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Top 10 Most Effective Ways To Turn A Losing Ad Account To A Winning Campaign.
A good understanding of how keywords are related to your search intent when running an ad campaign is crucial to your success in paid search advertising.
Most advertisers don’t really know the correlation between them, or they’re just sometimes too afraid to miss out on some of the keywords that are thematically related to their brand.
As you already knew Paid search advertising is intent-based marketing; so, you want your ads to show up for internet searches that will eventually lead to sales, then, you need to pick the right keywords that indicate a strong purchasing intent.
In the process of bidding desperately on every keyword related to your product or service, you end up bidding on too many keywords that will double or triple your budget.
Just because you don’t want to miss out on your targeted customers, thereby you end up spending too much money on the wrong keywords or searches that will never convert.
A lot of researches on multiple accounts, from personal experience, has shown that the vast majority of conversion from PPC campaign comes from a handful of keywords.
It’s, even more, lesser when it comes to sales conversion. Too many keywords in an ad group in most campaigns are too complicated, which invariably affects your profitability.
Remember keyword is what you use to target the search intent of your potential audience, and the search term is what the targeted audience use to actually discovers your display ads,
What this basically means is, the search terms reveal the quality of your keywords in your account.
How do you know that? Because the ad advertising platform provides a very comprehensive insight into the search intent of your targeted audience through the search term report.
It gives you the opportunity to see the search that triggered your ad, and all other relevant metrics like CTR, impressions, and conversions each search term provides.
Performing a proper in-depth keywords research and analysis should make your ads show up when people search for what you have to offer, which should lead them to click your ad.
This will eventually take them to your landing page that meets their needs and leads to conversion.
If it’s the other way round, that means your ads are not showing up for the right keywords, and your search intent is wrong, people will click on your ads, but they won’t convert.
What that basically means is you’re spending a lot of money on the wrong keywords and those keywords have to be eliminated for profitability.
If those wrong keywords are eliminated, then, your wasted ad spend is also eliminated, which then results in higher quality scores that will eventually reduce your cost per click and your cost per conversion.
This is the most effective way to improve an ad account that’s not performing well.
I know what’s on your mind; you gonna say It’s easier said than done, how do you put all these ideas into practice? Well, I’m not going to leave you in the dark, here’s how you can achieve that:
it’s very important to know the keywords your competitors are paying for so that you too can steal from them.
2. Review and Update your landing pages: Keywords are just part of the whole process, your landing page must be written to align with your keyword and your ad copy as well, for a better result.
This will reduce your cost per click and increase your quality scores in the long run
3. Review and Rewrite your ad copy: I can’t stress this enough, let your ad copy be in sync with your keywords and your landing page for it to be able to convert, and you should know your targeted audience and where they are in the buyer’s journey.
4. Set up conversion tracking on the pages you want to track: Most ad managers fail to set up conversion tracking on most of their conversion goals. Even those that have their conversion set up don’t do it properly.
Without proper conversion tracking, you won’t be able to get accurate data to improve the account.
5. Give the account 3 months to run: You won’t get the desired result if you don’t give the account enough time to gather data, if you allow it to run for 90 days then you will be able to have an idea of which keywords are effective or not.
Though you’ll have pressure from campaign owners if you are running for someone else, at least give it 60 days before relying on the data for further decision.
6. Make sure you run keywords and search terms report in your Google Ads account. Inside your Google Ad account, run a keyword and search term report by creating a filter for conversion.
You do this by clicking on the keywords tab and make sure you run the report on your last 90 days of data.
7. Identify the wastage on your keywords that are not converting. Scroll down to the bottom of your report to see how much you are wasting on keywords that re not converting.
Evaluate the numbers to see how much you’re wasting on those unprofitable keywords.
8. Get rid of those unprofitable keywords. Get rid of keywords that aren’t giving you results, then you will be on your way to making profits.
This simple evaluation will cut down your budget drastically and give you more resources to add to your converting keywords.
9. Spending less on unprofitable keywords equal to Profit. You’ll start spending less without reducing your number of conversions. That equals more profit. This is not rocket science, it’s achievable on every account.
10. Rinse and Repeat. Do this on a regular basis and be one of those profitable ad accounts. There’s no time you ever do this that you will not see a significant and regular improvement in your campaign.
No matter how big your ad budget is; you can’t bid on all the keywords in your niche and not all the keywords will lead to conversion, Having this idea at the back of your mind will improve and set your campaign up for success.
Resist the temptation of the thinking “you’re missing out of some keyword”. Yes, that’s true you’ll always miss out of some keywords, It’s better to be profitable than to have all the keyword in your niches and not profitable.
The key to a successful ad campaign is to constantly identify the keywords that will drive the kind of results you desire, and the best way to do this is to steal from an old campaign in your niche.
If an ad account had been around for ten years that shows that the account is doing something well to be around for that long, even if you don’t know the conversion goal set for the account.
That’s it, if you made it to this point, congratulations! That shows your commitment to taking your ad campaign to the next level you desire is real.
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