If you’re a diehard AdwordsAdWords campaign manager like myself, then you' are also always searching for an edge on your the competition to raise your rates of return. While I have found dozens of different ways to do this over the years by looking at literally hundreds of different campaigns, I decided to list 5 five of the most commonly missed techniques and features here that should have already been considered by most to contribute back to the KissMetrics community.
Some of these items I have listed here can be used to lift your campaign ROI (return on ad spend) TODAY right now, and especially if your competitors are not already employing them.
While the most substantial way to increase your campaign's ROI still involves increasing your account's overall average keyword quality score (as quality score and cost per lead metrics are directly correlated), your overall level of success in AdwordsAdWords is still heavily reliant on whether or not you have first covered all of your bases as like mentioned in this article to create for yourself an overall bigger pie, in the right flavor for your business.
#1 - Demographic Testing By Income Level –
Half the battle with PPC has to do with understanding who can afford or ‘"must’ must" afford your products or services so you can properly target them.
I have outlined the process for discovering which income classes are purchasing from you you if you don’t already know, at what rate, and how to make your adjustments to target these people exclusively and increase your campaign ROI.
How Income Filtering Is Done iIn AdwordsAdWords
While targeting B2B clients via PPC, we really can only guess who our customers are by what they type into Google, (at least until Google rolls out their customer list targeting features). In B2C, however, it is rather simple and required in most cases required to derive a healthy return from your campaign spend.
There are actually two ways to go about segmenting by income level the traffic you are purchasing via the Google AdwordsAdWords ad interface by income level, one manual and one automatic.
The Manual Way
If you are a local business, I recommend going through all of your individual neighborhoods and townships and making a list of all of the neighborhoods places in your area that are likely to bring in profitable customers by neighborhood type and category. ManuallyY, you should manually be selecting select each of these areasarea individually via Google’s location settings, and ensure that your location targeting settings are set at “people in my targeted location” to prevent leakage.
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The Automatic Way
For national campaigns, you can break out your targeted audience by income bracket easily via the campaign's ‘"location groups’ groups" settings menu.
[screenshot file: locations – automatic 1]
Tiering Your ed Bids Byby Income Bracket
For most products and services, there will be income classes that are more profitable than others, so we can’t automatically eliminate any one income class target right away.
Breakout, test, and review conversion numbers for each income bracket individually to make decisions about who to target, and compare this with what your CRM is tellingtells you after the fact to make your front end bid adjustments.
Remarketing campaigns that lump together audience members from all traffic sources can also be cleaned up significantly by filtering out unprofitable income brackets.
No need to market to those cheap trade show contest entry contestants from your latest trade show;, they are likely not worth the clicks and can prove that now.
How Income Bracket Filtering Really Helps You Make Money
Spending the time to figure out who is buying doesn’t just affect your campaign ROI on the front end alone, however. Time less spent on telephone and/ or doing quotes in person reduces overhead and strain on salespeople.
Less Similarly, less time spent chasing bad leads will allow you to divert more of your sales department’s budget on better, more affluent sales people, which will then translate into a higher lead closure rate.
#2 - Testing Dynamic Keyword Insertion in Ad Headlines –
DKI, or Dynamic Keyword Insertion (which automatically matches your ad headlines with the user's search query), is a highly controversial topic amongst us Google account managers. While it can often bring in the worst of leads, it does usually bring in a lotmany more leads overall, especially when tightly grouped keyword sets are harder to assemble.
The trick to make DKI work extraordinarily well for your business lies with in figuring out how to disguise them which I explain here.
If there is no false reality created, then it’s not worth your time to implement.
[screenshot file: DKI 3]
This DKI ad example looks fairly non- generated, but could be even more convincing with a stronger ‘"Description Line 1’ 1"as described below.
[screenshot file: DKI 6]
Here is a better example of the DKI ad example listed above. General search intent around ‘"top network monitoring tools’ tools" is met with an offer to view what looks like an industry reviewed product.
This ad would work fantastically well for most of the long tail traffic generated on this ad group’s keyword.
Proper keyword selection and match types work hand in hand with the DKI ad copywriting to make DKI ad strategies highly profitable.
How Toto Decide If DKI Should Be Used On on Your AdwordsAdWords Accounts
Rule #1 - Do not use DKI on any adgroupad group that is not converting well. DKI is known to make poor converting adgroupsad groups perform even worse.
Rule #2 – Evaluate all of your AdwordsAdWords adgroupsad groups individually when evaluating whether or not DKI will work for those adgroupsthem.
If the adgroupad group you are evaluating is indeed already converting well and you wish to gain a nice boost in converted clicks, then you should next check to see if there is a high disparity in the way people are searching for your products or services in that respective adgroupad group by monitoring your keyword search term reports from within your keywords tab here.….
