Investing in a Google AdWords campaign might be a given for your company, but getting a return on that investment is most definitely not. Part of your company’s SEO strategy should include a tightly-run AdWords campaign, and fine-tuning it should be a top priority of your web marketing managers. Here are some tips to streamline your AdWords campaign and make sure you’re getting the best possible return on the money you’re laying out.
It’s all relevant (or at least it should be). When you’re working on optimizing your ad groups, make sure your keywords are relevant to your ads, make sure your ads are relevant to your site’s content, and make sure your site’s content is relevant to your business. When your ad groups are consistently themed and everything ties into your site’s content, your ads will rank higher in Google, therefore increasing their visibility and subsequently bringing more visitors to your site. On the other hand, when your ads are unsystematic or unrelated to your site, web crawlers will have a difficult time placing them with the right search queries, which means you’ll get low-quality traffic and will be paying for nothing.
Get regular checkups. Just like in life, where you get regular checkups—dentist, doctor, mechanic—you should put a little time in checking up on your advertisements’ performance. Use a service such as Google Analytics for entry-level conversion tracking, which can help you work out a lot of kinks in your AdWords campaign, and which will leave less work to be done by a third-party SEO company.
Quality, not quantity. Making sure you have good quality scores with Google will save you a lot of SEO headaches. The quality score assigned to your keywords affects how many often Google places your ads, as well as the amount of money you pay for that placement.
The longer, the better. When it comes to keywords, many subscribe to the theory that the broader the keywords, the more traffic you get. While this may be true, it cannot be said enough that more traffic doesn’t necessarily mean more sales. In fact, a huge amount of low-quality traffic can negatively impact your SEO. Long-tail keywords, or those that are more specific and geared to attracting targeted visitors, should be utilised intelligently to optimise your AdWords campaign. Short-tail keywords are generally more competitive, more expensive, and bring visitors that haven’t refined their searches yet. This usually means fewer conversions for you. Use both long- and short-tail keywords for optimal results.
Finally, remember that getting people to your site is only the beginning, not the final objective. Once people are there, you still want them to use whatever it is you’re offering, so your site must be optimised for conversion. In other words, make sure the content is interesting, well-written, and informative, run frequent tests to assure fast processing times, and make your site as user-friendly and attractive as possible. Do all this, and your AdWords campaign will yield the results you envisioned when you invested in it.