5 tips for Google Adwords success in 2016

Written on 07 March, 2016 by Gerard Goh
Categories: Pay Per Click | Tags: google adwords, pay per click, ppc, search engines, search marketing

Google Adwords have been great for businesses to get their business found. You don’t pay anything until you get actual website visitors on a cost per click (CPC) basis.

However, with the recent removal of right column ads on the Google search engine results page (SERP), the top half of the Google page has become more precious than before. This will subsequently increase the costs of bidding for the top spot on Google.

How do you increase the return without increasing the ad spend? Here are some tips to allocating your spend strategically and getting that top spot.

1. Timing & Target Market

Always set the campaign to specific locations or by radius around a location. Even if you’re running a national campaign, there will be some areas where your ads may not perform as well. Select regions where your business has the highest chance to engage with a potential customer.

Advertising at the correct times through ad scheduling is crucial. If you’re a pizza shop, you may get best ad results during lunch hours. You may adjust your ad schedule so that it appears at 11am-2pm. If your service operates on weekdays, schedule your ads to appear on weekdays. After determining the best times to advertise, adjust your bids accordingly to bid for specific times and days.

2. Optimise, Optimise and Optimise

Eliminate wasted spend. The quickest way to optimise your campaign is to eliminate predictable wasted spend. This is done by avoiding keywords like “Free” which attracts freebie seekers. You can do so by adding negative keywords in your Adwords account.

Eliminate Broad Terms. Terms like “Shoes” or “Pets” which don’t have a purchase intent will result in expensive CPC and yield very low returns. Refine this by targeting long tail keywords like “women’s leather boots” or “buy pet supplies”. These terms generate lower traffic but have much higher returns.

Optimising ads by devices. When it comes to ad performance, it differs by devices. Ensure you’re looking into mobile, tablet or desktop performance and optimising it accordingly.

3. Utilise Different Ad and Campaign Formats

With the recent updates – Various ad formats have been introduced. If you’re only leveraging text and image ads, here are some other formats you can consider:

  • Call Only campaigns: Suitable for businesses targeting mobile users for easy “click and call”
  • App promo ads: Suitable if your business has an app to promote.
  • Video ads: By presenting people with the option to purchase while they’re watching the video, advertisers can capitalize on the viewer’s sudden impulses and desires.
  • Product listing ads: Excellent format for e-commerce stores, display your products directly on the Google SERP
  • Mobile Ads: Specifically for smartphones and tablet users, consider tailoring ads and marketing campaigns for mobile users. Behaviour is very different compared to desktop users.

4. Leverage Ad Extensions

Adding a phone number or adding a line of text (called “ad extensions”) below your ad takes up more space and makes the ad more prominent. This means you’re taking more SERP real estate without increasing the CPC.

Consider adding sitelink extensions, location extensions, call extensions, call out extensions and review extensions to your existing ads.

5. Increase the Quality

If you’re looking to improve your ROI with Google ads, make it a goal to improve your Quality Score! In order to reduce CPC and overall costs of ads, a good Quality Score can enhance your spending strategy. With a lower CPC, you can bid for higher positions without paying extra.

Applying the tips above will help improve your quality score over time. Quality Score can be quite a complex topic but yields long term benefits, consider getting a qualified Google Adwords specialist or agency to assist with your campaign.