We are going to put the things in clearly.
Google AdWords is not the more sexy platform of digital marketing, nor either a fashionable social network of which everybody wants to speak.
AdWords was created the year 2000. For that then Larry and Sergey were constructing the first versions of which she would become the platform of publicity online with greater reach of the world and that would be the base to construct the most valuable company at present.
But good, this article is not to throw clubs to him to this mega monopoly that came to change the form in which the people we looked for information (and many other things more).
In this occasion I will speak to you of some strategies that I have learned after administering and investing more than $2.160.000 dollars (according to my accurate calculations) in Google AdWords for companies of all type in the last seven years.
The majority of these strategies, in spite of not being strategies outposts or super secret investigations, I have seen that they are used very little by the common denominator of the advertisers.
The peculiar thing is that these strategies are within reach of any mortal advertiser. Nevertheless, many do not know of their existence, they do not apply them or they do not give the sufficient importance him.
You are ready to know them and to apply them? We go Here!
Table of contents
- 1. To initiate with the strategy of supplies to maximize click
- 2. To use micro conversions
- 3. Lists of negative key words
- 4. To take advantage of remarketing for search (RLSA)
- 5. Customer Match¦ Bases of e-mails in Google AdWords
- 6. Adjustments of supplies by device and location
- 7. The modified ample agreement
- 8. Landing pages versus webpages
1. To initiate with the strategy of supplies to maximize click
At the time of forming a new campaign of Google AdWords, we have the option to choose the strategy of supplies that it determines how the system of AdWords will establish each one of the supplies for the announcements.
The option that is qualified of predetermined way is Manual: CPC manual. With this option you must choose a maximum CPC by group of announcements or keyword. This option allows you to have a good control on the priority that you want to give to him each keyword.
Nevertheless, something that has given very good results me is to initiate changing to the option of strategy of supplies of Automatic: To maximize click.
This strategy of supplies causes that of automatic way the system tries to generate the greater number of possible clicks. As well, the maximum CPC is handled of automatic way (and you do not have to be modifying it)
This causes that faster clicks and with CTR's are generated normally more elevated to than if you did it of form manual. With this, the campaigns generate file in less time than if we did it with the option Manual: CPC Manual.
The strategy consists is to qualify the option of Automatic: To maximize click without defining a Maximum limit of CPC (or if you want it to do would be necessary to define a high maximum CPC) and then, after about 3 to 7 days to change to another strategy of supplies that can be Manual: CPC Advanced Manual or CPC in case a good number of conversions has been generated.
Why it is good for doing this?
This strategy normally will help you to generate CTR's higher because you will be in positions of the front page, which will be translated in a quality level superior.
It is probable that the costs by click more are lifted than if you at the home did it of form manual, but the idea of this is to sacrifice a little the costs by click during a few days (3 to 7 days following the volume) and later of changing the strategy of supplies to the options before mentioned.
This will help you to a to improve your quality level and will positively hit in your volume and costs by conversion.
2. To use micro conversions
One of the most common problems that I have seen in Google AdWords is that the advertisers do not measure conversions or if they do it, the majority of the campaigns does not generate the sufficient conversions to mainly make conclusive decisions from optimization and, to implement strategies of supplies outposts as Advanced CPC, CPA Objective, or To maximize conversions.
A case where this happens, is in campaigns of Google AdWords for stores in line. Here the rates of purchase conversion are low with cold traffic as the one of Google AdWords and even more when the ticket average of products is elevated.
The good news are that there is a solution for this low volume of conversions.
And it is obtained through that micro is called conversions.
The micro conversions are small prior actions to the final conversion that they help to determine the intention us of purchase or final conversion of a user.
In the case of the stores in line, one micro conversion could be when somebody adds a product to the cart of purchases.
This without a doubt is a previous step to the final purchase and that demonstrates a good intention of purchase on the part of the user.
For example, itself we would measure the final conversions from in a campaign of Google AdWords for a store in line, we could have these numbers:
- Number of click: 1,500
- Number of final sales: 7 (0,5%)
However, if we implemented a pursuit to measure micro conversions with action to add to the cart of purchases, a good scene could be the following one:
- I number of click: 1,500
- Number of times that somebody added something to the cart: 150 (10%)
- Number of final sales: 7 (0,5%)
When measuring these micro conversions we can make faster and right decisions to make changes and also put to work to the system of AdWords with strategies of supplies outposts.
However, itself we would measure the final conversions, it would be more difficult to do it, or we would have to much more wait for time or to invest more in the campaigns to obtain it.
It remembers that if we generated a historial major of conversions for Google AdWords, the system works far better since can find landlords and behaviors search much more fast and of a more intelligent form.
Another great option to measure micro conversions goals or intelligent objectives of Google Analytics are Smart, that work enough either in websites where there are no forms, meeting points or some other form clear to measure conversions.
Another example of micro conversions could be when somebody arrives at the section of prices of your website or at the section of some product in specific.
