The professionals at Agent Host welcome everyone to join us on our blog! Tips for running successful AdWords campaigns. We’ve set out to use this platform to provide our readers with useful tips and insights into the world of growth and internet marketing services.
In our first installment, we take a look at our top 5 tips for running a successful Google Ads/PPC (Pay Per Click) campaign.
Read Also: Specialist Google Ads Management
Know your customer: Successful Google Ads
It almost goes without saying, but to ensure the success of your campaign, you need to know what your potential customers are searching for.
Each customer’s entire product search can be divided into four phases: Perception, Evaluation, Comparison and Purchase. Together, they make up the consumer buying cycle.
In each phase of the cycle, consumers use different keywords, from very general ones in the awareness phase to brand- and product-specific keywords in the comparison and purchase phase. It’s your job to make sure your campaign can appeal to customers at each stage of the buying cycle.
We recommend taking an “always-on” approach to keyword research, which will allow you to determine which terms to invest in that are most relevant to your customers at each stage of the buying cycle.
Read Also: Right way to monitor websites and Google Ads
Spreading the wealth
As the world’s leading search engine and the pioneer of pay-per-click marketing, Google Ads (formerly known as Google AdWords) is a great place to make a significant investment in your PPC marketing efforts. However, this is not the only place you should spend your advertising budget.
The most effective marketing campaigns also involve other search engines like Yahoo! and Bing. Their reach may not be as large as that of a Google Ads campaign, but their search volume is steadily increasing.
The best part is that due to less competition, running effective ads on these platforms can be much cheaper than Google Ads. By focusing some of your budget on these Google AdWords alternatives, you can maximize the return on your marketing investment and leave no stone unturned.
Optimize for Mobile
More than 70% of all search queries are now made from mobile devices. One of the biggest benefits is the ability to pinpoint the exact geophysical location of the user. This means that your marketing campaigns need to be 100% optimized for mobile devices to take advantage of this incredible power.
You can optimize your Google AdWords PPC campaigns for mobile devices with a bid modifier that allows you to target users based on a specific location, device type, or search type while providing tailored copy for mobile users. Hmm. You can also add “call-to-call” functionality to your mobile ad campaigns so users can contact you directly by phone.
When setting your AdWords budget, make sure your campaign doesn’t ignore mobile advertising.
Be there when the customer is watching
A great way to target users at different stages of their customer journey is to use ad groups to group keyword types together. To do this, AdWords PPC keywords are divided into broad matches, phrase matches, and exact matches.
For broad matches, the specifications don’t matter. Your ad is likely to be seen if your keyword appears anywhere in the users’ search query. With broad match modifiers (BMMs), you add close variants of that word by adding a “+” before increasing your keyword’s reach. For example, if you use “+men +blazer,” your ad will show up for searches like “men’s coat,” “men’s jacket,” or “men’s sport coat.”
On the other hand, if a user’s search matches exactly the sequence of keywords you specified, your ad will be displayed as a phrase match. The phrase match “blue blazer” can also display your ad for a search for “blue blazer for men”.
Finally, with an exact match, your ad will only be displayed if the search query matches the specified search phrase exactly, e.g. “blue blazer for men”.
These techniques ensure that your products are displayed first even when customers are just beginning their search or are ready to make a purchase.
Read Also: Guiding the Stormy Weather of Google SERPs
Maximize the impact of your ad with extensions
Another great way to increase the investment power of your Google Ads campaign is to grow each ad with a variety of available extensions. Ad extensions allow you to highlight additional information about your product that is not included in the organic search results.
Extensions that can display multiple products range from simple text lines to callout extensions that prompt users to take action, as well as review extensions that link to your product or service to read instant reviews about it.
Extensions also increase the visibility of your ad and draw attention to your product while pushing your competitors down the page.
Running an AdWords marketing campaign can seem like a daunting task, but it doesn’t have to be. With these strategies, you can get your business up and running in no time.
The team at Agent Host has years of experience in successful Digital Marketing Agency in USA as well as website, mobile app and software development.