As mentioned in our previous blog, customizing ad-campaigns is the key to paid-ad success. However, AdWords success not only requires a fundamental understanding of the tool itself, but also knowledge of how your ad-campaigns can thrive with it.
So this week, we’ve created a guide to help you along the path to AdWords success. These tips are extremely specific and can yield to better ROI’s and lower costs, but they must be implemented carefully in order to do so. Check them out below!
- Bid On Your Own Brand:
Most companies assume they do not need to bid on their own brands because they already rank high in organic search results. However, as a business owner, you can potentially lose clicks if you do not. Other companies can use your brand for an ad-group and target your visitors, and since visitors searching your brand are the most likely to convert, you will miss out on the opportunity to attract those visitors. Bidding on your own brand is the solution to the problem.
- Optimize Your Ad Rotation:
Ad rotation is a way to show your ads on both the Google Display Network and the Search Network because you can only show one ad at any given time from your account. In the ad-rotation settings section, you can determine how often you’d like certain ads to show in relation to others.
So how can you optimize this ad-rotation? Analyze the results. A crucial element to optimizing any ad-campaign is to evaluate the performance trends of your current ads. CTR, % served, total impressions served, CPC, & average position can all be helpful in determining the success of your ad-campaigns – and developing insight into how they can be improved. Maybe one ad does better in a certain radius; maybe another does better as a mobile ad. Whatever the case, identifying these trends based on the results of your current ads is really key to optimizing your ad-rotation and generating better AdWords results in the future. So start analyzing as soon as you can!
- Implement Appropriate Ad-Extensions:
Ad-extensions are a critical part of Ad Rank. When you use extensions, they add more information to your ad which increases your visibility and generates more clicks as a result. Thankfully, AdWords provides ad-extensions by default, so you are provided with a combination of extensions that will essentially optimize your ad-rotation. You can also manually add extensions that you feel would be best for your campaigns.
You have the choice of the following: sitelink, callout, structured snippet, price, location, affiliate locations, review, app, ad message. Just be sure to enable these settings, if they are not enabled already if you qualify. You do not want to miss out on the opportunity to make your ads as engaging as possible to your target audiences.
We understand that AdWords can be intimidating. And there is so much more about the tool we want to share with you. But if you start with these 3 tips and develop a strong foundation, navigating through the tool will become easier in the future…as will be generating solid results. So we encourage you to walk along this path to AdWords success so you start seeing the results that you deserve.