Key takeaways
- Conversion tracking is essential: only record actions that move a user closer to becoming a customer or user.
- Use Google Tag Manager to place conversion tags and link your AdWords account to Google Analytics to record conversions.
- Match ad groups to specific landing pages with unique, tightly focused keywords (message matching).
- Limit keywords to about six–twenty per ad group and split topics into separate ad groups for easier management.
- Use negative keywords to remove irrelevant queries and avoid wasting budget on unrelated clicks.
- Keep ad extensions purposeful: implement one to three types per ad and ensure you can fulfil them (e.g., answer calls).
Introduction
Greater online visibility increases sales, and Google AdWords is an effective tool to improve your visibility in the digital landscape. Its setting and options may be confusing and small mistakes add up, resulting in a wasted media spend. It’s important to continually ensure that your AdWords is performing effectively, all while utilizing the full potential of Google as an advertising platform.
Conversion Tracking
Conversions are the ‘raison d’etre’ of your AdWords account. Without some users completing an action after they click, the cost you pay for that click is potentially wasted. A shop needs sales, not just attention (ie. clicks). Conversion tracking is crucial for understanding your campaign efficacy. The placement and the options of your conversion tags are essential to assess the performance of your Adwords Account accurately. Make sure that your account only records conversions that bring a web-user closer to a becoming a customer or a user of your product or service. Google provides a Tag Manager that will help you add tags to your website and place conversion tracking effectively. For Adwords to record these conversions, it must be linked to your Google Analytics account.
Message Matching
Use specific and unique keywords to match an ad group to its own landing page so that users are directed to the most specific and relevant page. For instance, a “green hoodie” ad group should direct users to a page of green hoodies, instead of a generic hoodie page or a clothes homepage.
Fewer Keywords
Use fewer keywords so that your ad groups are easier to navigate, and more importantly, easier to manage. Try to limit keywords to be between six and twenty keywords per ad group by being specific and by splitting keywords into different ad groups/topics.
Negative Keywords
The negative keywords tool will help you delete irrelevant keywords. Otherwise, you might spend the majority of your budget on clicks that are both irrelevant and too expensive.
Ad Extension Relevance
Ensure that your ad extensions serve their purposes. Many people overuse ad extensions because their presence improves average CTR. Do not include a call extension unless someone is ready to answer that phone number because you will be paying for each call regardless if it is answered or not. Do not use a site link extension unless you want to increase your web traffic. A good rule of thumb is to implement one to three types per ad. Assess the relevance and usefulness of each extension in relation to each campaign and make adjustments as you see fit.
Number of Ads per Ad Group
Improve your ad-performance by writing multiple ads for each ad group. Google recommends three to five; always ensure that you are showcasing the keywords in the ad group, along with the benefits, and a call to action.
Google AdWords has a number of useful tools and reports to help you with your visibility in digital marketing. Coupled with Google Analytics, you can assess the efficiency and effectiveness of your marketing campaigns and tactics. However, like any digital marketing program, it needs to be handled carefully in order to achieve optimal results. Looking for someone to help manage your next campaign? Contact us here!
FAQ
Place conversion tags where they accurately record user actions that move prospects toward becoming customers, use Google Tag Manager to add tags and link your AdWords account to Google Analytics so AdWords can record those conversions.
Only actions that bring a web user closer to becoming a customer or a user of your product or service should be recorded as conversions.
Keep ad groups tightly focused with fewer keywords and aim for roughly six to twenty keywords per ad group by being specific and splitting topics into separate ad groups.
Use specific and unique keywords per ad group and direct those ads to the most specific landing page for that query (for example, a “green hoodie” ad group should link to a page of green hoodies).
Use negative keywords to remove irrelevant queries so you don’t spend the majority of your budget on clicks that are irrelevant or too expensive.
Implement one to three extension types per ad, ensure each extension serves a clear purpose for that campaign, avoid a call extension unless someone can answer the phone (you pay for each call regardless of whether it’s answered) and only use sitelink extensions if you want to increase web traffic.
Write multiple ads per ad group (Google recommends three to five) and make sure each ad showcases the ad group’s keywords, highlights benefits and includes a call to action.
Use AdWords’ tools and reports together with Google Analytics to assess campaign efficiency and effectiveness and ensure conversion tracking is correctly placed and configured to measure meaningful actions.
