Every business exists to make a profit. And the modern internet has largely ensured that companies get what they bargain for. By way of their investment (of time and resources) in online advertising campaigns. Both paid and organic (free). Because no matter how you look at it, marketing means everything for a business. Whether it’s an ISP initiative like Frontier Deals. Or a kid selling lemonade jugs by the roadside. Without good promotions, you can’t expect to have customers banging your doors down.
You Can’t Ignore Google AdWords
Whenever you talk about digital marketing, you have to factor Google AdWords into the equation. Today’s business world, based primarily on the web, can’t afford to ignore it. And this utility, among many others, is hugely responsible for strengthening Google’s clout within the industry.
In this blog, I’ll share several tips for increasing your Return-on-Investment (ROI) through this tool. These are tried & tested techniques which every successfully paid campaigner is familiar with. And through repeated use and practice, you can become a pro at making use of them.
Even if you’re a campaign specialist, it doesn’t hurt to brush up on the basics.
Every now and then…
Get Some AdWords 101
If you’re using Google AdWords for the first time, it’s best to read through a few manuals. These are available on the Google Webmasters forum. And with a few clicks, you can start reading them instantly.
Only make sure that your readings come with practical applications. Otherwise, you’ll never run your own campaigns with confidence.
At the same time, it’s important to improvise from time-to-time. This is true for overseeing all kinds of campaigns. Because you have to fend off against your business competitors. People (and entire brands) who are as intelligent as you. And who won’t waste a second in making use of all the marketing hacks available!
7 Ways to Improve ROI
So without any further ado, here are my 7 tips to make good on your AdWords investments:
- Ignore Leads that Won’t Pay
- Get Friendly with LinkedIn ‘Display Network Ads’
- Pick Your Ad Landing Pages Carefully
- Ever Heard of Location Targeting?
- Make Ads for Mobile
- Put Keywords in Ad URL Links
- Optimize for Improved Ad Rank
Ignore Leads that Won’t Pay
You have to go with the Pareto Marketing Principle on this one. This suggests that for most businesses, twenty percent of the leads bring eight percent of profits. That’s a striking number. But if you think about it, it’s also true.
So the first thing you need to do is to narrow in on your exact customer-base. These are the people who will actually buy your product. And the best way to locate them is to pick the right set of keywords for your ads.
If you’re in the market to sell red leather wallets (crazy example), then your ads need to state this. And clearly. You can’t use generic keywords like ‘leather wallets’ or ‘wallets’ and still make money.
The right selection of keywords will have a big impact on your conversions. So it’s a pretty good idea to spend some time finding them.
Display Google Network Ads on LinkedIn
This is a great cheat for saving a lot of advertising money. And the fun part is that not a lot of digital marketers know about it.
If you’re a B2B business, then you can score even bigger bucks with this method.
All you have to do is to launch a ‘Placement Targeted Ad Group’, with LinkedIn as your focus.
And before you know it, your paid ads will start running on the recruitment platform!
Pick Your Ad Landing Pages Carefully
Your ads direct visitors to a specific landing page on your site. So it’s your job to make sure that they come to the correct page. This can become a problem when you always insert links to your home-page.
Normally, the home page doesn’t match the ad promotion very narrowly. And this becomes a problem when this ‘targeting gap’ impacts your Quality Score.
Your ad’s Quality Score has a major influence on your SERP (Search Engine Results Page) ranking.
If the landing page content doesn’t match the ad copy, then this value can plummet.
And you really don’t want that to happen!
Use Location Targeting
The first rule of good marketing is to know your target audience well. And take note (especially) of the physical locations where it resides.
Once you do, you need to make sure that your ads don’t reach out to non-specific groups of people. Because this is a classic way to waste money.
For instance, if you sell marmite, then it’s best to target a UK audience. The same won’t be true of an American customer-base. Which, of course, is made up of people who generally despise the stuff!
Make Ads for Mobile Viewing
It is no secret that most people nowadays use their mobile phones to watch online ads. This means that it makes a lot of sense to optimize them for the small screen. If you don’t, then you’re risking losing out on probably a majority of your customers.
Put Keywords in Ad URLs – and Improve Ad Rank
Keywords in ad URLs are a ranking factor. Now you can’t pretend you never knew this. So you don’t have any excuse not to use this hack. As I discovered in one of the Frontier Internet Plan blogs that I recently read, many marketers lose sight of this step. With the result that their Ad Rank scores don’t increase as much as they hoped. Fair caution has been given!