2 Smart Hacks to Dramatically Improve Your Google Adwords ROI

Google AdWords has been one of the most revolutionary solutions to advertisers, content producers and blogger worldwide. Its given a voice to everyone and has provided a platform on which many can express themselves fully. They are in every domain, and these creators have benefited massively form the AdWords program.

When it comes to the advertiser side of the picture, it's been difficult. With massive cuts to spending and digital budgets being dispersed over multiple sources, Google AdWords has been mostly about business as usual. There have been many areas of improvement and scope for enhanced spending and analysis, but more or less marketers have relied on broad strategies to get the job done.

What are the actionable hacks that one can do so as to improve their GA ROI? There are so many out there and we will be discussing the main ones in this article.

#1 SKAG – Single Keyword Ad Group.

The premise is simple. You need to make sure that your ad quality score is higher than that of your competition. This means that you can create ads that target fewer keywords, which leads to better quality of execution. You can create an ad, design the copy, and then execute the program with one single keyword at a time.

Why does this work? Because this helps Google understand that the density of the traffic is performing well with a that particular ad copy. When you split up your ad groups into single ones, you can even manage them better. You only have to modify the ad copy and not the groups all the time, and you can even get cheaper rates in most cases.

This is because, if people are searching for a keyword like – size 13 Air Jordans, then your ad can target that specific keyword and present an ad that sounds organic. Otherwise, with parameters and tricks, your ad can appear spammy to customers.

The added advantage to having a more relevant ad, is that you can pick up insights from one group and apply it to another. Also, you can experiment with different keywords and get the best ones to go ahead with. You don’t need to rely on outdated ones because they aren’t helping your campaign either way.

The Quality score, in turn, is going to aid Google in rating the quality of your ad. This happens both ways when designing campaigns that appeal to customers as well as Google’s own internal algorithm. With billions of searches and millions of ads being shown, the best copy with the best pricing strategy works better than a grouped one.

You will have to focus on the factors that count more like Click-through rate, The relevance of each keyword to its ad group, Landing page quality and relevance, Relevance of ad text, Historical AdWords account performance. etc.

This is also especially helpful in the case that you are defining single terms as primary keywords and long-tail ones as secondary. What happens a lot of the times is that you can confuse two ad-groups and expect the same kind of results from both ad-groups not knowing that they have different objectives. One’s objective is to make sure that the ad performs well for generic keywords, and the other for specific ones. You can therefore, create customized messages and portfolios for those types of customers.

Single keyword ad-group also works well when you have a vast number of product pages to push out, but have limited resources in time and money. Since each ad will have a higher relevance score, your ad-rates will come down as Google thinks that your ad is making people more comfortable with clicking on them. You only now need to worry about the landing page design and how the customer interacts with your website.

#2 Focus on email-marketing – Convert on the Remarketing

This may come as a surprise to a lot of people but shifting your focus towards collecting email addresses may be a better way to increase GA ROI. This is because you can get much lower rates and cost of acquisition on advertising to a retargeting list that already knows you. Even if they don’t remember you that well and see an ad a few weeks later, the cost of acquiring that person is lesser. This is because there isn’t a clear competitor for a particular region. It’s just a email list.

The email list provides more leverage and the bidding is more distributed across various keywords and locations. This makes it certain that the person who’s already entered their email address will have a higher CTR on your ad, because they remember you. This signals to Google that the ad you’re running is a good one, and thus will decrease your cost of acquisition.

Remember to scrub your list, as you don’t want to appear spammy to Google’s algorithms. You want to be able to appear as genuine as possible and provide a clear path towards reaching out to your customers. The messier you make your email list, the more Google gets confused with the list and thinks its bought and sold. You also don’t want to market to people who may not have entered their email information willingly as they will react poorly to your ad, signalling to Google that your copy isn’t working. This may give you the wrong insight that your ad isn’t performing whereas it’s the email list that isn’t targeted correctly.

When you can remarket to your list on Google AdWords, you can have deeper insights into this customer base and review how they react to your website’s content. Whether they have lower bounce rates or filter out too soon, you can edit the copy accordingly and retarget them all over again. This is a funnel-marketing approach that has worked well for ecommerce brands across the world.

Conclusion

When it comes to Google AdWords, you don’t want to do everything at one time. You want to approach it strategically and create maximum value for your campaign’s positive performance.