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How To Optimize AdWords Campaigns For Online Sales?

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Google AdWords is one of the most robust and complex advertising systems available today. It does not work by itself, you need to drive it in the right direction to get the maximum benefits. The same optimization strategies that work wonders for one goal, cannot actually be expected to work similar for all other advertising goals.adwords

Every single goal, be it branding, leads, sales, or something else, needs a different strategy for success.

Let me share my experience which I have gained working with AdWords for over 7 years and having optimized campaigns for more than 15 millions in advertising spends per month.

The first thing that I would like to share is – your customers do not actually buy your products or services, they buy solutions to their problems.

So, even if you have the world’s best product, you need to tell and convince your potential customers as to how you are going to bring them the solutions they need. If you succeed at it, you’re the champ. Crown coming your way…  And if not, this blog is going to be of great help for you…

Still with me? Or I lost you?

Thanks for following along.

Okay, so if you own an ecommerce website that needs sales desperately or any other industry specific website that needs leads in the form of enquiry form submissions, the following optimisation tips are sure to help you improve your campaigns performance, and your ROI eventually.

Choose keywords wisely to attract targeted traffic:

While setting up a campaign that aims conversions, you must ensure that your keywords are minutely picked up. Choose the keywords which are action oriented in nature. For example, if you are selling phone cases, you should select keywords like – buy phone cases, order phone covers online, best cases for iphone 6, cheap phone cases etc.

Yes, if somebody is searching Google with the words like buy, order, best etc. you can assume that the person is actively looking for the products you are selling, and not just that, the intent of searcher is clearly a purchase.

In general, the users who search for such phrases are typically in the middle or final phase of search funnel. If you are able to attract such audiences to your website, you can definitely expect them to enter your conversion funnel and you can have more sales or leads as intended.

Hence, spend time on finding the right keywords.

Use Manual Bidding:

If you are using the system default automatic bidding, you may be happy spending less time on optimization. But if you need better performance, keep things in your control. Manual bidding option brings it all in your control. It gives you more flexibility in term of deciding the amount you would like to spend for a click for a certain keyword.

You can prioritize your keywords based their relevancy with your advertising goals. If you believe that certain keywords are more targeted and can be more profitable for you, don’t hesitate to bid higher on them.

Write Action Specific Ad Copies, include CTAs:

Going by the internet surfing behaviour of users on web, a greater majority of internet users do not actually respond to an ad till you ask them to. Yes, it rights. If you write an ad copy that does not ask people to take action, they will simply see your ads and move ahead. Is that what you want?

Definitely, not!

So, do not just tell them what you have got for them, rather ask them to take action. Tell them why they should visit your website. What will they get there? What kind of information or services are you going to offer them? It all should be clear.

Include Call To Action in your ad copies. Add phrases like – place your order now, order now, buy now, request a proposal, request more information etc. based on your advertising goals.

Moreover, add relevant ad extensions to your ads. Use Call Out, Sitelink, review, rating etc. extensions if possible. Using it will not only enhance the visibility of your ads, but will also work to improve your average ad ranks.

Optimize your landing pages in line with your conversion goals:

Even when your campaigns are optimized at their best, you cannot be assured of great conversions. Why? Because, by optimizing campaigns in a better way you can ensure that you are getting targeted and relevant visitors to your website. But what if your web pages are not optimized for conversions?

Being optimized for conversions means your landing pages should be able to answer everything that your potential customers may have in their minds, and at the same time, it should convince them to take the action you want.

I have seen many great campaigns but miserably failing landing pages. Keep in mind that your website is a crucial part of your advertising strategy. It is where your visitors would or would not do what you want them to do. Hence, it should be optimized not from website owners’ perspective, but from your potential customers’ perspective.

My two cents for such optimizations would be –

Make sure your landing pages are optimized in line with your campaign keywords, ad copies, and advertising goals.

Be genuine and do not include hyperboles in your contents. Have everything on the website accessible which you think your visitors would be interested in knowing. For instance, it’s a good practice to keep reviews, testimonials, details related to shipping and return policies, available payment methods, shipping delays, your business address etc. linked to the landing page.

Don’t miss tracking, reporting, and analysis:

If you are on a journey and do not know what distance have you travelled and in which direction, you are sure to go astray.

This philosophy applies to online marketing also. If don’t have proper tracking in place, you won’t know whether you are doing things right or not.

So, my advice is – track everything that you can. I am sure you are aware that Google AdWords integrate well with Analytics and other third party tracking tools. You can also use Upgraded URLs to make your tracking more efficient.

Once you have the tracking setup, take out reports for different metrics like – search terms, locations, extensions, networks, click types, CTR, CPC, cost per conversion, total conversion value etc., and analyze them properly to find if you are heading to right the direction.

Finally, make sure you are not making frequent changes. Once you have made tweaks or optimizations to your campaigns, give the system some time to respond properly to them. Making frequent changes will only confuse the system and will have unpleasant consequences. Hence, it’s better to optimize, wait, analyze, and optimize… the cycle continues.

That’s all in the post. Adopting a strategy discussed above will definitely help you have your campaigns optimized and streamlined to perform.

Have questions or more suggestions to add? Post them in the comment below.

About the Author: 

With over 7 years of experience into digital marketing, I help start-ups and businesses streamline their online promotion efforts, be it organic or paid. A passionate marketing pro, writer, consultant, trainer, and Official AdWords Community Rising Star. I can be contacted at http://ratanjha.com or https://google.com/+RatanJha

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