Yes! Google is one of the most profitable companies on the planet for a reason, its revenue from AdWords keep growing, as companies see a great return on their investment, hence keep increasing their AdWords budget.
Here are some tips on how you can make sure your AdWords campaign bring ROI for your business:
1. Control costs
- Learn how to use it: This is the number one reason people are usually wasting money — because they haven’t taken the time to learn AdWords. Unfortunately, it’s not a self-explanatory, easy-to-understand system. It takes time, studying, and experience to understand the ins and outs of paid search. Spend time reading, watching instructional webinars, understanding things like account structure, match types, negative keywords, bidding strategies etc.
- Use more restrictive match types: With broader match types your ads are more likely to be served to a much larger, and sometimes irrelevant audience, leading to wasted clicks. Make sure to set up negatives to block irrelevant searches, bid on phrase and exact keywords at higher bids to get more relevant clicks, and regularly monitor your Search Query report to get a sense if you’re bidding on the keywords people are actually searching for.
- Set a realistic budget & bidding strategy: Determining budgets and bids can be a full-time job in itself, but don’t over-complicate the process. Map out what you’re realistically able to spend on each campaign and set your daily budget accordingly.
- Make sure you’re not on Search with Display Select: Being on search and display can work great for the advertiser looking to get more visibility and build their brand, but often users blindly chose this option and end up confused as to how their daily budget was depleted so quickly. Well, the display network is taking your ads and showing them across the web rather than just in the search results. The intent is different when browsing the web compared to doing a search, so it is recommended that you split these campaigns up and having separate strategies and budgets for each.
- Track spend: There can be so many reasons your spend gets out of control. Perhaps your keywords are triggering irrelevant clicks, or you’re using automated bidding that is quickly depleting your budget, or an algorithm update caused your spend to skyrocket. The main point here is that you need to be extremely active and review KPI’s and spend on a daily basis, even if you set aside just 10 minutes per day. If you do this, you’ll be guaranteed to not waste money on irrelevant clicks.
2. Utilise both SEO and PPC
- When you want to target new keywords in organic search, it can take a long time for your content to rank — and sometimes, it just never does. But you can target new keywords with PPC right away, then determine very quickly if they’re worthwhile, profitable keywords for you.
- SEO is great for informational searches and top of the funnel traffic, but search queries with high commercial intent tend to deliver very different SERPs with a lot more ads — sometimes nothing but ads above the fold. And for those types of high-intent, high-converting keywords, ads are often stealing most of the clicks. People may never get to your organic result at the bottom of the page.
- Also remember, great SEO is that it isn’t 100% reliable. You can follow all of the best practices, but top rankings aren’t guaranteed. Remember Penguin and Panda? Well, many marketers remember these Google algorithm updates clearly because their organic traffic plummeted overnight. With PPC the control is in your hands. But the real winning formula is optimizing your site and content for SEO purposes, while also implementing an effective paid search strategy.
- Just check out the paid and organic report in Google Analytics. It will help you fully understand the value of combining your SEO and paid efforts, and help you win bigger.
3. Focus on conversion
In order to convert make sure:
- Set up your account correctly - the way your account is structured creates the building blocks to achieving results with paid search.
- Dynamic keywords insertion - this is an option in AdWords where you can dynamically insert a query searched for on Google into your ad to make the ad as relevant as possible and increase click opportunity.
- Be relevant - your keywords need to match your ads which need to match your landing page.
- Landing page - if you’re getting clicks, but no conversions, it could be a landing page issue.
- Remarketing - Cookie your site visitors and follow them around with relevant offers. Remind them that you’re there.
Finally, in order to see great ROI, you must dedicate time daily to evaluate, track, and tweak your PPC campaigns.