How to Maximise the ROI of Your Next Google Ads Campaign
Worried about the performance of your next Google Ads campaign?
Only a strategy will make money – and clicking “start” and hoping for the best isn’t a strategy. There are plenty of best-practise tactics you can tap into, to make sure your PPC advertising generates the biggest bang for your buck.
When setting up your campaign, every element must have a clear objective that helps to improve your ROI.
From researching customer demand and using negative keywords, to optimising your landing pages – there’s so much you can do to improve your campaign’s performance today.
With a thoughtfully considered Adwords strategy, your company’s ability to target and convert its ideal customers becomes so much easier.
Determine Customer Demand
You can’t hope to convert customers using a Google search campaign, if there aren’t enough people searching for a product or service like yours.
This means you need to determine what kind of customer demand exists – before you launch into a campaign. If your advertising spend doesn’t translate into an increase in sales, that’s all money down the drain.
There are several tools to help you enhance your campaign’s ROI. For example, Google’s Keyword Planner makes it easy to see how often certain words are searched. Plus, you can see how this trend has changed over time.
By understanding how competitive your preferred keywords are and what it costs to advertise on them, you can make sure your Google search strategy achieves a great profit.
One of the most straightforward metrics to determine customer demand is search volume. This is essentially the number of people searching for a specific query.
If you’re looking to create a campaign with a top-notch ROI, the ideal keywords are those with high search volume and minimal competition. However, your biggest rivals are also on the hunt for these valuable terms.
Don’t forget that seasonality can also dramatically impact search volume. For example, some products will be much more popular close to Christmas or Valentine’s Day. You’ll also have to factor this into your Adwords decisions.
Another important factor used to decide whether customers have a good chance of purchasing your products is search intent. This is the reason why someone has chosen to use a keyword in particular.
Are they looking to buy today? Or are they just trying to educate themselves on a product they might buy in the future?
If your business sells business shoes, a person using a keyword like “men’s black business shoes size 10” is likely ready to buy right now.
If you want to convert customers at the final stage of their buyer journey, this kind of keyword will help your campaign achieve a stellar ROI.
Understand the Cost
While you might determine which keywords perform best in your industry, this doesn’t mean your business can actually afford to use them in your Adwords marketing campaign.
Based on cost-per-click, it’s important to understand the cost of some keywords can be simply too expensive for many small- and medium-sized businesses.
For instance, some of the most expensive keywords in Australia are related to finance and trade. These include examples like “best mobile trading app” and “foreign exchange trading Australia”, which cost upwards of $250 for every click.
By knowing your campaign’s profit per customer and ensuring it aligns with your PPC advertising expenditure, you can enjoy an Adwords strategy that doesn’t cost a fortune.
Optimise Your Website
Every brand using Adwords to attract customers wants to ensure their campaign is generating massive clicks. But this objective won’t matter if customers who reach your website aren’t compelled to complete their purchase.
This is why your landing pages must be optimised for conversions, if you want your Adwords marketing campaign to achieve the desired impact.
With a landing page that highlights your product’s unique selling point, presents an attractive offer and features a robust call-to-action, you can make sure your Adwords strategy has a high chance of creating a win for your business.
Research Your Competitors
If you’re trying to level up your business to eventually overcome the competition, conducting comprehensive competitor research can help your Adwords strategy reach new heights.
This is because many of your major rivals will have already figured out what tactics do and don’t work with your target audience.
By keeping an eye on the ads your competition uses to convert customers, you can make educated assumptions about what offer generates the most profit.
Meanwhile, by understanding what kind of tone your competitors are using to reach customers, you can develop a unique voice that helps you stand out.
Improve Your Quality Score
Google’s Quality Score metric is vital for maximising your Adwords ROI. Why? Because having a lower score simply means Google isn’t so keen on sharing your ads with customers.
This means you need to spend more to achieve the same results as a brand with a higher Quality Score. So how can you improve? Luckily, Google is surprisingly upfront about what you need to do.
Increasing your Quality Score essentially boils down to making your ads highly relevant to your targeted keywords, optimising your landing pages and finding a way to boost your click-through rate.
Use Remarketing Lists for Search Ads (RLSA)
Remarketing is widely regarded as one of the most cost-effective ways to convert customers.
As the customers targeted have previously visited your website or product pages, your business can use Remarketing Lists for Search Ads (RLSA) to send new display advertisements that recapture their attention.
As this segment of your customer base is already familiar with your brand, this type of Google search campaign ensures you have a higher chance of achieving conversions.
By tailoring RLSAs with messaging designed to entice customers across the line, creating a profitable Adwords campaign just got a little bit easier.
Include Negative Keywords
If your business has a strictly limited budget for its Adwords strategy, you don’t want to spend unnecessarily on people who click but have no interest in your product.
You can avoid this by implementing what’s known as negative keywords. This technique allows you to filter out unrelated traffic, as Google won’t trigger the advertisement if someone enters the terms you specify.
Using Google’s own example, an optometrist who sells glasses will want to include negative keywords in their campaign for terms like “wine glasses” and “drinking glasses”.
With this approach, you can attract more relevant customers to your website and prevent your PPC advertising budget from being wasted on disinterested traffic.
Partner with the Digital Marketing Experts
There are virtually endless ways to maximise the ROI of your upcoming Adwords campaign.
Yet no matter what keywords you’re targeting, developing a clear understanding of your customer’s needs and producing a powerful offer ensures your target market receives the message and takes action.
Planning and executing your own Google Ads strategy is certainly possible, but letting an expert team take charge is bound to deliver far greater results.
The highly experienced digital marketers at First Page Australia have produced campaigns with incredible ROIs for thousands of clients in Australia and overseas.
Find out how we can achieve your company’s Adwords objectives with a personalised campaign today.