- January 10, 2019
- Posted by: Biplab Poddar
- Category: Google AdWords
Holidays are the days when the business leads slower and things slow down a bit for some of the digital marketers, particularly the B2B companies. And this can be the best opportunity for cleansing the Pay per click account thoroughly and you will definitely get better results for the investment you have made on your business. so you must focus on how to increase AdWords ROI.
The most important is landing page optimization and there are many profitable ways for making your PPC campaign get you a good deal of income.
Google AdWords plays a vital role behind the success of businesses and every company must optimize the AdWords campaign as much as possible. This might seem easy while saying but not in terms actually executing the process. Running such campaigns can be a bit time-consuming and expensive method.
You can achieve despite having a limited budget and a limited number of resources by focusing only on the correct metrics instead of considering all of them. By this, you can make the right tweaks for the optimization of AdWords campaigns.
However, the most substantial method for increasing the ROI (returns on investment) of your campaign is through increasing the average quality score for your keywords. The success level of AdWords is greatly dependent on the fact whether you have acquired all the required ingredients for creating a bigger response for your business.
Ways to skyrocket your ROI:-
a. Targeting your consumers by income level
You can win half the battle for PPC through understanding as to who can afford your products and services and then you can target them in a proper way. You should learn to make adjustments for targeting people exclusively as well as increase your campaign ROI.
The process of Income filtering is done in Google AdWords
When you target your B2B clients via pay per click, your customers can only be guessed depending on the type of searches they type into Google. But in B2C it is somewhat simple and is required in most of the cases for getting a healthy and big return from your campaign investments.
There are two ways for segmentation: one by the manual and one by the automatic process; one by the income level and also by the traffic you purchased via Google AdWords ad interface.
i. Manual way: While you are running a local business, it is recommended that you go through all the individual towns and neighborhoods to make a list of all places of your area that are likely to bring you profitable clients by type as well as category. Also you can manually select each single area by using Google’s location settings. Ensure that your location targeting settings are set properly for preventing chances of leakage.
ii. Automatic way: You may break out your targeted audience by the income brackets via the campaigns’ settings menu- location groups.
Most of the products and services can be preferred for the income classes and these are more profitable than the others. You will not be able to automatically eliminate any of the income class targets. Tests, break outs and reviewing of conversion numbers are essential for each income bracket individually for taking right decisions regarding targeting the right people or comparing in terms of bid adjustments.
Remarketing campaigns which combine the audience groups together from different types of traffic sources can be cleaned up very significantly through filtration. The unprofitable income brackets should be eliminated. Those that are not worthy of the clicks should not be kept in consideration.
Income brackets filtration brings in profit:-
Spending some time for figuring out who are the purchasers on your website has a tremendous effect to increase your campaign ROI prominently. If the sales person spends lesser time in providing quotes, either on the telephone or in person, this can reduce the strain on the salesmen.
When the salespeople spend lesser time for chasing poor leads, it allows you to focus more on the sales department and divert all your attention to the budget and more affluence of the salesperson. All these will result to provide you with a high closure rate for your leads.
b. Dynamic insertions of keywords for headlines
Dynamic keyword insertion (DKI) matches the audience search queries with the ad headlines. DKI is one of the controversial topics among the managers of Google accounts. This can bring in the worst leads but it really can bring you a sufficient number of leads in the overall scenario, particularly in the cases where the keyword sets are tightly grouped and hence are a bit hard to assemble. The key trick lies in figuring out the ways for disguising the methods of DKI that work extremely well for your business. When it actually works, DKI tricks the web searchers by making them consider the ads as normal and great in relevance.
c. Employment of a reminiscent remarketing display ad strategy
People use remarketing display ads several times to create a huge disconnect in the ways the audience identifies with the solutions they are offering.
