How is you Google Adwords campaign performing? Feel like it could use some more traffic? Have a go at these 5 kickass tips that will bring your campaign to another level.
NB: This post goes to all those of you who’s already got an Adwords campaign up and running. If you are an Adwords newbie, go and check out these 2 great articles about how to set up an AdWords campaign from scratch and how to write irresistible AdWords, or if you are still contemplating on whether or not to use it the first place, here are a few compelling reasons to give you the last push. And when you are done with that, come back and give this post a read, I promise you won’t regret it.
So, here they go.
1. Bid On Competitors’ Brand Names
Yes, you heard me right – bid on keywords including your competitors’ brand names. Why is this effective? Here is why:
- Cheap traffic – Brand name keywords (with the exception of a few) are relatively cheap clicks compared to a lot of keywords in Adwords.
- High quality traffic – Although you will not receive lots of the traffic for these searches, the traffic you do attract will be very well qualified. The majority of the clicks you receive will mainly be people looking for a product or service provided by one of your main competitors, therefore (assuming you provide a similar product/service) the traffic is likely to convert.
- Brand exposure – If people are searching for a competitor within your industry the majority of the time they are in the market for something they provide. By advertising on these keywords you can start to make these potential customers aware of your brand name and what you can offer.
‘Is this legal?’, – you ask me. Yes, it absolutely is, and fairly common! If you remain within the terms of AdWords Trademark and Re-seller policies – you are safe and sound. There is no way to stop anyone bidding on a brand name. I included a few real-world application examples of this technique below to give you an idea of how it would look like.
There are 4 different types of competitor terms worth bidding on:
- The competitor’s company name
- The competitor’s product names
- The competitor’s website name and variations thereof
- The competitor’s model numbers, SKU numbers, or replacement part numbers
Do you want to know more about this method? Read ‘The Complete Guide To Bidding On Competitor Brand Names & Trademarked Terms’.
2. Bid On Your Own Brand Name
A lot of people make the mistake of not bidding on their own brand. They assume that since they already rank for their own brand, they don’t need to advertise for it. That’s one way to look at it.
Another way is to realize that if you aren’t advertising for your brand, other companies will. They’ll use your brand name for an ad group and target your visitors. Yes, you’ll rank first for the organic term, but your competitor may be advertising directly above that result.
In many cases, it makes sense to bid the highest for your own brand since people who are searching for your company are the most likely to convert. You want to make sure you’re at the very top for your own brand name, which means you can spend the most on branded terms.
3. Bid On More Keywords
When it comes to setting up a Google AdWords campaign the good old ‘less is more’ does not apply, here it always is ‘more is more’. The more keywords you bid on the higher are your chances of reaching your potential customers.
Do not focus your campaign around a few words that you think fit perfectly, aim for a variety of keywords, even though some of them might sound far-fetched and ineffective, the truth is there is no downside to trying out more keywords that are even remotely related to your product or service because they add considerably more traffic at a much smaller price. At the end of the day, if you notice that some of the keywords aren’t performing that well, you can always cancel them and you won’t lose much, however the cost of not giving it a try and missing out on a potential goldmine is much higher.
4. Bid On Long-Tail Keywords
Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase. These keywords have less competition than generic keywords. This means that you have a much better chance of becoming number 1 for that phrase. And becoming number one means that you will get the vast majority of clicks when people search for that term.
Think about it: if you google the word “chair” (a very broad keyword) what are the chances you’re going to end up clicking through to a sale? But if you google “elm wood veneer arm-chair” you know exactly what you’re looking for and you’re probably prepared to pay for it then and there.
Obviously, you’re going to draw less traffic with a long-tail keyword than you would with a more common one, but the traffic you do draw will be better: more focused, more committed, and more desirous of your services.
If you would like to find out more about this topic, check out the ‘How to Identify Long-Tail Keywords to Fuel Your PPC (Pay-Per-Click) Strategy’ guide by HubSpot and let me know what you think.
5. Bid On Misspelled Keywords
People aren’t perfect spellers or typists. In fact, at least 7% of Google searches contain a misspelling. And the longer the query, the greater the likelihood of a typo. This translates to almost 1 out of 10 visitors getting it wrong, so the question is why should you neglect this substantial amount of traffic?
As of September this year, Google launched the ‘Close Variant Keyword Matching’ feature, which basically means that if someone were to type a key word wrong, Google will automatically show the ads with closely related keywords, or misspelled ones. However, the way Google algorithm works, it will always(!) show the exact match keywords first, this means that if someone were to search for a misspelled keyword and you had bidden on it – your ad would always show up first, and the person that only bade on the close variant keywords would show up second or third or not at all. This is why bidding on the misspelled keywords is always a good strategy.
- They are a really cheap way to get a conversion
- Adds an average of extra 7% on top of your regular traffic
In fact, there are tons of Keyword Typo Generators out there that can help you with this task.
Let’s Start A Discussion
I hope you find the tips very useful. Leave your feedback in the comments below and I will make sure to reply as soon as possible.