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Best Google AdWords Tactics to Increase ROI

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No! It is not a ‘come one, come all’ kind of article.

It is for those who want to allure their targeted audience, & plan to sell their services, efficaciously.

It is for those who want to not only enhance their knowledge for Google AdWords, but also wish to take their marketing to a new height- where every move ensures increased ROI.

Increasing your return on investment from Google AdWords is not as tough as it may look. You only need to have a watchful eye on the analytics of your paid search campaign, and use tactics that can let you pay needed attention to right metrics. This ensures conversion & for this, the metrics to pay heed upon is- Sale (completed action)/Sessions (Total Number of visitors) – Conversion Rate Metric.

The process is quite simple and we will discuss it in details later in this article, but firstly let me give you a glimpse of some smart tools, which are important part of latest Google AdWords Tactics, and can expand your Google AdWords’ Knowledge, & ensure increase in ROI in 2017:

  • RLSA (Remarketing Lists for Search Ads)
  • Affinity Targeting
  • In-Market Targeting

These three tools are important in taking remarketing campaigns & targeting methods up to a new level. Such tools are integral parts of efficient AdWords-functioning that decreases CPA (cost per acquisition) & increases your leads and conversions. Let us discuss these in details:

RLSA (Remarketing Lists for Search Ads):

An efficient tool that makes money for you as it combines power of remarketing with paid search campaigns of search engines. It lets you get more from your existing ads by putting your search ads in front of right audience- and ultimately, it aids in making better decisions by analyzing people’s previous behavior.

          RLSA lets you increase your keyword bid for those, who are in your remarketing list. For this, you will need to go in Audience Tab in AdWords, and primarily, you have to choose an Ad Group, which can be a little annoying, however, AdWords Editor does this for you in the fastest possible manner.

Google-Adwords-source-Adwords Youtube

Source: designinkboulder.com

Then, by going through Ad Targeting, you can easily choose Remarketing from the given drop down list. You should try to choose a broad list from the available remarketing lists, and then you can plan your RLSA campaign more strategically that influences your target audience more specifically.

Next step is to set a Bid Adjustment, and you should know the correct way of doing this. Soon, I will try to come up with another article on Bid Adjustment techniques that will clear all the related steps. For now, I would suggest you to let the data of your remarketing list tell how aggressive you are with your bid adjustment. Some other tactics associated with RLSA are:

  • Use of Dynamic Search Ads with RLSA
  • Combining of RLSA with Google Shopping Campaigns
  • Use of RLSA for excluding Audiences
  • Use of Target & Bid Options with RLSA

Affinity Targeting:

Have you heard of Interest Targeting?

It used to be a feature of Google AdWords, but now, Affinity Marketing & In-Market Marketing have replaced this. Affinity marketing widens your reach and it is a way of advertizing, which is based on breaking audience into group of individuals with same interests’ together, e.g.

  • Sci-Fi TV Fans
  • Insurance Seekers
  • Investors
  • Shoppers of Luxury Services
  • Sport Enthusiasts, and many more
How does Google do this?

Google knows everything about us because it has mechanisms to analyze people’s search behavior, or browsing behavior, or other online activities where people use their Gmail accounts or phone numbers, which actively indicate their tendencies. Google uses such data for providing quality ads that are not annoying, and let users find needed information through them.

Affinity can be understood as sustained-interests, means, it is not something that your users; only like to use right now, but it is something that they like to watch, read or use most often. It is like a behavior that your potential visitor does repeatedly, which gives a direct signal to use tactics that can entice your visitor to be your loyal customer. Affinity will let Google display your ads to people who incorporate relevant behaviors to product & services that you are selling. You can do Affinity Targeting by using Display Network, which is quite easy and lets you effectively manage your targeting & remarketing maneuvers. 

In-Market Targeting:

It is more result-oriented than Affinity Marketing, and can also be found under Display Network in Interest & Remarketing. In Marketing includes tactics related to trends that are popular in market, right now. It updates you about people’s search & browsing tendency in last one or two week, and then as per that, you can target your audiences effectively. For example, you can specifically target people who are in market to buy Mercedes Benz.

