is in the right place to satisfy their search queries on Google.
4. Cost of conversion
An indicator of customer value and / or cost is important. Maybe your ads are successfully converted, but this cost of lead and sale is very high and any sale goes into minus. Using benchmarks, you can get an idea of how much you should invest in attracting new customers.
The cost of each conversion should be calculated if you have set up conversion tracking in Google AdWords orAnalytics google . If you haven’t already done so, pause all of your active ad campaigns and set up conversion goals. You work blindly if you haven’t set up conversion tracking.
Once you see that a particular keyword is inefficient, you should try lowering your bids to see if your profitability increases. If this does not happen, you should probably pause the keyword completely. Keywords that generate many conversions should also be checked to make sure they are also optimized and generate conversions at an acceptable conversion cost for your business.
5. Phishing
The purpose of phishing is to find new keywords. Resources for ideas:
Google Keyword Planner
Keycollector
Neilpatel
Serpstat
Yandex Wordstat
There are a lot of such services for every taste, both paid and free, therefore we give only the most common ones.
6. Keywords replantation Keywords replantation
is the process of moving keywords with maximum efficiency to a separate campaign. This process allows you to separate unverified and ineffective keywords from strong ones and has the following advantages:
Budget control . If all keywords are included in one campaign, regardless of their level of performance, you cannot concentrate on the cost of ads for keywords with higher performance. Creating a separate campaign for the most effective keywords will allow you to redirect a larger budget to it and reduce the likelihood of using keywords with low efficiency.
Accurate reporting. When the most effective keywords are in the same campaign, it will be easy to recognize trends by looking at the campaign. However, when all the keywords are mixed in one campaign, ineffective words and queries distort reports and make it difficult to identify trends.
Moving keywords in accordance with the time of day or geography makes sense if users, for example, from Odessa, react differently to your ads compared to users from other cities or regions. You can also conduct a separate campaign on the weekend which may contain keywords that are more likely to be converted on weekends.
7. Bid Optimization
The main goal of bid optimization is to understand the bid size at the keyword level, which will help you increase the maximum conversion rates for each keyword. Therefore, effective bidding is an important step in optimizing Google AdWords. Conversion tracking should be set up in your Google AdWords account to allow you to evaluate conversion rates at the keyword level. Conversion Rate Estimation is a great Google AdWords optimization tool to help you understand how well your ads are performing and how much your business’s conversion costs.
First of all, you need to understand how much you can invest in conversion. It depends on the life expectancy of the customer (The Average Customer Lifespan), the business and what you mean by conversion (sale, phone call, shopping, registration etc.)
Next up, we ’ll use AdWords Conversion Tracking to calculate the conversion rate for each keyword.
The last step is to determine the maximum price for each click, that is, the largest amount that you can spend on conversion.
For instance:
Imagine you’re willing to pay up to $ 30 per conversion, and you have a keyword with a conversion rate of 2%. To calculate your maximum cost-per-click, we can multiply the maximum amount you’re willing to pay by the conversion rate. This will give you the final amount that you are willing to pay for a particular keyword. Thus, for the calculation we multiply $ 30 by 2%, = $ 0.6 – $ 0.6 is the maximum amount that you can pay for a keyword.
Once all the information regarding the effectiveness of your keywords is collected, you need to separate the keywords based on their effectiveness and return on investment. This will allow you to plan your budget correctly and predict the effectiveness of advertising campaigns. The remaining budget can be used to test new keywords.
Targeting
So, with keyword optimization, we are done. The next step is to monitor the effectiveness of the campaign in different geographical locations, at different times of the day and depending on the type of device.
” Targeting is an advertising mechanism that allows you to select from the entire existing audience only that part that meets the specified criteria, and show ads to her.”
1. Targeting by device type.
Advertising performance will vary significantly depending on the different types of devices used by consumers. Typically, desktop traffic has higher conversion rates compared to mobile phones. Therefore, if you have one campaign for all types of devices, it only means that you do not see a wider picture.
For instance:
Your ads run fine on desktops, but poorly on mobile devices, most likely you’ll see the overall result and you may even decide that the campaign is unprofitable. If you transferred mobile-targeted advertising to another campaign or even removed it from the list because of their low performance, the results would immediately have changed!
Tracking the overall performance of a campaign by device: go to the “Settings” section and click “Device”. The page will provide all the information about the effectiveness of the campaign on devices.
If in reports you see that all keywords targeted to mobile devices are ineffective, you should turn off targeting to mobile devices and leave only PCs or vice versa.
However, if you notice that some of your keywords targeting mobile devices work well compared to other keywords targeting mobile devices, you can move them to another campaign and completely turn off targeting on mobile phones in the existing campaign.
