Each fruitful AdWords campaign begins with research. In particular, client research. Before dispatching an AdWords campaign, you have to comprehend what your clients need, what they’re searching for, and how they’re looking for it.
You could stack up a mission with whatever catchphrases you like and pull the trigger. However, on the off chance that your clients aren’t looking for your item utilizing the expressions you target, at that point your mission will be a failure.
Far more terrible, in the event that you focus on some unacceptable catchphrases, you could end up going through a great deal of cash with practically zero transformations.
You can draw on whatever client information you have right now, including nitty gritty purchaser personas, to assist you with beginning conceptualizing catchphrases. You can use keyword tools to check the demand.
Use keyword tools to check the market demand
Google Adwords Keyword Planner provides options for validating the keywords you’ve found by showing you search volume data and trends, cost per click, and competitive data. It will also provide keyword suggestions so you can expand on the most effective keywords from your list. In this tool you will get three options
- Search for new keywords using a phrase, website or category
- Get search volume data and trends
- Multiply keywords list to get new keywords
Since you already have a list of keywords to check, use the middle option to get search volume data and trends. Plug your keywords into the text field, or if you have a sizable list in a spreadsheet or text file, you can upload it. Be sure to set your targeting so the location is appropriate to where you want to target like global, by country or region, state, city, county, etc. This is a quick method to validate all the keywords you’ve put together, providing you with data on the average monthly search volume, the suggested bid for the keyword, and the competition for that keyword. Keywords with a high rivalry will in general have a greater expense for every snap than keywords with low rivalry.
Structure and organize your PPC keywords
Once you have data on the keywords you want to target, you want to organize those keywords into more targeted groups of keywords that are related to one another. The tighter and more relevant your ad groups are, the easier it is to measure the performance of your keywords, tweak your targeted keyword groups, and create more specific and more relevant ads for each group. For example, a broad term like “tractor” has far less purchase intent than a search for “commercial electric tractor.”
Include some negative keywords in your first PPC campaign
Negative keywords are those which are not related to the keyword list. That search intent is critical when putting your ads together. Even though a keyword may seem attractive based on search volume, cost per click, and competition. Some keywords may have far different user intent and can invite clicks that are an immediate bounce that won’t turn into a conversion.
Know your budget
When researching your keywords, you’ll be able to use the data to answer a few important questions:
- Are these keywords getting searched for by my audience?
- What’s the intent behind the search? Will these people click the ad and buy my product?
- Can I afford to advertise for this keyword?
You should have a maximum cost per click that you’re willing to pay for any given keyword to avoid overspending on advertising. Here’s the formula you’ll use to calculate your CPC:
Max CPC = (profit per customer) * (1 – profit margin) * (website conversion rate)
The only way to make those campaigns profitable is to improve conversions or increase the profit made from your average customer.
Research the competitive landscape
It is very important to know about your competitors and what they’re doing. There’s a lot you can learn from analyzing their PPC campaigns if they’re running them. With the help of SpyFu tool you can reveal details on how other domains are positioning ads. If you’re seeing a lot of irrelevant domains and businesses bidding for your keywords, that should make you consider if those are really the right keywords to reach your audience. Once you identify your main competitors, then you can find out which keywords they’re profiting from.
Write better ad copy
When you finalize your keywords, it’s time to write some killer ads. You can throw any old text into your ad, but the more closely it targets your audience, the more likely they’ll be to click and convert. This will make all the difference when it comes to your ROI. You’ve got limited space for ad copy, so make sure it’s compelling.
There are some key components to use that limited space. These are The headline, Your description lines and Your display URL. Inside the limits of your promotion, you have to create an offer that is totally powerful, while conveying your USP and giving lucidity on what anticipates the client on the opposite side of the click. You need to make your ad copy valuable.
Create a powerful call to action
There are some actionable words like “Get” and “now.” You need to include these to make your call to action more powerful. When creating a call to action, you want to focus on action. Tell the user what to do. The right CTA can dramatically improve your conversion.
Create a welcoming landing page
A landing page works as a “lead capture page” or a “destination page”. It is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email, or an online advertisement. Don’t make the mistake of sending ad traffic to your homepage. Keep the landing page relevant to the keywords you’re bidding on to raise your quality score. Make sure that your landing page is optimized not only to load quickly but also to deliver the best mobile experience.
Focus on conversions
The main focus of your PPC campaign is to get your target audience to convert. You can use conversion tracking tools like Google Analytics to make your task easy. This will help you focus on conversions and boost the ROI of your PPC campaigns.