In a digital environment like today, it is critical that brands invest a considerable amount of their resources into digital growth. And the first step towards robust digital growth is a strong and innovative website. But creating websites is not the end of it. Brands should focus on having adequate traffic on their website.
There are numerous ways to do this. One of the tried and tested models to attract traffic to your website is search engine optimization (SEO) and the other is the PPC or the pay per click method. However, brands today emphasize on Google AdWords Campaign. Google AdWords is a tool through which brands can get better traffic through clicks. unlike PPC which is a paid medium, while SEO takes a long time to show results.
But brands must realize that Google AdWords is only effective for brands who are looking at a comprehensive improvement of traffic to their website. The best thing about Google AdWords is that it offers an assured return for web owners. This is primarily because Google AdWords is one of the most prominent sources of advertisement and revenue generation for Google.
Now the question that brands shall have is what some of the most effective ways are to create a profitable Google AdWords Campaign. Through this article, we shall explore some of these steps:
Understand the Purpose of the Ad:
Experts recommend that before you invest a single penny on the Ad you should understand its strengths and weaknesses. Always keep in mind that Ads are excellent sources for lead and sales generation, provided they are designed with a targeted and measurable result in mind. On the other hand, it ought to be remembered that it’s not a cost-effective option for brand awareness.
When you design an ad keep in mind the strength and weaknesses of the platform and you can dedicate other marketing efforts to ensure brand awareness.
Understand your Target Audience:
For Google AdWords instead of trying to understand your target audience fully, what you can do is try to find out the kind of sites to which your target audience visits. You can try understanding what the language style of those sites is and what they look like. You can also have a close look at the type of ad campaigns that are being run by your competitors.
The best thing is that you can find all these and a lot more through the Ads platform without having to spend a single penny.
Have Dedicated Goal for each Campaign and do not Mix them Up:
It is quite common to feel overwhelmed when you design an AdWords campaign and go overboard in the process. This is because you spend a significant amount of money on these campaigns. But that is not the right approach. Rather, you should choose one particular goal for each campaign. It will significantly improve your ROI.
A Targeted Landing Page for your Ad is a Must:
A common mistake that companies do is direct the traffic from the landing page to the home page of the sites. It could be the worst thing to do. The result is brands invest in Ads and do not get the expected results and then conclude that the AdWords campaign is a waste of time.
The reality is that directing traffic to the home page is a terrible thing because the home page has a dozen elements and the user is unable to find the particular product that he or she needs. Hence, it is a complete waste of time.
Instead, the approach should be such that it has highly targeted landing pages that directly address the query that the user had entered into Google. The only purpose of the landing page should be conversion.
Focus on your Strong Points in a Google AdWords Campaign:
The Unique Selling Proposition or the USP of the brand is critical. It is the USP that sets one brand different from the other. A strong USP helps customers answer the question of why they should choose one particular brand over the other. Thus, it is important that a company creates a strong USP. When they can effectively justify their uniqueness as a brand, the price becomes a secondary factor. It is recommended that while creating a Google AdWords campaign, the USP of the brand must be highlighted in the most engaging way possible.
Create a Compelling Offer:
The four most important components of the Google AdWords campaign are value, believability angle, risk reduction, and call to action. And in your ad copy, all these elements must be strong enough so that the customer is ready to buy your product or services without an iota of grudge for paying a higher amount. When writing the ad copy you should give your customers valid reasons to do business with you. Words like money-back guarantee can give them the necessary peace of mind so that they are even ready to get into an online transaction with you.
Create Multiple Versions of the Ad Copy:
Experts opine that before you actually start the campaign you should have at least ten copies of the ad with some variation here and there. This is because even the slightest of changes can impact the conversion rate. The benefit of creating quite a few copies is that at the same time you can test, which copy has the highest conversion rate. The trick is to break down your ad budget into smaller chunks and allocate each chunk to the different ad copies that you have created. You should be ready to spend a considerable amount upfront.
Verify the Positive ROI:
When you start a campaign it is obvious that you have certain goals. Thus, when the ad has been running, you should verify whether it is generating a positive ROI that was predicted. Making the calculation is quite easy. You should take the amount you are spending per click and then multiply it by the percentage of clicks that convert. Compare the cost with the profit model that you follow. It will give you a clear idea.
To sum up, you should test and retest to find out whether your campaign is functioning well. At frequent intervals, you need to make small changes here and there.