When it comes to Google Analytics and AdWords campaigns, it is common knowledge that there’s no one-size-fits-all approach. You can try multiple strategies until you are able to figure out which one works best!
The more campaigns you analyze and study, the more you will realize that there can be dozens of ways to achieve desires results through PPC campaign.
This post talks about some lesser known ways that go unnoticed by most AdWords campaign managers that can give you an edge for increasing the returns on investment.
Here we go –
1. Consider income levels for better consumer targeting
The upside to realizing the income levels of different groups and which groups are more geared towards your product/service give you edge on multiple fronts. You become better equipped at spending more efforts targeting the most profitable groups of customers to generate maximum returns on investment from your PPC management Manchester campaign.
Following are some ways to target customers by their income level –
- The manual way – This is better applicable to local businesses. Go through individual localities and townships in Google to recognize the more profitable customers. Use filters such as category and type for better bracketing.
- The automatic way – You can use the ‘location groups’ option from your campaign’s setting to recognize different income brackets. This is ideal for national PPC campaigns.
- Tiered Bids based on income brackets – For any given product or service you can class income classes into multiple brackets. Also, different classes will prove more profitable than others. But, you cannot find that out unless you test and review each bracket based on conversion numbers individually by conducting tiered bids. Analyze the results to know which class to target and which one is the most profitable income group.
2. Run some ads for the ‘Exactly Keyword Matches’
Remember to use this strategy only if your PPC management Manchester campaign is already moderately successful. If it’s still in the initial phase, then you might want to avoid using this one. When you run ads that match the exact keyword search, it means the ads will appear only to those people who used that exact phrase in search engines. The upside to this practice is that it will appear to people who are serious buyers.
For example, if a person searches for the term ‘Nike Men’s downshifter 6’, there’s a higher chance that the person is seriously contemplating buying this particular shoe model. When they will come across an ad optimized only for this term, they are quite likely to buy the product.
3. Use Negative Keywords
This strategy is an excellent way to fine tune your campaign. It’s perfect for making sure that your ad will appear only to the right type of buyers. For example, if you are running ads for a women’s clothing brand, then anyone who is searching for men’s leather jacket will never click on an ad selling women’s leather jacket.
So, here you can use ‘men’ as a negative keyword. This will altogether eliminate a completely irrelevant demographic from seeing your ad who would never buy your product. Another excellent example would be using ‘cheap’ as a negative word for a high-end designer store. It’s because anyone who is interested in buying expensive items will never click on ads that sell imitation or knock-off items. Therefore, your ad will never appear to searchers who have zero chance of ever buying an expensive item.
4. Try DKI (Dynamic keyword insertion) in Ad Headlines
Dynamic Keyword Insertion is something that some people speak in favor of while some don’t. It’s true that this strategy can bring in irrelevant leads too, but overall it brings more leads. DKI practice works exceptionally well for ad groups that are closely similar or hard to assemble.
One example is using ‘Buy Chocolate’ as the ad copy and optimizing this for DKI. You can use this practice if you are promoting a chocolate shop. In this case, every time a user searches ‘truffle chocolate’, the ad headline will be automatically updated/modified and shown as ‘buy truffle chocolate’.
The upside to using DKI is you won’t have to create multiple ad copies for multiple keywords that are closely related.
Note: You should avoid doing DKI for ad groups that are not performing well, because it could turn a bad situation into worse. Also, it’s important to evaluate all the keyword ad groups individually before doing Dynamic Keyword Insertion (DKI) to make sure whether or not it will perform well.
5. Turn off the automatic audience targeting expansion
You may not know this but if you don’t manually uncheck this option in the PPC management Manchester display campaigns, Google will decide your target audience for you. But, how can Google know which prospects are right for you and which ones are not. Only you know your product and you are the best decision-maker of whom to target.
When you set up a Google display campaign that has a predefine audience for targeting, by default it is set to expand the reach of your ads. If you are working with smaller lists, leaving this default feature on can increase your ad costs without really generating any revenue.
The only scenario in which the default option of automatic audience expansion may work to your advantage is if you are selling something that appeals to the masses and doesn’t need a lot of audience filtering.
Now that you finished reading the post, can you think of any techniques you might have missed out on previously? If yes, go check your account and make the necessary changes. Even one technique rightly implemented could bring amazing returns on investment from your AdWords campaign.