Whether you’re in charge of your online advertising campaigns, an agency owner that runs client campaigns, or a digital marketer using a white label PPC agency to manage campaigns, making sure that your profits are high and your ad costs stay low is always a priority. Google AdWords is a common go-to platform for running ads. However, the costs can be quite high if you don’t know what you’re doing. If you’re struggling with Google AdWords Optimization, here are nine strategies you can use to lower your costs.
- Start with the Headline
The first thing that users will see in your ad is the headline. As such, you want to put most of the emphasis here when building your campaign. Many people play around with testing single words in their headline. While this can help you see lifts in your CTR, it's a better idea to try different headlines altogether.
This approach gives you a better idea of how to position your ad. Instead of seeing small lifts in CTR, you'll see a big difference in overall performance. Once you figure out which kind of headline results in the highest CTR and sales conversion rate, you can start playing out with different words, spacing and phrasing in the headline.
- Work on Improving CTR with Your Ad
Once you get your headline down, you want to start working on the rest of the ad. Think about what you want to say in your ad. A lot of the time, your headline will determine the direction for the rest of the ad. But sometimes, you'll have more space to stand out with your ad text.
For example, instead of describing the product in your ad, you can create an attractive offer. You can even lead into the sales copy or content such as “Video shows how this RC copter is different.” Another aspect of the ad you want to play around with is the display URL. You can test making it the keyword you're targeting, using a call to action, or even a phrase that ties into the ad.
- Try Singling Out Certain Keywords and Put it into a Separate Group
It's not uncommon for advertisers to put similar keywords into one ad group. This works without any problems if the keyword searches are very similar. However, there are still instances when a particular keyword may be dragging down the performance of your ad group. There are several reasons this can happen.
One is that the search intent may be different for this keyword. Another is that the keyword is too general to be in the ad group. Whatever the case is, you want to take it out of the ad group and put it in its own ad group to test different ads for it separately for intent-based Adwords optimization.
- Enable Dayparting aka Ad Scheduling
One thing that many people overlook is the fact that people can often make purchases during certain times of the day over others. For example, a person window shopping after midnight may not want to make a financial decision compared to a person shopping during the afternoon. However, both people are still clicking on your ad and costing you money.
That's why you want to see which timeframes lead to the most sales. If you see a significant pattern in your campaign, then you can enable dayparting or ad scheduling so that your ad only runs following a specific schedule. You can choose the multiple timeframes and days to run your ads.
- Follow Landing Page Best Practices
Google uses a quality score formula to determine how much you'll be paying per click. One of the biggest factors in determining your quality score is your landing page. If you want to lower costs, you want to follow the best practices advised by Google.
- Decrease Your Bid and Position
Don't assume that you have to be positioned in the number one position to get the most of your ad. Sometimes it makes sense to decrease your bid and your position to the second or third position. You may find that the first position may be leading to impulsive clicks from users that are not even interested in what you're offering.
If your ad is in the first position and you're losing a bit of money, then try pulling back your ad costs. You may end up attracting more qualified traffic, reducing your costs, and avoiding a bidding war. Just make sure that you don't scale it back too much or you may lose the top three position. Take it to step by step to see how your ad gets positioned.
- Work on Your User Experience
User experience has become important not just for Google AdWords, but for all websites. But it does play an important role in Google AdWords when you consider the fact that a big portion of the traffic comes from mobile devices. As such, you need to optimize your website for mobile devices beyond just utilizing responsive design.
Your text needs high readability and navigation menu has to be well organized and easy to interact with. The website needs to load quickly and CTA buttons must be easy to click on in smaller screens. Think about your site's current user experience and come up with different ways to improve it.
- Use Device Targeting
With Google Adwords, you have the option of being able to target desktop and mobile users separately. This means that you can set up campaigns specifically for mobile device users. So when targeting mobile device users, you can do things like using AMP versions of landing pages, setting up mobile first design websites, and enabling mobile-specific features to enhance the experience. You can also run different types of ads such as ones that allow users to call you from the ad itself.
- Enable Ad Extensions
Did you know that you can enhance your ad with ad extensions? Extensions help you add more value to your ad. For example, you can add location information, additional text, and links to specific pages. It's all about adding them in the right context.
These extensions can often boost CTR and conversions. And what's great about them is that there is no additional charge to add them. They tend to work very well for location-based ads where you need to provide additional information for local users. To learn more about the kind of extensions you can enable, you can visit the official page here.
There are other strategies out there that will help you lower your PPC costs and optimize AdWords campaign. You should continue learning about what other advertisers are doing and keep track of the latest Google changes. Let this be a starting point for you in your soon-to-be profitable Adwords campaign.