Google AdWords or Pay Per Click (PPC) is an important way to drive qualified traffic to your landing page and convert them to sales. By making your Google Ads super relevant to your landing page, you can lead your prospective customers there and convert them easily. In fact, many businesses have benefited from running a Google AdWords campaign. However, owing to the intense competition among the PPC marketers, getting the right traffic to your landing page requires an innovative approach.
An out-of-the-box approach often goes beyond the established norms and best practices. Before discussing the unique tricks to optimize your AdWords campaign, let’s take a quick look at the best practices first.
Google AdWords Campaign Best Practices
To succeed at Google AdWords campaign, you must start with adopting the following best practices.
Great AdWords campaigns are frequently very specific as they choose the right keywords for their landing pages. Plus, they optimize their ads in ways that appear compelling to their potential audience. AdWords experts recommend creating one unique ad per landing page. Since conversion tracking is vital for measuring the success of your PPC campaign, you must build one ad per landing page. Don’t create multiple ads for one landing page because your results will no be specific enough to help inform your next campaign.
Relevant Landing Page:
The performance of your Google Ads depends largely on your Quality Score. The more relevant your landing page is to your Google Ad, the better is your Quality Score. Among many other factors, Google AdWords campaigns with a positive Quality Score often rank higher and perform better. Therefore, you want to ensure your landing page is super optimized for your PPC ads.
As mentioned before, a victorious AdWords campaign hinges on a positive Quality Score. Producing misinforming PPC ads damages not only your Quality Score but your conversion as well. If you’re thinking about running an AdWords campaign in the long run, focus more on improving your Quality Score. It definitely pays off, in the long run.
Tips to drive qualified PPC traffic to your landing page
If you discover that your PPC campaigns are not hitting goal despite implementing the above best practices, you may be missing out on the right kind of traffic. Here are some of the unparalleled directions to drive qualified PPC traffic to your landing page.
Focus on Mobile PPC Strategy:
Part of the reasons why your PPC campaigns aren’t effective is that you haven’t factored in the mobile PPC strategy. Believe it or not, half of your PPC clicks are taking place on mobile devices. Therefore, if your landing pages aren’t designed for mobile devices, they’re very unlikely to perform well.
Moreover, the position of your PPC ads has become critical to your AdWords performance thanks to the relatively limited real estate on mobile screens. Unless your ads appear in the top three spots, you won’t be able to drive qualified traffic to your landing page. To optimize your mobile PPC strategy, create a great landing page with mobile-friendly user experience.
If you want examples, check out these mobile-friendly PPC landing page templates.
While conventional wisdom states that promising PPC ads with equally relevant landing pages are likely to perform better, there are times when your campaign still fails to succeed despite these factors. While you should try to figure out the reasons behind the sub-par performance, the smarter alternative is to use retargeting and give your lost traffic a chance to come back again.
Retargeting involves the act of placing a cookie in the browser of your potential visitors. The cookie tracks the visitors’ behavior and lets your ads appear in the other places that they visit. Therefore, your brand follows prospects that once visited you in the past.
If you’re prepared to tread into this untapped territory, keep in mind all of these best practices.
Leverage in-market Audiences:
If your AdWords campaign isn’t performing up to your expectations, chances are your ads aren’t being displayed in front of the audience that matters. The good news is you can get rid of this problem by going for Google’s in-market audiences.
“Google’s in-market Audiences” is designed to put your display ads in front of audiences that are in the buying cycle and hence, are interested in clicking ads relevance to their preferences.
Using this method, brands like Wayfair and Toll Brothers have witnessed a 20% boost in ad response rates and 50% lower acquisition costs.
Try Gmail-sponsored Promotions: One of the smarter approaches to running your Google AdWords campaign is using Gmail Sponsored Promotions (GSPs). GSPs allow your ads to appear with email content of your potential customers using Gmail. Based on the nature of email content, GSPs show relevant ads and help Gmail users find out your offering. If you’re looking to get started on GSPs to boost qualified traffic, read this guide on GSPs.
Driving qualified traffic to your landing page is all about measuring the performances of your ads periodically and adopting creative alternatives to stay ahead of your competitors. When a positive Quality Score isn’t enough to pull targeted traffic, you need to adopt innovative approaches to outrank the competition.
What PPC techniques have proved productive for your AdWords campaign? Please, share your thoughts in the comments below.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter:@sushantsahoo