For those that are new to the realms of Google and Facebook Ads seeing clicks and visits to your website may give you the impression that your ad campaign is working. However, just because you are getting clicks does not mean you are going to get sales or meet your ad campaign goals. In this guide we are going to give you a few basic insights, so you don’t waste your budget on needless clicks.
· Learn how to choose keywords wisely
· Discover how to minimize costs
· Maximize your ROI
· Understand the benefits of analytics
· Implement a step-by-step strategy
Much of the content in this guide relates to Google Ads. For more information check out our new Google Guidelines guide.
Do Not Use All the Keywords Suggested by Google Ads
One of the nuances of Google Ads for new users is the auto-generated suggested keywords tool. As it is Google suggesting these keywords newbie marketers may think that this means they should include these keywords in their campaign. Our advice is to not use them just because they have been recommended simply because the large majority of these suggestions are irrelevant. This leads us onto our next tip…
Start Small and Build Up (Step-by-Step)
When it comes to internet marketing and sales one of the biggest issues is everyone wants to see fast results. Rather than setting yourself a huge budget and targeting multiple keywords, activate keywords one by one. Firstly, you will need to have a strategy in place to make sure your keywords have the right landing page added i.e. the most relevant.
Next, activate the keywords one by one. This way you will be able to adjust your landing page to fit the keywords being targeted. You will be able to see if there are any mobile or desktop issues as well as identify any issues with the target audience.
Using this strategy, you will slowly but surely perfect every keyword as you begin to target it and maximize your ROI.
Use Targeted Keywords That Will Help You Meet Your Objectives
This may seem obvious, but we must reiterate it. Relevant keywords are hard to spot and requires research. The idea here is not to just select any keyword that relates to your website’s topics but instead it is to make sure you pick keywords that will convert. For example, if you are a VPN software company, then using the keyword VPN is not wise – unless you have a super high budget.
Targeted keywords would be ‘Buy VPN’, ‘Subscribe to VPN’, ‘Best VPN Software’, and ‘VPN Promo Deals’. If your company is in the business of selling VPNs, and your website has tons of VPN reviews on it, then you are appealing to the user’s want which is to find specific information.
Use A Website Traffic Analytics Tool To Track Your Visitor’s Behavior
One of the most common mistakes when launching an Ad campaign is judging the campaign’s success by clicks. Now, you may be getting tons of clicks to your website, but what happens if those users are hitting your website, feel it is not relevant to their search, and they simply close the landing page. It means you paid for a website visitor to just see your page for just a few seconds.
On the other hand, if you have an analytics tool installed, you can judge the campaign success by the ‘bounce rate’. If the bounce rate is higher than 70%, then the content relating to the keyword is perhaps not relevant. Sometimes the bounce rate might be low but users’ session times or time spent on the landing page is short.
Even if your paid ad campaign has created an increase in sales, you should still check which keywords are working for you. This way you can reduce your ad costs or redirect your ad costs to better-performing keywords.
Do Not Just Eliminate Keywords Without Deeper Research
You should always make sure that you investigate keywords with high bounce rates. Check which types of users are bouncing. Are they mobile users? Are they desktop users? Is it user accessing your site from a certain location or device?
By looking deeper into the keyword, you can discover how to rectify some issues without having to eliminate the keyword, or simply narrow down your target audience to a specific set of users. For example, if your landing page is not mobile-friendly, then change the target audience to show ads to desktop users only.
Only Target Mobile If Your Website Is Mobile Friendly
There are a lot of websites out there that may have originally been designed for mobile users, but over the months and years or chopping and changing the website’s style, and in the end, the page speeds slow down. You can check page speed using the Google Insights tool.
You may not have tested the mobile speeds for a while because the last time you checked the page showed good results. However, with new videos and images added to the site over time, the entire mobile speed may have slowed down.
Either fix these issues or eliminate mobile targeting from your campaign.
Are You New to Digital Marketing?
If you are new to digital marketing, then make sure you read the articles here on our website. You will find a wealth of information that help you become an efficient internet marketer.
In this particular article, we covered the concepts of target markets, mobile-friendly landing pages, analytics tools, and most importantly how to target the right keywords to minimize your costs and increase your return on investment. Across the rest of our website, you will find tons more useful blogs similar to this one that will help you with other online marketing strategies like direct email marketing.