Creating profitable Google Adwords campaigns is not simple and it scares many entrepreneurs. Everyone used this advertising it a few years ago, but today most entrepreneurs I meet have left him. The reason is simple: the cost per clicks have become too high. In this article we will see that it is still possible to create profitable Adwords campaigns in most industries.
Prepare an ideal Adwords campaign structure
Prepare an ideal Adwords campaign structure
The structure of your campaign is crucial. The basic structure already is to create two separate campaigns for the search network and the display network. We will use text ads on the search engine in order to get leads and customers immediately. Then, we will only use banners on the display network to develop our branding, we are not looking clicks but visibility.
Then, create ad groups. For simplicity, consider that each category and sub category for your website can be an ad group. Each of these ad groups will include keywords and ads. For example, if I create a Google Adwords campaign for the site Cdiscount, ad groups might be: video games, electro appliances, home / décroation, DIY etc. These first groups represent the main categories of the site. Then I will grapple with the subcategories of each group. To "video games" I will create a group of ads for consoles, games, ps4, xbox one and so on.
Finally, each optimized ad group have its own keywords, ads and landing pages. For example, the ad group which speaks of "PS4" contain keywords like "ps4 console opportunity," "ps4 games," "PS4 games cheap." Of course each ad will be optimized for these keywords and, if a user clicks on the ad "ps4 console opportunity," it must be taken directly to a landing page optimized for that keyword.
If you have hundreds of ad groups to create (more drafting advertisements creating landing pages), you can automate some of these tasks with Adwords software such SpeedPCC. This tool will save you days and days of work.
adwords software
This first step will allow you to structure:
to achieve a good level of quality
to obtain very good conversion rates
improve the position of your ads
get more customers
The search for keywords and negative keywords
Once you have created the structure of your campaigns, we have to go looking for keywords and negative keywords for each of your ad groups. You must narrow as possible your ad groups. Thus, a group that speaks of "pS4 Games" only contain keywords related to this subject. Of course, the higher your campaign is, the more you will have to spend time searching for keywords but decisive.
To obtain maximum long tail key words, you can use Scrapebox. This tool will generate keyword lists by combining suggestions from Google. This will allow you to obtain lists of hundreds of keywords. This method will allow you to find a few nuggets that will allow you to display your ads in good positions for almost nothing. But above all, this will allow you advertise on highly targeted words and competed stinks. You will have little clicks but by adding hundreds of keywords, this can give very good results.
Regarding the negative keywords, again it's vital. These are words you do not want your ads to appear. For example, if you sell a method of natural diet, it will be interesting to add words to exclude as "medicine" or "pill".
Targeting options
Targeting options determine if your ads are displayed or not in relation to a particular keyword. We distinguish 4, but I invite you to take a ride on this Adwords guide to understand how it works. If you are new and do not understand big thing, I advise you to go on keywords in broad match type modified or exact phrase.
Writing your listing
This step is not to be overlooked because it determines if users will click on your ads. But the goal is not to get maximum clicks, we targeted clicks. We must find a balance between Adwords optimization and copywriting. Optimized Adwords ad contains the keyword under the title, in one or two lines of description and url to display. That said, it is also necessary that the announcement is explicit and makes you want to click. I always say that a user needs to know what to expect even before clicking on the ad.
Therefore, in most cases, I advise you to display product prices in the ad as well as delivery and all information that might inhibit a prospect. For example, when I do advertising campaigns to sell training, I never communicates on the provision of free videos. I tested and it attracts only individuals who will never buy. So I prefer to have fewer clicks by displaying the price.
Make sure to test your ads by writing variations to see what is the message that converts more visitors into leads and clients.
The landing page Adwords
I think the landing page is the most important part of a campaign. Indeed, this is the final step, the one that allows you to monetize your campaigns or not. Even if you have a good structure, well-written ads and keywords consistent, if your landing page is poorly optimized, users will not become prospects or customers. A good landing page, in addition to being 100% in line with the text of your ad must contain:
the keyword mentioned in the title of the page and the teaser
slogan
a reason to register or sheet
testimonials
a visual and / or video
legal notices
ways to contact you
a call to visible Action
And of course, it is crucial to do AB testing your landing pages to increase your conversion rate. Oh I forgot, do not run your campaign before installing conversion tracking!
Determine your income prospect
Finally, do not run large-scale campaign (with a big budget) before performing tests to know your conversion rate and your income prospect. If you opt for the sale in two stages ie inscription on a landing page and sending e-mail in sequence, you must do enough testing to know your income prospect. Specifically, how much you earn every prospect that appears on your landing page. So you need to measure:
the conversion rate of your landing page
the open rates and clicks of your emails
the conversion rate leads / sales
This will allow you to know how much you make on a prospect and, therefore, how much you can invest in Adwords to acquire a prospect.
