Google AdWords is your best friend when it comes to driving high-quality traffic to your site, via paid ads. At least this is true if you know the platform well enough to fine tune all your settings for better performance. Sadly, this isn’t something you can pick up overnight (which is where we come in!) but there are a number of quick tweaks you can make to get things moving in the right direction.
With this in mind we have five simple steps for you today to help you drive a higher volume of quality traffic to your website and convert more of them into paying customers.
#1: Use bid modifiers for geographic location
You’ll probably find your ads perform better in some geographical areas than other, making certain locations more profitable. If you can’t improve performance in less profitable areas then it doesn’t make much sense to invest the same amount of budget as better performing locations. Luckily, you can set bid modifiers based on location, allowing you to spend more budget in the most profitable places and waste less elsewhere.
#2: Use bid modifiers for remarketing
Remarketing campaigns target people that clicked on your ad and visited your site, but didn’t convert. You can also use bid modifiers and a range of other settings to specifically target previous visitors. By using the “bid only” option you can increase your bid for people who have already shown an interest in your brand and target users who are more likely to convert.
#3: Analyse keywords against bounce rate, page views and time on site
AdWords always works best when you integrate it with Google Analytics and you can use this data to further improve your remarketing efforts. You’ll find users that come from certain keywords may behave differently once they arrive on your site. By analysing your keywords against metrics such as bounce rate, page views and time on site you can pinpoint the most profitable keywords to remarket.
#4: Check for new negative keywords
The Search Term Report tools shows you the keywords that trigger your ads, besides the ones you already have in your campaign. This can be useful for sniffing out any profitable keywords you may have miss, but it’s even better for flagging up negative keywords you’re wasting budget on – so regularly check this tool and build out your negative keyword list.
#5: Try your first split test
Split testing is a conversion rate optimisation (CRO) tactic that tests two versions of an ad against each other, to see which one performs best. This is the most effective way to fine-tune your ads over time and it’s a good idea to get into split testing as soon as possible. You can pitch different headlines, ad copy and display URLs against each other and test these as often as your needs require.
We’ll be back with more AdWords tips soon
There are plenty more AdWords tips we want to share with you and we’ll be back soon with another post to help you get more from your paid ad campaigns. And if you can’t wait until then, or you have a specific question, don’t hesitate to get in touch with our team.