Three Successful AdWords Tactics You Need To Use Today


If you aren’t taking advantage of Google’s marketing tools, you’re not marketing correctly. There’s no denying that Google certainly has some of the best, most advanced marketing tools within the industry, all of which are fairly easy to use with basic marketing skills.

As the founder of Ignite Digital Canada, which is a premier partner of Google, I love educating others on how to use this tool.

However, there’s a big difference between using Google’s AdWords and using Google’s AdWords correctly to receive effective results within your marketing campaigns. Unfortunately, the latter is more complicated. But with the right tactics, you can turn all of your campaigns into a success today with as little as a click on the right buttons.

Know Your Audience For Better Targeted Ads

Inarguably, the most important tactic to create successful AdWords campaigns is to know your audience. Even if you think you know who your customers are, without the use of analytics, it can be difficult to know for sure.

Two of the most important pieces of information to be aware of are the demographics and behaviors of your customers. AdWords analytics go beyond telling you the gender, age and location of your customers. Instead, you can get a detailed description of your customers, right down to their average annual income, lifestyle, buying habits and interests. Using this information, you are able to build ads that are more closely related to your target audience. You can also target your ads to search terms that are used more frequently in that demographic. These two factors can help reduce your overall cost while increasing conversions.

So, take advantage of the various analytics tools available within AdWords to get to know who your customers really are. Then, you can start tailoring your marketing campaign to follow en suite.

CTR, Conversions And Site Quality

AdWords has a fairly small character limit, which can make it difficult to convey the message needed to result in a sale. However, with the use of ad extensions, you can do a lot more with your ads to ensure effective results and at no extra cost.

There are various ad extensions that allow you to tailor campaigns to a narrower audience, helping you to target potential customers who are likely to result in a sale. From location (your office location) to site link (page links with a description of the page), seller ratings (online Google reviews), callouts (call-to-action words) and many more, there’s an ad extension for everyone. In Google’s eyes, for an add to qualify fully for the auction, a minimum of four ad extensions must be added to each advertisement.

In addition to a higher click-through rate, extensions can improve your website’s quality score, allowing you to break into the search engine algorithm and start appearing in search results.

Conversion Tracking

The third tactic everyone should know in order to create successful ad campaigns with AdWords is the conversion tracking tool. What may surprise you though is that conversion tracking has to be set up in order for it to work. It doesn’t happen automatically, despite being absolutely vital to the success of your marketing plan. In order to set up conversion tracking, you need to link AdWords to analytics and then create goals within your AdWords campaign.

By setting up conversion tracking, you’ll be able to see which of your campaigns are driving sales and how much you’re spending to get each sale — your cost per acquisition. This is crucial because other analytics can fluctuate based on several factors, but those same factors rarely affect your cost per acquisition, allowing you to always know how much revenue you’ll make for every dollar you spend.

Anyone can create an ad using AdWords but it takes a certain set of skills or a handful of tricks to create ads that provide results. With these three tactics, you can start creating highly effective ads today, simply by discovering who your audience is, how to market to them and the cost of doing so.

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