The general concept of this strategy is to enter prior actions to the final action that we want to obtain from our campaigns of Google AdWords to be able to make faster, righter decisions and also to give more fabric him from where to cut to the system when we implemented strategies of supplies outposts.
3. Lists of negative key words
The negative key words in Google AdWords allow us to exclude those searches that are not related to our products or services or that have an intention different from which we want to sell.
It even surprises to review campaigns to me of Google AdWords that have time investing and that have a single negative keyword not even.
Using negative key words correctly can be one of the forms simplest to increase your rates of click and conversion and to diminish your costs.
We have a list of negative key words with more than 200 terms and that we have been updating with time. This list we took it as he bases to use it with each new campaign that we implemented for each of our clients.
Some of these negative key words are:
- that it is
- to unload
(And many more)
This strategy consists of having a listing that you can talk back and/or take basic for all campaigns or those of your clients. This way you do not begin from zero and from the day one you can filter little excellent searches obtaining that your campaigns are more profitable.
In order to implement these lists you can make it from the section of shared library and later select negative key words of the campaign
4. To take advantage of remarketing for search (RLSA)
Remarketing or retargeting is a strategy that allows to show announcements users who have visited previously some section of a website.
If you have felt that an announcement follows you by all sides, to where it wants that you go, then let tell me to you you have fallen in the claws of remarketing ð
This strategy is quite effective and more and more well-known.
Nevertheless, which so is not known is that Google AdWords gives the option us to not only implement campaigns of remarketing in the finder and in websites where is applied normally.
Of which this strategy of remarketing for search consists?
Two ways exist in which we can use it:
1) Direction and supply It consists of exclusively showing announcements in the network search the users who visited your website and who at the same time activated some keyword of your campaigns through a search.
2) Only supply It consists of as much showing announcements users who have not visited your website as a those that yes has visited it, but with the option to increase the supplies for these last ones which already they visited to you previously.
With this strategy you increase your supply for the visitors of your website but who by some reason did not realise a conversion. A user who or has visited to you is much more valuable that those that have not done it (or that does not know you) and we can verify it in the following image.
You can see as an adjustment in the supply of +15% for the visitors to the website generated 22 conversions to a cost by conversion of $51, when the cost by conversion average of the account was of $98.
Also we can see that the rate of conversion for the visitors to the website is of 21% and the general average of the account is of 15%.
In order to apply remarketing search you need to generate and to implement the code of remarketing in your website, later to add how public the hearing of remarketing and later to increase the supply in a 15% or more for that hearing.
The general concept of this strategy is to prioritize our announcements to the visitors of our website to return them to attract and to invite them again to that they realise a conversion (registry, sale, etc.). This because we know that they have majors possibilities of realising a conversion to a smaller cost in the majority of the cases ð
5. Customer Match¦ Bases of e-mails in Google AdWords
Customer match or e-mails of clients as it is in the platform of Google AdWords, is a functionality that has an incredible potential and that very few advertisers have even used.
This is available from October of the 2015. Memory that when I listened of customer match could not for the first time sleep not as much of the emotion (good: -)¦
With customer match, we can register a file in format .csv with a listing of e-mails of people those who we can show announcements in the network search, Gmail and Youtube.
If you have a base of 1.000 clients or prospectuses, then discharge from the hospital that base with his e-mails and you can show an exclusive promotion for those people.
Most probable it is than you do not manage to show the announcements all the users who are in the base. In my experience, the percentage of users that manages to identify the system is of 50%. (It continues being a very good percentage)
I hope that in the future near, this functionality also allows to show announcements in the network of display. This would cause that customer match has a powerful reach much more.
(This is a functionality similar to the customized hearings of Facebook, only that Google arrived a little later to the party, but that does not mean that it is possible to be amused how Facebook ð)
6. Adjustments of supplies by device and location
This is a strategy very easy to implement and that if is applied correctly can generate surprising fruits.
It consists of making adjustments in the supplies following the device and location of the users who give click in the announcements of Google AdWords.
The objective of this strategy is to impel campaigns in devices and locations where a better performance is being obtained and to diminish supplies where bad results are being generated.
Adjustments of supply by device
Of automatic way, when you create a campaign of Google AdWords, your announcement can be in three devices: mobiles, computers and tablets.
Through Google AdWords we can see the performance that is having our campaigns in these different devices.
In order to be able to see this information we must go to the section of configuration and soon to go to the eyelash of devices
As you can be given account in the image, the device where the cost by lower conversion has been generated ($40) is in computers. Consequently, in this case, a good strategy would be to increase supply +15% or to more be in a position superior from the search in computers and thus to generate a greater volume of conversions to a cost that more surely is than it continues being accessible.
And on the other side, we see that in tablets the cost by lifted conversion more with a cost of $82 has been generated. Consequently, without investigating much, a good idea would be to diminish the supply in a -15% more or since the cost by conversion is of almost to the double that in computers.
I have found cases where a single conversion in mobiles or tablets has not been generated because the website is not responsive or has some problem.