2. Geo targeting
3. Time targeting
It is very important to determine the results of a campaign at different time intervals. It is necessary to understand and control the difference between certain hours or different days of the week.
For example :
Restaurants that deliver food may have more conversion rates before lunch than in the evening. Therefore, during lunch and dinner, restaurants will be actively advertised, and at other times to minimize rates.
To obtain the time targeting data, go to the “Measurements”> “View”> “Time” section and select the indicator you need: hours or days of the week.
You can adjust your bids in an effective and not very good time by choosing Settings> Ad Scheduling.
# 2 A / B Testing ads on Google ads
The existing process is called split testing or a / b testing of advertisements. It consists of testing various advertising options to determine the most effective formats.
It’s necessary to remember that if you didn’t follow the steps of targeting optimization, no matter how successful your advertising creatives are – shown in the wrong place and at the wrong time they are unlikely to bring the expected positive result.
For instance:
You created 2 ad formats – one ad you show to 50% of the audience, and the second, respectively, to the remaining 50%. Over time, you’ll collect information about the effectiveness of each ad variant, for example, conversion or the number of conversions. Then you can disable one of the options and go to the second for optimization.
There are five main criteria that you need to pay attention to when creating ads in Google Ads:
- Your offer (USP)
- Headline
- Description
- Display URL
- Ad Extensions
1. Offer (USP)
You must create an ad that stands out from competitors’ ads and brings more traffic and conversions. USP should attract the attention of customers, show them the benefits and uniqueness of the proposal, so Google users can not follow the link to find out the details.
Many companies make the mistake of skipping this part of the Google AdWords optimization . They make standard announcements with standard offers that do not stand out in the eyes of customers.
However, do not overdo it; placing too much information in your ad can have negative results and do more harm than good. Therefore, it is important that your proposal is concise and simple.
The average Quality Score for ads depends on the clickthrough rate (CTR of ad impressions). This means that if your competitors have a higher clickthrough rate (CTR) than yours, it will be difficult for you to get a high quality score or lower your click price. Having a lot of competitors also means you have to pay more for first place.
Therefore, it is extremely important to create relevant and selling advertisements, not to save on copywriter.
If you’ve just started the process of optimizing or customizing Google AdWords, look at competitor’s ads. Most likely they already use the keywords that you plan to use, and it makes sense to learn from them, since they most likely have been working with Google AdWords for several days. Remember, looking at their ads you need to create more attractive, profitable, selling ads. Otherwise, people will click on competitors’ ads, not yours.
2. Google AdWords Ad Title
The title is the first thing people read right after clicking on the “Search” button. Now there are two main goals. First, you must be sure that the title is one hundred percent relevant to the user’s search query and the product you are selling. The second is to stand out from the crowd. So you need to be very creative to come up with unique headlines.
3. Description of services or USP (Description Lines) We
return to point 1: in this section you need to briefly and clearly explain what your business offers – “Brevity is the sister of talent.”
# 3 Landing Page Optimization
You have successfully completed all the optimization steps described above and received the maximum CTR. Do not forget about the landing page, which also needs to be optimized, because it is a page that turns visitors to customers’ sites and makes sales.
Never use the home page of your site as a landing page. Home pages usually give an overview of the business. However, you need to create a separate page on which UTP will be generated and described the same as in the Google AdWords ad . Visitors to the page should understand that they are in the right place.
If you have different advertisements for different products or services, you need to create different landing pages that will be optimized for different advertising campaigns.
How to create a Landing Page?
Heading – The heading of the landing page is an important optimization step that should not be overlooked. It’s important that the title matches the content of the Google AdWords ad. After all, ad content is the main reason a visitor came to your site, right? Thus, it is important to maintain a close relationship between Google Ads so that the visitor does not leave the site immediately after switching to it, killing the conversion rate.
Focus on the benefits – the landing page should demonstrate what benefits a potential customer or business partner gets from buying your services or products.
Trust – many people hesitate to make a purchase if they have not previously come across your company and just found out about your site. They may need customer advice to make sure that you are offering truly quality products and services. Therefore, it is important to place customer reviews on landing pages, it will be great if these are video reviews.
Navigation – as soon as a visitor has “landed” on your site, it is important to show what he needs to do next. This can be a phone number, a feedback form or a call to action payment.
Download speed is a very important indicator, agree in our fast world it is no longer customary to wait until the page loads (average wait time is 3-4 seconds). A user who clicks on an advertisement but does not wait for the page to load increases the bounce rate, which affects the indicator of the quality of the advertisement and, as a result, the subsequent cost of the transition for you and, of course, spends your advertising budget idle.
You can check the site loading speed with the following services:
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