The main goal is to meet with users with the remarketing display ads. Remarketing display ads are manly used to remind the users of the copies they have read on your website or reminding them in accordance with the conversation they had with the sales staff of your company. You can make sure to have a commitment with your customer with the proper amount of follow ups with the clients. The users may have had several uninitiated conversations with themselves and this is the key for effective remarketing results.
Segmented remarketing is way better than you know!
If your landing pages and remarketing message sequences are segmented, then you can have a stronger impression in terms of visiting your audience as a whole.
Proper calculation of remarketing follow up lengths:-
Some leads might not result in an immediate close and these leads always need a better remarketing strategy for generation of ROI. You should know how long you should follow up with your visitors. One can check the CRM sales reports as well as the Google AdWords and Google Analytics reports in terms of sales time lags. This would help you to get the length of the cookie windows that you set for your remarketing campaigns.
You must be wondering how to figure out the right methods. After it is done with the complex Analytics and numbers along with the AdWords metrics, you can now be on the way to achieving better returns on investment (ROI). There are a few ways including:
- Get you more number of clicks
- Optimization of landing pages
- Decrease of cost per acquisition
There are some sure shot steps for significant reduction of cost per click while there is an increase in the conversion rate. This can result to higher revenues at a lower cost.
Let us look at the ways:-
a. Optimization of your website
In case you are sending mobile traffic to a poor mobile experience, you are just wasting the cost of that click. This is not a way of maximizing your ROI from Google AdWords. 74% of the mobile users tend to abandon the website that is not mobile friendly. This can result to a loss and you may lose almost half of the total click through traffic. You need to pay for those clicks even if the user leaves your website immediately after clicking on it.
In case the website is slow and it seems hard to navigate for the users, it lands you in a mess and you are clearly wasting all the clicks and the costs on those clicks. On top of that, you don’t have any opportunity for getting conversions even after paying for the clicks knowing they should have provided you with conversions. A poor website experience can earn you lower quality scores on Google AdWords. The lower your quality score, the more charges you pay for each click (more PPC rate) and this can cut your returns faster than anything else.
The main focus should be on the optimization of your website. The three primary actions are as follows:
- Check your website speed: You must test the speed of your website by visiting the Google Page Speed Test. You will get useful recommendations from it for the improvement of your website speed. Most of these steps are easy to apply if you have a basic knowledge and control over your website.
For the others, you may turn to the webmaster or any other professional if you have some knowledge about web designing. If your website doesn’t have a terribly slow speed, you can do anything you like. Even the little changes and easy alterations like optimization of images or cancellation of unnecessary widgets that can speed up your website.
- Set easy navigation: You need to revisit your menu and buttons and check whether it is easy for the users to know where they should go. You shouldn’t create a choice paralysis for your audience by having too many of options. Try to minimize your menu.
- Testing your website on different devices: The texts should not be too big for they cannot be read then. Your users have to then scroll back and forth to view the entire page or any image. This can lead to a haphazard lookout for the users so you should check the look of your website: how it is appearing in front of the visitors. And keep in mind, almost half of the total visitors view your website on a mobile device. Fix poorly functioning elements or bad formatting, if any for maximizing ROI from your Google AdWords. Google offers you a mobile-friendly test as a helping hand.
- Understand your quality score: Many things can improve your quality score in one way or the other. But it is important for you to understand. Your quality score might make or break the cost effectiveness of your PPC advertising. In case your website provides a poor quality experience, Google is much interested to deal with you. By making you pay more on per click basis, they try to get you do one or the other thing. Either you should stop running ads for they don’t really make a great deal of financial sense to you. You may also fix the wrongs along with the user experiences.
Google determines your quality score
The quality score can go up or down and Google makes note of each action.
- Click through rate: If your ads are shown on the keywords you have requested but very few people click on the ads, it seems that the ads are irrelevant.
- Relevancy of a keyword to its ad group
- Performance of the landing pages: Analytics are used for Google for determination of people’s responses to the page. Their involvement does not stop once the user clicks on your ads. Your landing page is the ultimate page the ad clicks are directing the users to. But if the ads direct to the home page of your website, then you definitely need some suggestions.
