How to manage an AdWords campaign
Last modified: 2018/08/09 | Approximate reading time 5 mins
Google AdWords is an excellent tool for small businesses who are looking for new leads. But, there is no use denying that it can be fairly complicated to fully understand and get a campaign up and running smoothly. As with anything, an AdWords campaign needs to be carefully executed and maintained.
As of 2018, a new AdWords platform has been implemented and thus, even more thought and attention must be paid. We’re here to offer some much-needed insight into how you can maximize the use of this tool. So, without further ado, keep on reading for our tips and tricks on this subject.
Here’s how to manage an AdWords campaign in 2018
1- Keyword search terms
Employing keywords to increase the reach and visibility of your advertisements should come as no surprise, as this method has been tried and tested for the past few years. How keywords are used has drastically changed, and content marketing has entered a phase where we should avoid overstuffing our content with keywords. Instead, a few carefully selected keywords should be chosen. You should start by brainstorming your own list of carefully planned keywords that are the most relevant to your industry.
Google free AdWords Keyword Planner is an incredibly useful tool. Make sure to consider the “how” as well as the “why” of how your business operates, and then plan your list surrounding these overarching concepts. Once you’ve compiled a comprehensive list, you can put this into the keyword planner. This will offer up an extensive list of keywords alongside data that will offer insight into how often people search these specific terms as well as how many of your competitors are targeting these keywords.
Review this list carefully and focus on keywords that are exceptionally relevant to your industry but aren’t overly targeted by your competitors. You may find that content that focuses on keywords most targeted in your industry may have difficulty climbing to the top of search engines. Another important point is to think about your chosen keywords in terms of phrases rather than the words themselves. Users tend to search for things in the form of a question, so how can you best structure content to support this? Lastly, think about the specific customer you’re trying to attract.
2- Ad extensions
Ad extensions can be used to expand your advertising campaigns with additional information while also improving their visibility. Of course, more content can mean greater reach and this can lead to more value for your advertisements. There are four specific areas that you should focus on in order to improve your ad rank and these are as follows:
- Sitelinks: Sitelinks are in place to take people to specific pages on your site including contact pages or other service pages. Add a link to your site while also including a few descriptive lines about your business or services.
- Call button: Alongside your advertisement, consider showing your phone number so that people are able to get in touch directly with the simple tap of a button.
- Location: Include an address map on your advertisements as well as a map of the area of your business.
- Incentives: Depending on the nature of your business, your incentives will vary, but this could be anything from free shipping to a free quote and so forth.
3- Location, location, location
Obviously, you don’t want to have to pay for clicks that aren’t in your general vicinity. In fact, we’re suggesting that you make sure to be targeting the right locations by way of location targeting. Ads can be specifically targeted to appear in geographical locations of your choice and this can mean a country, a radius around a business or a group of locations which can include places of interest, your business locations or specific, overlapping demographics.
This can definitely help you to focus your advertising on areas which can help you find new customers while also eliminating areas where your efforts may go unnoticed. As an example, you have the ability to set your service to a 100-mile radius while adding additional key locations. This is a great way to put your efforts into the more successful areas while eliminating others.
It’s important to mention that ad traffic from mobile devices produces different results than desktop traffic. An excellent way to better understand your customers and how to properly craft and target your ads is to analyze your device results. Start by collecting these results from the level of an ad group.
This information can provide you with insight into the devices where most people are converting from visitors into clients while allowing you to also focus additional efforts and part of your budget into the right places. If you’re finding more people are converting on desktop computers as opposed to mobile phones then it’s important to check if your advertisements are mobile friendly.
5- Remarket content
After considering all of the above points, we’re suggesting that you try your hand at remarketing. This consists of targeting advertisements which you’ve already used towards audiences who’ve shown a specific interest or those who have visited your website in the past. There are many benefits to remarketing ads and these include understanding the buying habits of consumers, the ability for a much wider reach as well as making it much easier to create ads as well as mimicking those which have worked.
There are various ways to approach remarketing and their effectiveness will be directly related to the type of business you’re running as well as the customer you’re targeting. Use your Google Analytics account and provide the remarketing lists that you’ve created. Link your Analytics account to your AdWords account and you should be good to go!
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