Google ads have become so common with the expansion of digital marketing. Competition is intense. It works for some businesses and some not-so much. Investing more money in AdWords does not guarantee the conversions, it is the strategy that matters. There is so much that goes into Google ads than keywords and budget.
Know your business- Do the research!
Doing ads without knowing your business is like running a blind marathon. It is absolutely necessary that you know your industry and competition. For advertisers, doing in depth research of the company and its competitors provides a base to setup a successful a campaign. No one knows the business better than the business owner itself. So discuss the marketing strategy in and out with the client.
Use Researching tools
After analyzing your business needs, it’s time to do some Google research on your keywords and industry competitors. Keyword research can be initiated with brainstorming the main keywords and use them as basis to search from Google AdWords Keyword Planner. It is in -build free research tool that allows to you get keyword ideas and search volume data for your industry. Select the best Keywords and begin searching for the negative keywords i.e. words you basically want to block out from user ad search. For competitor analysis use tools like Spyfu and Moz that gives you performance insights of specific competitor of yours.
Campaign structure that works for you
There are no one size fits all strategy for all businesses when it comes to Structuring campaigns and ad groups. Broadly, ad groups in one campaign must have common objective e.g. Campaign Car wash must have ad groups contacting keywords, ad copies and URL’s pointing towards Car wash itself. Keywords like car tinting or car windshield repair must have their own separate campaigns for best results. Bid amount should do justice to the keyword and competition in order to rank high.
Relevant ad copy and landing page
Chosen keywords can bring you the impressions but clicks can certainly be gained by compelling ad text. Attract users with great deals and impressive package. Adding symbols like $, % etc. increase credibility, but always use them right. NEVER fool customers to get a click, be true to the ad copy. Also, add extensions and a clear CTA(call-to-action). Make sure the keyword does justice to the ad copy and ad copy to the landing page. Have relevant information about the product/ service you are advertising on the landing page itself, again with clear CTA.
Test, measure and improve
AdWords is not to be left alone after setup. It needs regular touch-ups to be fresh and updated. Keep testing new keywords and ad copies and compare to analyze their performance. Landing page testing is equally important to find out the customer reaction to whole ad situation. To simplify your analysis procedure, create custom reports and look for possible opportunity to increase effectiveness.
Remember, always keep researching for better methods to increase ad productivity. Google AdWords guide to create successful campaign that gives detailed information about ad setup and management.