Whether you’re a current advertiser, or a non-advertiser, we’ve all seen an ad on Google before. Yet, every once in awhile, we see an ad that gets us excited. (Yeah, it’s probably just a marketing thing.)
Maybe the particular ad does or showcases something we’ve never thought about before or in a way we haven’t done, and we can’t wait to get back to work to try it. Effective? You betcha!
Make Your Ad & Landing Page Consistent
I’ve said it before, and I’ll say it again- consistency is key!
Your ad’s text should be the same as the H1 on your Landing Page. Google wants to make sure the information presented on your website is actually relevant, and consistent, with what’s in your ad. For example, if you’re claiming an offer for a particular product or service, and sending people to a Landing Page for something altogether different, it’s simply not going to fly.
A best practice would be to have the text of the H1 tag contained within the ad text to let Google know, “My ad and my site are relevant to each other.”
Having such consistency will also increase your ad’s quality score. Why? When Google is calculating quality score, your website’s relevancy is included in the overall equation.
The AdWords Preview & Diagnostic Tool
The AdWords Preview and Diagnosis tool emulates a search and a location, a language and a browser. These emulations make it possible to optimize your web pages for local, language and browser search! This is an incredible tool for seeing what other people see: if you’re Googling something in one location, you’ll be able to see results of someone in a different zip code or town.
For example, if you have your browser set to English, you’ll be fed different results then someone in the same location with the same query who is reading in French. Or, if you’re using Safari as a web browser and the Joneses next door aren’t, even though they’re Googling the same thing you may be, different results will still be shown. Different people, different situations- but you get to see all of it! It’s magic!
Say you are optimizing webpages for local search and you want to see what someone in Orlando, Florida sees when they search “Lawn Service.” With the Adwords AdPreview and Diagnostic tool, you can do just that. What’s the end result? Your local SEO campaigns are crazy effective!
Data Mining Amazing Keywords From Your Search Terms Data
Picking out irritant search terms based on past data can be an amazing way to turn a shiny campaign into a supernova of profit. But, before you can do anything at all, you’re going to have to make sure the following are set up properly:
- Your AdWords account
- Your Google Analytics account
- Run AdWords ads for a bit to have some historical data to mine.
Once those are all tracked, your life will be much easier. You’ll know which keywords lead to what conversions and when they did so. But, it gets even better. If your goals have been assigned a clue per conversion, or per converted lead, you’ll be able to track what each conversion is worth.
Even if you can’t track every dollar you’re going to want to assign an amount per phone call or form submission is worth based on historic data. If 1 in 4 forms being filled out turns into a sale, and a sale is worth $100, then a form being filled out is roughly worth $25. If 1 in 3 phone calls are a sale, and each sale is worth $200, then you know that $66.66 is the value of an inbound phone call.
By tracking values this way in Google Analytics, you can pinpoint which terms are bringing you mone and which are wasting your money.
Export your keywords data into a spreadsheet. Next, calculate the ROI. Take the value that your conversions add up to, then divide it by the cost. It’s going to end up being a percentage.
MC = Marketing cost, R = Revenue, ROI = Return On Investment
(R/MC) *100 = ROI Percentage
If your ROI Percentage is anything below 100% you lost money on it. If it’s above that, you’ve made money.
You’re also going to probably want to see how much you’ve made or lost.
Post Revenue Marketing Cost
Subtracting your cost from revenue gives a post marketing cost total. If you have other expenses such as taxes, tariffs, services, or employees, they must be subtracted before you can see your profit.
MC = Marketing Cost, R = Revenue
R-MC = Post Revenue Marketing Cost
Calculating the profitability of search terms will help you determine if they have a place in your campaign!
Let Them L.A.N.D. With A Clear Call-To-Action
When people are browsing a webpage, they’re looking for guidance. Whether it’s to find a product, look for directions, or find out what Donald Trump said this week, your job is to guide them with a clear call-to-action (CTA). Making actions easier for website visitors is just another way to increase conversions.
With clear call-to-actions such as, “Like Delicious Pasta? CLICK HERE and have restaurant style meals delivered to your door today!” you’ll have a few parts to your ad.
- The Identifier – “Like Delicious Pasta?” isolates an audience of people and tries to get them to identify with your ad.
- The Command – “CLICK HERE” Just imagine that you’re the Shepard leading your sheep away from wolves and into the promised land of amazing pasta!
- The Why – “restaurant style meals delivered to your door.” Why should someone do this? How does it benefit them? Well, having the food delivered directly to their door is the benefit, of course!
- The When – “Today!” A gentle reminder of when to do it. Telling people when to complete a task can mentally rank it higher on their ‘priority’ list so they’ll complete it more frequently!
Remember this acronym: L.A.N.D.
- Lazy – Don’t make people work harder than necessary.
- Action – They’re on your site already, so define the specific action they should take.
- No – Anticipate that people will say no and offer a second option, package or service to save lost leads.
- Details – Make sure they know exactly what to do, when to do it, and exactly how to do it.
With these CTA principles, you’re well on your way to making a super effective SEM campaign!
Let People Call You
Consider ordering your favorite pizza on a Friday night in. Which would you prefer? A website you have to search through, fill out forms and input credit card information… or a quick and easy ad call button to instantly place your order?
I personally want to call the pizza guy and get the hot cheesy menagerie of deliciousness delivered to my door soon after I arrive home! There’s no time to waste when it comes to pizza.
“I don’t sell pizza, so why should I have a call extension?”
Over half of Google’s search traffic is mobile these days, and a mobile site extension makes getting whatever service you provide as easy as pressing a button. Literally. It’s a world where people can get exactly what they want, exactly when they want it, so offering a “Press to Call” button grants instant gratification! Just another way to make your SEM campaign super effective!