Insufficient statistics will result in mistakes in the way you run your campaigns using AdWords. Even if we run a campaign installing Google Analytics on our site, it is imperative to measure results. It is through this software that we can draw conclusions about who visits our site and what pages consumers visit when they are there. Otherwise, running a campaign without Google Analytics is like traveling without a map, only by chance will we get to our destination. We can’t be sure what works and what doesn’t.
Conversion Optimizer tool
If we are also using the Conversion Optimizer tool, we must ensure that Google Analytics is installed as the tool runs off data, which can be found within the software. Again, deciding not to have analytics is going to result in ineffective campaigns and the loss of sales for our business. Another way you can ineffectively use AdWords would be to create a campaign containing only one ad group for all our products.
Instead of grouping everything into one ad group and pouring all our products into the same bucket, we should segment similarly themed keywords into themed ad groups. Each ad group should have individual products that should be segmented as much as possible. Let’s say you’re selling men’s and women’s shoes. Instead of putting all the women’s shoes in the same group, make separate groups for trainers, boots, heels, and so on.
Even better, make different groups for specific sized heels, such as 12-inch heels, or 10-inch heels. Ideally, you can also separate products by color, depending on what it is you’re selling. The ad groups you choose should depend on the products you are selling. Ensure that all groups contain keywords that are relevant to one another and that make sense for them to be themed together.
Google’s Ad Networks
Another mistake using AdWords is to create similar campaigns across both Search Network and the Google Display Network. Both are Google’s Ad Networks, but there are significant differences between them.
Most importantly, they target completely different audiences. In the Search Network, the user is explicitly searching for product or service. For example, searches for ‘hotel in Santorini’ indicate that a user is looking for a specific place and is researching the purchase. This means that the click made on our advertising is much more likely to lead to a sale / conversion. Instead, the Google Display Network user does not have our product in mind. Instead, they could simply be reading an article on a blog, or browsing when they come across our advertisement. This means that, even if the user clicked on our ad, it would be more out of curiosity than with the intention to buy, statistically speaking.
Due to the huge difference in the way that both platforms work, i.e., one is based on specific targeting, the other is based on displayed and placed advertisements, it means that, in order to run successful campaigns on both platforms, you must have different strategies as to how you will target your users, spend your budget, and structure your ads for each.
Create multiple versions of each ad. For example, if the above advertisement was ours, we should do the following variants.
The more variations or combinations of text, uppercase, lowercase, etc., the better. Believing that these changes would not make any difference in our performance would be incorrect. If we let two ads with minor changes compete with each other, after some time, we will find that one of them brings much better results, based on users preferring a certain style or wording of the advertisement. However, because we do not know which of all the variations are correct, we ought to examine as many as possible.
A prerequisite, of course, is to have a sufficient budget, which will allow several appearances in each version of the ad, in order to be able to draw safe results. If each variant has appeared only 10 times, any differences in clicks will be random and will not mean anything. As we have already analyzed, the Conversion Optimizer tool is an excellent tool that can increase our sales. Before we use it though, it is better to have at least 50 to 100 conversions.
Flexible Bid Strategies
So, until then, what are we going to do? (AdWords campaigns)
Fortunately, Google gives us another tool called Flexible Bid Strategies. The best Flexible Bid Strategy we can use is called Maximize Clicks. Our selection of this strategy ensures that our ads will receive the most clicks possible, based on our available budget. This obviously does not mean that our advertising will always come first or it will constantly appear, but it does mean that, for the money we invest, we will get the best possible results.
Although we could have more control putting restrictions on how much it can cost per click, it is not always necessary to do so. Google does its job of understanding our data very well, giving us the best possible results. There are very few times that we can do something better ourselves manually. And usually, to do so, requires us to perform many experiments and be constantly on top of our campaign while making adjustments. This, of course, takes a lot of time and money, but with automation we can drive positive results in shorter periods of time.
I hope this AdWords campaigns idea was helpful to you.