Let Your Users Find What They are Looking for with Google Adwords
There is almost nothing worse than clicking on a link in the Google search results and landing on a page or website that has absolutely nothing to do with what you just searched for. For example: Your search keywords were “How do Bees make honey?” and the top search result directs you to a page telling you all about how good honey is for you and which is the best brand of honey to buy. This can become annoying for the user and in a pay per click campaign, it can become expensive.
How Can This Become Expensive?
If a user clicks on your advert, you get charged. Simple as that! Now imagine hundreds of users clicking on your advert and quickly realizing that they are not in the right place, then they leave. That is wasted money. This is what we want to avoid – spending money on leads with little to no conversion.
4 Ways to Make Sure Your Google Pay Per Click (PPC) Campaign Budget is Not Being Wasted and You are Giving the Users What They Want:
1. Stay on top of your negative keywords list
It should become second nature for you to create a negative keywords list when setting up a new PPC campaign. But, what we often forget that the list needs to be updated on a continuous basis. After practice and some trial and error, you get the swing of thinking like the average user and knowing what keywords they will most likely be using in their searches.
2. Structured snippets baby!
You can never have too many structured snippets. These little gems provide you with the space to give your users helpful information about what you offer and enable you to link them to the relevant pages on your website. So, go crazy with the snippets and make sure that you are always providing true information relating to the snippet heading.
3. Get them where they need to go with Sitelink Extensions
This is probably one of the most important things to remember when setting up a campaign: Sitelink Extensions – they really do tell a user if they are about to click on the right link or not. Some of Googles’ search algorithms will display ads with relevant Sitelink extensions at a higher position in the search results pages.
4. Use ‘phrase match’ in your keywords list more often than not
There is more to making a keywords list than just piling a bunch of semi-relevant words in there. Remember that when adding a keyword/phrase to a list in Google Adwords, you can apply different rules to each keyword by changing the way you type them in. For example:
Broad Match: Red Adidas Sneakers For sale – this Broad Match keyword may be displayed when a user types in something like, “Image of Red Sneakers”. (This would very obviously not be your target user)
Phrase Match: “Red Adidas Sneakers For Sale” – This phrase match rule, using the quotation marks, will ensure that an ad will only show when the users’ search phrase matches your keyword.
Do your research and don’t mislead your users in a Google Adwords campaign, it will cost you money and essentially lower your online user reputation.