Most businesses attempt to take advantage of AdWords pay per click marketing. Unfortunately, many end up giving up in defeat as they drain their budget and have nothing to show for their efforts. While a successful pay per click campaign involves a firm understanding of PPC and extensive testing, the smallest adjustments can have a huge impact on overall performance. Do you want to improve in your AdWords performance? The following 5 tips will help ensure that your PPC efforts result in a solid ROI.
1. Clean Up Duplicate Keywords
Duplicate keywords are detrimental for several reasons, including the fact that they’ll quickly burn through your budget and affect your Quality Score. If you’re bidding on the same keyword multiple times, both are going to be entered into the same auctions and you’ll end up competing with yourself, driving up your own cost per click (CPCs). Taking the time to de-dupe an account every few months is an essential task and one that is rarely executed. That being said, there are special cases where it’s appropriate to use duplicate keywords including AdWords campaigns that are set to serve up ads to various geographical locations.
2. Use Site Extensions
Site extensions are an essential factor for successful AdWords ads, displaying value to potential clients before they even click the ad and improve ad ranking. As a matter of fact, site link extensions improve user interaction in such a significant way that they should also play a part in the ad’s title, description, text, the URL that’s displayed and the site links. By routinely optimizing the ad’s message in this way you can significantly improve the ROI generated by the ads.
3. Use Day Parting
In online advertising, day parting can be a highly effective tool as it brings focus to ad campaigns. Since the account holder can ramp up or suspend their ad campaigns during selected times of the day, day parting can help define which of the ads are seen and at what time, also ensuring that they’re not wasting their click, impressions, or ad dollars.
4.Don’t Obsess over Quality Score
Google’s quality score shouldn’t be regarded as the magic bullet that’ll reduce the cost, but as a primary indicator of possible red flags, or to help determine that you’re going in the right direction. While Quality Score is important, it definitely shouldn’t be obsessed over. Provided that you are adhering to Google’s best practices across each segment of the AdWords campaign, the Quality Score will inevitably increase.
5. Use Mobile Ads
Google Mobile Ads help online marketer’s reach their target audiences on the go. Mobile ads are displayed on mobile devices in the Google search results, in apps, videos and on content websites. Mobile ads put businesses in front of the ever growing smartphone and tablet audience throughout the day, helping them achieve their marketing objectives, acquire leads and new customers. In addition, Google Mobile Ads can help businesses reach their branding goals, eventually reaching “expert” status if handled correctly.
Adding a regular review strategy and taking advantage of the tools Google provides will go a long way to proper AdWords management. Don’t fall into the trap so many do, thinking that PPC doesn’t work, simply because you’re missing out on simple optimizations. Keep in mind, these are the tip of the iceberg. There are many ways I’ve learned to improve performance in my more than 14 years of pay per click experience. Don’t forget, it all starts with a good setup. We covered that in another post – AdWords 101: 10 AdWords Campaign Setup Best Practices.
Take a look at our case study to learn more about how we helped an ecommerce client grow their PPC revenues over 200% in just 2 years! You can get it here.
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