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In Episode #415, Eric and Neil discuss 7 AdWords tricks and tips that’ll boost your ROI. Tune in to learn why you need to pay attention to your keywords and geo-target your offers.
Time Stamped Show Notes:
- 00:27 – Today’s topic: 7 AdWords Tricks & Tips That’ll Boost Your ROI
- 00:34 – Tip #1 is to add site links which will give you more opportunity to show up on search results
01:06 – #2: Leverage dayparting
- 01:13 – It is very useful and cost efficient, especially in B2B
01:49 – #3: Single keyword ad groups
- 01:51 – It will allow you to focus on one keyword and keep your ads tailored
02:16 – #4: Geo-targeting
- 02:28 – You can give people specific offers based on their location
- 03:25 – #5: Make sure you are hooking your AdWords in Google Analytics to have a specific retargeting list
04:01 – #6: Integrate the keywords that the users search for into your landing page
- 04:23 – Optimize landing pages for conversion
- 04:32 – Last is to use CPA bidding which works well and let Google do its work
05:11 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 05:49 – Go to SingleGrain.com/giveaway for multiple entries
- 06:02 – That’s it for today’s episode!
3 Key Points:
- Site links will consistently add traffic to your site and can increase your search ranking.
- If you know where your audience is, you can send more curated offers which can increase your conversion rate significantly.
- Consistently optimize your landing page with the RIGHT keywords.
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Full Transcript of The Episode
Eric Siu: Welcome to another episode of Marketing School. I'm Eric Siu.
Neil Patel: I'm Neil Patel.
Eric Siu: Today we're going to talk about seven AdWords tricks and tips that will boost your ROI. Tip number one. This is actually something that a lot of people overlook, but when you're running AdWords, don't forget about adding site links, right. Site links give you the opportunity to add more real estate to your results. If you're showing them the number one position for example, you're going to have different links for people to check out different sites or different sections of your site. Maybe they want to check out case studies, maybe they want to check out some testimonials, right. You can even add stars from different review sites and things like that. You have your site links, and then even some extensions as well.
Neil Patel: Another thing to leverage is dayparting. I know this one is really simple, but most people don't end up leveraging it, and I don't know why. Especially in the B2B realm. If you know until you call a customer or a lead back within five minutes they're more than double likely to close, why would you want to generate leads on a Saturday? Even if they're good leads, you know you're not going to follow up with them within five minutes. Even if you try to, they're not going to be there to answer the phone, so you're pretty much just wasting money. Make sure you're daypartying especially if you're in the B2B realm. That way, you can focus on getting leads when your reps are available to call back and close those deals.
Eric Siu: Number three. Single keyword Ad groups. I recommend googling this. But basically, it's when you create ads in AdWords, you have your campaign first, right? Then you have ad groups, and then you have your ads, right? Single keyword ad groups allow you to really focus in on one keyword, and then your ads focus in on that one keyword, right? That it's very tailored, right? A lot of people, they're putting 15-20 keywords in one ad group. That's okay. That still works, right? But in some scenarios, think about how you can use single keyword ad groups. I'm not necessarily giving a blanket recommendation here, I'm just saying this is an option that you might want to try, that can improve your quality score, your conversion rates overall.
Neil Patel: Number four. Geo-targeting. I'm not talking about geo-targeting because I'm like, "You may at least service a certain region." The reason I'm saying that you should geo-target your campaigns even if it's nationwide, because you can give people specific offers based on the city they're in. For example, you know free shipping if your E-commerce helps boost conversions. But you probably can't do that everywhere because it's expensive even though Amazon can, right? You just don't have the cash that they do. What you want to do is, let's say you're based out of Lincoln, Nebraska, and you know you can provide free shipping within 100 miles of Lincoln, Nebraska.
For all the AdWords traffic that you're getting back to your site from the 100 mile radius, you can show them a specific ad that shows free shipping, while everyone else wouldn't see that, right? Doing little tweaks like that can help boost your conversions. Even if you're in the B2B realm, and you're let's say a consultant, you know that if you get a customer within certain area, you can go see him in person and you can potentially increase how many of those leads turn into customers. While someone is on the other side of the world, it's going to be way harder to close him.
Eric Siu: Number five. Make sure that you're hooking your AdWords in with your Google analytics as well, because then you can start to make much more specific retargeting list, right? For example, instead of just targeting someone that visited a certain page on my site, I can target at someone that visited that certain page and they have stayed for five minutes or longer, right? You can get more specific with it. When it comes to retargeting, you can take a look at that. Great thing is, you can also build lookalikes or similar audiences off of that as well. Because they have to have similar audiences to also counter after what Facebook is doing. Just make sure that you're hooking that in. It's free to do. Why aren't you doing it if you already have Google Analytics?
Neil Patel: Number six. Another free thing that you can do in AdWords makes this automatic and easy for you to do. But every time I look at AdWords accounts, less than 10% of the people are even doing this. That is integrating the keyword that the user searched for within your landing page. If they're searching for something, and you have that keyword in your landing page, typically your conversion rate is going to be higher. AdWords costs are always going to go up, so make sure you're optimizing your landing pages for conversions. The simplest way is to include the keyword they searched for within your landing page copy.
Eric Siu: Great. Number seven. This is something that's simple, that a lot of people forget a lot. Use CPA bidding if you do have a cost per acquisition number that's set up. The great thing about CPA bidding is it actually works really well once you start getting 20 conversions or so, then you could just send it to CPA bidding and let Google do its work. The only [inaudible 00:04:47] out there is, you have to look at it every once in a while because sometimes it does get out of control. But, when you set it to autopilot and bid on CPA, why not let Google do its job? Again, I've seen good results with it. Those are the seven tips. But before we go, we have a one-year annual subscription to Crazy Egg that we would like to give to you. This is worth close to $1200. Before I give you the details, Neil, what is Crazy Egg?
Neil Patel: Sure. Crazy Egg is a visual analytics tool. When you look at your Google Analytics data, you're probably lost and you're not sure what to do. With Crazy Egg, it will show you visually parts that breaks down what changes you need to make to increase your conversion rate. From showing you where people click, to where they don't, why people aren't clicking on your call to actions, or why they're dropping off on your checkout pages. You can then even make the changes you need within Crazy Egg. You don't have to be a designer, a developer, you don't need any technical skills. Through the WYSIWYG editor you can easily make the changes, and even A/B test them to ensure that those changes are boosting your sales, your leads, and your revenue.
Eric Siu: Great. If you want to get in on this, just go to singlegrain.com/giveaway. If you want to get to multiple entries, you actually can. Go learn more there. We're giving away one of these every single week for the next year. Again, just go to singlegrain.com/giveaway. We will see you tomorrow.
Speaker 1: This session of Marketing School has come to a close. Be sure to subscribe for more daily marketing strategies and tactics to help you find the success you've always dreamed of. Don't forget to rate and review, so we can continue to bring you the best daily content possible. We'll see you in class tomorrow, right here on Marketing School.
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