A complete guide to advertising with Google AdWords Part 6- Optimizing for traffic

A complete guide to advertising with Google AdWords Part 6: Optimizing for traffic

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If you’ve followed this far, it means that you’re done with the basics and need some tips with how to optimize your campaign and truly make a go out of it.

Optimizing for Traffic:

Now that you’ve learnt all the basics of using Google Adwords, your next step should be optimizing your Adwords campaign for traffic. Starting out you may not have the most optimized campaign ever, as there are several factors – aka keyword data (CTR, costs, clicks, conversions) – that determine the success of your campaign; they need to be tweaked accordingly as time goes by. Therefore, once the keyword data comes in, you can do a lot of things to improve your existing campaign.

There are several ways you can optimize your Adwords account to increase traffic and conversions; some of them are mentioned below.

  • Manage your Ad Schedule

Ad schedules allow marketers to increase the ROI, hence, optimizing their campaign for traffic. Most Google Adwords campaigns are usually set up with at least some semblance or form of ad scheduling as it helps them increase the ROI.  You can perform minor ad schedule adjustments, or major (which includes specifying the days you want the campaign to be run at), either way it’s always a good idea to set up ad scheduling. Once you’ve set up ad scheduling for your campaign, don’t believe that it’s it, period. Your work here is not done; you need to constantly review your ROI and adjust your ad schedule accordingly to get maximum amount of ROI.

You can find out the current ad schedule statistics quite easily.

  • Click on the Dimension tab in Google Adwords.

  • This section allows you to review your Time statistics – by day of weekhour of day.

Once you’ve analyzed it, you can manage this aspect of your campaign successfully, thereby increasing the effectiveness of your ad campaign.

  • Keyword Bid Management is Vital

There are several factors that a marketer needs to take into account while managing an Adwords ad campaign. These factors are ever changing – such as the ROI fluctuations and the changes in your competitor’s bids, etc. Due to these very factors, you need to be on your toes and ensure that your bid is at the optimal level at all times. At times you might need to bid a little low in order to reach out to a wider market, and at others you may need to bid higher to keep up with your business demands. In each case, you keep your ROI and your goals in mind while performing keyword bid management.

  • Click on the Keywords Tab to manage your Keyword bids accordingly.

  • Split-Test Ads is a Must

In order to know what’s working in your campaign and what’s failing dismally, you need to perform split-test ads. This is one area that marketers completely neglect. As hard as it is to write an awesome ad every other day, you NEED to at the very least perform an ad test once a month. You can perform split AB testing via your Adwords account. You can perform this test for both landing pages and ad copy.

There are 4 main things that your test within your ad:

  • Titleheadline
  • First line
  • Second Line
  • Display URL


To perform this test for your ad copy;
Write two different ad copies with same landing page and change your Ad Rotation settings to ‘Rotate evenly: Show ads more evenly for at least 90 days, then optimize.’ Then analyze the results to figure out which ad copy worked best.

So make sure you do split-test ads once every month as this will help you effectively optimize your campaign for traffic.


Exploring strategies that display your ads more often

Once you’ve fully optimized your ads for maximum traffic, you need to make sure that they get seen by the right people in the right place at the right time. In short, you need to ensure that your ads are displayed quite frequently.
But, how?

The following tips will help you out in this endeavor of yours, and allow you to reach dizzying heights of Adwords success.

  • Raise bids

Raising bids is a fairly effective way of getting your ad displayed more often. It increases brand exposure by increasing the amount of impressions; resulting in a successful Adwords campaign.

  • Remarketing

Remember all those users who got away? The ones you couldn’t convert? Well, no need to fret about them, because Adwords remarketing tool allows you to reel those readers right back in, and gives you a second chance at converting them into consumers. How? By displaying your ad frequently to past users. It’s a great way at connecting with consumers who might have forgotten about your business; and reminding them how awesome your business is. 

  • Ad Rotation

You can also tweak your ad rotation setting in order to display your ad more often. These settings basically allow you to decide how your ads are shown.

  • Click on the ‘Setting’ tab.

  • Go to ‘Advanced Settings’.

  • Click ‘Ad Rotation Setting’.

  • Manage the settings according to your requirements.

Voila. You’re done.


Taking Advantage of Dynamic Keyword Insertion

Dynamic Keyword Insertion is a very useful feature provided by Google Adwords, to insert a keyword that is relevant to the ad that’s going to be displayed. It allows advertisers and marketers alike to create unique, optimized ads for a huge amount of keywords. 
I’ll try to explain it with an example.
Let’s assume that you have a shoe business. You sell different types of shoes – wedge heels, platforms, sandals, flip-flops, etc.
Now with the help of Dynamic Keyword Insertion, you will be asked to add a keyword code in the, let’s say, headline.
Headline: Buy (KEYWORD: SHOES)
Now Adwords will try to replace this keyword code – shoes – with a keyword from your ad group, such as wedge heels, sandals, etc. However, if it can’t use a keyword from your ad group – usually because it’s too long, among other reasons – then it will just use the keyword code, which is shoes.
When Dynamic Keyword Insertion Won’t Work
There are several instances when Dynamic Keyword insertion may not work. Some of them are:

  • Incorrect Grammar – Keywords that are grammatically incorrect will not work
  • Make no Sense – Keywords that make no sense, or are not being used in the right context will not work
  • Adult content – Keywords that are used for promoting sexual content will not work
  • Extra Character – Keyword that increase 25 characters in the headline, and 35 characters in the description lines or the URL will not work.

