Ask any professional digital marketer and he or she will agree: Google AdWords is one of the most powerful online advertising platforms. Using AdWords, advertisers can reach more than one billion Google users. But if you want to take your AdWords campaign to the next level, you should follow the optimization strategies listed below.
#1) Don’t Use Broad Match
AdWords offers several keyword match types from which advertisers can choose, including broad, phrase and exact. While broad match typically delivers the highest number of ad impressions, it’s less targeted than phrase and exact match types. Therefore, it usually offers a lower return on investment (ROI). So, skip the broad match keywords and choose phrase and exact match types instead.
Remarketing is a powerful AdWords feature that can drive up your earnings per click (EPC) and improve your ROI. Similar to Facebook Ads’ remarketing, it allows advertisers to display ads only to users who’ve previously visited their website or used their mobile app. Since it’s easier to convert users who’ve engaged with your business in the past, remarketing ads tend to have a higher conversion rate than traditional ads.
#3) Sitelinks Extension
Take advantage of the sitelinks extension to enhance your AdWords ads and generate more clicks. Using this extension, you can create additional clickable links in your ads, guiding users to specific pages of your website.
Furthermore, Google is now displaying up to eight sitelinks for mobile search ads. As explained by Search Engine Land, Google used to display up to four sitelinks for both desktop and mobile search ads. While it still shows a maximum of four sitelinks for desktop ads, it now shows up to eight sitelinks for ads viewed on smartphones and tablets.
#4) Analyze Search Terms Report
You can identify the specific term that a user searched for before clicking your AdWords ad by running a search terms report. This is done by logging in to your AdWords account and choosing Campaigns > Keyword > Search terms. Here, you’ll see a list of all search terms that triggered impressions and search terms that triggered clicks.
Keep in mind, however, that search terms reports are only available for Search Network traffic, not Display Network.
Finally, use dayparting to target users at the right times of day. If you operate a retail store, for instance, you may receive a stronger response when displaying ads during your store’s hours of operation. With dayparting, you can set your ads to only show during these hours, or you can use bid adjustments to increase the keyword bids for these ads.