By now, you should be well aware of Google AdWords’ capabilities of scaling your business.
If you use it effectively, it can improve your brand awareness and considerably boost your leads and revenue.
The problem with AdWords is that it can be a bit expensive. There are so many factors that you need to consider that it’s easy to end up spending more than you’ve planned. And, unless you have an unlimited marketing budget, you probably don’t enjoy wasting money for no reason.
On the flip side, if you plan everything strategically, paid ads can be 56% more profitable than other tactics, like social media, for example.
Now, the question you’re probably asking is: how can you ensure you’re not leaving any money on the table when it comes to Google AdWords?
Here are four simple AdWords hacks that could increase your ROI dramatically.
1. Use different keyword-specific landing pages for each keyword group
Yes, we live in a globalized society where you could, at least on paper, sell your products to all corners of the world. But, that doesn’t necessarily mean you should.
Your AdWords campaign will probably target several keywords. Whether they are different products and services, relevant geographical areas, or they target distinct audience groups, each of these keywords needs a separate ad and a separate landing page corresponding to it.
It may sound like a hassle, but it creates relevancy for each of your ads and improves the eventual conversion rate.
For example, SEMrush have multiple landing pages that relate to the search queries of prospects.
When I searched for “keyword research tool” it took me through to this page:
But when I searched for “SEO tool” the landing page was this one:
Most businesses would simply have the same landing page for both keyword groups!
A lot of people base their searches on local geographies too. They don’t want to find a car service in the next city or state, but in their local area, preferably close to their home. By limiting your ads and copy to a manageable geographical area, not only will you improve your click-through rate and lead generation, but also increase the chance of people making purchases.
Here is an example of two separate landing pages, based on geographical regions, for a restaurant in Australia called Zeus:
In the example above, what do you think is the more compelling option for someone searching for a Greek restaurant in Surry Hills, a generic landing page or the very specific and tailored alternative?
You can also save money and wasted clicks if you set your location options to exclude people who express an interest in your location but aren’t physically anywhere near you.
Think about it this way: your prospects may have an interest in your product, but different audience segments approach solving problems in different ways, and subsequently search for different things.
2. Run ads for competitor keywords
It is a bit sneaky, but you are perfectly allowed to target your competitor’s keywords. Google’s policy doesn’t forbid marketers from bidding on a competitor’s brand and brand terms, although there are some trademark laws in certain countries. It’s, in fact, a common practice that could help you drive clicks to your landing page.
For example, if you look for Synthesis as a WordPress hosting solution, you will get four paid ads for its competition before you can see the official page of the company.
Just make sure to run ads for your brand to avoid being the target of competitor keyword bidding yourself. And, always be on the lookout for new opportunities to gain more potential customers from new competitors.
3. Replicate your AdWords campaigns on Bing
Previously you could import your Google AdWords campaigns across to Bing by downloading a file and manually taking it across. But now it is even easier.
You can automatically sync your AdWords campaigns across to Bing using a new tool developed by Microsoft. The Google Import Tool saves you time and allows you to control how you run ads on both search platforms. You can decide if you would like to import now, later, or on a recurring basis. You can also schedule automatic imports at a frequency that suits you.
Think about it this way: Google controls 65% of the search market and Bing 33%. If you don’t advertise on Bing, you lose roughly one third of your potential clients.
4. Leverage trust signals
With the advance of artificial intelligence and contextual search, relying on keywords alone is no longer feasible. You need to look for new ways to persuade prospects to click on your ads and convert. In other words, you need to gain their trust.
But, here’s the thing: even with data to backup your claims, prospects aren’t very likely to trust your marketing messages. You need to provide them with social proof and give them assurance that others have used your products and were pleased in the past.
The best way to leverage social proof in your AdWords campaigns is to encourage happy customers to place Google reviews, and then use the “Ad Extensions” feature to include these reviews in your search ads.
Studies show that 84% of people trust online reviews as much as a recommendation from friends and family, while seven out of ten consumers will leave a review for a business if asked. So, don’t miss your chance.
Conclusion
Google AdWords can be an effective tool for driving new leads and increasing your bottom line.
Just remember to tailor your landing pages for each keyword you use, and to replicate your campaign on Bing to take advantage of the customers who don’t use Google.
Be smart about the way you advertise your company and use the brand name of your competitors to piggyback their search volume.
Plus, don’t forget to use Google reviews for social proof and limit your ads to a geographical area. You will see your conversion rates and ROI increase in no time.
Guest Author: Nital Shah is the CEO and Founder of Octos Digital Marketing Agency. He is an expert in search strategies, planning and management with ten years under his belt and is serving top corporate brands in Australia. Nital can be connected on Email and LinkedIn.