Google Adwords can be a really effective way of bringing in traffic to any site, but it does not always work as well as you might like?
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Of course the main thing you have to do is to carefully monitor your Adwords account, making sure that you are actually bidding on the right terms (the ones that convert and don’t have a high bounce rate) and are using the right matching system and the right negative keywords.
The part about choosing the right keywords is obvious, but there is a lot more to it than that (which the article covers in depth).
It should always be born in mind that you can end up spending too much on Adwords if you are not careful, so if you feel out of your depth here, do seek advice.
Google are helpful themselves of course, but as they have a vested interest I’d suggest that you contact an Adwords Expert for help.
You know that a certain keyword is performing really well for you, but you’re only getting so much traffic. Columnist Tom Demers shares tips for wringing more visitors out of a profitable keyword. The post Paid & Organic Approaches To Dig Deeper With An SEO Keyword That’s Working…
For some lucky businesses, there are a wide variety of great, relevant, frequently-searched-for terms that they can easily marry to engaging content assets and drive lots of great traffic. If a business is fortunate, there are more great ideas for profitable terms than there are resources to create related content.
That may not be the case for your business, though. Some businesses have a relatively limited universe of keywords they can target through organic and paid search, and when they finally find a great term that drives significant traffic and actual leads and sales, they want to expend whatever resources they can on getting more of that traffic.
But what if you’re already ranking number one? Or what if a term that you know works very well in your AdWords account just isn’t something you can seem to squeeze any traffic out of in organic search listings? What if a few super authoritative sites (maybe even Google itself) are outranking you and the SERP is shrinking, for instance?
My company does a lot of work with B2B SaaS companies, and we’ve found that enterprise-oriented solutions frequently have this challenge, as only a finite number of folks are actual prospects (and so a fairly limited set of terms can actually drive qualified leads).
In this post, I’ll walk through several ways that you can leverage your knowledge about a specific profitable traffic-driving keyword to generate more of the same kind of traffic.
This will allow you to capture more leads and sales without simply bidding more for your target term or banging your head up against the wall trying to rank better for a search term even though you’re actually “dead on arrival” to the SERP in the first place.
Five Ways To Use Pay-Per Click To Squeeze More Value Out Of Your Target Term
There are a variety of ways you can use pay-per-click to capture more of the good traffic you’re getting from a specific term.
To help demonstrate each of the different options for digging deeper on a profitable keyword in this post, let’s imagine we sell very expensive, complex point of sale systems specifically to food services companies.
Because our systems are specifically designed for these folks, a lot of different terms we’ve tried have driven irrelevant leads, but the term “food service point of sale systems” drives lots of traffic for us, converts well, and drives lots of profitable leads.
Let’s go and get more of that traffic.
1. Test Your Ad Copy & Landing Pages
Assuming we’re already bidding on this term in our AdWords account, two important levers we want to pull are:
- Ad Copy Testing — This is a pretty simple concept, but one many advertisers seem to overlook: If we get more clicks on our ad, we’ll get more of this traffic. An important bonus here is that an increased click-through rate will help us to improve our quality score, which in turn will make the cost of each of these clicks cheaper. That might mean we can bid even more aggressively and get even more of this traffic.
- Landing Page Optimization — Similarly, if we can get more of the people who are coming to our site to actually convert, we get more of these searchers to turn into leads. This would mean we could bid more aggressively for our keyword without blowing out the cost-efficient cost per acquisition that we’re enjoying.
These may seem like fairly obvious options out of the gate, but when was the last time you created a new ad copy test or landing page variation for your core keyword?
Do you have a system in place for cycling through new variations that may generate more clicks and higher conversions? If not, it’s something worth adding to your list.
Additional Ad Testing & Landing Page Optimization Resources:
If you’re not sure of what or how to test these elements, there are a number of great resources that can help:
- WordStream’s Guide to Ad Text and its big list of A/B testing resources
- PPC Hero’s 20 ad copy tests for improved PPC performance
- Boost Media’s Ad Text Tips category, where it features a number of actual ad copy split tests and analyzes who won (and why)
- QuickSprout’s guide to landing page optimization
- Unbounce’s guide on the same topic
- And Conversion XL’s guide on landing pages
2. Turn Searchers into Display Targets with Display Select Keywords
The second tip for getting more out of a keyword that’s driving profitable traffic is a simple AdWords setting that I find not many people are aware of: It’s called display select keywords.
Basically, with display select keywords, you can create a display audience in much the same way you would with remarketing. But, rather than targeting an ad specifically to people who have come to your site, you can target your ad specifically to folks who have searched for a certain keyword on Google, even if they’ve never interacted with your site.
And then looking at the display results (which will be solely from display select traffic if you’ve set up the initial campaign properly) to be sure that traffic is converting the way you want it to:
Unfortunately the options to split this traffic out within AdWords aren’t great yet (it may eventually be updated), so you want to be sure that your standard ad copy works, and, if you incorporate image ads into the campaign, you want to make sure those work as well.
3. Bid More Aggressively on Return Visitors with RSLA Campaigns
I think of RLSA or “remarketing lists for search ads” as the inverse of display select keywords (and like display select keywords, it’s a feature I find not many people know about).
What it allows you to do is set a unique bid for the folks who have visited your site previously when your ad shows for a specific term.
You can create a new, mirror campaign and ad group targeting just the folks who have visited your site and are searching for your target term.
4. Use Similar Audiences & Remarketing for the Landing Pages Driving Traffic for Your Keyword
One of the most successful marketing strategies that helped my former employer WordStream drive leads and sales was to pair content creation with remarketing campaigns. My old boss outlined how the company did it, step-by-step, in this detailed blog post.
You can use remarketing as a holistic marketing strategy, but you can also use it to simply make the targeted keyword traffic you’re driving from profitable terms work harder for you.
I can create a custom remarketing list just for traffic to those pages that hasn’t converted (by including people who visited those pages, and excluding people who viewed my thank you page).
Then I can show those folks very specific ads for very specific offers (e.g., a “How to Evaluate Food Service Point of Sale Systems” download or “X Mistakes Companies Make Evaluating Food Service POS Systems & How to Avoid Them,” or just the offer that I already know is converting).
Beyond that, I can also target similar audiences with a specific offer, and see if Google can do a good job of helping me find more people like those qualified folks who are searching for “food service POS system.”
5. Use Bing Ads to Get Incremental Traffic for Your Keywords
Don’t forget about Bing! While the search traffic here won’t be as dramatic as what you’ll drive through AdWords, you might be able to capture incremental traffic at a significantly reduced cost-per-click and cost-per-conversion.
Please visit Search Engine Land for the full article.