With stats like that, it is incredibly dangerous in today’s digital marketing world to leave your Google AdWords revenue success up to chance. If you want content that generates revenue, it has to deliver what customers want, exactly when they want it, or else you’ve wasted valuable time and money on your Google AdWords Campaigns.
Well, 2018 is the year. It’s time to stop wasting profits on digital ads that aren’t speaking to the right customer at the right time.
If your marketing team wants to increase conversion rates and see traffic soar from your AdWords PPC campaigns, Evolve Digital Labs has compiled this SEO framework just for you.
It’s no secret, any successful AdWords campaign that produces great revenue requires an extensive amount of knowledge and testing. So, mastering Google AdWords is not something that’s going to happen overnight. I wish that just by reading this single blog post your keyword targeting, ad group relevance and ROI immediately skyrocketed to levels unseen, but that’s highly unlikely.
However, if you take this Google AdWords Checklist and test and test and test, with enough time, patience and creativity your AdWords accounts will produce more traffic to your website. With an increase in traffic and continuity between your ads, targeting, and Landing Page your digital marketing revenue is sure to increase.
Are you a CEO? Marketing Manager? A Freelance PPC Specialist?
No matter your title, every marketer is looking to gain awareness, leads, and conversions online.
To be very straightforward, one of the key issues with Google AdWords is its ease of use. It’s too simple for our own good. You might be thinking, well, that’s the point, isn’t it?
Don’t get me wrong, it’s amazing that Google has been able to perfect such a seamless platform for digital advertising, but that’s not the negative aspect. What is negative, within a few clicks any business owner, freelancer, or marketing manager can have an account setup and start spending revenue on ads before any proper strategy is implemented.
After all, Google’s goal like anyone else’s is to make money. Your loss is their gain.
So, please, before your team starts their next AdWords campaign and you spend the money, make sure they take a step back and envision the search marketing world from a broader perspective.
How does Google rank your ads?
Google scans millions of pages on the web and analyzes the content of different web pages to determine what the site is about.
Google looks at the keywords and ad text in your campaign then identifies the main concept behind your advertising message.
Google automatically places the most relevant ads on the most relevant pages, so your ads show to interested consumers.
When considering a profitable digital marketing strategy for AdWords, it tends to all boil down to one thing:
Search engines reward relevant, quality advertising with a higher position on the search page and you achieve a lower cost-per-click. Not only is your ad seen by more potential customers, but it costs you less money, giving you a better profit margin.
The sole purpose of any digital marketing campaign is to provide your customers with vital information that accomplishes their goal: to get a job done.
Every Google AdWords revenue – generating Campaign is broken down into three pillars. If you’re going to create a successful, profitable AdWords campaign it must have:
Relevant Ad Targeting:
If your ads are not targeting your ideal customers then your campaign doesn’t have a shot at success. During the pre-campaign setup, your SEM team must research and test all the relevant keywords that your ideal customers are searching.
Other targeting factors will include your customer’s geographic location, device, and time of day that they’re searching. All of these elements must be studied and documented to determine the best targeting for your campaigns so you can ensure a great profit margin.
Relevant Ad Copy:
Once your team has compiled its list of keywords for your customers, the next step to AdWords success is your ad copy or creative.
Just like any other aspect of marketing, a serious amount of time and detail must go into the copywriting. Your team must be able to quickly attract your customer’s attention and do it in 30 characters or less. Trust us, this is no easy feat.
The constant bombardment of content has made society very spontaneous, so if your customer sees something they don’t like, even if it’s for a split second, you’ve lost their attention and their money.
Like keywords, we’d suggest that your team tests new ad copy to determine what works best for your ideal customer.
Relevant Landing Page:
You’ve produced great copy and you’ve done your keyword homework. That’s brought your customer to your Landing Page. Now, it’s up to that website to convert the lead into revenue for your business.
It’s important to note that the success of your Landing Page depends on the targeting and ad copy noted above. If your team has all three aspects strategically catering to your audience’s job-to-be-done then you’ll have a great shot at producing profitable AdWords campaigns.
The Ad Targeting Breakdown:
Long Tail Keywords
Think about how you search Google. You type in a search term or phrase, then millions of offers for products or services show themselves. Your customers do the exact same. They’re people just like you and me. They want to find what they’re looking for and complete their job as quickly and simply as possible.
The most efficient way to ensure this is to Optimize Your Keywords.
