Google AdWords is a very effective channel to market a product or service. You will list your ads on Google and only pay when someone clicks on your ads. To list your ads on Google, you need to bid on keywords that are related to your business.
For some keywords, the cost per click is not cheap. This is the reason why some marketers shy away from advertising on Google. But, there are solutions to this. With effective Google AdWords management, you can reduce the cost of your AdWords campaign without getting lesser clicks. The question is: how do you do it?
First of all, you must understand that Google AdWords values a lot on relevancy. By increasing the relevancy of your campaign, AdWords will award you with a Great Quality Score. With this, you will pay lesser per click than your competitors. This means that with the same budget, you can now stretch your advertising dollars and achieve more clicks in return.
To get a great quality score for your AdWords campaign, there are 4 important things that you must do:
1. Bid on relevant keywords. Do not use keywords that are generic and irrelevant to your business. People that are typing these keywords are usually not very targeted and therefore will not be interested in what you are offering. In this case, you will get a lot of impressions but little clicks. This will affect the CTR of your campaign and your quality score.
2. Increase the CTR (Click-Through-Rate) of your campaign. With higher CTR, you are telling Google that your campaign is relevant to what people are searching for. With this, Google will award you with better quality scores. One tip to increase CTR is to write compelling ad texts. Also, always split test your ad texts so as to achieve the best possible CTR for each ad group.
3. Group your keywords into relevant ad groups. Organizing keywords into the right ad groups can really help you to achieve better quality score and CTR. For example, if you offer air conditioning services, keywords like air conditioning servicing and air conditioning repair should be in separate ad groups. Although the meaning of these keywords are similar, it is best to separate them into different ad groups so as to achieve higher quality score and CTR.
4. Use relevant landing pages. Point your ad text to relevant landing pages. Do not point all ad texts to the home page. If need be, create unique landing pages for specific keywords to increase relevancy.
By following these tips, you can achieve higher quality score and CTR for your AdWords campaign. With great quality score, the cost per click will get lesser and your budget will get you more clicks.