How to Compete with Big Spenders in Google AdWords (Without Spending More $)
If you’re new and have only just started tackling the digital advertising world, you’re in for some hard truths. Despite all the hope that’s been instilled in us, one fact remains near dogmatic. That fact states that money is the driving factor behind every successful digital marketing campaign. Businesses with bigger budgets do much better in Google AdWords than more modest ones. It’s not a shocking revelation, but a disheartening one nevertheless.
However, money isn’t always the answer to your marketing woes. Neither is it the biggest factor. If you have ideas, you’re at a big advantage in the long run. The next step is finding the right financial resources to inject money into your campaigns. In order to do so, you must do as much as you can to reach the big players in the digital marketing game. And how will you do so? Easily – by mimicking their moves and looking up to their stories as proverbial blueprints for domination.
Google AdWords is good at providing insights about its most successful accounts, which is an advantage for us. Thus, in this segment, we’ve decided to cover the immense array of characteristics and habits possessed by the Google AdWords elite. These tips are sure to change your conversion rates and allow you to be a player among the very best, all without spending too much money in the process.
1. Conversion Tracking is a Must
While smaller advertisers are trying to find their way desperately, there is one habit that can be deemed common amongst every big spending, successful advertiser. We’re talking about conversion tracking: the foundation of every successful set of ad campaigns on Google AdWords.
You need to see your conversion volume increase rapidly if you are to have any hopes for building upon a successful period. Even though your CTR might be high, this doesn’t mean anything if you can’t turn clicks into conversions.
You may use your small budget as an excuse, but big budgets are earned through hard work and planning, not vice versa. Hence, you should aim to maximize your small budget by enabling conversion tracking.
2. Use Multiple Landing Pages
No matter how well-decorated your website is, or how brilliant your brand might be, the only thing that counts in the first ten seconds after a click is the landing page. It’s the representative part of your website and the thing that separates good businesses from bad ones. A structurally-sound advertising campaign must have multiple landing pages at its disposal. Why is this the case exactly?
The answer basically boils down to the efficiency conundrum we encounter so often. You would think that one page would do the trick and lead to heaps of cash, but that’s not always true. A good strategy should always have multiple offers and multiple landing pages as well. Your customers will respond much better if they see that the ad has a landing page that is directly correlated to the ad information. This creates a sense of immediacy and enables you to get in touch with customers, which can lead to a myriad of conversions, all because of a little bit of versatility.
3. Good Budget Disposition
Something that captivates us all is a massive amount of clicks within a short period of time. As enticing as this is, an overwhelming urge to achieve this can also be your downfall. For instance, people measure their success in clicks and not in conversions, which greatly impacts their choice of keywords. As Google AdWords charges you per click, you will waste a lot of money by putting in too many general keywords.
This is detrimental to every facet of your business, including the revenue that you will get each month. A better strategy would be to reach a gross estimate of how much money you’re willing to spend. From that amount, it’s best to take 2/3 and invest it into high-intent, highly-convertible keywords. This ensures every single side of your business is covered, leaving no stone unturned.
In doing this, you will be able to get sure conversions by dominating the local and specific keywords whilst getting an abundance of clicks from general searches.
4. Compelling and Concise Headlines
Headlines are worth about 89% of all the ad clicks that go on in the Google universe. It’s an astonishing number, but not without reason. This high clicks rate is because, well, headlines are the most visible part of an ad and represent your entire campaign. Therefore, one might say that the entire essence of a product, firm or idea is put into those 5-10 words. Big spenders have a habit of crafting effective headlines.
But how does one make a headline enticing? Well, the formula for an attractive headline lies in the number of action verbs and concise data included within the headline itself. Questions and numbers also do well, serving to either spark curiosity or to reassure the customer.
5. Use More Extensions
Extensions only make up 11% of all the clicks on ads, but their significance is much, much more than that. Research indicates that all the big spenders have their Google AdWords campaign filled with fully-equipped ads. This means that they all have extensions, even though nobody clicks on them in particular. Why?
The answer is simple – extensions create a sizable and aesthetically-pleasing view. By providing all information available, you make sure that your customers are well-informed and remain reassured.