Adwords: Creating Effective Campaigns for Any Segment
We are already in the Post-Digital Age. That means that being connected is already so much a part of our routine that, just like electric light, we only notice the presence of the internet when we are deprived of it. And speaking of tools we use almost instinctively, Google figures, along with Facebook, as one of the most indispensable platforms in the life of being a post-digital user.
Any business segment can benefit from ad tools to reach interested customers. Most ones use Google Adwords to advertise its products. It may seem like a tough segment to work on, but following the good practices of Google’s ad tool, following Google’s search standards and looking at results, it’s possible to make a highly representative campaign. Today, customers coming from Adwords are an important part of the company’s revenue.
See in this post some tips to be successful in this endeavor we obtained from advertising our Translator ･ app we launched a few months ago.
Step 1: Answer the question from the customer
The first step to the success of an Adwords campaign is to get the information in your ad to respond as efficiently as possible to the customer’s Google search. And that includes dividing the entire campaign into products, so that the text served in the ad matches the user’s search term. That is, if the client is looking for shingles, my ad needs to be about shingles and not about building material in general. This way, you can get even more clicks without increasing your investment.
Step 2: Divide the investment by objectives
Adwords follows the configuration hierarchy: At the first level are the campaigns and within the campaigns are the ad groups where the keywords to which you want your ad to appear are registered. The budget is mandatorily determined at the campaign level, that is, you set up an amount for that campaign, and Google distributes the expenses to your ad groups according to each one’s performance.
And it’s natural that your ad groups have different performance (click through and CPC), especially if the purpose of each is very different and if the competition of the registered words is very dissimilar.
Step 3: Campaign editing
After you’ve very well organized your campaigns, separating your ad groups by objective or by competing your keywords, you need to do constant monitoring.
And keywords also have their performance measured individually by the ads tool. Within two weeks to a month of setting up your campaign, you can already measure which keywords are the least favorable indicators. Those with the lowest click through rates or a higher CPC may already have their exclusion considered, because just as one poor performing ad group contaminates the other, less efficient keywords can also hurt the performance of the other.
Step 4: Entering new words
By evaluating list of search terms used by users, you can get insight into possible keywords to include in your ad group or even editing in your ad text so that it is closer to the search term. This technique is very common when we are not yet very familiar with the universe of follow-up keywords.
Step 5: You can always optimize your campaign
You can always make an improvement, and because the performance of your competitors’ ads or increased competition for a particular keyword can change the landscape and performance of your ads can be hampered. Therefore, it is recommended that you make a comparative monthly evaluation of campaign performance for an effective digital marketing.