There’s getting traffic, and then there’s getting targeted traffic. Targeted traffic means that the traffic you’re driving to your store will have a purchase intent which will result in a higher conversion rate. The best way to get highly targeted traffic, is by running Google AdWords ads. But isn’t AdWords difficult to manage?
StoreYa’s CEO Yariv Dror, with ten years of advertising experience with AdWords, tries to simplify it for you! Here is everything you need to know, in 7 easy steps, to run your first AdWords campaign based on Yariv’s extensive experience.
There are two main types of advertising networks to choose from on AdWords: search or display. Search ads are those ads that show up in Google search when users are looking for a specific product or using a specific search term. Display ads show your ads to people who are browsing sites with relevancy to your ads; sites that have dedicated some of the their real estate for presenting google ads.
While display ads are cheaper to run, search ads offer better targeted traffic and therefore better conversion results.
An ideal AdWords campaign structure should be designed as above. Campaigns let you select campaign language, scheduling, and overall budgets. Each campaign is divided into Ad Groups which is where you control the bids for each group of ads. Lastly, each Ad Group is further divided into your ads (text and images) and keywords.
A good AdWords campaign structure will ensure that you are able to easily do A/B testing and optimize your ads and campaigns for maximum results.
The trick with doing keyword research is to find keywords with a good balance between relevance and pricing.
The ideal solution is to use what the industry calls, “The Long Tail.” This is a longer phrase that describes your product in more detail, thereby offering a lower cost per click and less competition within your niche. However, it is important to keep keyword phrases short and to the point, to match what users would be typing when searching online.
In most cases, you are paying per click for your AdWords ads. So ideally you will want to create ads that attract targeted traffic. In other words, customers that are attracted by the ad and who are interested in your products when they get to your landing page, i.e. balance your ads’ click-through rate and conversion rate.
To do this, have a clear call to action tied in with the most relevant keywords. Try to avoid enticing people with free stuff promotions, because although it may be bring in lots of traffic (high click-through rate), that traffic won’t necessarily be looking to buy anything, which results in low conversion rates and therefore low ROIs.
When setting up your AdWords landing page, the pages your ads will go to, it’s important to think of your potential customer. They should be user-friendly and descriptive while allowing traffic to make a quick, easy decision after being brought to your page. This will affect your quality score, a parameter that Google uses to determine your cost per click and ad placement. To keep this score up, make sure your ad text and landing page text are in line with each other.
In other words, use clear ad text and landing page text to ensure that the users know exactly what they’re getting when they click and don’t feel tricked. This will help your bounce rate, your conversion, your Google quality score and your bids per click.
Once your ads are set up, you will need to set your budget for each of you campaigns and the bids for each of your groups. You will want to balance the amount of sales you want with the amount you are willing to spend.
With regard to budgets, start slowly and rev up as you optimize. Yariv suggests starting with an amount that is the cost of one product for the first couple of days and then tweaking your campaigns for the best results for your spend.
For bids, start with an amount less than what Google keyword planner recommends and increase and decrease as follows:
The last and most important step for every campaign, is to monitor the performance and optimize. To do this, you will need to set up performance tracking, which you can do by implementing a Google Analytics code on your site or by using AdWords pixel tracking (AKA Google Conversion Code).
Linking your Adwords account to your Analytics account will enable you to track which campaigns are bringing in which conversions and therefore track the results to optimize. Optimizing is a matter of tweaking your campaigns. For example, if you sell more in one country over another, try putting more money into the performing one and pausing the other. This can be done for a number of criteria, including: categories, products, ad copy, keywords, devices, hour of the day, days of the week, etc.
By tracking and tweaking on an ongoing basis, you can monitor your ROIs and ensure you are getting the max amount of conversions for the lowest spend possible.
Yariv’s favorite AdWords method is the Dynamic Search Ads. How these work is that Google will dynamically decide what ads are triggered to, what the headline will be -- based on the phrases that a customer has used in searches, and determine which is the ideal landing page the potential customer should be sent to after clicking.
This feature is a great tool for optimization. The trick is to take the search queries that perform well in Dynamic Ads and add them to your other static campaigns, while removing them from your Dynamic ads. This will allow you to bid directly on well performing keywords, while you let Dynamic Ads run, extracting high performers as you go.
There you have it, 7 steps to your first AdWords campaign! Google AdWords, although manageable, can seem like a full-time job and often it is better to outsource someone to run your account for you. However, for those of you who are watching your budgets in 2017, there is a great automated tool you can use.
Traffic Booster does everything mentioned in this article and then some, using an algorithm that no human being can compete with. Follow this link to get the “Traffic Booster” + $100 marketing budget for only $25: www.storeya.com/public/trafficbooster/promo25