The 7 best practices in Google Adwords – WAU

Do you want to get the most out of your Google Adwords campaigns? So don’t just wait around for Internet users to just show up. Understand how this tool works and adopt the best practices in Google Adwords that we will list for you! It’s a quick game: 7 tips that will help you improve the performance of your ads […]

Do you want to get the most out of your Google Adwords campaigns? So don’t just wait around for Internet users to just show up. Understand how this tool works and adopt the best practices in Google Adwords that we will list for you!

It’s a quick game: there are 7 tips that will help you improve the performance of your ads and attract even more customers to your company.

Come on?

1. Plan your keywords

We always think we know everything about our audience, don’t we? But the internet is a vast world of people and opportunities, and each person thinks differently.

Imagine that Google received, in 2013, more than 450 million new searches per day, a number that must have grown a lot in the last two years. This means that the terms used in searches can vary widely, do you agree?

So, to avoid making mistakes when planning the keywords of your sponsored links, use Google Keyword Planner, a tool that will help you discover how your potential customers think.

Insert in the tool the keywords that you believe are the most suitable for your campaigns and get a free gift – yes, it’s free – some good ideas of which keywords to use. How nice Google is, isn’t it?

But it can be better than you think. You can also enter your competitors’ website and find out what keywords they are using to attract traffic. This will help you define your own keywords and stand out from the competition.

2. Sort your keyword list

In Google Adwords you create campaigns, ad groups and ads. This segmentation helps to target your message to the right audiences. But to be even more successful, you should rank your keywords according to relevance and search volume.

Broad terms, such as “marketing automation software” or “CRM system” should name your ad groups and enter more specific keywords, such as “small business marketing automation software” or “CRM system for schools”.

Remember that broader keywords attract many people, but without the quality you need for a conversion. In contrast, more specific keywords attract less traffic, but qualified leads to purchase.

3. Don’t forget negative keywords

Just as important as knowing which keywords you want to associate with your products and services is knowing which ones you don’t want to see linked to your brand.

So-called negative keywords are important for excluding unqualified traffic and avoiding improper associations with your business.

For example: if you sell juices in tetra pak boxes, you would not want to see your product associated with the word “contaminated juice”. If you have a business management consultancy, you would not want to see your image associated with “crisis” and “bankruptcies”.

4. Segment your campaigns by device type

Consumer behavior differs greatly in each device used. On the smartphone, small purchases are made, usually of items for immediate consumption, such as food, clothes, shoes, jewelry. Items that do not need an idea maturation time and that do not need great specifications from the manufacturer or the seller.

In the case of desktops and notebooks, purchases of greater value are made, such as cars, real estate, management systems, among others. This is because the consumer needs more information, and viewing all this on the smartphone takes a long time.

Therefore, target your sponsored link campaigns according to the device used by your potential customer. If you sell real estate and want to create a campaign for mobile devices, be simple, insert a contact button so that your team of brokers can contact the client.

Respecting the differences of each platform, you will see your results take effect much faster.

5. Use contextual targeting

If your budget is tight and you need to get your sponsored links to return quickly, use contextual targeting for the Google display network. With it you show your ads on sites in the same niche market that you operate, increasing the visibility of your brand and reaching a larger number of people.

Don’t forget to keep track of the sites on which your ads appear to see if they really reflect the context you need and attract the right people to your ads.

As you track results, eliminate those sites that don’t help generate conversions and focus on those that bring you qualified traffic.

6. Align your landing pages with your ads

Every paid ad must lead to a landing page, which will be responsible for effecting the conversion. Make sure that the landing page is an extension of your ad, bringing more details, encouraging purchase, creating an emotional connection with the visitor.

A good design, reinforced by an instigating message and developed according to the profile of your personas is all you need to make them act quickly and become leads or customers (it all depends on the objective of your campaign).

7. Use geolocation targeting

If you have a local business or want to expand your business to a new region, a good way to achieve better results with Google Adwords is to use geolocation targeting.

Each device, be it desktop, notebook or smartphone, has an IP address that can be tracked, indicating where it is located. Try logging into Google Chrome and viewing the bottom of the search page. It will indicate where your device is located.

This type of segmentation helps to reach a different audience, with unique messages. For example, if you’re opening a new unit in your restaurant, try targeting your ads to the region where that new unit will open. When people search for a restaurant in this region, the chances of you appearing in the search results increase considerably.

What did you think of these tips to further optimize your Google Adwords campaigns?

Do you want to continue exploring the potential of sponsored links for your digital marketing strategy? Follow our blog and if you have any questions, leave your comment in the field below!

Want to know more about Adwords? Download our free ebook on the tool now!

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