Now that you have discovered the 5 stages of efficient campaign configuration, let's see how to maximise Google AdWords campaign profitability.
Maximise Google AdWords campaign profitability
Optimise performance by keeping track of your Google AdWords ROI
In order to be successful, you should always know how much return you are getting on every euro spent on a campaign (ROI calculation: Turnover/ Expenses). Decide how much you want to earn, and invest accordingly.
Things you can do to increase your ROI:
- Increase your click rate by optimising ad content
- Boost your conversion rate by working on your landing pages and sales funnel
- Increase your average basket by tweaking your offer or your prices
- Maximise campaign profitability by adjusting the cost-per-click, so that you only use the most cost-effective keywords.
Convert more by testing your ads
Lend more weight to your Google AdWords campaigns by identifying your strong points, those that set you apart from the competition. Improve your click rate and your quality score by making three different ads compete on the same set of specific keywords. You can then work out which ones are getting the most clicks and trigger the most sales over a given period of time and adjust your bidding accordingly. The “Rotate evenly” setting always delivers the most reliable data.
Improve your website by taking Google AdWords campaign data seriously
Set up your Google Analytics account and connect it to your Google Adwords accounts. Use the indicators to monitor and manage your activity: number of sales, requests for a quote, catalogue downloads. Use the data to improve your product sheets: change the images, try a new catchline, highlight reassuring elements (delivery options, payment methods, guarantees, etc.)
Enhance profitability by selecting optimal ad locations
When a user searches for a product, he types his request into the search box several times, clicks on several links and visits many sites. It is therefore crucial that you place your ad in one of the 3 paying slots situated above the search results. Then, you need to work out which spot has the best value in terms of cost-per-click and performance (It won't necessarily be the first position). You would, for example, get more out of your investment by placing your ad in locations that are more reasonable in cost-per-click terms, but that still enjoy significant traffic.
Constant optimisation, based on a responsive attitude towards your statistical data, is the secret to an efficient Google AdWords SEM strategy. Furthermore, by enhancing website design and user-friendliness, you will maximise the chances that those who click on your AdWords ads will stay the course and make a purchase. Finally, if you are aiming to make complementary sales, check out