At the Lead Agency, we’re often contacted by business owners who aren’t happy with the way their Adwords account is performing. Adwords costs can add up quickly, especially for business owners who outsource, as they’re not only paying for the cost of each click, but also the fees of an external agency that manages their account.
With access to the Adwords account, we can often tell why it’s not making money at first glance; from using keywords that are not relevant, to locations that are too broad, and landing pages that are unlikely to lead to conversions.
We don’t want you to waste money on irrelevant clicks. That’s why we’re sharing our Adwords B2B knowledge with you, by offering some quick tips that anyone can apply to their own Adwords account – expert or not.
Anatomy of a Successful Adwords Campaign
The Lead Agency runs a number of successful Adwords campaigns for companies in a range of industries. One successful campaigns follow a number of key tactics that every good Adwords campaign should have.
1. Use Longer Tail Keywords
In general, the broader the keyword, the more potential to drive traffic to the website. However this traffic will not necessarily generate valuable leads. Instead, it’s better to focus on narrower, more specific keywords that are more relevant to the person’s search.
For example, “Business Insurance Brokers” is one of our most successful keywords in terms of clickthrough and conversion rate. This is because the person who is searching is looking for something very specific: a broker to manage their business insurance.
2. Use Focused Landing Pages
In order to decide which ads to show, Google takes uses the following equation:
Bid x Quality Score = Ad position
Therefore, with a higher quality score, you will be able to bid less and still outrank your competitors.
In order to increase your quality score, your landing page should match the search query as closely as possible. As such, it’s best practice to have specific landing pages for every Adgroup, with copy, pictures and pricing (where applicable), relevant to the specific phrase that the user searched.
For example, with a Bluescope Steel campaign we not only have a ‘Fencing’ landing page, we also have dedicated landing pages for ‘Rural Fencing’. ‘Farm Fencing’, ‘Pool Fencing’ and ‘Steel Fencing’.
3. Structure Your Landing Page to Encourage Conversions
Focused landing pages will not only increase your quality score, they’ll also encourage more conversions as they are more relevant to your searcher’s query. There are a number of other elements that are important on a landing page, including:
- A clear call to action: ‘Get your no-obligation advice’
- Ways to get in touch: Such as a phone number, contact form or even an option to chat online
Furthermore, the landing page should be well designed in a way that is simple, yet professional and easy for the user to navigate.
4. Optimise Your Landing Pages for Mobile
According to Wordstream, 61% of smartphone owners perform searches from their device every single day. So, if you don’t optimise your landing page for mobile, you could be missing a huge number of potential leads.
In most cases your desktop landing page won’t provide a great mobile experience, and certain adjustments have to be made. For example, on mobile you’ll want headlines and a call-to-action that are very short and to-the-point, clickable phone numbers, and a site that loads immediately.
5. Ensure Location & Timing Accuracy
With PPC advertising, you have to pay every time someone clicks on your ad, so it makes sense to ensure you are only advertising to appropriate audiences. A Melbourne-based lawyer shouldn’t advertise their services Australia wide, for example, and a local repair store should consider the radius their customers would be prepared to travel for their services, and set their location targeting based on this.
Timing is another important consideration. For example, if you want leads to call you, but no one is in the office to answer the call in the evenings or at weekends, it makes sense to pause your ads during these times. It’s easy to set up custom scheduling in Adwords to quickly apply these changes to your account, e.g.
Adwords offers a huge range of analytics that can be applied to reduce your costs per click or costs per conversion. For example, with PSC Direct we noticed that although we were receiving a lot of clicks on a Thursday and Friday, we weren’t getting many enquiries on these days, so the cost per conversion was significantly higher than at the start of the week. Using this information, we decided to dedicate more budget Monday from to Wednesday, which lead to an increase in conversions and decrease in cost per conversion for the company.
6. Always Focus on ROI
No matter how much or how little you spend on Adwords, it’s only going to be effective if you see a significant return on investment. Return on investment (ROI) measures the ratio of your profits to your advertising costs. In order to ensure Adwords is generating profit, you should know which Adgroups have the highest ratio of profit to advertising cost, so that you can focus more budget to these campaigns.
At the Lead Agency, we run every Adwords campaign with focus on ROI. We keep in close contact with the businesses that we work with to ensure that the leads they are getting from Adwords are high quality, relevant, and generating profit for the company. By doing this, we can continuously test different Adgroups and campaigns to find out what works best for the business.
While Adwords is an effective lead generation tool for many businesses, in the wrong hands it can be a costly investment. Taking a bit of time out of your day to have a look at your Adwords account, can be all you need to notice a few changes that can make all the difference to the profitability of the campaign.