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5 Changes You Can Make To Save You Money on AdWords

 

Are you currently using Google AdWords?

Start Saving Money on Your AdWords Campaigns
Start Saving Money on Your AdWords Campaigns

Did you know that there are things you can do to save money on AdWords campaigns?

5 Changes You Can Make To Save You Money on AdWords

Are you currently using Google AdWords?

Have you tried Google AdWords before?

Did you know that there are things you can do to save money on AdWords campaigns?

Today, we’ll share 5 Changes That You Can Make Right Away To Your AdWords Campaign That Will Save You Money and Improve Your Results!

Hello and thank you visiting MediaOnQ.com today. 

We’d like to start by saying thank you; thank you friends, family and followers for all your kind words and support.

It really is humbling to see all the comments or to get that random text…that just makes us, that much more motivated to get you all quality content that can help you or your business…or personal projects.

Because the topics we cover can apply to companies, small businesses, organizations and causes or projects.

You can build it…but it does not mean they’ll automatically come. People have to know how to find it or why they should try it.

Consumers in today’s world are smart and they have options. That’s why our tag line is also our bran’s promise.

Helping You Compete In Today’s Web Economy

So today, we are going to help you compete in today’s web economy by sharing 5 action items that you can implement right away, to save you cold hard cash, on your Google AdWords campaigns.

Before we get into this, we’ll have to point out that while it may not be obvious…having a dedicated landing page that ties in to your Google AdWords campaing will instantaneously save you money.

So what we’re saying is that simply running an AdWords campaing that point to the website’s home page is not a good idea.

Unless you are promoting your website…pointing to your website’s home page is probably one of the worse things you can do in a Google AdWords campaign because the home page often offers an overview of your offerings rather than a focus on a specific product, service or offering.

As an example, when we’ve run say an ad for Web Design Services – I point the link to the Web Design Services page on MediaOnQ.com rather than the home page because that is what the ad is about.

What if your ad was about all that you have to offer.

From our experience, generic or catchall ads tend to cost you a lot of money and produce low conversions.

Conversions?

People that actually buy, purchase or act on your offering.

So here are the 5 Changes You Can Make to Your AdWords Campaign that will save you money and improve your campaigns performance.

We’ll give you the whole list and then we’ll cover each one individually to help cut through the jargon.

 5 Changes You Can Make Right Away To Save Money on You AdWords Campaign

  1. Separate The Search and Display Networks at the Campaign Level
  2. Use Bid Modifiers
  3. Send Visitors To A Relevant Landing Page
  4. Focus Your Spend
  5. Enable Conversion Tracking

Now, we’ll explain these one at a time and remember, if you need help along the way we are here to help.

You can email us at studio@mediaonq.com or reach out to us across any of our social media channels.

Number one on our list:

Separate The Search and Display Networks at the Campaign Level

What is this all about? Well Google AdWords allows you to run your ad on those two types of networks.

The Search Network means that someone typed into a search box on say Google.com and then hit the return key…allowing for the search to run.

Typically, when you run a search the results at the top of the page are generally ads and have a little yellow box next to the URL or Web Address under the title identifying those results as ads.

The Display Network means that your ad is actually running along side of content on a web page, kind of like we are used to seeing in magazines.

What you have to be aware of is that each of these networks behaves differently. Each network has a significant different definition of success. And each network’s quality scores are calculated in completely different ways. So do yourself and your checkbook a favor and don’t ever allow them to be combined in your AdWords Campaign. This is by far the #1 place where we’ve seen many clients waste their money. So do yourself a favor, log in to your AdWords account and open up your campaign and make the change from the settings tab.

You’ll want to do this for each of the campaigns that you’re running.

Number two on our list:

Use Bid Modifiers

Using bid modifiers is important because mobile devices inherit the bid that you set up for the ad group, unless you take the extra step of modifying it. But you can’t modify it until after you’ve saved the new ad group.

When you’re setting up a new ad group, you go through a setup wizard…and guess what? That step where you would be able to modify the mobile ad bids is conveniently missing and why you need to save the ad group first then go back and modify the mobile ad bid.

That’s pretty sneaky that they wouldn’t show you that as an option when setting up the ad group – Wouldn’t you agree? Leave us a comment and let us know what you think about this.

We all have to remember that Google has these tools in place to allow Google to make money and the responsibility of learning how to use their tools really falls on us as business owners and marketers.

Most small business owners don’t have time to read all of the documentation…they just don’t.

