So you’ve Googled ‘Help with Adwords’ because you simply can’t seem to make it work, no matter what you do. You are burning through your modest daily budget with absolutely nothing to show for it. What is going on, and more importantly how can you turn it round? Adwords is used by many businesses as their main source of leads and sales – if they can make it work then so can you. You just need some insider info, and that’s where Intelligent PPC comes in. If you haven’t already, download our free Adwords secrets guide for a more step-by-step guide to making your Adwords campaigns profitable:
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Right, now that’s done, keep reading to get some independent help with Adwords…
1) Stop asking Google for help with Adwords
Google is not independent. They have shareholders to please, and they want you to spend as much money as possible on their advertising platform. Asking them for help with Adwords will result in more clicks, more cost and not necessarily more sales for your business. Or you may get more sales, but your ROI will be negative. Google will offer to do most things for you, from setting your bids to choosing your keywords. It sounds convenient for small business owners with little time on their hands, but there is a huge cost in terms of the amount of wastage that will potentially occur when you surrender control of your campaigns to the company who are making money from every click you receive. Only YOU know how your business operates and what search queries you want your ad to show for – retain as much control as you can. This means not choosing Adwords Express and choosing ‘All features’ whenever you start a new campaign.
2) Go to your campaign settings right now
If you don’t know where your campaign settings are, it’s that little tab that says ‘Settings’ towards the top of the page in your Adwords account. Go there now, and check the following:
– Are you bidding on the Display Network? If so, you probably want to switch this off. Find out why.
– Do you have a separate, heavily-optimised landing page for mobile traffic? If not, get one. More importantly, switch your mobile bids to zero in the meantime.
– Are you targeting people in locations that you don’t serve or deliver to? Exclude them now.
– Change your bid strategy to ‘I’ll manually set my bids for clicks’.
– Set your delivery method to ‘Accelerated’.
– Change your ad scheduling so that you aren’t showing ads to people at 2am on Sundays (unless you sell sleep aids).
3) Get your tracking sorted
It’s not difficult – all you need to do is add Google’s Conversion Tracking Code to the thank you page of your website. It makes all the difference as you can suddenly see which keywords are generating sales, and how much each of those sales is costing you. You can see your click conversion rate – if this is bad (under 10% for lead/service business, under 2% for an eCommerce site) then read point 4)…
4) Get your landing page sorted
If you’re seeing a poor click to lead/sale conversion rate then it’s probably because your landing page isn’t optimised for conversion. It staggers me how many businesses spend money on Adwords and just link through to their homepage – a homepage is usually a terrible landing page. Too many distracting links, and no real continuity from a targeted ad text/keyword to an on-message landing page holding the customer’s hand and telling them why they need the product they’ve just shown an interest in (by clicking your ad). How to create the perfect landing page for Adwords.
5) FOCUS ON CONVERSIONS
If a keyword isn’t producing conversions which produce your desired ROI, lower the bids until it is, or pause it. Guide your potential customer quickly and smoothly through to the thank you page of your website. Shift your focus from impression to click (click through rate) to click to conversion (conversion rate), as this is the most important metric for your business. Look carefully at your keyword list – get rid of any which are resulting in clicks but not conversions. Get a negative keyword list which is longer than your normal keyword list – keep adding to it every day if you can. If you save 1 wasted click a day and you’re paying £2 per click, that’s a saving of £730 a year – it all adds up. That’s £730 you’ve lost from people who were never ever going to convert into a sale for you, because they’ve typed in something you don’t actually sell and mistakenly clicked your ad.
Feedback/comments/questions all welcome below. If you haven’t already done so, get the free Adwords Secrets Guide right now:
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