How To Optimize Keywords For Profits:
For your business to form a successful content strategy your marketing team must be able to reach your audience with your content. Keyword targeting strategies make this possible.
Optimized keywords are absolutely essential to any profitable digital marketing campaign. They’re worth more than gold because a keyword’s purpose is to strengthen and nurture the connection between your content and your targeted customer. Think of it as the blueprint for your AdWords ad campaign.
We can’t stress this enough, if you want to generate revenue with digital marketing, your SEM and PPC teams must research your customer in-depth.
This process will allow your creative and organic search team to know what phrases to target and how much each keyword is going to cost you. The more keywords you include in your list, the more you know about your customers and what job they’re trying to accomplish. The more you know their desired outcome, the higher the revenue because you’re catering to them.
Google AdWords isn’t just about getting visitors to your site, it’s about getting the right kind of customer to you at the right time.
When your SEM team develops a proper Keyword List,full of 100’s to 1000’s of keywords, you’re getting into the minds of your customers. You’ll be able to predict shifts in demand and quickly respond to your market’s changing conditions ensuring your Google AdWords revenue grows consistently.
When researching keywords we suggest your team keeps these questions in mind:
Are these keywords relevant to your copy and landing page content?
Don’t let the keyword phase intimidate your team, if it’s not producing outstanding profit margins at first, you’re not alone. Every keyword list ever assembled has required revisions to find the top phrases for connecting a business to its consumer.
Another lesson Evolve has learned over years of successful website audits:
Use Long Tail Keywords:
They often convert better, because they catch a customer later in the buying or conversion journey.
Say, for example, you’re a car dealer in St. Louis that specializes in SUV’s. You see a customer searching for “cars.” Then you see a customer searching for “best deals on SUV’s in St. Louis.” The latter is much further down the sales funnel and we’d suggest focusing on them.
Use Negative Keywords:
Negative Keywords will exclude keyword phrases that are irrelevant or are generating clicks, but not conversions. Focus on the keywords that are not relevant to your products or services.
For example, if you only sell women’s clothing, exclude any keywords that include “men’s” or “children’s” in the phrase. By narrowing your audience, you’ll save your company money, while increasing your CTR because your ads are more relevant to your intended audience.
How To Profit From Your Google AdWords Bids:
The main objective of bid optimization is to determine how much money to spend on each ad, so every click results in the most profitable conversion. If your Paid Search team is going to bid effectively and produce the best profit margin for your business, they must have conversion tracking set up in your company’s AdWords account.
The goal here is to determine the maximum cost-per-click (CPC), which is the most your company is willing to pay per keyword.
If you are just getting started with AdWords, the Google Partners at Evolve Digital Labs would recommend minimizing your keywords down to a core group and bidding aggressively. Being aggressive with your bids will put your ads in the best position to gain more clicks, ultimately giving your team a better chance to collect useful conversion data and higher profits.
Why Targeting Devices Is Essential For Profits:
Your AdWords performance will absolutely vary depending on which device your prospective customer is using. For example, on an overall basis across the U.S. mobile device traffic has lower conversion rates than desktop traffic. But, the numbers are growing. If you’re grouping data that compiles both devices into the same pool, you’re not getting the full picture on your Google AdWords revenue.
Your team must sort the device report by cost to see where you’re currently spending your budget and divvy more spend to whichever device is performing better. It would also be helpful to organize ads by cost-per-conversion to see which devices are the most profitable for your business.
To Generate Google AdWords Revenue You Must Target At The Right Time:
It’s vital to test how your campaign performs by time and day of the week. More often than not, your ads will perform better during certain times of the day and certain days of the week. This will vary depending on the product or service you’re selling and the customer base your selling to.
With testing and revision, you’ll be able to pinpoint when to launch your best ads to reach your audience at the time they’re prone to make purchasing decisions.
Regularly review your findings. Through constant review and revision, your team can remove keywords which are not providing revenue and learn from the success of your top performers.
How to Write Profitable Ad Copy for Search Engines
Content is the name of the game these days. If your company is going to generate revenue in AdWords, your PPC content has to be relevant to your audience.
Technology has changed what information we can share with our customers. It has also changed how we interact, giving our businesses the ability to create tailor-made, meaningful, personalized customer experiences.
Your goal as a brand is to create shareable material that is not only seen but interacted with, ultimately opening up the floor for conversations. To make matters more interesting, our landscape for marketing is constantly evolving and your team has to be aware of how this plays into the big picture.
