AdWords is a proven way to drive converting traffic to ecommerce sites, and there are numerous ways to optimize campaigns. But with limited resources, how do you know which ones are more worthy of investing your time and money? Here are five simple yet effective tips you can implement right away that will have a significant impact on the effectiveness of your AdWords campaigns.
Tip 1: Use Negative Keywords
If you use broad match or phrase match keywords without negative keywords, you’re likely paying for clicks that won’t get you conversions. This is a huge waste of your budget.
To figure out what negative keywords to use, check the keyword variations for your ads are showing that don’t make sense for your business. If you’re unsure of how to do this, there is an easy way to check. Under “Your Campaign,” click on “Keywords” in the top menu. From the “Details” dropdown menu, select “all.” Then choose “Search Terms” and this will show you all the search terms that have resulted in a click. You can select the terms and add them as negative keywords right from there.
Tip 2: Implement Ad Schedules
In AdWords, you can identify your high-converting time ranges, and by scheduling accordingly you can greatly improve the effectiveness of your ad dollars. If you’re a B2C business you might find that most of your conversions mostly happen outside of the 9–5 work day because customers are shopping in the early morning or evening, whereas B2B businesses may find the opposite to be the case.
Tip 3: Add Site Link Extensions
Site links give people more options to navigate your site directly from search results. This makes it easier for them to find exactly what they’re looking for. If a lot of people are searching on your brand name, but are clicking through to a deeper category or product page, include a sitelink within your ad to provide those searchers with single click access to the information they are looking for.
Tip 4: Implement AdWords Remarketing
AdWords remarketing will show your ads to people who visited your site but didn’t complete a required action. It enables you to reconnect with these visitors and keep your brand top-of-mind. There are several types of remarketing you can try on the AdWords platform, just one should help you to start boosting conversions.
Tip 5: Use High Intention Keywords
Although bidding on high volume search terms can increase your clicks, if the search term is too generic these keywords can often be less effective than lower search volume keywords that target people in a buying mind set. For example, a broad term with a high search volume like “accounting software” could result in more clicks, but probably far fewer conversions compared to a longer more specific term, like “online accounting software for mac.”
Don’t Blow Your Budget
AdWords is a great way to get more traffic to your ecommerce site. But if it isn’t the right traffic and no one is converting, then it’s a waste. Whatever you end up doing, make sure to track improvements so you can further optimize!