Are you looking out for tactics to increase ROI for AdWords? Here are some useful ideas and information about Google AdWords.
Lead generation is not quite easy and might require a lot of money to be spent. Qualified leads can be generated with the help of Google AdWords and is very useful especially to B2B businesses. Here are three Google AdWords updates and tactics you can use to increase AdWords ROI:
Device segmentation:
Google advertisers had to use a single campaign for all the devices such as desktop, mobile, and tablets. Targeting a single device was not possible. This means that, if your ads perform poorly on the tablet, you cannot make changes to it without modifying your desktop bids.
Considering user behavior, there is a vast difference in the way they behave while using various devices and this affects conversion rates. For example, you can see less conversion rates if your website is not mobile compatible.
With this update, you can create device-specific campaigns. Advertisers need not struggle to optimize among the various devices. You get to pick an anchor bid. This update which allows you to segment by devices contributes to increase in ROI. Optimum usage of this update can help you achieve your goal.
Expanded Text Ads:
Look at the below table to find out the differences between the old and the new format:
| Old Format | New Format | |
| Headline | A headline with 25 characters. | Two headlines with 30 characters each. |
| Description | Two description lines- 35 characters each | One description line with up to 80 characters. |
| URL | Manually entered URL. The ad can be disapproved in case of any mismatch between the display URL or Landing page URL or final URL. | Domain is extracted from the final URL and the URL path can be customized. |
Now that our aim is to increase ROI, we have to weigh our options. It is not necessarily true that more characters might bring in good or better results. There were various tests done by marketers. They tested their best ads in both the old and the new format and crafting successful ads in the new format was not quite easy. Bear this in mind when you are crafting your Ad campaigns. An ad that worked well in the old format need not necessarily work well in the new format. Test your ads and draft out the best campaign.
Keywords and Negative keywords:Now that our aim is to increase ROI, we have to weigh our options. It is not necessarily true that more characters might bring in good or better results. There were various tests done by marketers. They tested their best ads in both the old and the new format and crafting successful ads in the new format was not quite easy. Bear this in mind when you are crafting your Ad campaigns. An ad that worked well in the old format need not necessarily work well in the new format. Test your ads and draft out the best campaign.
Grouping and organizing keywords is another important thing to fetch you the desired ROI.
The ads and the keywords are managed by the ad group. Make sure that the keyword in a particular group is related to the ad and is relevant. A relationship between the landing page, and the ads and keywords is important. In a nutshell, mind the structure of the ad.
Small ad groups focusing on specific products, services etc. prove to be very effective.
To get traffic that is likely to get converted, using negative keywords is the way to go. You do not want irrelevant visitors. For example, you might be selling helmets. You might want the users who click your ad to view and buy the helmets. You do not want to attract people who want free helmets. This is when negative keywords come into play. This enhances ROI and overall revenue.
Conversion rate is dependent on the landing page. You have to pay attention to the placement of CTA, shape and color. Test what type of design fetches you more ROI.
Both the ad copy and the landing page should match. Here is an example. If you are aiming to sell something, your landing page should be the page from where your audiences can buy. If the ad copy is in alignment with the landing page, you can expect a positive impact on the ROI.
The above are a few tactics to increase Adwords ROI. If you want more clicks and relevant leads, contact Vajra. We are there to help you out!
