Google AdWords: How to Optimize Campaigns
An easy way to optimize your Google AdWords campaign is tightening up the relationship between your keywords, ad copy and landing pages to achieve maximum ROI.
Matching your keywords with your ad copy and then with your landing pages is a bit like dot-to-dot - by joining up the dots you get the full picture. Your keywords are the starting point in the process. At each stage the user has to make a decision on whether to carry on to the next point or to abandon their search. That decision is influenced by whether they believe the next step will bring them closer to what they are looking for.
Keywords
The chain begins with the keyword used to search. This reveals the user’s intention. Using a search query like “buy Forbes subscription” communicates a greater intention to buy than using something more general like “financial magazines”. Either way, the user is intent on finding websites that sell magazine subscriptions. What they intend to do once they have found what they are looking for is not clear based on the search query.
Writing your Ad Copy
Your ad copy is the next dot. It’s crucial to luring the user to your website. The best ads are clear, specific, compelling and well-written. They are the key to making the relationship between your campaign and your website work. Your ad copy should do the following things:
+ Build trust and credibility
+ Spark interest
+ Inspire the user to act
+ Be honest, not deceptive
+ Target the right audience
+ Make the right offer
+ Present a clear call to action
Visitors are more likely to complete an action when they see words and phrases that they have searched for, in your ad copy. By including your keywords in the ad copy, particularly in the title, you are showing the user that your ad relates to their search. In fact, the best headlines directly relate to the keywords being searched. Plus, if the keyword in your ad copy is identical to the keyword searched for, it will appear bold in the ad.
Group your keywords tightly and write ads specifically for those keywords - you will give yourself a big advantage over your competitors. Many people are too lazy to take the time required to do this properly, yet it is something that will increase your Click Through Rate every time
Remember that people are motivated by different things. Try and appeal to different buyer needs by trying ads that focus on these factors. Some people will be motivated by price or special offers. Some might be looking for reassurance so use words like “official site” or 24 hour customer service.
It can take time to develop killer ad copy. Ad copy is limited so you have little space to play with. What sets you apart from your competitors who are bidding on the same keywords as you? If a user is attracted by your ad, they will click through to visit your website or landing page. At this point, they are fairly confident that your website will satisfy their intentions. This is where you could really let them down…
Your Landing Pages
The user has performed a search, clicked on your ad and is now on your website. The landing page is the first thing the user sees after clicking your ad and plays a significant role in whether they continue or abandon the process, so it has to work in conjunction with your ad copy. If the user doesn’t quickly see what they wanted to find when they first clicked on your ad, they will leave your site and may never come back and the chain is broken.
If your ad describes a specific product, the landing page should display that product. If your ad describes a special offer price, your landing page should display that offer. In other words, your landing page should deliver what your ad promised.
A good landing page will relate all the way back to the initial search query. It restates the keyword in the headline and body copy, it strengthens relevance by clearly displaying the call to action and it focuses the user on satisfying their original intention.
Summary
Remember, when ad copy and landing pages are related, conversion figures will be higher. Here are our top tips to ensure that
+ Google is all about relevance - the more targeted and relevant your ads and landing pages are, the more favourably you are viewed by Google
+ Only put keywords in an ad group that actually appear in the ad copy. If you’ve got keywords that don’t match the ad, take them out and put them in a new ad group with new ad copy that uses those specific keywords. You can create as many ad groups as you need.
+ Continually monitor and test CTRs and ROI of keywords
+ Keep testing ad copy – use A/B testing to get a feel for ad tone and test 2 or 3 ads at a time. Test headlines, offers, USPs and calls to action like “buy” or “get”
+ Spend time creating your ad copy
+ Don’t send people to your home page – think seriously about creating bespoke landing pages and use tools like Google’s Website Optimiser to find the best landing pages combinations
A final word
Allow the performance of your ads and landing pages to influence your ongoing strategy. As you monitor your campaigns over time you will notice things that work really well (or not so well!). Because you can change your keywords, ad listings and landing pages at any time, you have huge control over the performance of your campaign. Delete components that aren’t delivering sales and swap ad listings and landing pages monthly to promote new offers.
Ian Howie
