A preliminary move: understanding the potential of Google Adwords
Even without being a digital marketing guru, it is essential to know and understand some basic concepts of how Google AdWords works: the difference between approaching this tool without any notions and thailand mobile phone numbers database understanding its essential elements is enormous, as we explained in this article on how to avoid burning money with Google AdWords . In the first case, you will find yourself navigating by sight in a vast and not always flat sea, in the second, you will have a compass with which to orient yourself and reach the results you have set as a goal.
Some always valid tips to make the most of Google Adwords
1. Work on keywords - As trivial as it may seem, using the right words at the right time is a vital step in your marketing strategy. You will need to define keywords that are not only relevant to the creation of your message, but also to the way your customers can reach you (e.g. based on the products or services you sell, the name of your brand , and so on). Make sure you balance the use of generic keywords with that of long tail words and always check their effectiveness. 2. Manage your ads from the first to the last step - The content of your ads must always be effective to stand out from the crowd and capture users' attention: take care of the texts from every point of view (originality, conciseness, impact of the message), testing their validity not only when you start a campaign, but also during it. In this regard, make the most of the potential of Google AdWords, which allows you to create dynamic ads, for example, as well as set the rotation of messages, which can be optimized for clicks, for conversions, or configured for an indefinite period. Also remember that you can use extended text ads: a survey updated to July 2017 confirms that these guarantee a higher CTR than standard texts (of course if well set up...). 3. Optimize your campaigns - Optimizing seems to be the magic word to make the use of Google AdWords effective: the sense in which the term should be understood is not only that of balancing the results in relation to time and costs, but also that of going more deeply into the process of defining your campaign. Your goal is to achieve the right balance between bid and quality score , perhaps also relying on the Smart Bidding that Google makes available to you. Finally, remember that optimizing a campaign is a continuous process: it is not enough to set it up and let it work by itself; therefore periodically carry out checks and reviews to be sure that your ads do not obtain an underestimated ad rank . 4. Focus strongly on Remarketing - Those who see you on the web rarely do so without having also visited the channels of one of your competitors. It can also happen that a potential customer has passed by your site without converting and that at a later time no longer remembers how to find you. In this sense, investing in a remarketing strategy (by which we mean above all retargeting, sticking to the wording also used by Google) can really make the difference: use large and well-segmented lists, use tags, experiment with ads with personalized text and you will probably always have your potential customers just a click away. Be careful, however, to respect the threshold beyond which your visibility can become annoying: properly configuring this parameter can also guarantee high performance for your campaign . 5. Don't neglect reports and analytical data - Constantly monitoring the data and metrics of a campaign is a tiring but hyper-productive job if you know how to draw useful ideas for your strategy from the analytical indications. The reporting that Google AdWords offers you can be used to evaluate the responses of your audience , estimate the adequacy of costs, identify the strengths and weaknesses of your messages, make forecasts for the short and medium-long term. Ignoring this aspect of building a campaign is a mistake that many people make, but that you must always avoid. 6. Use extensions - Google has implemented the extensions available for ads in quantity and quality over the years: why should you deprive yourself of the possibility of using them all? It may not be an immediate process but adding extensions to your ad makes it immediately more visible and, consequently, makes your proposal more recognizable: the people who will arrive at your site, your product or your service, for example by clicking on the localization extension, will be a small percentage of the total but the CTR of your message will certainly be higher!
Also avoid making these mistakes
After a list of best practices , a list of mistakes that you absolutely must avoid if you don't want to see all the efforts made during the planning and implementation of an AdWords campaign go to waste. 1. Not keeping up with updates - Google continuously updates its tools and algorithms on which the entire search system is based. Losing sight of these updates simply leaves you on the sidelines, favors your competitors and does not allow you to bring traffic and conversions where you want them to go. After all, it is Google that holds the upper hand: stay informed about the changes it makes and you will be able to adjust your strategy in real time. 2. Not doing tests and checks - You may have found the best keywords, you may have developed an ad that satisfies you in every aspect, you may have calculated every detail of your campaign to the millimeter, but without carrying out a test session you will never be sure that your project will work. Sometimes minimal adjustments are enough (a word instead of a synonym, a value expressed in numbers instead of letters, etc.) to exponentially increase the effectiveness of your message! In particular, with extended text ads, controls are necessary: it may seem like a paradox, but more space available also means a greater risk of not finding the right words. 3. Do not differentiate ads based on the medium - Still thinking of digital communication as something you can read while sitting in front of a computer today is decidedly reductive: the importance of use via mobile devices is ever-increasing and your ads must be designed to be visible and recognizable even by those who connect with a smartphone. The possibility of using ad hoc extensions and configuring your ads for the mobile world also helps you enormously in this task. 4. Do not target your audience - Do not give in to the temptation to believe that users are all the same and all adopt the same behavior when faced with your ad: however well done it may be, your campaign needs to be calibrated according to your audience . Having quality traffic to your site is essential to get the maximum return on investment. Creating lists of your potential customers allows you to have a greater depth of data and to be able to vary and expand your strategy. AdWords, and in general pay per click or paid advertising, are extremely powerful tools that can have a very big impact on your business. They are also not easy tools to master. If you want a consultation or want to talk to someone from Exelab do not hesitate to contact us , we are always available. You can also leave a comment at the end of the article, we always try to respond very quickly. Continue reading: Google Adwords – Pay per Click: you can do it yourself, but… >>
