You may or may not know that Google AdWords representatives can setup and optimise your Adwords accounts for you to make them perform “better”. I put the word “better” into inverted commas simply because it could be interpreted in two ways, better for Googles revenue stream or better for your advert conversion rates! Hopefully both.
If you advertise on Google Adwords already you’ve probably had them approach you and offer to optimise your campaign for you for free at some point already. While this is a free service there is undoubtedly an agenda there to get the spend up on your account up. Googles main revenue comes from Google Adwords and it’s their main product so they want you to spend more money. They do this by improving your campaigns effectiveness and generally increasing your visitor numbers and spend, but not totally optimising it in our experience.
The key to setting up a great performing google Adwords Campaign is to try to get more clicks for your money NOT to increase your budgets. Budgets can be increased and should only be increased when the campaign is fully optimised.
The CPC (cost per click) is the main culprit that is eating away at your daily budget and getting that figure down equals just one thing, more traffic for your money.
The main ways to get more traffic for your money on Google Adwords are as follows:
- Temporarily pause or reduce the CPC on those big hitting keywords.
Anything that is costing over 50p-£1.00 a click is expensive and while they are good for traffic they are costing you a fortune. Let the smaller keywords have more of your budget and you’ll probably find you can get the same amount of traffic, still heavily targeted for less money each day.
- Scrap any broad match keywords you are using.
So many customers who we optimise campaigns for are using broad match keywords. Phrase match and exact match are THE ONLY types you should be using in our opinion.
- Create more ad groups.
Get the adverts you display as highly targeted as possible. It’s not unknown for us to have over 100 ad groups in a clients campaign containing only 2 or 3 keywords to make the ad super targeted.
- Forget time of day targeting.
If you only run your ads between the hours of 8am and 8pm for example you are missing out on buyers. Who says your customers (business or consumer) are only shopping in those hours. The amount of emails we get from potential customers past midnight is astonishing!
- Be realistic with budgets.
This goes against all your instincts but you MUST allow your ads to be shown as much as possible. There is no point in spending £10 a day as your ads could easily miss out on 90% of the people wanting to buy and only hit the time wasters. Start with £30-£50 a day and get some data in there that can be used to reduce your costs or increase your traffic. Even a test period of 10 days will give you a massive amount of data to work with and help optimise your campaign. It will cost you £300-£500 but don’t forget you’ll be getting visitors and sales from that too so the likelyhood is you’ll have spend nothing!
If you have a Google Adwords campaign running and would like us to take a look at it and optimise it for you we offer a Google Adwords optimisation service that costs £250+vat. Call us now on 01903 368559 and we’ll take a detailed look at your campaign setup and see where it needs to be improved without increasing your spend (assuming it’s not just £10 a day!). We’ve achieved a 200%+ increase in visitors in some cases without spending a penny more on customers campaigns monthly.
If you don’t currently advertise on Google get in touch for more details and we’ll get you setup and receiving a mountain of traffic in no time!