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Adwords Best Practices Part # 1
A lot of our clients at 1upSearch originally approach us because they are already running a Google Adwords Campaign, but without success. They are usually paying far too much for far too little, or in some cases nothing at all !
I can normally predict what their account will look like before I even log in and take a look. Most accounts contain 1 adgroup, with a selection of keywords which in turn are linked to a single advert. Put simply this type of campaign is far to broad.
This leads us to one of the most important best practices.
Focus Your Campaign
The first question you should ask yourself before even setting up your adwords account is.
“What is my Visitor Goal?”
In order words..
“What action do you want your visitor to perform?”
If your selling your own products or services your answer will probably be one of the following.
“I want my Visitors to Buy a Product”
If your selling a product, Are you selling 1 product or many ? Are you targeting different countries? Are you shipping World Wide? All these questions will help you focus your campaign on the results your actually want to achieve.
If you are selling multiple products then each product will require its own Adgroup, keywords and Advertising Copy. Each ad should also bring your visitors straight into the relevant product page on your site. This is even more important as Google as recently started checking the quality of landing pages.
“I want my Visitors to Submit a Sales Enquiry”
With Sales Enquiries you either want your customers to contact you directly via a form or by Phone or you want them to submit their details so you can contact them at a later date.
The second option is preferred as it enables you to collect the details of your visitors allowing you to build a marketing list that you can use to further your marketing activities in the future.
Visitor conversion is generally quite low so you have to make it appealing when your visitor lands or they won’t submit their details. Other factors include navigation, forms, trust and security (don’t worry I’ll go into these in the near future). Ensuring you get all these things correct is essential in maintaining a good visitor conversion rate.
That’s all for now but part two will be here very soon.
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