MARKETING { FEATURE }
For those of you looking to do your own DIY campaign like I did,
here are a few tips to ensure you get the best ROI on your spend:
- Create a relevant landing page. Vital to a good AdWords
campaign is getting your landing page right. This affects your
results in all number of ways, including your quality score and
conversions. Make sure that the page relates exactly to the ad your
prospective customer has clicked on, and its copy contains the
keywords you’ve used for your campaign. For example, if you’re
running AdWords on ‘men’s shoes’, and a click-through lands on
the home page of your shoe brand, this will be far less effective
than if it lands directly on the men’s shoes page. There’s no need to
reinvent the wheel here – just spend a few minutes clicking on the
DGVRIJRRGRQOLQHUHWDLOHUV RU\RXUKRWWHVWFRPSHWLWRUV DQGVHH
where these take you. - Measure so you can manage. Anyone looking to maximise
their Google AdWords campaign absolutely must measure their
conversions. Find a way to attribute value to your leads – how many
of them will be converted? Of those which are converted, what’s the
average lifetime spend? Work backwards from there, and determine
how much you’ll be willing to pay for a lead. Pay less than this
DPRXQWDQG\RX¶UHUXQQLQJDQHI¿FLHQWFDPSDLJQ3D\PRUHDQG
you need to keep tweaking. - Run split testing to learn what works best. Regardless of how
good you get at designing AdWords campaigns, there will still be
some factors you don’t get right each time. That’s why split testing
DOVRNQRZQDV$%WHVWLQJ LVFUXFLDO±LWKHOSV\RXUH¿QH\RXU
campaign, and promote the aspects that produce the best ROI. This
can be as simple as testing the difference between a call to action
RIμ-RLQQRZ¶YHUVXVμ6LJQXSWRGD\¶RQ\RXUODQGLQJSDJH5XQVSOLW
testing early and often, with a clear hypothesis, and keep an open
mind to the results. It may seem like you’re wasting time by running
a path which clearly isn’t as successful, but it could very well save
you money in the long-term. - Get smart with mobile campaigns. It takes more work, but
every good AdWords campaign is different for mobile and desktops.
Why? Simply because we use these devices in completely different
settings. Mobile is more immediate – your customer will be standing
in a store, looking to see if they can get a better price online;
whereas desktop is more detailed – your customer will be looking to
understand pros and cons before making a purchasing decision.
Each of these situations requires a very different landing page.
0DNH\RXUFDPSDLJQPRELOHVSHFL¿FDQG\RX¶OOVHHJUHDWHU
conversion levels. - Make the most of free advert extensions. Those creating
DQ$G:RUGVFDPSDLJQIRUWKH¿UVWWLPHPD\QRWNQRZWKDW
Google places extensions onto your adverts for free at times.
These extensions show up below your ad, and can range from
FXVWRPHUUDWLQJV HJμVWDUVEDVHGRQUHYLHZV¶ WR
RICHARD CONWAY IS THE
FOUNDER AND CEO OF PURE SEO.VRFLDOHQJDJHPHQW HJμSHRSOHOLNHWKLVRQ)DFHERRN¶
Ultimately, what these extensions do is give your ad more
UHDOHVWDWH \RXUDGIHDWXUHVPRUHSURPLQHQWO\ DQGEORFNRXW
the space given to your competitors’ ads. Given that these
extensions are free, make sure to manually design as many as
you can to maximise your ROI.- Be alert to negative keywords. Remember, in an AdWords
campaign, you pay for every click. It makes sense you’d want
HYHU\FOLFNWREHKLJKO\TXDOL¿HGDQGUHOHYDQWWR\RXUSURGXFW
or service – not those who have accidently clicked on your
ad because they were searching for something similar. Avoid
racking up a high bill for irrelevant clicks by specifying negative
keywords. If you’re a boutique pottery seller, chances are you
will want to classify the words ‘learn’, ‘class’ and ‘training’ as
negative keywords, so that those searching for pottery classes
don’t accidently click through to your product, with no intention
of purchasing.
7.*HWORFDWLRQVSHFL¿FZLWKJHRWDUJHWLQJ If you’re an Auckland
plumber, it’s unlikely you’ll be eager to respond to a bunch of
enquiries from Dunedin. Ensure your ads are only appearing in
areas you can actually service, by specifying the exact parameters
in your campaign using geotargeting. It goes without saying that
WKLVVDYHVDVLJQL¿FDQWDPRXQWRIWLPHDQGPRQH\±LW¶VDPLVWDNH
you’ll only make once.THE PROOF IS IN THE PUDDING
So, now you might be asking yourself how effective your AdWords
campaign can be?
Here at Pure SEO, we’ve been running AdWords campaigns
IRUFORVHWRDGHFDGHDQGKDYHWKHSURFHVVZHOOUH¿QHG)RURXU
$5000 monthly spend in New Zealand, we generate about 25
online enquiries per month. Of these 25 enquiries, we convert
approximately 25 percent into paying customers, meaning the six to
seven new customers our AdWords campaign produces each month
cost about $800 each. This cost of customer acquisition is fantastic,
given the average lifetime spend of a Pure SEO customer. Obviously
if you’re selling a much lower value product or service, you’d be
expecting a lower acquisition cost – that’s why it’s so important to be
PHDVXULQJHYHU\WKLQJ
If you follow the tips above, there’s no reason you can’t get
maximum ROI out of your spend on Google AdWords.
Like me, you’ll soon fall in love with the results.NZBUSINESS.CO.NZ 39