Web marketers know very well that using Google AdWords is an excellent advertising strategy to attract traffic and drive more visitors to their websites. But how to ensure a good return on investment?
In fact, a badly managed advertising campaign can be expensive, especially if it does not yield anything. However, a well-organized AdWords campaign can attract traffic and a large number of visitors in a relatively short period of time. Considering that 8 out of 10 Internet users use Google as the main search engine, knowing how to use Google AdWords is a winning strategy to keep your business afloat against the competition or to boost your sales in the short and medium term.
- Attract traffic and large number of visitors
- Saving time
- Great results
- low investment
However, several pitfalls exist for optimal use. It’s important to keep in mind, for whom is undertaking a new advertising campaign on Google, that there is no turnkey strategy. Everyone must define their own advertising campaign according to their objectives and sector of activity. In other words, using Google AdWords optimally takes time and money. Functioning on the principle of trial and error, AdWords requires that you remain attentive to your results and that you make changes to the keywords purchased to achieve your goals. Despite these difficulties, there are some simple tips to cushion your investment from the start.
To make a successful Adword campaign you need to :
- Define your own advertising campaign objectives
- Make changes to the keywords
- Define the keywords or groups of keywords
- Use specialized free SEO tools
- Divide your keywords into different ad groups
The first tactic to keep in mind is to define the keywords or groups of keywords that you believe most likely to match the research of your potential customers. As we mentioned, choosing the right keywords works on the principle of trial and error. It is therefore important to pay close attention to the results obtained, ie the click-through rate, the conversion rate or the cost per acquisition with the best return on investment. In this sense, it is recommended to always test these keywords for best results until you are satisfied. You may be surprised that this type of test could eventually lead to double your conversion rates and halve your cost per acquisition.
However, before you get there, do a preliminary search by visiting the websites of your competitors and using specialized free SEO tools, such as Google Keyword Planner . This will allow you to get good results from the start. Knowing how to put oneself in the shoes of one’s clientele is a prerequisite for capturing their attention.
A second tactic to keep in mind is to segment your advertising campaigns according to your products and services. AdWords is configured so that you can create ad groups based on different types of products and services. For example, if you have a campaign focused on promoting your products and one focused on your company’s repair services, each of these two campaigns should be generated separately for better results.
Not using ad groups is one of the biggest mistakes made by web marketing neophytes. Instead of segmenting ads into different groups based on similar types of keywords, many are likely to group all their keywords into a single ad group.
The problem with this approach is that the displayed ad will be very general and will not specifically match the user’s search.
For example, Apple sells several different products. The company sells laptops, desktops, tablets and mp3 players. But if Apple’s AdWords strategy does not divide its products into different groups, it will be difficult for it to quickly capture users looking for one of its specific products. That’s why Apple uses ad groups to promote each of its products, including “MacBook Pro” or “iPad Mini.” This allows Internet users and consumers to find the information they are looking for much more quickly and attract traffic to their pages.
If you do not divide your keywords into different ad groups, you’ll group all your ads for products and services under the same campaign with the risk of directing your consumers to your business or business homepage. , which is not always desirable. In particular, because it will not allow you to personalize your ads to be in adequacy with the sought terms. The more you divide your ads and keywords into specific topics, products, or services, the easier it will be to find your campaigns and the better return on your investment.
As a general rule, it is recommended to use a maximum of 10 keywords per ad group. It may happen that you exceed this limit. Nevertheless, the number of 10 keywords is a good indicator to know if your campaign by keywords well circles the announced information and the search of your potential customers.
Knowing how to use Google AdWords is the key to a successful advertising campaign. Knowing how to use your different tools will not only attract traffic to your website, but will also increase the number of visitors interested in your products and services. For an optimal return on investment, do not miss to apply our expert advice as simple as easy!