Your consumers are wildly varied and there is never a “one size fits all” approach to profitable copy. It’s vital to understand your consumer, the platform on which they’re accessing their content, and what their intended outcome is. Only after your team defines these aspects can you confidently assess if your brand’s copy will generate revenue.
The Copywriter’s Golden Rule: Attract The Reptilian Brain
Successful or catchy-content that generates profits is without a doubt a lesson in psychology. If you’re going to truly attract your customer’s attention you need to call out to the oldest part of the human brain; the reptilian brain.
If you’re unfamiliar with this breakdown, essentially there are three parts to the brain, the youngest, the middle, and the oldest. The oldest part is reptilian and it calls the shots for instinct and survival. Its main focus is to avoid pain. This is where our instinct comes from, giving us the ability to make our decisions.
If you want to generate Google AdWords revenue, your copy must tap into your customer’s pain points, attract their inner desires, demonstrate prominence through contrast, utilize visual metaphors, while most importantly connecting at an emotional level.
What kind of copy should my company produce isn’t the question your marketing team should be asking.
The only question they should ask, the innovator, Tony Ulwick proposed in his groundbreaking book, Jobs-To-Be-Done Theory:
What kind of content will aid our customer in completing the job they want “to be done?”
Just like for profitable keywords, to produce profitable content you need to study your customers. What are they trying to accomplish? What are their questions, concerns, and jobs they want done?
When your brand garners trust with useful content, you will generate leads, and with enough brand awareness, those leads will turn into revenue.
Make sure your team fully understands these four customer aspects before producing your brand’s copy:
What are they trying to know?
Where are they trying to go?
What are they trying to do?
What are they trying to buy?
If the copy in your ads is answering one or all of these jobs then your brand is on its way to profitable AdWords campaigns.
When you study the job that people are trying to get done, rather than the end-product, your team is minimizing loss to the greatest degree, ensuring you are reaching the right customers with the right content at the right time. Increased revenue will follow suit.
Your customers choose to go to your website over your competitor based solely on what they see in your ads. If your content doesn’t grab their attention, you will miss out on sales.
For your company to achieve the highest profit margin, your ads should directly relate to your keywords, this means that when a customer searches for your product they see a relevant ad, then they’ll visit your site.
How To Test Your Messaging For Increased Revenue
One outstanding thing about AdWords, they make it seamless for your marketing team to test out different messaging to see which ads work best for your customers. We highly suggest testing different ads in each ad group. If anything, you’ll learn a thing or two about psychology and what kind of copy increases your revenue.
The Four Pillars of Profitable Ad Copy:
Your Description Line
The Display URL
Your Ad Extensions
Your ad’s Headline is the first piece of the content puzzle that most customers will read after searching on Google.
If you want to increase revenue, your team needs to produce Headlines that pinpoint the products or services of your company. They must contain relevant keywords, all the while fitting your brand voice.
If you’re writing ads to a fifty-year-old man, don’t speak to him like you would a twenty-year-old female. It’s true, the devil is in the details, specificity is the key to profitable Headlines.
How To Write Profitable Headlines
Match the keywords your customer is searching for.
Stand out from the competition.
When trying to produce a profitable Headline, make sure your copywriter adds the best keywords in your ad group to the headline. This will show Google or any other search engines that you’re extremely relevant to your consumer. It will greatly improve your Quality Score, generate more revenue, as well as scream to your customers, “hey, this ad is relevant to you.”
To stand out from the competition, your team will have to study your competition and their digital marketing tactics.
But don’t do what everyone else is doing!
Your company’s brand voice needs to be YOURS, not someone else’s. Get creative with your communication, but make sure the copy is still relevant. For example, test phrasing the headline as a statement and then create another version of the same headline as a question, then test them against each other.
Miniscule changes like that have the potential to make a sizeable difference in your click-through-rate (CTR), conversions, and profits.
How To Write A Profitable Description Line:
Your ad’s description is the next step towards creating revenue-generating copy. The hard part is over, you’ve caught your customer’s attention with a stand-out Headline, now your description line needs to keep their attention and get to the heart of your product or service that you’re selling.
Your team needs to make sure your content explains and encourages your customer to click-through in order to learn more about your business. The most profitable ads run like an assembly line while telling a little story throughout. Your headline needs to directly correlate to your description if you want it to increase revenue.
