Learn SEO and Keyword Strategy. Add dimensions of location, timing, and word structures. Now that I have set up my campaign for hiking in Northern California, there’re a couple ways that I can increase my effectiveness and lower my budget.
You see the goal of pay-per-click marketing is to continue to grow and optimize your campaign, and spend the same or less amount of money but still reaching the same amount of visitors. You see there are five main ways that people lose money using AdWords as their primary marketing vehicle.
The first way that people lose money is that they measure the wrong things. It’s very easy to do, because even looking at the AdWords interface, when you look at your campaign, and how the campaign is doing, immediately what shows is the number of clicks, impressions, and your click-through rate.
And so immediately people’s attention are focused on clicks and impressions, rather than sales, and how much money they are making, and the profit from that sales.
Instead, people get wrapped up in the number of clicks, and their click-through rate. So make sure that you are measuring the right outcome first. The second way that people lose money is not having a consistent theme from the keywords that they are bidding on. The ad that they’ve written, and then the content of the landing page. When those three things do not match, your quality score drops, and as a result, you pay more money for your bids. When your key words, your ad copy and your landing page all have a consistent theme, your quality score increases and you end up spending less money for more visibility.
The third way that people lose money on AdWords is by not using proper keyword matching.If they rely on Google’s broad match to bring in a lot of visitors, that’s just what they’re going to get. A lot of visitors. Utilizing exact match, phrase match and negative match keywords,enable you. To go after your audience with a pinpoint target of who you want to reach and the words that they use. Utilizing those keyword matching tools enable you to get more out of your budget.
The fourth way that people lose money on adwords is again when you’re not looking at the right outcome which is your cost of doing business, your cost of the campaign and how much money you’ve made with the campaign. You tend to leave your bidding strategy unmanaged and this is where you need to watch and see which keywords are delivering the most profitable sales. Which key words are delivering a lot of visitors but no sales, and ultimately no profit to you as a business.
You need to keep a close eye because if you don’t you are spending money every day to keep your campaign alive. But you want to be sure that you are bidding on the right terms and that you are spending the right amount of money to get the results that you need. The fifth way that people lose money is that they consider pay-per-click marketing to be a set it and forget it proposition. Meaning that they set up their campaign and they never come back and check on it. They never make the necessary changes to improve the campaign.
There are a number of ways that you can constantly improve the effectiveness of your marketing. A few are simply getting into the settings. We’re in the Campaigns’ tool, we’ve set up our campaign, and one of the things we can do to get more from our budget Is to get into the settings. And one way that we can look at settings is by location. Right now, my bidding for the keywords of Northern California hiking are open to anyone in the United States.However, for my keyword research, I saw that nearly 100% of the people searching for Northern California, hiking keywords were from California.
So, what I’m going to do is go into my locations, and I’m going to go to the advanced search.Because I want to target people in California. It makes much more sense that, if that’s where the majority of my searchers are that I target my marketing to the state of California. The more people that see my ads, outside of California, well they’re less likely to buy and so what I’m going to do, is focus on California and I’m going to remove my national campaign. See, now I’ve limited. My ads to only 55 million people.
I can also maybe create a different ad campaign and I’m going to focus it on Sacramento because I know that’s Northern California. But what I can do is say I’m going to go nearby and I can add by zip codes, congressional districts, or what I can do is a radius. And say I want to go and find Sacramento and within about 120-mile radius. And it has automatically added all these different cities, even in Nevada, and I can add each one of them.
Or I can add them as a nearby. You see now, I’m targeting the right amount of people in the radius that is specific to Northern California. In fact, I would most likely set this up as a separator campaign in which I am willing to spend a little bit more to get people who are searching for northern California hiking routes when they’re in that radius. Why? Because those are more highly targeted searchers that are more likely to buy my tour package.
In fact the bid may even be a lot less because we’re looking at a lot less people. And so now, I can review the locations that I have, where I’m targeting. I can decide to go Northern California, or just California. In this way, I extend my budget, and I focus my campaign specifically on the people that I want to reach. Now also, based on my campaign, and based on the feedback that I’m getting in my analytics, a couple other observations will allow me to extend my campaign even further.
I can set an ad schedule. So, for example, I can create a custom schedule in which to show my ads only on specific days and specific times. Just as an example, let’s say that I noticed that the majority of my views and bookings are on Monday, on Thursday, and on Friday. This is not uncommon. And this is one of those things where you have to ask yourself, now why would that take place? My reasoning for this is that after a weekend maybe people are planning something for next weekend.
And, I want to get those people that are thinking about this as soon as they get to work on Monday morning. Because it’s fresh in their mind, and of course, going to work on Monday morning is the easiest time to get someone who’s daydreaming about what they want to do outside of work. And so I’m only going to show my ads from 7 a.m. To, we’ll go into 2 p.m.,early afternoon. And, from this example, I notice that on Thursday people start searching for vacation getaways or they start searching for a three day getaway or a hiking tour at around 8 a.m.
And so I’m going to keep that going from 8 a.m. To 12 a.m. And then on Friday I’m going to stop that at around 3 p.m. By looking at my analytics, I saw that it tails off, on Friday afternoon,and then, over the weekend, there’s very little traffic. And so, I can schedule my ads to only show at times, when there is a significant surge in interest for those specific terms. And I can manage this as closely as I want, or I can back off and just say, focus my ads on the first part of the week, the last part of the week.
But this is where understanding your analytics and the feedback from your reports, to show you when the most amount of interested searchers. Are looking for your product. You can extend your campaign, and get much more out of it, by lowering the amount of visibility to the times when people really want what you have. This is a pro tip, and I would not recommend you do that until you know from your analytics, and from your AdWords reports, the trends, the measurable, predictable trends, when you can see how people search and when they’re willing to buy.