[screenshot file: DKI 4]
If you find there isn’t a way to effectively target all common search queries with a laser- targeted, static- based ad, then it is time to run a DKI split test on that particular ad group in question. If there is indeed an alternative way to target each keyword individually and effectively with a static headline alternatively, then it is time to silo the keywords in question into new ad groups, as they will actually perform better that way.
Testing DKI On on Applicable AdgroupsAd Groups
Landing pages used in conjunction with DKI generated PPC traffic will often not often behave the same as landing pages that are handling traffic from static ads, will so pay particular attention to your engagement metrics when you initially make the switch to DKI. It may be that you have to set up a whole new landing page type to convert your DKI traffic well.
Example DKI Ad Split Test
[screenshot file: DKI 1]
Quickly Monitor Engagement Metrics From Within AdwordsAdWords By Modifying Columns
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In general, landing pages with less copy and simple forms work the best with DKI.
Example Ofof A a Landing Page That Will Convert Well With DKI Traffic
[screenshot file: DKI 2]
Mirroring DKI On Your Landing Pages
Once you have found the best DKI Headline headline and supporting description strategy to grab the attention of as many prospects as possible and maximize qualified traffic to your landing pages, it’s time to replicate this strategy out toin each of our the adgroupsad groups' landing pages to maximize our conversion rates on that traffic.
With a little bit of scripting, we can automatically pull the user's search query from our referrer and plant this as the h1 headline to each of our adgroupad group's specific landing pages. Third party services, such as Unbounce and others, even have this as a premium feature if you are using outside technology as a premade solution and to simplify your life (and which is well worth the extra money if you are already using it).
[screenshot file: DKI 7]
From Unbounce.com’s Website
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# 3 - Employ A a Reminiscent Retargeting Image Ad Strategy –
I don’t know how many times I have seen people using remarketing display ads in a way that is creatingcreates a huge disconnect in the way people are identifyingidentify with the solutions they offer.
[screenshot file: remarketing 1]
Here is an example of a remarketing ad done wrong.
Your Goal Is Toto Meet With Your Remarketing Display Ads
Remarketing display ads are there to remind the user of the copy they read on your site, or the conversation they had with your sales staff, and w. With the proper amount of follow-up, you can ensure a commitment is made.
Users will have multiple uninitiated conversations with themselves if you execute on my advice here, which is key for effective remarketing results.
Here Isis a Realistic & Entertaining Example of a Remarketing Example Sequence That Your Visitors Should Follow:
[screenshot file: remarketing 4.5]
Visitor First Browses K&N’s Site for a High Performance Air Filter for Their Vehicle
[screenshot file: remarketing 2]
Visitor Sees The the Following Ad And Thinks: Okay, this ad makes me want to stop reading the site I was readingon, I definitely remember the benefits of the product as they had listed. I am, however, not motivated enough to get my credit card out of my wallet right now, but maybe later.…
[screenshot file: remarketing 4.75]
Visitor Then Sees The the Following Ad And Thinks: There it is the air filter I want to buy again for my Honda. Heck yes, I want my car to run better. Maybe I will buy it when I get home.…
[screenshot file: remarketing 9]
Visitor Then Sees The the Following Ad And and Thinks: Wow, I have been telling myself I was going to buy this thing for a while now, but … 27 more horsepower, really?….. OK? Okay, K&N, you got me.….
Segmented Remarketing Works Better Than You Think
By segmenting out your landing pages and remarketing message sequences as already mentioned, you are going towill have a much stronger impression on your visiting audience as a whole.
Take a look at your view through conversion reports in AdwordsAdWords after you have finished siloing out your remarketing campaigns, and see how well your view through conversions are trending. If executed properly, view through conversions will have spiked sharply across the board, for all of your remarketing related ad groups.
Again, Modify Columns to See Your View Through Conversions Reported Directly Within AdwordsAdWords
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How to Properly Calculate Remarketing Follow-up Length
Products For products and service leads that do not usually result in an immediate close , they mostly always require a good remarketing strategy to generate ROI. The only real question to ask yourself is how long visitors should be followed up for.
You can check your CRM sales reports and / or your Google AdwordsAdWords and Analytics sales time lag reports to find the length of cookie window you should be setting for your remarketing campaigns.
The following data and screenshots should put things into perspective of how long you should really be setting your AdwordsAdWords remarketing list cookie windows:
The Average B2B Sales Cycle -- From 2009 Marketing Sherpa Study
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An example B2C AdwordsAdWords conversion time lag report which shows most revenue coming in at a much later date.
