Ready to launch a new AdWords campaign? You are probably excited and nervous, because where there is the chance of reward, there is also some risk involved. How do you know that your AdWords campaign is going to be profitable? The good news is that you are here, looking up how to make a successful AdWords campaign in 2020, so you are off to a great start.
So let’s get right to it. Here are the ways you can make a Google AdWords campaign profitable with just a little effort:
1. Clear Goals: Know What The Ads Are For
The first step to creating a successful ad campaign is to know the reason for the ads. The main goal for any AdWords campaign is to grow your sales. It is not about generating awareness in your brand. Why? AdWords campaigns are not considered a cost-effective means of building brand awareness, and there is no way to measure brand awareness through the Ads platform.
Many first timers get overzealous with their campaigns, especially when it comes to spending and saving money. However, you must choose a specific goal for each ad. By having a clear goal per ad and not combining them, you will see a higher return of investment (ROI). More specifically, your search engine marketing (SEM) strategy should direct people to perform a specific action. Do you want them to fill out a lead form? Call a number? Order something online?
2. Think About The Target Audience
Knowing the consumer—your audience—is imperative. If you don’t do enough research, you won’t know what the customers want. You will miss what they are searching for, which keywords they are using, and if they are interested in what you’re promoting at all.
Always check that your ads are going to attract the right kind of attention, raise interest, and convince the target audience to perform a specific action. If they engage with the call-to-action, you should always provide some sort of satisfaction at the end of the road to keep them interested.
3. Be Honest and Transparent
It might be tempting to develop lofty promises or make your brand like larger than life, but you shouldn’t mislead potential customers. Not only does Google (and other search engines) weigh the quality of your content on accuracy and authenticity, but it will leave a poor impression of your business if you are advertising something that doesn’t match the overall theme of your site. For example, you shouldn’t be advertising baking products if you offer insurance.
4. Create a Targeted Landing Page Per Ad
One of the most common mistakes new companies stumbled into is trying to send traffic from paid ad campaigns directly to their home page. The end result? Wasted time and money on an ineffective campaign.
Home pages are horrible places to send your click-through traffic, because home pages are not specific. There is probably a thousand different things on your home page, and it probably has nothing to do with what you were promoting. This means that you need to create targeted landing pages that address exactly what was in the ad.
Always have a landing page per ad.
5. Create Multiple Versions of the Ad Copy
Before you start your campaign, create several ad copies. Ideally, you want about 10 copies, each containing slightly differing changes. These changes could be alternate fonts, colors, and layouts. You will be surprised how some copies do better producing conversions than others.
By testing multiple copies at one time, you can easily figure out which ones are going to be the most profitable.
To start, structure your ad budget to allow for running multiple ads. You may have to spend slightly more upfront, but once you gather data on how your customers react to certain ads, you have that invaluable data to serve you farther down the road. Then, you can refocus the campaign on the versions that work the best.
6. Develop An Irresistible Offer
How do you stand out and get customers to convert? You give them an offer they cannot pass up. You do this by adding value, making the offer believable, reducing or reverse the risk, and adding a call-to-action.
So many people are used to getting ripped off online that they need to trust you. They want to know that your steep discount or coupon is legitimate.
An example of an irresistible offer is one that contains a discount, a reason for the price drop, a money back guarantee, and an action to complete the transaction.
7. Negative Keywords Are Key
You may have heard about keywords and long-tail phrases, but what about negative keywords? These are the keywords related to other words in the campaign that aren’t being addressed. In other words, these limit the parameters and ensure people who aren’t going to find your ads relevant don’t have to see them. Negative keywords will get you better traffic and improve the Google AdWords quality score.
8. Continue Optimizing
Congratulations! Your ads have been approved and you can finally sit back and relax, right? Wrong.
Google AdWords campaigns are never profitable right from the start, which shouldn’t be surprising, given the nature of the internet. However, if you want to make a profit and keep making money for as long as possible, you optimize continuously.
How do you do that? You check on your keyword bids, click-through rate (CTR), and the conversion rating on your landing page. Once you start generating interest and get clicks, you can adjust your keyword bids. If you’re not making a profit, you can lower your bids and vice versa.
Optimize your CTR by checking which ads are getting the most attention then tweak the ones that aren’t. You can also use the version that gets the most clicks exclusively.
Lastly, don’t forget about your landing page. Use Google Analytics Experiments to create different versions of your landing pages. Try A/B testing. Figure out what works then use that to your advantage.
That’s it! These ten tips can help your AdWords campaign become more profitable in no time. Remember to adjust your keyword bids, test out various versions of your ads to see which perform the best, and then adjust your conversion rates. Good luck!