In those cases we can diminish the supply in -100% not to show announcements in these devices and thus not to affect general performance of the campaign. Later it would be good for making the necessary adjustments so that the website visualizes correctly in all the devices.
Adjustments of supply by geographic location
Similar to the adjustments by devices, we can realise adjustments of supply by geographic location. With this we can prioritize those locations, or are cities, states or countries where we want to have a major or minor are present at.
In the image we can see that we are directing the campaigns to three different locations. As it will give account you, the location that is generating better results is the City from Mexico to the generated salary 160 conversions to a cost of $41 by conversion.
The rate of conversion is of 11,5% that is superior to those of the other locations, consequently, the user who does a search from City of Mexico has many more possibilities of realising a conversion that if he did it in another one of the locations.
He is why to increase the supply in a +15% or it is more a good strategy to still more increase the number of conversions to a cost by accessible conversion.
The adjustment of 15% is only for demonstrating the examples and is a good number to initiate, but you can increase or diminish your supplies in a 30%, 50% or until 100% if therefore you wish it.
It is important not to realise no adjustment until your campaigns have generated a good volume of click and conversions to make right decisions.
Doubtless this is one of the strategies of Google AdWords simpler to apply but that can generate faster results ð
7. The modified ample agreement
Or to finish I want to speak to you of the ample agreement of keywords modified or broad modified match (BMM).
This he is the type of newer agreement of keyword of all. During years three agreements of key words only existed (ample, exact phrase and) and soon arrived the ample agreement modified to add itself to the game.
The agreements of key words define that so permissive or restrictive they can be the searches of the user to activate the key words that we register in our campaigns of Google AdWords.
Each agreement works differently and accepts less variant more or in the searches.
I believe that this image explains it better ð
The modified ample agreement is the one that we used with major measured in the campaigns of our clients and also I have seen how other specialistic companions in the subject are it been incorporating more in their strategies.
This does not mean that it is the best agreement of all, in fact, is not one better than other, if not that is different and can work very well altogether. Nevertheless, it is quite useful since this agreement generates major reach that the agreement of phrase but greater control than the ample agreement.
Which allows to generate a good volume click in the announcements but with very good relevance.
But¦ How work the modified ample does agreement?
In order to use this agreement it is necessary to just put a sign of + before each word. What does this is to tell him to the system that so that is the announcement the user must enter that word in the finder or one of its variants.
My keyword of modified ample agreement is +cursos +negocios
Then my announcement could be shown with the following terms search
- courses of businesses
- courses for businesses
- courses of businesses online
- businesses and courses
- course of small businesses
If courses and businesses give to account the terms you they are in all the mentioned searches previously. If anybody does not enter some of those terms, then my announcement is not.
If somebody makes a search for example of courses for companies then my announcement would not be because the term was not mentioned businesses within the search.
This agreement also is activated by orthographic variants of plural, errors and abbreviations. That is, that could be shown to the announcement with negosios or business.
It is important to use negative key words next to this type of agreement to filter little excellent searches and also to use exact agreements that we can be adding of periodic way through the section of terms search.
If not yet you have used this type of agreement, I invite to you to that you test and you see the results by your own account ð
8. Landing pages versus webpages
We had shelp that they were 7 strategies, but not to lose the custom I have decided to add more than it is very simple but not less important.
The majority of the campaigns of Google AdWords that we have reviewed or audited directs to the users to a section or page within the website of the advertiser. (Some direct their campaigns to the Home Page)
This causes that the user has different options within the website and mainly does not find the information that is looking for, but, is possible that does not make contact with the advertiser through a call, form filling or buys.
And it is there where landing pages comes to solve that problem ð
One landing page must as main objective collect the data of contact of a person later to give him to pursuit on products or services that the company offers.
We have seen as when changing the final URL of the announcements of Google AdWords from a website to one landing page is translated in a substantial improvement of the results. Increases in rates of conversion of 10%, 30% or until a 50% are totally attainable results.
So that this strategy works of optimal way, the content of landing page must be related to the announcement and also to the search that the user realised.
You can create different landing pages and modify the communication of the same through text and/or the images to campaign more excellent and to generate better results.
For example, recently we were working for a school that gives kitchen courses.
Instead of using a single landing page that mentions kitchen courses, which we did was to create three landing pages different because we identified that there were three thematic ones of frequent searches that were:
- kitchen courses
- to study gastronomy
- to study for chef
This way we created three landing pages and each of them spoke to him directly to the necessity of these three different types search from each user (even though what it is offered to all the clients is the same, a.k.a kitchen classes)
Creating these new landing pages took us very just a short time since simply we duplicated landing page initial and we modified the main image and the holder (and all the others were similar). Nevertheless, the relevance is much greater before the eyes of Google (quality level) and before the eyes of the person who visits landing page.
I hope that these strategies little known Google AdWords help you to improve the performance of your present campaigns. And to finish, I would like to ask to you:
What another strategy of Google AdWords has worked to you?
It would enchant to Me to know it! Down leave your commentary me in the part of ð