Most folks know that AdWords can be a powerful tool for attracting traffic to your site. Just exactly how successful AdWords can be depends upon your understanding of how to implement it and how to do so competitively.
First, always make sure that conversion tracking is installed. Regardless of whether your goal for that particular campaign is branding, it is still important to have conversion tracking to your advantage for measuring keyword effectiveness. There is no point in spending money on ineffective keywords.
Landing Pages and Post-Click User Experience
Among the most common mistakes that many people make when setting up their AdWords campaign is directing traffic to their home page. While this might initially make sense, in reality, you are more likely to lose traffic with this strategy. The only situation in which this strategy is effective is if you have a one-page website. Otherwise, you need to direct PPC traffic from AdWords to the relevant page for that action. This will direct your visitors farther down the conversion funnel and increase your chances of a successful conversion.
How much to bid is a frequent matter of concern for many website owners. Unfortunately, too often, many people overbid. Just because you have the money available, does not mean that you need to spend it. When bidding, it is important to keep in mind the value per customer, conversion rate, and the rate of return on your investment that you want to receive. Ideally, it is best to keep your bids below your conversion rate.
Setting Campaign Goals with ROI in Mind
Return on investment goals are vital to the success of any AdWords campaign. If you do not have a ROI goal set, there is a good chance that you are going to spend more money than you should on your ad campaign.
Take the time to understand what negative keywords are and use them to your advantage. Without this strategy, you will likely end up paying for clicks that are completely irrelevant. Negative keywords are those words that you do not want to spend money on. These keywords can be added at the campaign level or at the ad group level. Among the most popular negative keywords are “cheap” and “free.”
Call to Action
If you do not have a call to action, you are probably missing out on traffic. Tell your visitors what it is that you want them to do. Do not make them sit and wonder about it. Each ad copy that you post should have a distinctive call to action that tells visitors the next step to take.
Test and Iterate
Finally, don’t forget that you always need to test your AdWords campaigns, including landing pages and ad copy. Testing is absolutely vital to the success of a campaign. It does take time, but it is also necessary. If you do not have the time to handle the testing of your account on your own, consider enlisting some help. The small amount that you would pay to consult a professional can pay off significantly in the end.