- Ad text relevance to the searchers: It is visible that the ads lose their relevance if people do not click on the ads or leave the page of your website after clicking on the ads for they thought it was something else they have been interested for.
The major requirements for increasing ROI:
There are a few aspects behind the success of increase in ROI:-
A. Quality score: – You should know the keywords you should select and also check the relevance of the landing page of your website compared to the ads. You should also check the quality score for figuring out the answers and se the metrics for estimation of the ad quality.
Quality score depends on the following factors:
- Ad relevance
- Landing page quality
- Possible CTR (click through rate)
One must consider each of these factors individually to bring in a positive outcome. You should test your AdWords campaign structure while building them for ad relevance. You should focus to improve the quality of landing page experience for your audience. If the status is below average, you should optimize the landing page and add a few A/B tests, wherever necessary. Expected click through rate (CTR) determines the likeliness of your ads to get clicked. You may change your ad texts if the status is shown to be below average. Also use of magnetic terms such as “free” or “cheap” can drive in a lot of conversions an act as a substitute of improved CTR.
B. Audience Reach: – You should analyze the reach metrics to get an estimate of the number of people seeing your ads. If you see a poor performance in the metrics, then your ads need to be placed more carefully. Try to keep the display network separated from the search network for if you choose both of them combined in the email marketing software you can see:
i. On related partner websites
ii. Search results of others
All these data are not required by you so try to carry out a proper optimization although it is a prolonged process.
C. Wasted expenditures: – You must keep an eye on the amount of spending for the clicks that do not convert. You must avoid this ROI killer and limit the amount of wasted spends through using negative keywords. These can filter out the unnecessary and irrelevant traffic coming to your business that does not convert. Negative keywords help in the prevention of ads from showing the search queries including the specified search terms.
One can use the Negative Keywords Tool and find out the negative keywords and this can have a good impact in controlling your expenditure.
D. Conversion rates: – Marketing is not all about Google AdWords. You can achieve higher conversion rates and improvements in conversions through making developments and improvements in the landing pages of your website. Keep up your conversions through building up of high-quality landing pages. The landing pages of your website must be:
i. Mobile friendly
ii. Quickly loadable
You should focus on speeding up your website for your users. You can use several tools for finding out the reception of your visitors towards the landing pages as well as the scrolling pattern.
E. Labels: – They work similar as metrics and help the group entities in quick and simple access. You must keep an eye on the labels for smooth optimization and increase in ROI. The labels depend upon the keywords, ads and campaigns and the number of keywords used in each single ad group for simple campaign management. Google suggests 5-20 keywords but there are a few digital marketers using a single keyword for each ad group. Put each keyword in each ad group and the same keyword may be used in the description along with the headline.
F. Conversion: – Achieve more number of conversions through knowing the type of keywords that would facilitate the conversion. Try to avoid a drop in the conversion rates by knowing the ones that were not performing up to the mark. Conversion tracking codes can help you to keep track of all the statistics and data. You should avoid negative keywords as well as the one lacking values. Installation of a tracking code is simple. You have to select “Tools” and then click on “conversions”. Then you select “+conversion”. After correct installation of the code and enabling target CPA bidding procedures, automatic bidding starts on your behalf. These metrics need optimization when you want to enjoy greater amount of success ad achieve bigger returns in your business. All these methods might be a bit of time consuming but they are worth the time and effort for they are of great benefit to your company.
Here are some methods that will improve the performance of your account and will show you areas that need optimization.
