How to Improve your AdWords campaign

If you’re unfamiliar with how Google AdWords work, it is a PPC – pay-per-click – online advertising platform that lets your business market its services to potential customers. You can create bespoke online ads for your target audience and then pay every time a visitor clicks on your ad.

This is a vital component of any successful digital marketing campaign because when customers need answers, they turn to Google. And when your site starts to rank high in Google’s search results – or other search engine result pages (SERPs) – that’s when you look more like an expert in your industry. But, in order to reap the benefits of Google AdWords, you need to understand all the ins and outs so that you can develop a profitable AdWords campaign that expands your online presence.

So, let’s take a look at how you can improve your AdWords campaign and double your conversion rateA conversion rate is the percentage of visitors that take a desired action on your site..

Carry Out an Audit

By carrying out an audit on your site, you can quickly see which areas are working and which need improvements. An AdWords audit, also known as an AdWords Account Audit, will take time, but it will be worth all the work in the long run; otherwise, you will never know for certain how your business is doing.

In the audit, you can analyse your AdWords accounts to check for opportunities for expansion, changing up any management processes, finding previously missed patterns in keywords, etc. Audits are vital to your AdWords campaign as your target demographic may no longer relate to your current campaign strategies, and you will need to make changes to stay ahead of the game.

Use Better Keywords

As briefly mentioned, keywords will pop up when you are searching for areas to improve in your AdWords accounts. To make your campaign more effective, you need to include keywords in your ad’s headlines so that people surfing the internet will spot your ad quicker and immediately see that it is related to their search. Also, make sure that you only use keywords that specifically relate to your ad’s landing page.

Research Your Audience

It never hurts to conduct more research, so if your AdWords campaign isn’t generating as many leads as you would have anticipated, it may be that it just doesn’t resonate with your target audience.

By going on Google Ads Editor Help, you can click on ‘audience targeting’; this will let you be more accurate when choosing exactly who sees your ads.

You can opt for:

• Remarketing lists
• Custom combination lists
• Life events
• Interest categories

You then assign audiences by selecting an ad group. Just click on Select Keywords and Targeting > Audiences from the type list > Click Add audience in the data view > Select an audience > Click OK.

Ad Copy

When you’re struggling to keep at the same level as your competitors, it’s useful to have ads that can really outshine the competition. When you’re writing ad copy, you want to make sure that you’re utilising the following tactics:

• Remember what it is your customers want
• Make your headline a statement, not a question – for example, instead of ‘Struggling with flabby tummy?’ write ‘Shed tummy flab today.’
• Stay current by updating older ads
• Don’t be vague – the more specific your ad is, the more reliable it appears
• Include more ‘you’ and less ‘me, myself and I’ – remember to tailor the ad to the customer, and make it less about your business

Run Tests

Test launches are popular for a reason, and that reason is that they are one of the best ways to spot any glitches that need fixing. When you are trying to check if your ads are successful, the easiest way to find out is to run multiple tests.

You can test your ads with the built-in A/B testing feature, AdWords Experiments, in Google Ads. Simply log into your Google AdWords account and click on ‘campaigns,’ then choose an ad group under one of your campaigns. The good thing about this feature is that it lets you mirror your campaign’s format and make changes to it without affecting the original campaign performance. You create a draft campaign and then select ‘run an experiment’ to track the performance of your experiment. You can then decide if you want to quit the experiment and continue with your original campaign or make the changes to your campaign. You could alternatively run the experiment as a completely different campaign altogether; the choice is yours!

Employ Management Services

If your business is really struggling to achieve its goals from its AdWords Campaign, then you may want to look into outsourcing an AdWords PPC Management service to help. By hiring help, you can rest assured knowing that professionals are on the case, freeing up your time to focus on more pressing areas of the business.

If you would like to learn more about AdWords or paid search management, feel free to contact our team at Click Intelligence. Our experts will be able to create tailor-made Google Ads campaigns for your business in no time.