The final step to setting up your AdWords is to place your conversion tracking codes. A conversion is designated as a purchase, sign-up, page view or lead. To view your successful conversions in AdWords, click your Campaigns tab or click on the Reporting and Tools tab and select “Conversions.”
Here are the steps to generating and placing your conversion code snippet:
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Before you dive head first into ad writing, take a step back and think about the brand and products you’re promoting and the audience you want to appeal to. There are a lot of aspects surrounding a company that should help you in writing your ad text.
Thorough keyword research and a tightly knit structure will be useless without great ads. You need to entice searchers to click on your ads, and once they land on your page, perform the desired conversion. Relevant ads and landing pages help you achieve a good cost per lead and ROI, however, there’s something even larger at play with great ad text; your Quality Score depends on it.
Rules of an AdWords Ad You have 130 visible characters (headline, description, and display URL) to encourage a user click on your ad – that’s less than a Tweet. Character Limits
You can show your ads in a rotating fashion, which will allow Google to show them more evenly. This is the preferred method since it makes a/b testing for your ad copy easier and it also offers better control over your metrics. Other options include Optimizing for clicks (this is the default – change it!) and Optimizing for conversions.
Once your campaigns and ad groups are configured with keywords, your next step is to make sure settings are correct. Here are some of the top settings to make sure are set properly:
Locations and Languages In what geographical locations do you want your ad to show? Also, are you planning to target people who speak different languages? You can change the setting here to reflect these options. Though available for the Search Network only, there are advanced location options that can be utilized for both targeting and exclusion methods. Networks and Devices Pretty much just what it sounds like –this section will allow you to pick where you would like your ads to show on the Internet. Devices Setting –most advertisers choose “All” for this option. It allows you to show on desktop computers as well as laptops and mobile devices with full browser capability. Bidding and Budget Arguably, this is the most important setting. If you set your daily budgets too high, you can blow through your entire month’s budget like a hurricane. If you set the daily budget too low, your account runs the risk of not spending the entire monthly budget. Either way, you are not allowing your account to reach it’s full potential. The best way to determine this is to take your total budget, divide it by the number of days in the month and then split out that number amongst your campaigns. Once the account is running, you will have a better idea of how your campaigns are spending their budgets and can reallocate accordingly! It is always best to set your budgets at a level you can afford and are comfortable with. The most important thing to remember when developing your AdWords structure is that organization is key to making the most of your PPC account. Account structure and organization will affect your quality score and dictate how your account performs as a whole on the search engines.
Choosing Your Campaigns and Ad Groups There are many ways to create a useful account structure. Your campaigns should be segmented by higher-level ideas so that you can drill down into more tightly themed ad groups and keywords. Consider the following ways to segment your campaigns:
It is a good rule of thumb to have around 3 to 5 ad groups per campaign so that they remain easily manageable. You can always create more concentrated campaigns and ad groups. Do remember that the more concentrated and organized your structure is, the better your account will perform overall. Keyword research is the foundation on which you build your PPC account. The stronger the keyword list, the stronger your account will be. Keywords are the words or phrases your customers would use when searching for your product or service. When a customer types in a keyword you are bidding for they will be shown an ad.
The first place you should start looking for keywords is the company website. This is the best way to identify the core words and phrases that describe your business. Looking at the website layout will also help you see any keyword themes that may be present. As you are going through your site, don’t forget to include branded terms when developing your keyword list. Branded keywords are extremely beneficial to any PPC account, as they tend to have higher conversion rates and lower cost per conversions. Below are the list of keywords I put into my excel spreadsheet from the website: Include Synonyms and Keyword Variations After you’ve pulled keywords from your website, look at your list and see if you can think of any synonyms or variations of those keywords. For example, pay per click is also known as paid search. Think Like Your Customer Now that you’ve spent time looking at the company website and thinking of other keyword variations, take a step back and put yourself in the customer’s shoes. What would someone who’s looking for your product or service type into the search engines? Also think about the intent of your customer. If a person is looking for help with managing their account it’s likely that their current account is not performing well and wants to improve their account performance. Keyword Research Tools I’m going to use the AdWords keyword tool since it’s free and one I use often, though I do recommend using a variety keyword tools to get different perspectives. All you have to do is enter in a keyword and hit search, and Google will generate a list of related keyword ideas. Clickthrough rates are often lower on the Display Network, because it can be harder to get a reader's attention. If you’re showing your ad on the Display Network, you can set a Display Network Max. CPC bid for clicks that happen just on the Display Network. Similar to how you would evaluate keywords, if your ads perform well on certain placements, you can consider raising the bid for those placements. You can also set bid adjustments to increase or decrease bids for different targeting methods.
