Google Adwords is one of the most important advertising systems for directing users to your own website via the search engine. For Adwords, for example, there are some tips on optimization from Google itself, but unconventional methods that have proven themselves in practice often promise more success than the classic way. With these seven tips, you can also optimize your Adwords campaigns.
1. No Automatic Bidding
Google particularly recommends automatic bids to new advertisers. This saves time and should distribute the available budget more sensibly. When launching a campaign, it can be helpful to quickly get an impression of the competition and the market. Afterwards, more can usually be achieved with manual optimization.
Depending on your industry experience, you can also start with a relatively high cost per click (CPC) for your industry and optimize it from there. The goal is the same in both cases: Collect meaningful data in a short time, so that you can optimize as quickly as possible. The stronger the competition, the higher the starting positions should be.
A side effect: The campaign immediately builds up a good performance history, which lowers the actual CPCs.
2. The first place is not always lucrative
Myth: You have to be always at the top for your most important keywords!
The competition in AdWords has become so strong in many industries. It is Usually, the established companies place their ads in the first position and accept higher costs per click or costs per conversion. It doesn’t always make sense to compete against such a competitor. In some industries, lower positions (3-4) work even better.
3. Less advertising space for the competition
Bigger is better – With ad extensions, you can make sure that the competition gets less advertising space and your ads attract more attention. In addition, you get more possibilities to convince the potential customer. The more you tell, the more you sell! As Google has introduced many extensions over the last years, they have hardly been optimized for numerous ads. For example, some ads repeat the same arguments over and over again instead of using the extra space.
4. Use household income for geographical targeting
External data on household income can provide information on which sub-regions are more interesting to promote your services. Geographical targeting with this data can be used to target users who can afford the offer.
Such settings must be tested. For example, when it comes to large-scale construction contracts, only regions with very high household incomes could be addressed. But perhaps the contractor is also looking for a subcontractor from his office in a less expensive part of the city. Unfortunately, we would have ruled that out now. Tests are recommended for different regions, each with matching bids, as well as advertising texts and possibly even other keyword combinations.
5. Exclude information seekers
Anyone who wants to sell is less interested in users who only search for information and vice versa. Therefore, it is important to optimize Google Adwords campaigns in such a way that exactly such users are deliberately excluded. Typical phrases such as “do it yourself” can be excluded in the case of pure sales pages, for example, because these users are not interested in a finished product, but rather want to do it themselves. Because of that, your keyword analysis should not only search for suitable keywords but also specifically exclude keywords that attract the wrong users to your website.
6. Advanced geographic targeting
When setting up a campaign, Google recommends the targeting option “People in, searching for, or who show interest in your targeted location”.
There is a risk of including users who do not live in your target region. Example: As a plumber, you offer your services only in the London districts of Kensington and Chelsea. A business traveller from Liverpool visits these parts of the city and returns home in the evening looking for a plumber. Google assumes that the user is interested in websites and content from this region because of his stay in Kensington and Chelsea and displays your ad to this user. Choose therefore the option “People in your targeted location”.
Of course, there are exceptions. Trade fairs, rental car or travel agencies want to address users who are outside their region but are interested in this. In any case, it is worth taking a regular look at the tab’ Dimensions’ and’ User Locations’ to identify and exclude wasters of money.
7. Exclude mobile traffic
Sounds crazy with meanwhile over 50 percent mobile search requests? Not necessarily. For example, these are cases where websites are still not optimal for mobile devices. There are actually still websites that are not mobile-friendly, much more than you would like to believe. If the conversion rate is significantly lower than for desktop and tablet and mobile visitors are simply not profitable, mobile traffic should be excluded from certain AdWords campaigns. At least until the website is optimized.
Most of the time it’s about expensive campaigns with high competition, where you can’t afford to waste money.