"Ron has been working on my new website www.shoredrive.co.nz since it was launched a year ago. He wrote all the content and also runs my modest Adwords campaigns. The website is now generating a significant level of bookings for my driving school. It would have all been in the 'too hard' basket, if it was not for Ron."
Shore Driving School
Martin Albrecht, owner of the large website www.goodground.com who said: “I don’t know how we would have got our website together without the help of Ron. Not only did he write 40,000 words for our website but his wireframing ability and his expert Internet knowledge has proven invaluable to us ‘online beginners’. Thanks to Ron, goodGround Ltd has a great website – one that virtually sells real estate online!”
Ron has since developed a further four websites for goodGround and manages all their many Adwords campaigns
Superb - Ron knows all the latest website trends and provides a practical, applied approach to improving website outcomes.
CEO Orion Distributors Ltd
Ten Tips for google adwords campaigns
Tip 1: Make sure your campaign has an audience.
A common mistake when starting an AdWords camapign is to develop campaigns without fully researching your target audience. It is possible you could get lucky and add the right keywords but more likely you'll either get a trickle of traffic, or worse, get lots of irrelevant traffic that chews through your Adwords budget.
Make sure that doesn't happen by using the free Adwords Keyword Planner tool. You'll find the demand for various relevant keyword terms, along with estimates for what you'll pay per click.
The easiest way to access the Keyword Planner is from the 'Tools' button at the top of your Adwords Campaigns page.
Tip 2: Don't spend too much on clicks.
When launching campaigns I recommend starting with high bids because you'll put your ads in a position to get more clicks, which leads to high quality scores and ultimately, cheaper clicks.That means paying whatever it costs to get on the first page for your targeted keywords.
Bid too high, though, and you might blow through your advertising budget with a negative return on your investment. So, if the costs of getting a high position for any particular keyword is just too rich for you - have a look for some cheaper long-tailed alternatives.
It's a balancing act, but you can take out the guesswork with some simple maths. Calculate your maximum bid with this formula:
Max CPC = (average profit per customer) x (conversion rate of your online customers) x (1 - desired advertising profit margin).
You'll need to estimate these numbers if you're just starting out, but you can plug in real data as you go. Check the AdWords Keyword Planner tool and focus on keywords with estimated costs below your calculated Max CPC.
Tip 3: Keep up with your competitors.
As you know, one of the keys in business is to stay one step ahead of your competitors. The same is true in AdWords.
To keep an eye on what your competitors are doing, I recommend using a tool like SEMRush. You'll be able to "spy" on your competitors' ad copy, keyword terms, and even see how long they've been using certain ads and keywords. This is invaluable information you can use to improve your campaigns and give you a competitive advantage.
Tip 4: Define what makes your business special.
What are you doing that is different?
Why should Google users click on your ad over all the others?
To answer this question is to define what makes your business special. That alone can be surprisingly challenging; then, you must summarise that uniqueness in a very limited space (just 25 characters for the headline and then two 35 character description lines). Focus your advert on whatever it is that makes your business unique - what you do better than everyone else.
Tip 5: Be Concise.
Your adverts must be compelling enough to grab attention and drive conversions.
With the now standard expanded text ads, you get 30 characters for the headline and one 80-character description.
That's not much space to work with, especially when your ads should:
- Convey what makes your business special.
- Make an irresistible offer.
- Include a call to action.
Like all writing, the most important step is to start. Once you have a few drafts, then you can refine them to find the best 2-3 variations you want to test first. Remember, no one knows for sure which ad copy will perform best so always run multiple variations and let the results guide you.
Tip 6: Make sure your landing page converts.
It's all too easy for your ad copy to become promises your landing page doesn't keep. This happens when you only focus on your ad copy rather than reviewing your ads and landing pages together.
Your AdWords quality scores can plummet with poor landing page experiences, resulting in less traffic and more expensive clicks. Google can even suspend your ads over what it deems to be false advertising. In addition, you're likely to end up irritating people who might have otherwise become customers.
Before changing your ad copy, first make sure that whatever you plan on writing is well represented on your landing page. If your revised ad offers 'free shipping', then people who click that ad should instantly know what to do when arriving on your website. Those irresistible offers play a huge role in bringing people to your site. But if you don't follow through on your landing page, neither will your prospects.
Tip 7: Make sure your website works on mobile.
Most web developers today will build websites to be functional on both mobile and desktop platforms - called Responsive Design. However, many small businesses websites were built before mobile took off.
Two things will happen if you advertise to mobile devices without a mobile optimized website:
- Prospective customers will bounce because the page will not look or function properly on their mobile and you'll lose sales.
- Your quality scores will suffer, which leads to higher costs and lower ad positions
Sure, you can choose to not advertise to mobile devices, but keep in mind that an estimated 100 billion Google searches per month originate from smartphones and this number is growing!
Tip 8: Set up conversion tracking.
Enabling conversion tracking is an absolute must. Without it, you won't ever know which ads are driving the most leads and sales.
Get your conversion tracking code from AdWords and embed it within the page of your website that signifies a completed transaction. If your goal is to drive sales, then embed the code on your receipt page.
If you want to drive leads, then embed the code on the page that shows after your contact form is submitted. This code allows AdWords to track when prospects complete your forms so you can see exactly which ads and keywords result in more conversions.
Plus, if phone calls are important for your business, then don't forget to set up phone call conversion tracking. This is additional code you'll need to embed on the website so you can see which ads and keywords are driving phone calls.
Tip 9: Using Ad extensions.
Extensions are additional bits of information that can make your ads much more enticing to Google users - especially those who are searching for local goods and services. Ad extensions include call buttons, additional links, your company address and more.
AdWords does display some extensions automatically, but you'll miss out on the most useful extensions if you don't set them up manually.
Activate this feature under the "Ad extensions" tab in AdWords and follow the directions to set up each extension. Set up as many as you can as this will give you up to three free lines of text - as much as the paid advert!
Tip 10: Optimise your campaigns.
Optimising your campaigns is an ongoing effort. From the day you launch the ads, you should always be split-testing ad copy, adjusting your bids, testing new keywords, pausing poor-performing keywords, testing different targeting options, and split-testing landing pages.
Successful campaigns eventually require less optimizing and, like everything else in AdWords, it gets easier over time.
You can get more information on our specialist Adwords website www.google-adwords.tech
If this all looks too hard, then we can do it all for you for a very modest cost -
call Ron on: 0274 777753 for a free Adwords consultation