Super successful search advertisers have mastered how to optimize AdWords ROI. Actively managing your search advertising campaigns can be the difference between profits or none.
In search advertising, success is measured primarily by ROI. Search advertising is a process not a setup once and then forget until after the campaign flight. To succeed, advertisers must test to learn what’s working and refine for success.
The best thing about getting good at something is that once you know what you’re doing, your success becomes more repeatable!
Let’s assume that by this point, you’ve got AdWords campaigns enabled and driving interested visitors to your website. But before you increase budget to scale these campaigns, you want to see how you can make them perform even better.
3 Ways to Use Account Data to Optimize AdWords ROI
- Learn from your successful ads
- Experiment with ad formats
- Refine your keywords
Learn from Your Successful Ads
AdWords, through its reports interface, gives you all the information you need to be able to tell which of your ads are helping you reach your goals. Once you discover which ads these are, study them and try to determine what they all have in common. If you can pinpoint exactly what it is that’s causing them to thrive, strive to replicate and apply that knowledge to your other ads.
For instance, if you find that detailing your prices in your ads leads to more online sales than ads which focus on the brand names of products you sell. And if online sales happen to be your business goal, then you should write and run more ads focusing on the prices of your products. By boiling down your highest performing ads to their essence and applying this to other ads, you’ll make your entire campaign more successful. Focus on what works and cut out what doesn’t.
Experiment with Ad Formats
Though most advertisers are familiar with text ads, the AdWords paid results which appear at the top of Google search queries, few are familiar with other AdWords ad types and formats. These ad types and formats include display advertising, video advertising, and mobile advertising including in App Ads! By experimenting with different ad types and formats, you can add diversity and excitement to your campaigns, making them more interesting and interactive for your targeted audiences.
For some campaigns, text ads may work better than display ads. For other products, a well made video ad could be just the thing you need to increase sales. Whatever the case may be, by trying out the different formats and seeing which ones work best for your campaign, you can further refine your marketing strategy and maximize its success.
Refine Your Keywords
Because keywords are the triggers for your ads on Google, you’ll want to keep a close eye on how the keywords you’ve selected are performing. Often, what can seem like a great keyword at the beginning of a campaign ends up being too expensive or easily confused with another term.
Paying attention to and focusing on keywords which provide the most clicks is one method for determining their value. Another method is to track conversions. Which metric you will primarily use to determine a keyword’s success relies largely on the business goals you outlined at the start of your campaign.
Optimize AdWords ROI in 30 Minutes A Week
Google suggests that you take a minimum of thirty minutes a week to review your campaign reports from AdWords. The more you spend on AdWords, the more time you or your trusted agency should devote to optimizing for ROI.
Regardless of how much time you have to invest, follow these 3 steps for a repeatable advertising process for better results.