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The purpose of your advertising on Google is naturally to increase your sales. Since you are paying for each visitor landing on your website you obviously wish to convert them in paying customers. Please keep in mind that more important than number of impressions (=clicks) is the conversion rate. To drive your conversion rate to the maximum it is advised to pre-qualify the click with a well composed ad copy. Below are some tips to help you improve your ads:
Specific and Relevant Keywords - Be specific and relevant to your business and offers. Avoid general keywords - they generate more ad impressions but tend to be less relevant. For example, rather than "flower" consider "birthday roses bouquet". More targeted keywords attract more qualified buyers.
Also, your can increase your ad exposure - without sacrificing relevance - by adding alternate phrasings, spelling variations, plurals and singulars, and keywords similar or related to those on your master keyword list.
Target geographical segments - Consider using geographic keywords to target a local or regional audience. If you sell roses in Tokyo, replace "roses" with "roses Tokyo". This way you will avoid any irrelevant pitches to search users in New York and Sydney. You can also target your campaign by country and by language to help focus your message on the audience you wish to serve.
Target ad delivery with keyword matching options - Google offers different keyword matching options to refine your targeting:
Broad match - displays your ad when all the words in your keyword appear in the search query. For example for the keywords "birthday cards" your ad will be shown if users search for keywords "birthday" and "cards" in any order, and even if the query includes other terms.
Phrase match - displays your ad when all the words in your keyword appear in the same order, for example "birthday cards". Your ad will also be shown with other terms in the query like "birthday cards for girls" but will not be shown if users search for "cards for birthday".
Exact match - displays your ad when all the words in your keyword appear in the same order, and without any other terms in the query.
Negative keywords - excludes searches for which your ad would be irrelevant. For example, if your keyword is "birthday cards" and your negative keyword is "-girls", your ad will not be shown if users search for "birthday cards for girls".
Choose carefully landing pages - If users are interested in your offer they click on your ad. It is your job to send them to a relevant destination page to find out more about your product or service. When tailoring your ads to a specific audience, be sure that the destination page on your site fits the goal of the campaign.
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