Because of that, we always recommend that you consider outsourcing the media placement to MediaOnQ or a company like MediaOnQ because in the end you’ll not only learn valuable tips but it will also allow you to keep more money in your pockets.

Now why is modifying the bids for mobile devices important?

There could be a number or reasons. Maybe your website looks horrible on smartphones or maybe your mobile site simply does not drive leads or conversions.

In those cases you will want to reduce the bid amount or turn it off completely.

And by the way, if you are interested in understanding more about mobile compliant websites, we have a great 2-minute video that goes over the benefits of responsive web design, which we’ll add to this blog post below.

http://www.mediaonq.com/blog_details.php?id=51 

So where do you make the bid modification?

Log in, open up the campaign then click the settings button on top of the ad group. You’ll then look for a gray button with a label marked devices. Clicking this button will open up all the devices, from smartphones & tablets to desktop computers. That is where you’ll make your adjustments.

Ok, on to number three on our list:

Send Visitors To A Relevant Landing Page

We covered this briefly in our intro. It is important that you make it easy for people who click on your ads to find what they are looking for.

Let’s put this into a real world brick and mortar type of example. Say you’re an insurance agency with 5 or 15 agents. You have some agents that specialize in Business Insurance and others that specialize in private or personal plans and policies. Someone walks into your business and asks the first person they see as they walk through your door, if they can purchase a Business Umbrella Policy from this insurance agency. The person responds with a simple yes.

And then there’s silence…

You really can’t expect that the potential customer is going to go through and ask every one of your agents if they are the right agent to speak to about this business umbrella policy, because they won’t.

It works the same way on the web. If you’re advertising say Teeth Whitening, take them to the Teeth Whitening page or section of your website.

Make it easy for them to realize that they clicked on the right ad that will get them the information they were searching for.

Now for number four:

Focus Your Spend

You should always try to focus your spend rather than spreading yourself thin.

We’ve heard from many of my clients say things like, I was just on Google and I searched for my keywords and my ad didn’t come up.

Clients who are new to AdWords don’t really understand that it is not possible to purchase 100% of Google’s inventory for every possible keyword and keyword combination.

So that is why you should always focus your spend. Focus on the keywords and keyword phrases that produce good results for you.

For example, I have a client who sells a commercial fuel transportation system. The capabilities of this system tie in really well to logistics because it extends the crews functionality and flexibility right.

So if they were going to run an AdWords campaign and target the keyword logistics…would that be a good idea?

Maybe, but maybe not because a word like Logistics is used to brand UPS…so that keyword may produce poor results or high bounce rates, which really means they should remove it from their keywords and focus on the ones that actually produce conversions, which really means bring money into the company.

Keyword research and keyword selection is not as intuitive as we would think which again is why we recommend that you speak with us at MediaOnQ or a company like MediaOnQ to help you get the most out of your marketing dollar.

And now on to number five:

Enable Conversion Tracking

Please don’t take this suggestion lightly. Understanding and tracking your marketing efforts makes all the difference in the world. Even if you can’t track a dollar sale amount, at the very least track the keyword that brought you the sale.

If you don’t at least track the keywords that brought you the web traffic and ultimately sales for your business…you might as well throw your money away because without this step you’ll never know what is actually working.

Enabling conversion tracking is a multi-step process where you set up the conversion in the AdWords dashboard for your campaign and then you go on to your own site and add the tracking indicator.

The tracking indicator is mandatory and does need to be added to your website’s page, so if you’re not comfortable with editing your own site’s content or HTML, then have your web designer do it or you can always contact MediaOnQ and we’ll help you get that taken care of.

So there you have it 5 Changes You Can Make to Your AdWords Campaign that will save you money and improve your campaigns performance.

  1. Separate The Search and Display Networks at the Campaign Level
  2. Use Bid Modifiers
  3. Send Visitors To A Relevant Landing Page
  4. Focus Your Spend
  5. Enable Conversion Tracking

If you have any other tips or suggestions that could be useful to other small business owners or marketing professionals you can leave us a comment on this podcast’s blog post.

If you need help on your Google AdWords campaign you can always reach via email us or contact us across any of our social media channels, the links are on the botom of our home page.

That wraps it up for today's blog post. We hope that you find this information helpful.

Until next time, thank you for visiting MediaOnQ.com

Best regards,

Carlos Quintero

Carlos Quintero

 

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Carlos Quintero