You can easily do this in Google Analytics, where you need to go in Audience section, and then to Interests section, where you can get the data related to your current & most recent visitors. This data updates you about the behavioral tendency of your visitors, and you can easily know why your visitors are in market, and what are they searching.

Google Analytics-source-designinkboulder.com

Source: source-designinkboulder.com

Google Analytics provides you details of patterns and correlations of individuals who browse your websites. There can be situations wherein people search one product to buy another product or service in near future. For such people, you may come with compelling ads that offer both correlated products & services. In-Market targeting lets you use RLSA tactics with the help of which you can specifically bid and target such people. 

It is very important to know who your ideal customer is, as this will let you target your audience in a tailor-fit result-oriented manner. Beyond these three smart tools of remarketing, some other tools & techniques related to AdWords that can boost ROI in 2017 are:

  • Pay Heed upon Conversion Rate more than CTR:

Do you still remember conversion rate metric?

Sale (completed action)/Sessions (Total Number of visitors) – I mentioned it in the beginning of this article, now I will clear all the air about this.

Conversion Rate metric is related to sales generated when running paid search, which is actually a more realistic indicator compared to Click Through Rate (CTR). Conversion rate metrics let you know whether your campaign is moving toward success or not as it is a measure that gives you details about visitors who completed the actions.

To calculate conversion rate metric, you need to calculate tracking code, and in Google Analytics, it is known as ‘conversion tracking’. You can easily obtain this code from your Google AdWords account. Measuring conversion rate lets you have a well-targeted campaign that ensures ROI.

  • Use Keyword Search Tool & Identifying Effectual Keywords:

Keyword search tool allows you to determine the key phrases or keywords that incorporate loads of searches, and are also less competitive. The AdWords Analyzer Tool of Google AdWords is considered perfect for this purpose.

Identifying effectual keywords is also important, and prime step for this is to make a list of most powerful keywords that should be practiced in AdWords campaigns. This is extremely important because when you bid upon keywords that your competitors are also proposing on, getting clicks can be quite costly. Google prefers keywords that are used in ads for attracting viewers’ attention. You should also add ad description & headline while deciding your targeted keywords.

  • Refine Key Phrases, Target Specific Audience & Track ROI:

You can easily cut cost of your investment by refining your key phrases or keywords, which aims at the sub topics of the main products or services. For instance, if you wish to sell Diamond, then you need to create a sub topic like Diamond Jewelry. Such way of paraphrasing keywords will let your keywords come high on SERPs, when exact keywords are searched.

Targeting specific audience is another important tactic, and earlier in this article, we have discussed tools that can do this quite effectively. You can easily target your potential users by selecting the countries and languages you are opting for.  

To check whether all your ads are generating enough return on investment or not, you need to include an affiliate tracking system. Knowing your value per visitor would also be quite effective in tracking ROI:

  • Value per Visitor: It measures revenue generated from each PPC visitor to your site. It lets you know about the efficiency of your website in generating sales, and higher your value per visitor ensures higher conversion rate of your website.

In the end, keeping check on your average cost per conversion is also important in increasing ROI of PPC campaigns. Some other factors that play key roles in increasing ROI from your paid search platforms are:

  1. Use of long tail keywords
  2. Inclusion of smaller lists of keywords that target specific ad groups
  3. Having increased relevancy, increased quality and more control over ad presentation
Engineer by Education, Marketing Influencer by Profession, and Creative Writer by Passion- Shivendra is involved in Branding, Advertising & Consulting in the domain of Digital Marketing over the years. His prior Digital Media experiences gave him an understanding of how E-businesses function- what works and what doesn't. He relies upon those learnings and uses the creative DNA for composing blogs that have the applied zeal to engage, entertain and inspire the readers- to Connect- Convince- Convert their target audiences via different digital media channels.
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