For those who dive into the Google Adwords Network without knowing their goals or the steps necessary to achieve this goal, adwords can become a black hole for finances and wasted time. However, if used correctly, Adwords can bring your company many new leads or sales at very little time investment for you. Adwords is a pretty broad program, so we recommend that you take some time to really learn and understand it, have someone teach you, or hire an agency that can help you correctly set everything up.
The Google Adwords advertising network is broken up into two “marketing areas”: The Google Display Network and The Search Network.
Google Display Network: Advertise on various popular websites, all through Google’s network. Your ads will be “assisted” by the Google Network to assure accurate demographic and locational delivery. This can often be seen in the moment you click out of a product of interest on Amazon, and an ad for it is placed on the next website you visit.
The Search Network: The Search Network is exactly how it sounds. These ads will show just below the search bar in Google when a customer is looking for something specific. This gives you the advantage and allows you to show first above sites that have SEO ranking in a given category.
1. Make sure that your ad groups are well-organized groupings of keywords.
Having an organized layout and strategy is extremely important when it comes to Adwords. We’ve had companies hire us that have thousands of the same keywords under multiple campaigns, and they come to us frustrated because they don’t know how to pull more results from their campaigns. As with any experiment, you need a way to differentiate which keywords are working for you and which are not – and you have to keep in mind, Adwords is consistently one big experiment.
You can easily do this by organizing your keywords under specific campaigns that will help measure the their effectiveness. Your keywords should follow the theme of the campaign, and to keep things clearly organized you should only use those keywords under that campaign. This will at least get your Adwords account to a measurable place where you can disable the items not producing for you, thus making your money spent more effective.
There is no one sure-fire way to use Adwords, but there are definitely incorrect ways. Not having a good organizational structure may lead to higher impressions, but will lead to less clicks and therefore wasting your time.
2. Negative keywords help you communicate more clearly.
It may be intimidating for people when they hear the phrase “negative keywords” because they sound like something people would avoid. Believe it or not, they are actually suggested by Google as one of the main things you can use to create more effective ads and campaigns.
Negative keywords help you filter out the search terms in which you would not want your ad to appear. For instance, if we establish the word “free” as a negative keyword, then your ads will not show for any searches for free items or services. This can be really beneficial for companies or individuals looking to hone their ads towards a specific group or to conversely avoid a certain group.
Negative keywords are not only a free resource, but they save you money because your ads are not showing in areas that your money would be wasted.
3. You need to have a strong “device strategy”.
Adwords provides you with the ability to specifically designate for which devices a campaign should show. This may be glossed over by many, but will really help with the way customers perceive your company and in many cases should help increase response rates for each click.
For instance, let’s say that you have two landing pages – one that works very well for mobile and one that is great on desktop computers but gets really cluttered and difficult to use on mobile. In Adwords we could run two campaigns and designate each for a specific sized screen. This would make responding much easier for those with mobile devices, and would save you money wasted on clicks for mobile users that could have potentially landed on a cluttered page. Now your company will see higher response rates and save money, and chances are that people will view your company as more approachable and easy to access.
The other thing to consider when looking at establishing a device strategy is finding the areas people go to look for a product like yours, and on what devices they are typically looking. For instance, if your business responds to people that get a flat tire while driving on the highway, chances are they are not looking on their computers. These people are likely going to do a quick Google search on their phone, so that the company can quickly come out, service the tire, and get them back on the road quickly. Your ads then need to be honed to address the needs and wants of your customer base.
4. Compelling ads tell how you are making lives better.
It’s safe to say that most people hate being sold to, especially when it’s very apparent that the sale is taking place. This assumption carries over to ads, and we have the background to prove it.
Over and over again, people click less on “news format” ads that simply tell what a company is providing, and choose ads that tell how their lives will be made better by selecting a given product or service. A great example of this is how Apple chooses to market itself.
Every time you see an ad by Apple, you are shown how they are constantly breaking past barriers with their products and making lives easier. Other companies consistently provide stats on how their products perform. It’s no coincidence that Apple is performing so well, and that other companies are lagging behind in sales and overall company performance. It’s because Apple has chosen to avoid talking about what they are providing and selectively communicate how they are changing lives and breaking records. This makes customers feel like that are receiving something extra for the money that they are choosing to spend at Apple – that their money has more value when they buy the iPhone or Mac computer than it does at one of its competitors.
Adding value to your product such as quality service, or high quality will help customers feel more secure that they are receiving the best product around.