If you’re investing in a Google AdWords campaign, you obviously want the advertisements to convert into sales. But, how? Many advertisers are wasting money because they don’t pay attention to the Google AdWords default settings in their account. In fact, not adjusting some of these key default settings can actually harm your ad campaign. Here’s how to setup a Google Adwords campaign and avoid disastrous default setting mistakes.
Even though Google encourages advertisers to lump both search and display ad networks into one campaign, this isn’t the best way to attract business. These two different ad networks reach different audiences, and these audiences have different needs. First, search ads are ads that pop-up on the search results page when potential customers are looking specifically for goods or services related to your business. These potential customers are likely more willing to make a purchase.
On the other hand, display ads are the banner or text ads that pop-up while people are surfing the web. Display ads are often known as interruption marketing; usually, it takes more for these ads to convert to sales because the audience had no intention of making a purchase in the first place.
You can increase the power of you Google AdWords campaign by separating the two ad networks. Phil Frost of Main Street ROI discusses common AdWords Mistakes to avoid in this Convirza webinar. Frost recommends adjusting the default setting to separate these two networks. Then create a different campaign for each network that will reach the particular needs of the two audiences. Or, focus all of your attention on one ad network first before adding the other.
Research shows that people use the internet differently depending on what type of device they are using. For example, people accessing the web from a mobile device are generally in research only mode; they are probably on the go and are not as likely to make a purchase. Those using a desktop computer, on the other hand, are more inclined to make a purchase; they may have even sat down at the computer to buy something.
Although people behave differently on mobile, tablet, and desktop devices, Google targets all devices the same by default. This default setting can be a problem because many websites don’t have mobile friendly versions. If your site falls into this category and a mobile user clicks on your AdWord, it’s pretty likely they’ll be unimpressed with your company.
Luckily, you can change this default setting. If you don’t have a mobile friendly website, then consider blocking mobile device targeting. To do this, turn the bid modifier to -100% for mobile devices. This setting turns off targeting for mobile devices and saves you money because you’re not paying for ineffective ads.
After you have a desktop site that rocks, you can create an equally strong landing page optimized exclusively for mobile devices and start target mobile users as well. However, in many cases, it might still be best to target only desktop devices with AdWords, especially if the users in your target demographic are unlikely to make a purchase from a mobile device.
You can check by visiting www.google.com/webmasters/tools/mobile-friendly/.
All you need to do is enter the URL of your website, and Google will determine if the page is easy to use on a mobile device. If it isn’t, do not use Google AdWords to send mobile users to your page.
You’ve likely heard Peter Drucker’s famous quote:
“If you can’t measure it,
you can’t manage it.”
This philosophy applies to every Google AdWords campaign. Ultimately, you need conversion tracking so you can determine which segments of your campaign are working and which are a waste of money. Once you know what works, you can reinvest your budget where it counts and cut spending on the ad campaigns that don’t deliver results.
Google works to provide these metrics to clients, but you’ll need to set up all the AdWords tracking features to get all the data you need. Start by putting the conversion code on the web form to begin tracking. Then, set up E-commerce revenue tracking. You’ll also want to set up both website call tracking and ad call tracking. These are two different services will give you valuable information. Finally, although it takes more time, you can even include in-office sells in your Google tracking system.
Once you have the data from each of these different monitoring systems, you’ll be able to see where to reinvest more ad money and where to cut back. You’ll know what forms of advertisements generate the most sales, and you’ll be able to create more sales by increasing the power of your productive campaigns. There will be no more guessing game when it comes to your ad campaign budget; you’ll have the data to know what works.
Google AdWords is a great tool for increasing sales, but you’ll want to ensure you have the system setup to serve you. Check out our other suggestions for effectively using Google AdWords by reading upcoming Convirza blogs about keyword mistakes and landing page mistakes.