Google Adwords: how to design a successful strategy?

According to Google, every dollar invested in its Google Adwords

Tool (now known as Google Ads) has an average return on investment of $2, or 200% of ROI (Return On Investment). These data, provided by the search engine, demonstrate the potential of the advertising network.

 

Google Adwords corresponds directly to the paid strategy of SEM (Search Engine Marketing), SEA (Search Engine Advertising). The agency therefore makes it possible to invest in specific keywords, in order to be present on an advertising insert on the SERP (Search Engine Result Page) following an auction.

What are Google ads Google Adwords strategies?

Despite its advantages, the effectiveness of a Google Ads campaign is never 100% sure, since it depends on how you use the tool. Some companies underestimate the Adwords strategy for their online store. Because of this, they will never achieve maximum.

Profitability if they do not work on this strategy using an established and seasoned plan for their Google Adwords campaigns, also known as the PPC campaign ( Click Payment). A poorly established campaign will lose profitability.

 

72% of marketers plan to increase budgets dedicated to their Adwords strategy the following year (according to Search Engine Watch), for good reason. Indeed, Internet users are clicking more and more on links called “sponsored”, paid ads placed by Google on its results page. Why? These are increasingly used by the search engine, taking up more space on this page, especially on the mobile version of it.

 

If you don't know how to design and follow an Adwords strategy, from A to Z, for your online store, discover our article describing, step by step, creating an effective strategy that will allow you to get a good return on investment. Indeed, all e-merchants launching their.

 

Google Adwords strategy share the same anxiety: the ROI. Investing a lot of money and getting a little back is a terrifying scenario for many businesses. However, there is a sure way to avoid this scenario: know the Google Adwords platform well, then use it correctly and take full advantage of its advantages.

Step 1: Establish Specific Goals and Objectives

Planning is the first step in designing an effective Adwords strategy for your E-Commerce. With specific goals and objectives in place, businesses like yours can move in a certain direction.

 

Before you begin, you need to ask yourself what you want to achieve with your campaign, and how you are going to achieve your goals. What do these specific objectives refer to? Do they represent increased sales? Surely not. A specific aim is not abstract. It must be quantifiable.

 

Making it possible to see if it will be achieved over the course of the campaign. If it is intelligible and clear, it will allow you to have a better understanding of its accomplishment.

 

The objectives defined in anticipation of a Google Adwords campaign must be the same as those established through a content marketing strategy. These must then be SMART:

• Specific
• Measurable
• Attainable
• Achievable
• Temporally defined

 

Step 2: Perform optimal segmentation of your target customers

The second step of your Adwords strategy concerns the need to know precisely the target consumer, who will then be inclined to buy your products. It is not just about demographic data, for example: 

• What generation does he belong to? 
• Is it a man or a woman? 
• What is his marital status? 
• What is his job? 
• Etc.

 

To properly segment a Google Adwords campaign, you need to go deeper and ask yourself specific questions. For example :

• Does the customer favor local purchases, or is he moving towards multinationals?
• Does he use a mobile device to shop, or does he prefer to use his computer? 
• Does it prioritize quality or price? 
• What are the delivery times he prefers?

 

This type of question allows you to efficiently and precisely define a buyer profile. We therefore understand that all the data that can be collected is essential in this kind of strategy, in order to understand consumers. Then take into consideration geographic data, demographic data, browsing and purchasing behavior, buyer's psychology, etc.

 

Primary data is indeed important. However, now the goal is to go further. It's interesting to create a customer persona, which you will refer to when you create your Adwords campaign.

 

Step 3: Don't Underestimate the Importance of Keyword Research Google Adwords

The next step is to research and identify the relevant keywords which you will use during your Google Adwords campaign. The latter joins the previous step, since to choose good keywords, understand what the consumer is really looking for, as when setting up an SEO strategy .

 

These words occupy an important place in the course of your PPC campaign. The importance of keyword research is often underestimated, but it is the essence of this type of campaign. If you don't select the right keywords, you will get:

 

• A reduced click-through rate, because your campaign will be visible on keywords not used by the consumers you are targeting, during their search engine queries
• Low conversion rates, because the keywords you have chosen will not correspond to the products or services sought by Internet users. They will then click on your site but will not consume: they will exit directly, increasing your bounce rate.

 

To not go into details, you will have the choice between:

• Place yourself on generic, general keywords
• Place you on long-tail, more precise keywords

The main thing to understand is that poorly chosen keywords will automatically make you lose profitability. It's a vicious circle, since bad keywords will bring you fewer clicks, therefore fewer sales opportunities, and therefore fewer conversions, greatly affecting your ROI.

 

Step 4: Use landing pages tailored to your campaigns

After making your selection of relevant keywords, tailored to the consumers you are targeting, you are ready to move on to the next step: redirecting the customer to a quality landing page.

 

You should never send your users to categories or tabs on generic products when targeting a specific product during your Google Adwords campaign. This dangerous practice limits the conversion rate of the page.

 

Your landing page should logically be centered on the aim set at the start of your campaign. It must be user friendly and bring real added value to the consumer, so that the latter remains on your site, and passes to the act of purchase. They must, therefore.

 

be functional and ergonomic for the potential buyer, in all circumstances. For example, if you are targeting a consumer browsing on their smartphone, your home pages must be responsive, allowing adaptation from one screen to another.

 

If the consumer usually makes local purchases, it is possible to set up a Google Maps script linked to My Business, showing the geographic location of your physical point of sale, if you have one, so that the customer switches from real virtual (Web-to-Store).

 

Step 5: Measure and correct, measure and correct

Last but not least, don't forget to measure the results of your Adwords campaign, allowing you to subsequently measure the potential mistakes made, and identify the positive and negative points.

 

The analysis of the results must focus on KPIs such as impressions, click-through rate, conversion rate, ROI, quality score,… But what are the best strategies applicable in Google Adwords to convince your customers? There is no such thing as a perfect strategy, but E-Commerce offers you possibilities to know your potential customers, among whom you can find:

 

• Segmentation based on product identification: this strategy emphasizes the importance of segmenting products and promoting them individually. This way, you get better results on the selected product. Most online stores have an extensive catalog, including many products. However, it is sometimes useful to focus on particular products because of their seasonality, because they are new or because they are the ones with the best margins. Here, Adwords allow you to use the product ID launch for a personalized campaign.
• Set up a countdown to encourage impulse purchases: this is one of the most effective Adwords strategies. During sales or promotional periods, such as Black Friday or the holiday season, it's helpful to create a sense of urgency among the consumer. Google Adwords give the possibility of displaying a countdown in the ads, impressing the click-through rate.

 

Design your Google Adwords strategy

There are several ways to organize your Adwords strategy. Campaigns with real-time updates, dynamic ads, and other techniques are also effective.

 

No matter what strategy you use, if you follow these steps meticulously, you will have every chance of getting a good ROI.

 

So what are you waiting for to launch your first Google Adwords campaign? If it has already been done, share your feelings with us on our social networks.