Use custom audiences for remarketing
Google AdWords makes it easy to show your ads to specific audiences based on who they are, their interests and habits, what they’re actively researching, or how they have interacted with your business. For remarketing purposes, that is, to target ads towards customers who have visited your site before, simply select the “Remarketing and similar audiences” selection within your Google AdWords “Audiences” page menu.
This easy customization ensures that you are reaching consumers who have shown interest in your site and might be ready to make the plunge on a purchase. Targeting a narrower market of customer may seem counterintuitive, but reaching the right audience who is much more likely to buy will serve your business better than targeting the masses.
Use offline call tracking
This handy tool allows your business to actually track the effectiveness of an online ad even when a purchase is made offline. It goes a little something like this: if a customer sees your ad, clicks it, then decides to make an in-store purchase later, you’ll be able to track the lineage of the sale back to your ad click. Mind. Blown.
There are some basic setups you’ll have to ensure are correct before you can properly enable this feature. Be sure to check out the Help Center on Google AdWords to make certain you’ve set offline tracking up correctly.
Set up single keyword ad groups
The way you structure your AdWords account is paramount to the success of your ads. That’s why we introduce to you…drumroll please….The Single Keyword Ad Group (SKAG) approach. This is one of the fastest ways to elevate your click-through-rates, quality scores, and most importantly, the money that you’re making, and here’s why:
Single Keyword Ad Groups are ad groups with just one keyword in them which ties them into their own unique ad groups. By using this technique, you can make sure that the keywords you’re bidding on match the search terms you’re paying for.
Optimise for mobile traffic
If you haven’t figured out yet that the use of mobile devices is important when it comes to online advertising, here are the facts straight from the horse’s mouth (Google):
Here are just a few reasons why your mobile presence is critical to your business:
- 1. Mobile-friendly sites show up higher in search results
- 2. Mobile searches make up more than half of searches on Google.com
- 3. For many advertisers, the majority of traffic comes from people on their mobile phones
- 4. If your site isn’t mobile-friendly, visitors are 5 times more likely to leave
So, there you have it. Making your site mobile friendly is vital to improving your success in online advertising. Some of the key components of a mobile-friendly site include quick loading times, ease of navigation, and simple steps to take action through your site.
Give Top Keywords Ample Budget
As the saying goes, “You have to spend money to make money.” This certainly applies to paying for quality advertising. Investing your advertising budget into your best results-driving campaigns can give you the edge you need to find real success.
Find your most successful keywords and make sure they shine above all others. There’s never any harm in refining where and how your company spends money. Trim where necessary and devote funds where success and growth are the most attainable.
Run Responsive Display Ads
Responsive Display Ads are simple to use and quickly becoming the norm. Of course, Google makes it easy by allowing your business to simply upload your “assets” like logos, photos, headlines, and phrases associated with your business in separate pieces. Google then uses these pieces to stitch together ads that are appropriate to fit the ad space and viewability of the consumer.
One of the great benefits of this approach is to save you and your company time and overhead. No more designing dozens of ads to fit every which space and say what you intend to say. Google does it for you with an algorithm you and I would never have come up with on our own, let’s be honest.
Use Negative Keywords
This technique is all about targeting the proper audience for what you want to sell. Just as you want to be specific about reaching a target audience that wants to buy what your company sells or does, likewise, you want to avoid terms that give you unwanted impressions or clicks across multiple campaigns.
To build a negative keyword list, you’ll want to think of words that you don’t want triggering your ads. For example, if your business sells custom made holiday greeting cards but does not sell custom party invitations, you’ll want to exclude yourself from searches that are looking for party invites. This helps focus the clicks you get to customers who are actually interested in what you’re selling.