The Adword account needs regular maintenance to ensure its performance level. If you ignore its management, customers will fade out. A well-managed AdWord campaign flourishes and over time generates good returns. Business consultants will tell you that selling is 50% of the process, while the other half is retaining the clients. Besides regular Adword account management, an annual audit is essential to discover the big errors and obstacles that are hindering your campaign.
Australian Internet Advertising agency has efficiently managed many small to medium to large scale Adword accounts for businesses. Below are some proven Adword account management strategies the professionals use.
Never stop testing your ads! New ads need testing to identify any issues. No ad will stay on top because viewers get bored with watching the same ad. They start ignoring! Therefore, there will be a need for tweaking your ads and improving them.
Check the 3 areas of your ad
- Headlines – Make sure to create headlines that arouse emotions and actions. Start with two radically different headlines and test them. Identify the one that performs great. What is radically testing? Use stats or numbers versus text or focus on the different benefits your brand offers or use questions against a statement.
- Nouns & verbs in the description – Use verbs and nouns that stimulate emotions. Test the power verbs and trigger words. It can majorly affect the click-through rates or/and the conversion rates as they trigger different feelings delicately in the minds of the viewers.
- Display URLs – Before clicking, visitors gauge how reliable your URL looks. Make your URL trustworthy!
Ensure statistically significant results
When a test ad performs better than its original, the Adword manager identifies the positive effect only if it got just 6 clicks. The fact is this test ad may have performed worst if more data was collected after more exposure. Without enough traffic, the results are possibly inconclusive.
With limited data, you cannot get proper statistical significance that allows announcing a winner ad. You will need to make a judgment call using past experience and other company’s case studies to assess the best performing ad.
The ads with a high conversion rate will increase the keyword’s bids. Low performing ads are low cost, low on CTR, and conversion rate. To resolve these low-quality ads, enhance the quality score. If you cannot delete and move on!
- Tip – Sometimes, a low ad position converts better because there is a possibility that the seekers are not aware that top ads are paid ones or are most relevant. Test with low bids. There is a possibility you may outwit your competitors through less spending and enjoying more conversion with a low average position.
The majority of first-time visitors don’t buy. Remarketing allows you to follow them across the World Wide Web with ads, even if they are browsing on the other sites. Your brand gets displayed in front of them, and ultimately you win them. The visitors have already gone through your products and know your offers. Besides, the clicks are significantly less than the standard ads.