Instead of paying per click, you can pay by the number of times your ad is viewable. That's called cost-per-thousand viewable impressions (vCPM) bidding, since you only pay for every 1,000 times your ad is measured as viewable. If you're mostly interested in getting your company's name or logo in front of lots of people, this is a smart option. Learn more about vCPM bidding Once your ads have been running for a while, see how they're doing. If your goal is to drive sales and website traffic, ask yourself these questions:
Adjust your bids to increase your return on investment Once you’ve identified which keywords, locations, times, and devices are getting good results, you can adjust your bids accordingly. For instance, if a keyword has a low average CPC but each click converts well, you may try increasing its max. CPC bid. This could improve the ad’s average position for that keyword, giving your ads more exposure and potentially increasing your ROI. If a keyword has a high average CPC but clicks seldom result in conversions, you may try reducing its max. CPC bid. A lower max. CPC bid is likely to decrease your ad’s average position for that keyword, the number of impressions and clicks it receives, and, as a result, its cost. Not only can this strategy improve your ROI on low-performing keywords, but it frees up part of your budget to invest in more valuable keywords. Over time, if it continues to perform poorly, you may wish to remove that keyword entirely. Similarly, consider increasing your bids in locations where your performance is stronger. Or if you tend to see less foot traffic to your store during certain hours, you could increase bids for that time period and run ads with promotional offers to drive more people to your business. A couple things to keep in mind when thinking about bidding changes: We recommend changing your bids in small increments, then see how many clicks and conversions your keywords begin to accrue before editing again. Also, remember that Internet traffic is always changing, so it's important to re-evaluate your bids regularly. It's possible to improve your ad's position by improving the quality of your ads, keywords, and website, without increasing costs. The higher the Quality Score for your keyword, the less you pay for a given ad position, and vice versa. If you're just starting out in AdWords, go with a budget and bid amount that you’re comfortable with.
After your ads have run for a while, evaluate which keywords are more effective in bringing in sales, using reports in your account. Adjust your bids to spend more on keywords that are proven to work. This can improve your ad position for those keywords and attract more customers. Use Google tools to get custom bid estimates based on your advertising goals and performance history. You can also set up automatic bidding to let Google do the work for you. Choosing your first bids First things first: there's no one recommended bid amount that works best for everyone. The right bid for you will depend on the cost of your keywords, the type of campaign you're running, and your profits. Most people starting out in AdWords use cost-per-click bidding to pay for each click on their ads. With this option, you set a maximum cost-per-click bid (max. CPC bid) that's the highest amount that you're willing to pay for a click on your ad. Set your bid by thinking about how much an ad click is worth to you. If you’re unsure what bid to start with, try setting a max. CPC bid of US$1. Example Let's say you own a skateboard shop and you make US$10 from every skateboard purchase. You've seen that on average, one in 10 visits to your website results in a purchase. If you set a max. CPC bid of US$1, you’ll break even (advertising costs = sales).To make a profit, you should spend less than US$1 to get a click on your ad, which means you’ll want to set your max. CPC bid below US$1. When you set a max. CPC bid in a new campaign, it's applied to the keywords you choose for your ad group. You can change this ad group default bid at any time. If certain keywords are more relevant to your business than others, you can choose to set different bids for them in order to increase your chances of having your ad appear when people search with those keywords. These are called keyword bids. To make changes to individual keywords, click the bid amount in the “Max. CPC” column for that keyword. |
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