So make sure you stay well away from all these points if you want Dynamic Keyword Insertion to boost your ad.


Increasing Page Views

Now that you’ve learned how to optimize ads, and make them appear more often than before, the next step is increasing page views. You’ve attracted the right kind of people, but don’t think of yourself as a success just yet; you still need to encourage them to visit your page.
As easy as this concept is – because after all you’re spending all that money on Adwords for a higher purpose – the solution is fairly easy too. I’ve mentioned some effective ways through which you can increase page views.

  • Find a balance while using Plugins

As everyone knows, plugins are always a good idea. However, like everything else, they need to be used in moderation. Too many plugins can lead to a longer loading time, which will inevitably result in lower page views. So try not to install any unnecessary plugins that might have a negative impact on your websites performance.

  • External links should always open in  new window

Make sure that external links always open in a new tab or new window. This allows users to open as many external links of your website as they want, while not being forced to leave the page they were on. It increases page views drastically.

  • Pop-ups are irritating.

Popups are a sure-fire way to irritate users and spoil their experience. So make sure you don’t use popups frequently as that might annoy your users, and they’ll avoid visiting your page; thus, resulting in fewer page views. And you surely don’t want THAT.

  • Improve website response time

Website response time can easily make or break your campaign. A longer response time will result in irritation – a 1 second delay in page response can result in a 7% reduction in conversions – and WILL cause a reduction in page views, along with conversions.


Checking and Optimizing for Conversions

Well, you’ve got your users. They love your website, and your page views have increased considerably too. So is that it? Nope. Not yet. You still need to convert those users into customers.
So, what are conversions?

Conversions are when users click your ad and then after landing on your websites landing page, perform an action – such as purchasing a certain product, reading an article, filling a form, etc. – that you’ve deemed valuable for your business.

So, how do you count conversions?
Through the Conversion Tracking tool. Conversion Tracking tool allows marketers to keep track of what happens once a user clicks on your ads. If they purchased a product, or signed up for your weeklymonthly newsletter, or even filled up a form – either way Conversion Tracking tool will notify you of these conversions. 
Using this free tool is pretty easy. Here’s how you can use it:

  • Add an HTML snippet and a Javascript code on your webpage. This snippet is placed after a user has made a conversion – such as a Thank You page.
  • Once users click on your ads in either Google, or Google’s Network sites, it will prompt a temporary cookie to be placed on a user’s computer so that it can record a conversion when it takes place.


Optimizing Conversions:
While every website has its own set of strategies that they tweak in order to further optimize their conversions, however, there are several practices that generally all businesses can add in their marketing plan which optimizes their conversions.

  • Reducing form fields

Forms are a great way to obtain user data. However, what if the user gets annoyed by your form and leaves your site immediately? To avoid this very scenario you should ensure that the forms on your landing page or anywhere else on your site should just contain a few main fields – such as name, email address, country, etc. If you want more information from your users then you can always direct them to another longer form once they fill it up – as your CTA (Call to Action). This is a sure-fire way of optimizing conversions.

  • Highlight benefits in your CTA

Using bland phrases like ‘Sign up’ or ‘Submit’ as CTAs are boring and unconvincing. Instead you should use phrases that inform users of what they will get if they click on that button – such as ‘Create Account to Get Started’ or ‘Submit to receive a free eBook’ or something along those lines. Just make sure that you CTAs encourage users to click and convert.

  • Create Urgency

Text that creates urgency – such as ‘Limited Time Offer’, ‘Only two left’, ‘Offer closes Midnight’, etc. – is a great way to prompt users into taking an action. So make sure you utilize this strategy, and provide users with an incentive to convert into a customer.


Writing Ad Copy that Sells

The next step towards success is having an awesome ad copy – one that promotes feeling of goodwill between the advertiser and the client. So what kind of ad copy is that?
Marketing gurus feel that a conversational ad copy is one of the best ad copies. But, what is a conversational ad copy? A conversational ad copy is one that speaks to the customers as though he’s having a conversation with the writer right then. It evokes feelings of comfort and friendliness.
Not all writers can get this kind of ad copy right. In order to truly speak to your customers over a screen, you need to have a passion for your subject – for what you’re trying to sell. Only then can you get the conversation going, and sell your ad.

Once you get the conversation flowing, and you feel that the customer is keen to hear more, and is following your every word, you need to lay down pretty much everything there is. There’s a fundamental rule that, ‘the more you tell, the more you sell.’ Unlike a conversation between an actual salesperson and a customer, through a website you just have ONE chance at convincing your customer that he absolutely NEEDS your product or service; hence, you need to lay down all your weapons once you have his attention. Explain to him thoroughly how they can benefit from buying what you’re selling. Reel him in.

That’s it for today. Stay tuned for the next post in this series to learn more about measuring results with Google conversion tracking code / pricing / CPM or CPC/…

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