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Trish O'Loughlin
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Word concubine since 1989.
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Taming the Beast: How to Effectively Manage Your AdWords Campaign

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So, you’ve done the hard slog, you’ve gotten in the trenches, and you’ve built up an impressive AdWords empire all from scratch. Now you can sit back and relax, right?

Wrong.

In order to actually run a successful Google AdWords campaign and reap in a healthy ROI, you need to implement a strategic management plan centred upon taming that PPC beast. While this involves a substantial amount of intricate measures, it predominantly comes down to tracking three key areas and ensuring they are always evolving, expanding and adapting.

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Keeping up with your keyword list

Your keyword list should not remain stagnant: it is continuous and iterative. When you let your keywords go stale, you risk your chances of maintaining your current ranking on Google, let alone advancing forward. With fresh and fierce competitors entering the AdWords arena every minute, what works today may not work tomorrow, so it’s important to:

  • Analyse and refine your keyword data daily
  • Prune your keywords – delete those that are irrelevant or failing to generate conversions
  • Fish for additional keywords that look promising or are already converting, yet which you have not yet specifically targeted in the search phrase
  • Research successful long-tail keywords
  • Replant high-performing keywords from a low-performing campaign into a separate, successful one

Optimising your ad copy

The art of creating compelling copy is undeniably a tricky one. With AdWords, there are five key areas to focus on:

  1. Offer
  2. Headline
  3. Description lines
  4. Display URL
  5. Ad extensions

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Your choice of language is virtually limitless, so it pays off to regularly test out different ad copy variations on your audience – in other words, to conduct split testing. Try out different click-bait terms and provide different offers, such as free samples, special discounts, strong guarantees, free gifts with purchases, and free information. Which variation is garnering click-throughs? Which is leading to conversions? If you don’t have two pieces of copy active in every ad group, your ad performance will plateau.

Acclimatising to your audience

One of the biggest make-or-break components of your AdWords campaign is your consumers. After all, you don’t want to be paying for clicks from every person on the planet. It’s important to pair users with appropriate messaging by capitalising on the Display Targeting features offered by AdWords. Herein, you can track who’s clicking on your ad and bid higher for demographics that are likely to spend more, or market certain products to groups based on gender and age. Alternatively, use Interest Categories to pinpoint your audiences based on topics they are interested in, such as travel, entertainment or fashion. This enables you to remarket your ad to the right buyers and mould your AdWords campaign based on the specific traffic you are attracting.

Remember: PPC is a marathon, not a sprint

It all boils down to the fact that AdWords needs to be approached in a very methodical manner. Getting ranked is not a race: to elicit the best results, you need to carefully curate your campaign, test different systems, analyse the results and monitor it consistently.

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By Trish O'Loughlin


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