When you set up a campaign, you should always remember that people who are searching on Google for a product or a service are pretty low in the decision making funnel.
They have already decided that they need the product/service, now they are actively searching for someone to provide it to them.
AdWords is the tool to get in front of them, but it’s essentially just a traffic tool.
If you want true inbound marketing success, you also need to work at the other end to get the people who have clicked on your ad to convert into leads (or sales if you’re in eCommerce).
Relevancy is key
I once audited a campaign for a photographer in Boston who specialized in wedding photos. He was absolutely astounded that his campaign had yet to yield a single lead even though he spent a few hundred bucks on it in a short space of time.
Upon reviewing the campaign, It was pretty easy to see why he had got nothing from it, his keywords were along the lines of:
This meant that his ads were showing for search terms like:
“online photography course”
“how to avoid a DUI in Massachusetts”
“marriage counsellor Dedham, MA”
None of it was relevant to him. Now, he could have put some of his keywords together to improve his campaign, for instance:
Wedding Photographer Boston
Boston wedding photography
Wedding photographer MA
These long-tail combinations are endless and will all bring relevant traffic to his site.
The great thing about AdWords is the data it provides.
If you think a keyword will bring you new leads, you can test it in your campaigns. If it doesn’t bring new leads you can write it off; If it does, you can further improve the campaign by modifying the bids by device or by location. The answers are all in the numbers!
You may be wondering exactly how you can set up your AdWords campaigns for success. If you are, then don’t worry, because we put this monster AdWords optimization infographic together to help businesses increase their ROI from Google AdWords.
We’ve stuffed it full with over 50 AdWords optimization tips you can implement today to improve campaign performance from the get-go. We hope you enjoy it!