One Simple Change That Will Improve Your Google Advertising Results
If there was just one thing you could do today to improve the performance of your Google pay-per-click campaign, what would it be? What one thing could increase the response rate, and lower the cost per click of your Google AdWords campaign?
There are many different ways to improve a Google AdWords campaign. As a professional AdWords management service, we find it is important to have many of these “best practices” working together to maximize results—which increase traffic and response rates while at the same time lowering costs per click. What a beautiful combination… more for less!
However, is there one thing you can do that can help your campaign’s performance the most? Yes!
In a nutshell—you must be very specific in the keywords you use, and the ads shown. Before I explain what exactly this means, let me show you.
Like the person using AutoTrader, internet searchers have specific things in mind that they are looking for… and they want to find them as easily and quickly as possible.
Search engines have gotten better and better over the years to help you find exactly what you are looking for, more quickly than ever. The strength of Google (and their unending mission) is to help you find exactly what you are looking for in the fewest steps possible.
Here’s what I really want
Related to the video, the searcher wants to find a certain kind of car (“it needs to be a 2007 Honda Civic CRX, with a sunroof, in either red or black”). They are not going to type in “car” or “buy a car” or “new car,” they are going to search for a specific car. Why? Because search engine performance has now conditioned them to be specific in what they are searching for online.
Google rewards the advertiser who offers the searcher exactly what they are looking for… sooner rather than later.
So, if you are a remodeler, you don’t just advertise using the keyword “remodeler.” You use the keywords, “kitchen (or bathroom, or bedroom, etc.) remodeler Baltimore, MD.”
If someone wants a pool for their backyard, what are they looking for? Above ground? Inground? Fiberglass? Concrete?
How it should work together
You have to use not only a variety of specific keywords but your ad needs to be as specific as the keyword people are searching on.
Watch here to see a great example:
The result of using very specific keywords and related ads is not only a higher response rate, but lower costs per click from Google. Google rewards the relevance of your keywords and ads with more traffic, higher position on the page… at a lower cost per click.
Yes, it can be a good bit of work to insure that your campaign is set up properly. But, the results month in and month out are worth it. If you agree, but know that you don’t have the time to set things up properly, consider using professional AdWords management. You will find the results to more than compensate for the additional cost.
Want more Google AdWords performance tips? Download our free report, 14 Quick Tips For Improving Your Google Adwords Campaign. It is full of great ideas that will increase your traffic and response levels, while lowering your cost per click. Download it today!
