Improve Google Ads Results : 7 Actionable Steps
So you’ve launched your website… Now what?
Start sending a s*** ton of traffic to it and watch the sales roll in??
It’s easy for anyone to send traffic to a website. One of the reasons PPC marketing is so successful for Google is that it is so easy to setup.
It’s the easiest way to waste a lot of your marketing budget quickly, if you aren’t doing it right.
So the idea here is to not get as much traffic to your website as possible. But instead, get as much Quality Traffic as you can.
We’re going to give you 7 tips on how find quality traffic from Adwords that will have the best chance of engagement.
1.) Keep The Message Consistent
This is an important one. If you’re offering something in your ad, make sure that the message follows through on to the landing page.
For instance, if you’re offering “free shipping” or “by one get 50% off”, make sure that this can easily be seen.
2.) Avoid Using Broad Match Keywords
Broad match keywords are called this for a reason, they “broadly” resemble what the user is searching for. Sometimes it works, sometimes it really doesn’t.
Use them wisely.
Make sure you have a strong negative keyword list, this will limit what irrelevant search terms you are showing for (more on this below).
3.) Geographical Location
Another way to make traffic as targeted as possible is by making sure you’re only buying traffic from geographic locations that you actually sell to.
Let’s say that you only ship within the United States, but your ads are showing up in Canada. The users which are hitting your site from Canada aren’t going to be able to buy what you are selling and it is going to be a wasted click.
4.) Always Send Users To A Dedicated Landing Page
Ideally you want to send users to a landing page dedicated to what they are searching for.
For instance, if a user is searching for “red shoes” and you land the user on a generic page showing all of your shoes, the theme isn’t consistent.
This is going to cause friction between the user and your site.
The user is going to start thinking things like “Do they sell red shoes?” and “Am I on the right site?”.
If a user were to arrive on a landing page with all of the red shoes clearly displayed and a headline telling them this, the user is much more likely to engage with the page and not abandon it.
5.) Negative Keywords
Negative Keywords are something that if you don’t know, you need to get to know!
These are words or phrases which you can add to a negative keyword list, to stop your ads from being displayed for certain search terms.
Let’s go back to the shoes example again.
You sell high end ladies shoes. More than likely you would not want to show for terms like “ladies running shoes” or “ladies tap dancing shoes”.
Therefore you would include them as negative keywords and phrases, running and “tap dancing”.
This is a really strong way for you to handpick the traffic that clicks your ads.
Remarketing is the absolute hero when it comes to providing quality traffic.
Usually when a user comes to a site, they aren’t going to take the desired action immediately (maybe not for lead generation).
What remarketing does, is let you show your ads to users which have come to your site but have not converted.
You can then choose which ads they see, depending on how they have interacted with your site.
For instance you may show a user a different ad that has browsed one of your category pages compared to one that has added products to their shopping cart and not checked out.
This is a really powerful tool and there are a huge amount of options to implement. This is where creativity can be key!
7.) Track Everything
Finally, this one’s a good one. 9 times out of 10, people are just interested in tracking one conversion goal (Purchase or Lead Submission).
But there is so much more that can be tracked to show how well your keywords are performing.
What about if one of your big spending keywords just wasn’t attracting any conversions and you’re about to pause it?
However under the hood, users are adding to cart but aren’t converting?
This isn’t necessarily a problem with the keyword and is more than likely a problem with the website.
Should the keyword be dropped? Probably not. Something should actually be done to fix the website.
Therefore, if add to cart was being tracked as a micro-goal, you would see this and something could be done about it.
Tracking as much as you can is a great way to see the quality of a keyword outside of the primary conversion goal.
So, what are your tips for driving targeted traffic to a Website? Have you made any mistakes before and overcome them?