Now that you have seen how Google AdWords can increase your turnover, let's discover the 5 stages to create effective Google AdWords ads.
5 stages of efficient campaign configuration
1 - Boost performance with clear Google AdWords objectives
What are yours? Launching a new product? Liquidating unsold items? Maximising high-margin product sales? Clearly identify which product categories and offers you want to invest in, then prioritise those growth levers you want to focus on:
1/ traffic (more guests, more potential buyers);
2/ average basket (same amount of buyers, spend more);
3/ conversion rate (same amount of guests, but more prospect-to-customer conversions).
2 - Launch efficient campaigns with carefully selected keywords
Choose the right words to increase conversion odds; these are the ones that get your offer seen by the right audience. In concrete terms, this means you need to select keywords that match terms potential customers would use to find your products or services.
There are 5 steps involved in devising an efficient keyword strategy:
- Make a list of keywords that you associate with your product (In the case of sunglasses, this would be: online optician, sunglasses, shades,...)
- Think like a user: have a look at the keywords used by your competitors (example: fashionable sunglasses, designer sunglasses, original sunglasses,...)
- Choose specific keywords to reach a specific audience, and use general keywords to reach a broader audience. (“Trendy black sunglasses” is specific, whereas “purchase sunglasses” is more general.)
- Pool all similar keywords into ad groups.
- Choose the right amount of keywords : start with 10 to 20 keywords per ad group.
3 - Streamline the sales funnel with a great Google AdWords account structure
Ensure a fast, seamless transition from the AdWords ad to the products that are being searched for. Google AdWords campaigns must be structured to match your product catalogue: 1 Request = 1 Ad = 1 landing page (url). Convert guests into buyers by matching landing page, ad and keyword content. Your AdWords campaigns and your e-Commerce site must work hand in hand: create one ad group per website category.
4 - Trigger sales using impactful ads
Set yourself apart from keyword competitors by creating powerful ads. Dedicating time to nurturing relationships with future users will translate into an increase in quality traffic to your site. For maximum impact on potential buyers, design specific, relevant and attractive ads that highlight appealing offers, such as exclusive deals, a new service, or an unbeatable discount. The title of your ad should include the keyword typed by the user. Use verbs that motivate users to take action: “enjoy”, “discover”, “find”, “save”.
Use ad extensions to provide additional information, and experience a 10 to 30% surge in the number of clicks (Source: Actinic SEM e-marketing department – sample of 612 Google AdWords accounts): call, sitelink, location, review, structured snippet,...
5 - Generate ultra-qualified traffic by mastering the art of perfect timing
Adopting an ultra-local strategy entails displaying geolocalised offers at specific times. Indeed, by broadcasting your ads at specific times, targeting the locations where you are present, you are sure to boost in-store traffic. Setting up optimal location-based campaigns is extremely straightforward: go to 'Settings' and select new locations (country, region, county, town or radius targets). Improve your targeting strategy by starting out with national campaigns, then trying out campaigns in specific areas. Finally, analyse all conversion rate data, and adapt your campaigns accordingly.
Read Part 3