5 Google AdWords Hacks To Keep Your Campaign Funky Fresh.
For many businesses, Google AdWords is their bread and butter.
I personally believe that it is overpriced and has its prime in the 90’s, but it can have its upsides. The days of the $0.05 CPC are over and you’re now looking somewhere in the ballpark of $2.50 all the way up to $10 CPC or higher in some competitive industries.
Even with the over-inflated price of attention, Google AdWords can still have a positive ROI for your business. Especially for very niche products or services. So let's crack into how to get the most out of your campaign with 5 simple hacks.
Hack #1: Update You Ads
Your ads themselves are one of the biggest hacks you can implement. This is what people will actually see when running a search. Follow the simple rules of being relevant, using ad extensions and being friendly to the platform.
Notice how the second ad takes up much more space, has a phone number and additional site links. This one is desktop friendly, while the first is mobile friendly since it is short and sweet. Most of the time you want to think mobile first, but for things like retargeting or further down the funnel, long ads can work better.
If you haven’t yet, be sure to add the third additional headline, launched in a recent update.
Hack #2: Split Test!
When you think your job as an advertiser is done, you’ve lost. There’s always a way to increase your CTR or conversion rate until you reach 100%. Most people think they test 20 different ads, but they really only test 2 ads in 20 different ways. Between the headlines, display links, descriptions and ad extensions you have near infinite variables to test. Simply switching one headline with another or adding or removing a comma can make a huge difference.
Pro Tip: Start broad and narrow down. Angle and offer, then headlines, and then descriptions. First, see the forest, then see the trees, then see the leaves.
Here’s a challenge for you - for every ad group, write 3 ads. Run them against each other and don’t optimize for performance, instead set them to rotate indefinitely. This is the tried and true way to split test. Pay attention to the CTR and conversion rate of the ad to determine your winner. Once you find a winner, pause the other two and try and write an ad that will beat your previous winner. This way you're always trying to beat yourself until you have the one ad to rule them all.
Hack #3: Landing Pages
After CTR this is probably one of the biggest hacks. This is the experience that end users will have when they click on your ads, so don’t take it lightly. Good copywriting is crucial. Make it easy to read and grab attention fast. For inspiration take a look at one of the copywriting masters David Ogilvy.
Avoid using multi-syllable, hard to pronounce words and long sentences in your landing page. You want people to read it and get the message fast, so it needs to flow well. You can even run it through a readability test to determine it’s complexity. A good target to hit if you do this is an 8th grade reading level. This tells you that your copy is not too hard to read but will still hold attention and provide value.
Funny how they teach you to write in complex sentences in school, but simple sentences make you money.
When you've run out of things to say but still have 200 words to go.
Split test different images, headlines, styles, and descriptions. Most landing page software allows you to create more than one variation. Instapages and ClickFunnels are two of the most popular and sophisticated landing page software available.
Hack #4: 80/20 Split
You’re likely familiar with the 80/20 principle, or 20% of your effort results in 80% of the results. This is true in pretty much every area from your time, tasks, leads and social media followers. Here's how it applies to your Google AdWords campaign and how we can hack it.
The first 80/20 to focus on exists in your ad groups. 20% of your ad groups are responsible for 80% of the overall conversions. The hack is to focus on this 20% and improve it, rather than focusing on the 80% that is bringing you mediocre results.
Next, we go a layer deeper and look at the keywords. 20% of the keywords in your best-performing ad group are responsible for 80% of clicks. Depending on if you have one single keyword that responsible for this or many closely related ones.
If it’s just a single keyword you can break it out and create a single keyword ad group (SKAG). If it’s multiple keywords you can pause the unrelated ones and create ads specific to these keywords. If we think about the demographics in 3-dimensions we then get a cube. On this cube, we can place age, location, device placement, landing page, etc, on each side of the cube. If we take three sides of this cube, one square will be the 20% that brings you 80 of results.
To maximize/hack this 20% all we have to do is do a bid adjustment on the highest converting factors.
Hack #5: Quality Score
Quality score can get a bit gimmicky, but it is a metric that Google uses to determine ad relevance (ad, URL, and keywords) + user experience. The higher the quality score the more impressions you’ll be served and the cheaper clicks will be.
So here’s how we hack it to get cheap clicks and bring this whole enchilada together.
Aggressively split-test your ads. CTR is one of the biggest factors of quality, and there really is no magic CTR but the mission is to beat your last best ad. Good luck.
. Targeted ad groups or SKAGS
One factor that impacts your quality score is your overall CTR across your entire account, so optimize all of the high-traffic ad groups.
Make your landing page more relevant
Think of this as either a pass or fail. If it's particularly bad and isn’t consistent with the ads and keywords this is a fail. If you use your keywords in your ads in the landing pages as well, this is a pass.
This one hack could potentially double your CTR. Take a look at your search terms and if you notice a pattern of terms that serve a high amount on impressions but don’t result in clicks, add them as negative keywords.
If you would like me to actually get in the trenches and start implementing some of these strategies and hack among 1000 other tricks I have up my sleeve, apply here: Discuss a Project.
As of writing this, my calendar is filling up quick and new client spots are limited, so be sure to apply before I take down the page forever.