If you are like many ecommerce website owners, you probably have a relatively small marketing and advertising budget. This means that every penny needs to be spent in a way that brings in more pennies. However, large programs like AdWords can be frustrating if you do not know how to design a campaign for maximum efficiency. Here is a guide to doing just that.
- Include negative keywords. Unless you take the time to do this, you will be paying for hits from people looking for items that you do not offer. You can identify these through brainstorming as well as through almost any keyword tool on the market. Another way to identify negative keywords for your ecommerce website is to look at what terms people are actually finding your website with. If any of these are not just right, add them to the negative keyword list.
- Use Google Search only. If you look under your Networks tab, you probably notice that Google Search has a much higher conversion rate than ‘Networks’. This is typical. It does not mean that Networks are useless, merely that Google Search is a better way to use limited advertising dollars. If this is the case for you, only advertise using Google Search to get the most conversions for your money.
- Use good timing. As with anything else in life, you need to be in the right place at the right time in order to get customers with Google AdWords. Luckily, Google makes it easier for you to accomplish this with ad scheduling. If you know approximately when your target customers are on the computer, schedule ads to coincide with these times. If you are unsure of which times are best, click on Traffic Sources and then AdWords and then Day Parts. This will show you which times of day convert better for you. Then, go to Advanced Setting and then Schedule to begin modifying your own campaign.
- Target geographically. This is one of those features that everyone needs yet few people use. Look at your paid traffic by location and see which seem to the most effective. You can then exclude areas that perform poorly or emphasize ones that do well. Don’t limit yourself too much, but definitely use your AdWords budget where it will get the best results.
- Optimize for conversions. Just this year, Google introduced a way of choosing the rotation of your ads. It used to be that you could choose to optimize for clicks of rotate ads evenly. Now, you can optimize for conversion as well. Obviously this is the best option for an ecommerce website with a limited number of marketing dollars.
- Keep long tail keywords and head terms in separate campaigns. Head terms tend to have a high search volume, which means that they can eat up your budget before a single long tail keyword is used. Unfortunately, long tail keywords tend to be more relevant, which means you could be missing out on a customer—and no one can afford to do that. Keep head terms and long tail keywords in separate AdWords campaigns for this reason.