I will talk about in another article Adwords optimization and retargeting.
Then, create ad groups. For simplicity, consider that each category and sub category for your website can be an ad group. Each of these ad groups will include keywords and ads. For example, if I create a Google Adwords campaign for the site Cdiscount, ad groups might be: video games, electro appliances, home / décroation, DIY etc. These first groups represent the main categories of the site. Then I will grapple with the subcategories of each group. To "video games" I will create a group of ads for consoles, games, ps4, xbox one and so on.
Finally, each optimized ad group have its own keywords, ads and landing pages. For example, the ad group which speaks of "PS4" contain keywords like "ps4 console opportunity," "ps4 games," "PS4 games cheap." Of course each ad will be optimized for these keywords and, if a user clicks on the ad "ps4 console opportunity," it must be taken directly to a landing page optimized for that keyword.
If you have hundreds of ad groups to create (more drafting advertisements creating landing pages), you can automate some of these tasks with Adwords software such SpeedPCC. This tool will save you days and days of work.
adwords software
This first step will allow you to structure:
to achieve a good level of quality
to obtain very good conversion rates
improve the position of your ads
get more customers
The search for keywords and negative keywords
Once you have created the structure of your campaigns, we have to go looking for keywords and negative keywords for each of your ad groups. You must narrow as possible your ad groups. Thus, a group that speaks of "pS4 Games" only contain keywords related to this subject. Of course, the higher your campaign is, the more you will have to spend time searching for keywords but decisive.
To obtain maximum long tail key words, you can use Scrapebox. This tool will generate keyword lists by combining suggestions from Google. This will allow you to obtain lists of hundreds of keywords. This method will allow you to find a few nuggets that will allow you to display your ads in good positions for almost nothing. But above all, this will allow you advertise on highly targeted words and competed stinks. You will have little clicks but by adding hundreds of keywords, this can give very good results.
Regarding the negative keywords, again it's vital. These are words you do not want your ads to appear. For example, if you sell a method of natural diet, it will be interesting to add words to exclude as "medicine" or "pill".
Targeting options
Targeting options determine if your ads are displayed or not in relation to a particular keyword. We distinguish 4, but I invite you to take a ride on this Adwords guide to understand how it works. If you are new and do not understand big thing, I advise you to go on keywords in broad match type modified or exact phrase.
Writing your listing
This step is not to be overlooked because it determines if users will click on your ads. But the goal is not to get maximum clicks, we targeted clicks. We must find a balance between Adwords optimization and copywriting. Optimized Adwords ad contains the keyword under the title, in one or two lines of description and url to display. That said, it is also necessary that the announcement is explicit and makes you want to click. I always say that a user needs to know what to expect even before clicking on the ad.
Therefore, in most cases, I advise you to display product prices in the ad as well as delivery and all information that might inhibit a prospect. For example, when I do advertising campaigns to sell training, I never communicates on the provision of free videos. I tested and it attracts only individuals who will never buy. So I prefer to have fewer clicks by displaying the price.
Make sure to test your ads by writing variations to see what is the message that converts more visitors into leads and clients.
The landing page Adwords
I think the landing page is the most important part of a campaign. Indeed, this is the final step, the one that allows you to monetize your campaigns or not. Even if you have a good structure, well-written ads and keywords consistent, if your landing page is poorly optimized, users will not become prospects or customers. A good landing page, in addition to being 100% in line with the text of your ad must contain:
the keyword mentioned in the title of the page and the teaser
slogan
a reason to register or sheet
testimonials
a visual and / or video
legal notices
ways to contact you
a call to visible Action
And of course, it is crucial to do AB testing your landing pages to increase your conversion rate. Oh I forgot, do not run your campaign before installing conversion tracking!
Determine your income prospect
Finally, do not run large-scale campaign (with a big budget) before performing tests to know your conversion rate and your income prospect. If you opt for the sale in two stages ie inscription on a landing page and sending e-mail in sequence, you must do enough testing to know your income prospect. Specifically, how much you earn every prospect that appears on your landing page. So you need to measure:
the conversion rate of your landing page
the open rates and clicks of your emails
the conversion rate leads / sales
This will allow you to know how much you make on a prospect and, therefore, how much you can invest in Adwords to acquire a prospect.
I will talk about in another article Adwords optimization and retargeting.
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