Tips to Market on a Budget with Google AdWords
- Relevance of ad copy
- Relevance of the ads to their corresponding landing pages
- Ads' click-through rates (CTRs)
- Historical performance of accounts
- Other relevance and performance factors
It is important to provide people what they want and expect to see when clicking on your ads and arriving on your landing pages. That's why you should not blindly point ads to your home page. Rather, you should choose landing pages on your site that include keywords from searches. Most of the time, it is worth the effort to create custom landing pages for your ads. Information shared on your web pages should be transparent and trustworthy. At the same time, ads should be easy to navigate without too many links to confuse people.
Add multi-screen targeting options:
Mobile device targeting is gaining importance for all businesses as consumers have increased internet access through this channel. Plus, mobile users searching for products and services are more likely to buy instantly. Chances are good that users searching for Chinese take-outs or car repairs on their mobile phones will place orders or call for repair services in the moment. To assist the users, AdWords has the option of providing telephone numbers so users can click and call businesses directly. Something else to keep in mind is that mobile devices are different from desktops/laptops because of the smaller screens. So if ten Google ads show up at a time on laptops, there is space for only five ads on mobile screens. Therefore, it is important to get in the top two spots on mobile devices to ensure users see your ads.
Use Offer Extensions:
A new format called Ad Extensions lets advertisers add coupons or discount offers to their Google search ads; merging special offers with search. It's a new way to engage customers by extending your ads with relevant, redeemable offers. To check whether you can take advantage of Offer Extensions, create an enhanced campaign and go to Ad Extensions > Offer Extensions. To get the best results from this feature, keep your offers exclusive. The better the deal, the more attention your offer will grab. Use Offer Extensions to track how many offers are printed out and redeemed in your store. You'll get a direct connection between the conversions and store walk-ins.