NEGOSENTRO.COM | When you look around the Internet, you are likely to see paid ads and most are connected to AdWords. Using AdWords is a useful tool for businesses to attract new customers, but companies do not always use the tool effectively.
Creating an online ad involves using a few tools beyond AdWords. There are sites that share information about keywords and some that share financial data. One of those is the advertising ROAS calculator which calculates the return on ad spent. ROAS is a statistic that measures how much you receive based on each dollar spent. Think of it like the return on investment (ROI), but for AdWords.
Because building an AdWords campaign is such a complicated process, it is best to learn how to make the campaign profitable. Ads should be effective so that people click on them and you get some financial benefit from it.
These eight rules will help you create profitable campaigns with Google AdWords:
- Set a budget and stick to it
Before you login to AdWords, decide what the maximum amount of money you can afford. Once you see potential customers clicking on your ads, you might be tempted to spend more, but don’t. Stick to your budget and let AdWords work for you.
You will need to set a budget on AdWords which will determine how long your ads will run and how many potential leads you might get. To get your ads in useful spot, you will need to set maximum bid amounts. The bids are how much you are willing to spend on each click that you get from a potential lead. Google lets businesses have flexibility with the bid, so you can raise it or lower it as needed.
The amount you set should be based on the maximum you can spend. So, if you have a $50 budget and you get $1 bids and 50 clicks, that’s all you get. The more you can spend, the more ads Google will run for you. But, remember that clicks do not always equal sales, so you should be firm about the total amount you are willing to spend.
Using the ROAS calculator can help you set your budget. The calculator shows in real time what advertising platforms are calculating as the cost for clicks. It works on Google Ads, so you can tell immediately how much you need to set in your budget. You can add the agency fees or management fees to get a realistic picture of how much you are going to pay for a specific campaign.
- Create goals
After you set your budget, you can set your goals. Decide what you want to achieve with the ads. Since AdWords uses the pay-per-click method, you can set goals to build
- Leads
- Conversions
- Click-through rate
- Visibility for your website
The goal you set doesn’t change the way that AdWords works, but it will help you design your ads and adjust your landing page. You should be realistic about your goals and be sure that your website will do what you are advertising.
As you are setting your goals, remember that AdWords can keep track of analytics for you, so it is important that you link the two accounts. Your destination page should be tagged so you can see whether your work is paying off.
You can have your own personal goals for the AdWords campaign, but Adwords has its own set of goals. You can ask Google to track the destination or the time that visitors spend on your site. Google can also track how many pages those visitors see and this is a useful metric to evaluate how engaged your visitors are. You could also ask Google to track specific events on your site. Those can include watching a video, buying something, or sharing a page or product.
After you have established the goal that you want Google to track, you have to complete the process. Click on the “Verify this Goal” then see what Google finds out for you.
- Conduct research
There are several ways that you can design your ads and your website. Look around and see what your competitors are doing and what your favorite online businesses are doing. It is also helpful to see what businesses of similar size are doing. While you want to create your own look and feel for your ads and website, if you see something that you like, by all means, make the changes you need to make it uniquely yours.
Remember that you aren’t the first person to use AdWords to grow your business. There is no need to recreate the wheel, especially if there is something you like out there or an idea that someone else has used that has proven successful.
- Develop a target audience
Prior to starting an AdWords campaign, you should already know your target audience. But, for an AdWords campaign, especially one that might have a limited budget, you could choose a subset of your target audience. This will help you capitalize on the amount of money you can spend.
Your ads should directly appeal to the target audience. Hopefully, you have developed a persona so you know how old your ideal customer is, what your customer likes to do when online, and how your product will improve your customer’s life. If you haven’t developed a persona for your perfect customer, it is important that you do it before you create your ads.
- Research keywords
Since Google searches are conducted using keywords, your ads will be triggered by them, too. Therefore, you have to find the perfect keywords, especially long-tail keywords that are three or four words long. Most people do not conduct single-word searches, so your long-tail keyword choices are vital to your ad campaign success.
There are several online tools available to help you with keyword research and many of those tools are free. With long-tail keywords, you are going to get better results from your ads as people conduct specific searches that lead them to sites that showcase your ads. With the right keywords, you should be able to build qualified leads and convert them into sales.
- Develop a CTA and effective ads
As you design the ad, you should consider what you want the people who click on it to do. With an effective ad, your clicks should land on a page in your website that will give them a task. You might ask them to give you their email address in exchange for a coupon. This is a call to action or a CTA.
As you build the ads, you should include the keywords, an engaging headline, and an eventual call to action that gets you the lead. The call to action can happen on the landing page of your website. The ad should include colors, designs, and copy that attracts the ideal customer. It should have clear images and easy-to-read fonts.
Your ad could go as far as telling the customer how to get to your site and what to do to place an order. While your AdWords goal might be to gather leads, the ultimate goal is always to make sales.
- Update your website
The ads that you design should take clickers right to a particular page you’ve predetermined. The page should be updated, not an old, tired page that will drive viewers elsewhere. Many webmasters will ask new visitors to give their email addresses to proceed into the site. If you are not going to give anything to the visitor, then you should give the visitor the opportunity to enter the site without giving her email address.
If you are going to invest in AdWords to drive visitors to your site, you should be sure your website is looking its best. Some business owners will invest in design services to modernize their site and they will make sure their product offerings are accurate, too.
- Don’t lose the leads
After working hard to get leads, the last thing you want to do is lose them. It’s easy to lose them by not updating your website and by not delivering on promises or offering products that your perfect customers want.
Don’t make your customers work too hard to find what they want, especially after you have gotten them to your website with your Google Ad.
One way that you can turn your leads to sales is to remarket your AdWords campaign. This will keep your leads interested, especially if they shared their emails, but didn’t make a purchase on the first go-around.
A remarketed campaign uses the items that your leads clicked on to make customized ads for them. This way, as your leads surf the net, your products show up in ads that subtly force them to remember your site. They’ll see your business and consider coming back to make a purchase.
Don’t forget to use the email addresses that you have obtained. You can always send coupons, sales, or other special events. Don’t forget to send details about blog posts and other special updates to your site.
