Successfully rolling out your AdWords campaign requires more than the number of placements that you can own. In fact, having your AdWords appear frequently but randomly can do you more harm than good. Pay-per-click ads charge per click—it doesn’t matter whether the click you’ve paid for translates to sales or not.
Knowing the business model of AdWords, it is important to be careful about where your ad appears and who gets to see it. Below are 5 tips that can help your AdWords appear with searches that are relevant to your niche market.
1. Know your niche
Although AdWords are simple and affordable to execute, mistakes will surprisingly cost you dearly. This is why it is important to look into conducting market researches.
Investing on knowledge about your target market doesn’t only allow you to improve your products and services. A well-planned qualitative market research gives you a better understanding of your niche—who they are and how they think. This gives you a good idea on how they use words and how they talk about your brand and your competition. Knowing these things can help you craft better AdWords copy and bid for the best, most relevant niche keywords.
Good web content relies on relevant topics, good writing style, grammar, and spelling. However, AdWords heavily rely on niche keywords that are dictated by the users. You have to take into consideration the different possible word combinations and ways of spelling. For example, the word football can also be spelled as futbol (taking European and Latin American fans into consideration) or even as footbal (studies show that this is how people misspell the word most often).
It is also important to figure out which words are most often misspelled and how people usually spell it wrongly. For your AdWords ads, it’s okay to optimize for misspelled words, as long as the content in your landing page is relevant and of good quality.
3. Know your competition
It is important to keep yourself updated with your competition’s web content. Based on what’s available to the public, you’ll be able to tell which words they’re optimizing for. Their keyword list could be similar to or very different from yours.
Optimizing for different keywords shouldn’t make you panic. Always go back to your consumer research. Ultimately, it is the consumer who searches for you and it is for them that you optimize your content and AdWords.
4. Write great AdWords content
AdWords give you some space to give a short headline and a description of your offer. Writing copy for AdWords could actually be more difficult than writing for your web content because the number of words you can use is very limited.
Be concise. Find a benefit that is unique to your brand and own it. That’s what you write about.
5. Write great web page content
Each click that you pay for should lead to great landing pages. Your AdWords deal with the awareness, your web pages do the selling. This doesn’t mean that you should write sales pitches—in fact, do not write sales pitches. Your web page content should be of value to your niche so that they have a reason to stay and find themselves browsing your online catalogue.