The reason behind every step a business owner takes is profit. Using the power of AdWords to bring in more sales and increase conversion rates should be among the top things every entrepreneur should consider. Provided you have a solid business development and branding in place, you can make sure your AdWords campaigns are effective and deliver maximum results. Although you need to have a strategy tailored to your individual business so that you can be successful with your Google AdWords campaigns, there are still some tweaks you can make to audit your AdWords, spend less, and increase your chances of success with your ads.
Find the Right Keyword Match Type
This is the time when you need to tell Google how you want it to match your advertisements to keyword searches. Do you want Google to show your ads to the widest possible audience? Or do you prefer to narrow down the audience base? Choosing the right Google AdWords keyword match type will help you do that (and save on your current AdWords spend). There are 4 main keyword types (1) broad match, (2) modified broad match, (3) phase match, and (4) exact match.
Broad match is the default match type chosen by Google and the match type that targets the widest audience (hence, the name). This means that when you place an ad, it appears in searches that include any word in your key phrase. For example, if your phrase is “home equipment” and you use the broad match type, your ad will appear when users type “home equipment”, but also “home furniture” or even “medical equipment”. As you can understand, your ads will also be viewed (and even clicked on) by people that are not interested in your service or product. You will get more clicks for sure. And, perhaps, you could increase your chances of having more sales. But this could cost you so always keep an eye on your search query results. A good way to help prevent your ad from being displayed on searches that are not relevant is to set up negative keywords. You may ask for Google AdWords support for a list of recommendations or do your own research and find negative keywords in your specific industry. This will also help you reduce Pay Per Click losses on words that will not drive traffic.
Modified broad match, on the other hand, will allow you to reach a wide audience (like broad match) but it will also let you have more control over who views your ad(s). To tell Google that any search should include a specific term, you will need to add the “+” in front of that term. For example, if you want your ad to match queries that use the word “home”, you need to type in “+home equipment”. If you want queries to include the word “equipment”, then you type in “home + equipment”. This type of keyword match is not as restrictive as the exact match type (see below) but it will still deliver some volume of irrelevant traffic, which could cost you more money.
Phase match gives you even more control while still targeting a wide audience. With phrase match, queries should match your keywords in the exact order you have used them. It doesn’t matter if a user includes other words either after or before the key phrase, as long as they type in your keywords exactly in the order you have used them. For example, if your key phrase is “home equipment”, your ad will appear when a user searches for “home equipment”, “discount home equipment” or “home equipment wholesale”. Clearly, there is room for irrelevant traffic here too.
Exact match type is the type that demands search queries to match your exact keyword phrase (written in brackets), with no words added after or before. It is the most restrictive match type and allows you to have traffic only from people searching specifically for services or products like yours (hence, it is cheaper for you than any other match type). The volume of traffic may be significantly less compared to the other match types but it is much more relevant. This can increase your conversion rates.
Errors to Avoid When Using AdWords
Incorrect Audience Targeting – This could be targeting the wrong kind of devices or the wrong location, or placing your ad on the wrong network(s) or at the wrong days of the week (or time of day). To make sure your ad reaches its full potential, look into demographics about your specific audience, as well as data on the best device platform or times/days to bid.
Wrong Keyword Targeting – Poor keyword targeting (i.e. using overly broad keywords or non-converting/underperforming/negative keywords) will not only cost you big on your AdWords account but also fail to deliver the expected results. Analyzing your search terms closely will give you valuable insight as per what needs to be fixed and which keywords are more valuable and relevant to your ad.
Data Analysis to Determine Spending
Data analysis and data-driven decisions are key when trying to figure out ways to audit your AdWords, reduce your spending on your AdWords campaigns, and increase your conversions. It is important to check your AdWords performance as often as possible and do what you can to stay within your budget by making the right adjustments. Looking at your analytics will allow you to determine which keywords are performing well (hence, driving traffic to your site) and which should be included in your list of negative keywords.
As you can understand, there are a lot of things you can do with your AdWords to maximize the effect on your business and get a good ROI. Knowing the different match types and carefully auditing your AdWords will help you start on the right foot. Also, taking into consideration your AdWords performance will allow you to make wiser decisions that will result in higher conversion rates for your business without spending more than you need to.