Learn How to Optimize Google Adwords User Experience for Better ROI
Google Adwords assists your business in all of its Google advertising needs. The Google Adwords platform makes it easy for any business to create flexible ads according to your budget.
There are roughly 60,000 companies using Google Adwords worldwide, the top country being the United States. With that many companies using the platform, it is likely that your business’ competition is already running ads on Google Adwords.
Don’t let your business fall behind – take advantage of Google Adwords today!
Already using Google Adwords and frustrated about wasting money? We can help with that! Read more about how you can stop wasting money on Adwords.
To get a better ROI and better experience using Google Ads, follow these 6 steps.
1. Strategic Planning and Structure
Make sure that your Google Adwords account is set up properly.
In order to get the most out of your Google Adwords user experience, you want to make sure you are linking everything together so that there is no confusion for Google.
So, when using your Google Adwords account, make sure that everything is cohesive – campaigns should be linked to ad groups, ads should be linked to keywords, and keywords should be linked to landing pages. All of your Google Adwords categories should be relevant to each other and relevant to your business.
You should also have tracking set up, which will help your business determine what leads to conversions, resulting in better ROI.
Having everything linked and on the same page will also create a better overall user experience.
2. Set up Linking, Tracking, and Conversions
In order to link another account with your Google Adwords account:
- Sign in to your Google Adwords Account
- Click the tools icon in the upper right-hand corner
- Under “Setup,” select “Linked Accounts”
From here, you will be able to link any analytics account needed, whether it is a Google platform or not.
You also want to set up conversions on your website so that they can be easily tracked.
Whether it is people calling your business, filling out a form, or buying a product, set conversions up properly so that it can be tracked. This will help you to better understand the impact of the ads and better measure ROI.
3. Structure for Relevance and Quality
It is extremely important that your ads match your keywords. Your keywords should also match whatever landing page you are running your ads to. If you have cohesiveness, Google will understand that they are all linked together.
This also provides a better user experience for those who are searching queries, clicking the ad, and landing on the landing page because it is all relevant to what they are looking for.
Doing this will also produce a better Quality Score. A Google Adwords Quality Score is an estimate of the quality of your ads, keywords, and landing pages. The higher your quality score is, the lower your cost per click is. With a lower cost per click, cost per conversion is also lowered, which increases your ROI.
Google Adwords Quality Scores are ranked on a 1-10 scale. The main components it is based on is:
- Expected Click-Through Rate. This is the percentage of people who visit a landing page or webpage from an ad.
- Ad Relevance. This measures how closely related your keyword is to your ad.
- Landing Page Experience. Google will measure how relevant your landing page is to your Google ad. Things that Google usually looks for include a well-organized layout and text that relates to the search terms.
4. Use Creative Ads and CTAs
Pro tip – use creative ads.
Shaking it up will make your ad stand out amongst the rest.
Some unique ways to do this are…
- Use a call to action. Let the user know exactly what you want them to do or what they will get out of clicking on your ad.
- Offer an exclusive discount. Use a specific end date to entice users and give them the fear of missing out (no one likes FOMO).
- Keep the user in mind. Making your ads personal and telling the user what you can do for them instead of what makes your business so great will make them more likely to click to learn more.
- Keep it local. Of course, this all depends on your business. Creating geographic-specific ad campaigns allows you to choose where your ads will appear. This can be narrowed down by country, radius, county, etc.
5. Optimize Your Landing Pages
Creating a landing page is no simple task – it takes time, thought, and research to create an awesome landing page that will get your business conversions.
Only 52% of businesses actually use landing pages because most businesses have problems finding suitable expertise for optimizing their landing pages. If you are going to use a landing page, do it right and make sure that it is properly optimized. An optimized landing page will give your business the best results.
Some ways you can optimize your landing pages are:
- Make sure it is fast. There are tons of ways you can optimize your page speed, but some simple fixes include minimizing redirects, compressing all images, and cleaning up any coding/custom coding on the landing page.
- Make sure it is mobile-friendly. Making all landing pages (and webpages for that matter) mobile-friendly is a must. Mobile is now the #1 way people access the internet – make sure your page works and is viewable for mobile users.
- Make sure it answers a question. This goes back to Google Adwords Quality Score. Some key questions your landing page should be answering is:
- What is it? (what is the landing page about)
- Why should I care?
- What’s in it for me?
- What do I do now?
- Make sure it is direct. Touching on the last point, people want immediate answers – give the people what they want! Make your landing page easy to navigate and be sure that the copy answers any and all potential questions a customer may have.
Want more tips on creating landing pages that convert? Get an in-depth lesson on creating perfectly designed landing pages.
6. Use Data to Optimize
Data is a marketer’s best friend.
Use the data from your Google Adwords campaigns to find out:
- What’s your cost per acquisition? Also known as CPA, cost per acquisition bidding in Google Adwords allows you to only pay per conversion instead of per click.
- What’s your click-through rate? As stated above, this is the number of people who click through on an ad and land on your landing page or webpage.
- What’s your cost per click? Also know as CPC or PPC, pay per click, this means that your business pays Google for every click your Google Ad receives.
You can then use this data and reporting, incorporate some automated tools and bidding strategies into your campaigns, and make sure everything is in one place. This will make your efforts more effective when using Google Adwords.