John Wanamaker, the father of modern advertising, once said, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” However, with Pay per click advertising, one is able to easily measure which half is being wasted, making it one of the most beneficial forms of advertising today. Therefore, here are 10 tips to help you prevent worthless clicks and ensure that you are gaining the best possible return on investment for your Google AdWords campaigns.
1) Identify your target market
Having a solid knowledge of your target market is the first step for any AdWords campaign as it not only helps you determine a clear goal for the campaign, but ensures that your ads are targeting the right people, at the right time and in the right area. AdWords has several tools which help your ads target a specific audience, thus a pre-identified target market is imperative for establishing a valuable AdWords campaign.
2) Determine a clear goal
Unless you determine exactly what it is that you would like to achieve from your AdWords campaign, measuring your success will be very difficult. Having a clear goal will give you an indication as to how to structure your ad campaign in a concise manner, making it easy to monitor and tweak.
3) Separate your keywords into ad groups
If you are advertising more than one product, you need to separate your products into ad groups. This will ensure that all your keywords are relevant to what is being advertised, for instance: You want to advertise a number of properties, commercial offices in Sandton and residential houses in Alberton. These would require two separate ad groups so that the keywords don’t become mixed up and trigger the wrong ads.
4) Don’t mislead your customers
Your ads should always be as truthful and accurate as possible. Never create an ad which directs to a product that does not match what you are advertising as this can not only lead to worthless clicks but it reflects badly on your business as a whole.
5) “Location, location, location”
This applies specifically to your real estate business as it is imperative that your area related keywords are on exact match. Most people searching for property do so with a particular area in mind, therefore it is important that your ads are triggered by location related searches. Broad match modifier is a great tool for managing this as it allows your keywords to be on broad match and only enforces exact match on the keywords you select.
6) Landing Pages
You should always make sure that your ad text matches your landing page as this will ensure that users find your ad useful. If your ads are directing people to irrelevant pages on your site which don’t correspond with what you are advertising, this could have a negative impact on your bounce rate and waste your advertising budget.
7) Mobile matters
With more and more people searching for property on their mobile devices, it is more important than ever to ensure that your ads are suitable for mobile devices. This means that your landing pages either need to redirect to a mobi website or your website needs to be mobile responsive. This will improve the customer’s experience, increase the percentage of good quality traffic to your website and help prevent a high bounce rate.
8) Negative Keywords
Negative keywords refer to terms and phrases which are similar to what you are advertising but are of an unrelated intent. Adding negative keywords to your campaign can be very useful as it is a way of excluding your ads from showing to people who are unlikely to become genuine leads.
9) Build a strong keyword list
When creating your Adwords campaign, it is important to try and think like a customer, use keywords that you would search for if you were a customer in need of your product. Always keep your goal in mind when setting your keywords to broad, phrase or exact match. Also, remember to include a variation of misspellings as these occur frequently and can help trigger your ads for more searches.
10) Monitor and make changes
Analyze your campaign’s data and identify trends and patterns, then use this information to make informed decisions and changes to your account. It is also important to try new bidding strategies and monitor these in order to assess what works and what doesn’t work for future campaigns.
Following these ten tips can help ensure that your AdWords campaign performs up to standard, helping you avoid worthless clicks and providing you with a return on investment for not only your money but your time as well.