1. Addition of search terms:
Keyword finders are one of the greatest ways to select keywords that will bring in conversions. You need to click on the “keywords” tab and then select “search terms”. Click on “customize columns” and add conversions.
i. You choose the largest and most viable date ranges starting from the date your business account have been witnessing conversions and has been tracking since the beginning day. Select “all time” in case you are tracking the conversions from the first day itself.
ii. Filter out the keywords that have one or more than one conversions. Make sure that the report displays only the search terms which are not added to your campaigns already through use of the added or excluded filter and selecting “none”.
iii. You can manually add the keywords to your campaign or download the report into Excel and upload them on bulk.
iv. If the CPA of the keyword is greater than the target CPA, then you can allow it a safe bidding based on the performance of the account when you know that it is likely to bring in conversions. You can get calculate the CPC by finding out the average rate of conversion for your keywords.
v. If the CPA of the added keywords is less or equal to the target CPA, you can then set the average CPC for the search term for bidding. An excel spreadsheet can make the thing easier and then importing them to AdWords editor for much efficiency and this is also safer as you can review the work before uploading and make necessary changes.
2.Negative keywords are important:
The search term report shall be downloaded by clicking on the Keywords tab, then select search terms and add the conversion columns by choosing the most viable date range. All the search terms having 0 conversions should be filtered but you should not apply filters for added or excluded for you need to see everything.
i. You need to take decisions on certain rules justifying a search term as negative and this depends on the cost of the search terms as well as the number of clicks received.
ii. If a keyword is very costly but failed to get much clicks then it is advisable to add it in your campaigns for controlling the bids for it.
iii. You should decide the number of clicks you should give as well as the cost of each search term in accordance to your budget and limitations.
iv. You might add negative keywords costing double or triple the cost than your average cost per click or desired CPA and as a result receive double or triple number of clicks in comparison to the average leads that provide a number of conversions to your account.
v. You should check if the phrases or broader keywords are successfully triggering absolutely irrelevant keywords. You may notice that any of the broad keywords might be triggering search terms that has nothing to do with the relevant keywords. Elimination or exclusion of these unnecessary terms can save you a few bucks.
If you run a display campaign using CPC bids which are eligible for conversion optimization, then you can duplicate this campaign blindly. Set the original campaign from CPC bids to CPA bids which are half the desired CPA. Leave the new and duplicated campaign and working on the original one will get you an increase in incoming of conversions. If you want the conversion optimizer to get available for your campaign, you must have at least 15 conversions in one month’s duration.
If got, the following message will be viewed under your campaign alerts:
You then click on ‘campaign settings’, then select ‘bid strategy’. Click on “target CPA” and enter the default bid. You will be able to see the target CPA bid for each single ad group on an individual basis.
There are a few elements of campaigns for which bid adjustments cannot be set. The only way to control the bids is placing them in separate ad groups. Text ads perform better in comparison to the image ads in case of display network while on others; image ads are better performers than the text ads.
In case the image ads are better performing than the text ads in a specific campaign, you may not opt to remove those ads as their CPA might be a bit higher. You can create separate ad groups for image ads as well as text ads. The bidding should be low on the text ad group to make the CPA acceptable and gaining more number of conversions in the overall situation. You need to be creative and unique for this is what will matter. You can choose to make a lot of separations both on the ad group and the campaign levels.
Get a few instances of separations in the following:
- Geographical separation (on the campaign level)
- Language separation (on campaign level)
- Targeting optimization (on ad group level)
- Ad types such as image ads, text ads (on ad group level)
5. Ad scheduling
Several accounts have better conversion rates during specific hours and poor conversions for the rest of the time. So you should focus to try to find out the particular hours according to which you can adjust your bids.
Go to the Dimensions tab then click on “view”, then on “time” and select “hour of day”. You should select a wider date range and this can provide you a significant amount of data. Include all the conversion columns and then the report can be downloaded to an excel spreadsheet after addition of “day of the week” segment. Open the excel report and the “total” row at the bottom should be deleted. The “hour of day” columns must be dragged into the rows and “clicks”, “conversions” and “cost” can be put to ‘values’. 2 more columns need to be added: a CPA column for calculation of costs and conversions and a Conversion Rate column for the calculation of conversions or clicks.