2018 has already been an exciting year for AdWords, as Google has made many significant changes. With the help of these new updates, you might find yourself befuddled with the already tough task of designing successful AdWords campaigns.
After examining hundreds of AdWords campaigns at my company, we have come to know that balance is crucial to paid search success. There is not even a metric that will provide you with a long-term return. Each tweak with an AdWords campaign can create a positive or negative ripple effect. Let us evaluate three important metrics to show how you can achieve AdWords nirvana in your business.
Optimizing for Conversions
No matter what you consider a conversion or goal, this is an essential metric for a paid search campaign. The key factor to optimising for conversions is determining an effective Return on Ad Spend (ROAS). The formula is Revenue/Spend= ROAS. The following are some fundamental ways of optimising for conversions:
- Raise the budget. Point out which keywords are offering the best return, and invest more money there.
- Remove lower-converting keywords. In case you do not have extra money to spend, eliminate the less-effective keywords.
- Develop particular ad groups. Pick your best-converting keywords and put them into very specific groups, utilising targeted ads and landline pages.
Optimizing for CPC (Cost Per Click)
For some obvious reasons, your CPC is critical to the bottom line. Each keyword will have an exceptional conversion rate and CPC. This provides each keyword with an effective CPC. Depending more on the cost of goods sold, the range can be full, and it’s up to you to calculate this number.
Some ways to optimise for a targeted CPC are:
- Lower max bid: In case you are looking to lower your CPC, lower your max bid.
- Improve ad copy: Review your ads and optimise the ad copy to enhance keyword relevancy.
- Create targeted ad groups: To take ad optimisation a step forward, you can segregate targeted keywords in specific ad groups.
- Optimizing landing pages: Part of the Ad Tank equation incorporates the relevancy of the landing page. With a well-optimised landing page, you can lower your CPC.
Optimizing for targeted Ad Positions
The ad positions directly affect both the CPC and the click-through rate (CTR). Since there is not a native capability within AdWords to freeze in a specific position, you can target a range.
Being in the top three positions in paid search is a requirement for an impressive AdWords campaign. With Google’s arrival of a single column search results page, you won’t be able to get any good visibility in 4th or 5th position.
To improve and increase your average position, you can:
- Increase bids: Invest more money to get a higher position. It does not guarantee to be in the first position, but it will not hurt.
- Find out less competitive keywords: Less competitive keywords have fewer website bidding for them, thus enhancing your chances for a higher position.
- Improve Ad Rank: An increase in AD Rank will help you improve position without extending your max bid.
By keeping these vital tips in mind, you will be ready to handle any unforeseen AdWords changes Google may throw our way.