I want to put a series of tips together for people either looking to use Google AdWords as a genuine internet marketing tool, or those that ARE already using Google PPC. Some of these tips might seem extremely obvious, however you would be surprised how people don’t get the basics right.
Tip 1: When you are setting up your campaign for the first time DO NOT opt into both the search network and the display network.
Why? Because these are completely different audiences, and the display network especially will have a very low click through rate. Still, why does this matter? Because the click through rate of your campaign will be one factor that determines the overall quality score of your AdWords campaign. Why should you care? Because the quality score of your AdWords campaign determines the cost per click you need to pay to get your advert seen in the most optimal position for your business.
If you do want to test both the search network and the display network, then have them as two separate CAMPAIGNS (not Ad Groups) – each with their own budget.
Tip 2: Reflect the type of enquiries you are looking for by the times you want your ads to run.
If you are in your business Monday to Friday, from 8.00am until 6.00pm, and your “referrals” or “enquiries” consist of people expecting a phone call to discuss using your services or products, then get your Google AdWords to REFLECT this. This is particularly important if you are a B2B (business to business) company, or if you are trying to get the most from your budget.
Do enquiries happen outside of these times? Yes, however if you need to make a phone call to “sell” the benefits of your service, then waiting 24/48 hours to do so will often result in the “lead” already going somewhere else. It is very unlikely you were the only person they contacted when they were searching for your product or service.
Tip 3 – Don’t try to aim for the top 2 positions in Google.
There is a common thought that being the “top” of Google (especially in the sponsored links section) is where your business “wants to be”. This is simply not the case. Take the example below:
When we took this client on the general mentality was to be “the top of Google” and although the click through rate was very high, so was the cost. Our strategy was to actually AVOID the top two positions, and get them MORE clicks for LESS cost. As you can see from the graph above, we managed to dramatically reduce their costs AND dramatically increase the number of clicks they received. As a result we were able to see a reduction in the COST PER CONVERSION, which brings me on to tip number 4.
Tip 4: Ensure your Google Analytics account is linked to your Google AdWords account.
Some people think that Google will “automatically” link your Google AdWords to your Google Analytics, after all, they are both the same log in details, right? Wrong! Google needs to be TOLD that you have a Google Analytics account and you need to link the two together FROM your Google AdWords account. You need to ensure the log in details of the two accounts have full Administrative access on both the AdWords account AND the Analytics account. If you have follow the simple instruction in your AdWords account and click the “tools” tab, select Google Analytics, and follow the steps through from there.
So – they are my 4 top tips for people who are just starting out with Google AdWords – look out for parts 2, 3 & 4 over the next few weeks.