For B2C, the general rule of thumb is that the higher the item ticket price, the longer the sales cycle.
You should set your cookie windows in Google Analytics to match the length of time it takes for your slowest customers to convert.
Remarketing List Follow-up Window Setting Location in Google Analytics
[screenshot file: remarketing 4]
As with everything in marketing, ad frequency is more important than reach, ; Mohamad Muhammad Ali did not beat his opponents with one punch! This is a game of subtle subliminal messaging – we are playing with our prospects, and it only works incredibly well if it’s incrementally spaced out like any other branding or direct response campaigns are.
Leveraging These Remarketing Results
Once you have set up your hyper-targeted remarketing campaign and know it’s working well for you, it’s time to leverage what you have built.
Replicate every ad you have made in every allowable ad size Google AdwordsAdWords accepts. If you are not aware, Google now allows for up to 17 different ad types now, which of courseand only half are even used by most advertisers, giving you a great competitive edge and sharp discount for those who do use them.
Google’s AdwordsAdWords Display Eligible Ad Sizes From Google’s Help Site
[screenshot file: remarketing 6]
Once If you have created ads in all sizes Google allows for and but still wish for an even greater response, try animated varieties. I have seen CTR lifts of 2of two or even 3 three times on remarketing campaigns when an animated and / or interactive ad strategy was employed over a static one.
You’re Not Done Yet…
Once everything is setupestablished, it’s important to keep mixingmix stuff up to keep your ads noticed, like we do with Facebook Ads. Once your prospects have viewed your ads 7 seven or more times, each additional ad impression after this will be less effective.
Produce and swap out new remarketing ads every quarter to ensure the maximum response from your new remarketing strategy.
Checkout K&N’s diverse set of ad’s found on Moat.com for inspiration, ; they have a really good example of what you can do to mix up your ad strategy.
[screenshot file: remarketing 7]
But This Is A a Lot Of of Work…
Because most other advertisers in the display advertising space run ads for thousands of unique products or services together, custom designed ads and manual tagging is your edge on the competition.
[quote]Marketers who do what everyone else is doing get what everyone else’s results.[/quote]
# 4 - Turn Off Automatic Audience Targeting Expansion –
Some of you are in such a hurry when setting up your new AdwordsAdWords display campaigns, that you do notdon't notice that Google has taken the liberty to decide who your customers are for you.
[screenshot file: automatic audience targeting 1]
When setting up any Google display campaign targeting with a predefined audience list as a targeting option, Google gives you the choice (which is selected by default) to automatically expand it’sits reach past this finite list given to them. While I have seen this feature of AdwordsAdWords work successfully before, this feature by default likely won’t provide any value to your campaigns unless you are first giving them a huge audience list to work from.
For people running new campaigns or smaller lists, making if you make the mistake of leaving this default campaign feature on when creating your retargeting campaigns, you will likely double or even triple the your advertising costs without increasing the amount of revenue you’re your remarketing campaigns are generating.
The only products I have seen work with automatic audience expansion are the ones that havewith general mass appeal and/ or extremely low commitment offers (think free).
A Possible Good Ad Candidate Forfor Automatic Audience Expansion – But Only Maybe
[screenshot file: automatic audience targeting 2]
#5 - Turn Off Adsense AdSense Forfor Mobile Apps –
Any good manager that I know already knows about this one, but I wanted to throw this one out there as well just in case you haven’t checked into it yet.
For Google display campaigns, Google by default allows us to advertise on mobile apps unless we specify otherwise (thanks, Google).
By checking your display campaign placements report today, you can see evidence of mobile ad clicks coming through your campaign if mobile app targeting has not already been already deactivated in your account:
[screenshot file: mobile apps 1]
Mobile app clicks almost never provide good quality leads as a rule of thumb, as these most people either fat finger their ad clicksaccidentally click the ads or are not in the right frame of mind to take commercial offers seriously.
There are two places you must look to deactivate these pesky display ad featured placements, ; make sure you get check them both to prevent any further mobile ad clicks from coming through to your display campaigns.
[screenshot file: mobile apps 2]
As Though I haven’t personally seen Adsense AdSense for mobile apps traffic produce quality leads on any campaign I've have ever worked on, I could see it working for advertisers advertising offering other comparable mobile apps, since ad inventory is so inexpensive on mobile apps.
If you think you have mistakenly committed to one or all of these fatal mistakes, then go check your account out right now. Even one of these items can result in double digit changes in your campaign's ROI numbers.
Corey Zeimen, CEO of Guaranteed PPC – Offering performance- based PPC consulting advice and execution.
25% More more Revenuerevenue, Or or My my Work work isIs Freefree. Currently Accepting accepting B2B and B2C clientsclients.