One of the easiest tests to make sure your team has produced a successful Description is to flip your Description lines to see if the order makes a significant difference. Next, test emphasizing different benefits of your offer to see which resonates the most with your target audience.
Ultimately, your copywriter or marketing manager needs to be the judge. Again, put yourself in your customer’s shoes and ask yourself, would you click on this? Is it relevant to the job they need to accomplish? If so, then you’re on your way to profitable description copy.
How To Write A Profitable Display URL
Google requires that the root domain name is included in the display URL, but your team has the ability to make the most out of this piece of your ad. Tiny changes to the Display URL can really make a difference in profits, and many marketers aren’t utilizing this aspect to its fullest.
This is an outstanding place for your brand to drive home your offer, services, or show another call to action that’s in correlation to your copy, and generate more revenue.
How To Write Profitable Ad Extensions
Last but certainly not least are Ad Extensions. Google recently started including ad extensions as part of your Quality Score, which makes them even more important for the success of your campaign.
Five Ad Extensions Your Team Should Be Using To Increase Revenue:
Call Extensions: If you’re trying to receive phone calls for leads, these display the phone number for your business or a forwarding number provided by Google.
Location Extensions: If you’re a retail location and trying to drive customers to your brick and mortar, these link your ad to your address.
Sitelinks: These allow you to provide links to additional landing pages.
Callouts: These are little, bullet point messages where you can provide more information about your offer or business in a reader-friendly format.
Structured Snippets: These will allow your team to add a list of items to your ads. If you sell different brands then you could create a list, or if you provide different services, you can list them for your customer to easily peruse.
The more extensions you use in your AdWords campaigns the more ammunition Google has to get your business on the first page of the search results and the more profits your business will bring in because of that.
Google Partner Tips for Writing Profitable Ads:
Ensure your ads are eye-catching.
Test different versions of copy.
Use top ranking keywords in your copy.
Drive customers with a strong call-to-action.
Send users to the page on your website that’s most relevant to each ad.
If you’re looking for more revenue-generating tactics for your Content Engagement & Strategy, download Evolve Digital Labs Content Playbook. Once your team is achieving a successful click-through-rate on your ads, then it’s time to convert your traffic into profits with a stand-out Landing Page.
How To Profit From Your Landing Page
At this point, your team has optimized its ad targeting and copy and they’re getting prospective customers to your site with low, cost-effective clicks. All that work needs to pay off now, and that’s up to the Landing Page. If your team optimizes it correctly there’s no doubt you’ll easily convert your customer’s traffic into massive profits.
A Google Partner Tip For Revenue Generating Landing Pages: Your website’s homepage should NEVER be used as your Landing Page.
Normally, a brand’s homepage is a general introduction into the company and its products and services. Its purpose is to paint broad strokes in terms of subject matter and introduce any potential customers to your business.
A profitable Landing Page needs to be anything but general. It should be incredibly focused on the ad that drove your customer to it. There should be no information present that isn’t of the utmost importance. If your ad copy and description is for a Star Wars t-shirt, then your Landing Page needs to display only that t-shirt and how they can seamlessly purchase it in one click.
If your team is running multiple ads with different offers you will need different Landing Pages for every ad.
In any form of marketing, especially digital, consistency is absolutely critical to increase profits. When your customer clicks on your ad, they expect to find exactly what your ad promised and you better show it to them, or else you’ve lost them in the sales journey.
The Six Steps To Building A Profitable Landing Page:
Position a compelling headline at the top of the page. Make sure it’s relevant to the ad that drove your customer there.
Pinpoint the benefits of your product or service with simple, yet creative copy.
Honestly describe what makes your product or service better than your competitors.
Reiterate and drive home the offer that was displayed in your ad copy.
Brand awareness is a must with digital marketing. Build customer’s trust with testimonials and case studies.
Simplify the buying process. Make one-click purchases available; don’t make them hunt for the buttons.
If your Keywords, Ad Copy, and Landing Page are all relevant to solving your customer’s “job to be done” then you’re on your way to producing high-quality, profitable AdWords campaigns that will produce improved revenue and growth.
When all of these are combined it allows Google to give you a high Quality Score. This is the 1-10 grading system that Google uses to decide who gets that coveted top ad position on the front page of search results.
Why Does Quality Score Matter?
Google will rank your keywords based on their expected click-through-rate, the relevance of the ad and the behavior of your customers when they arrive on the landing page.
If Google sees people are staying on your landing page and making purchases, then you’ll be rewarded. If they quickly leave and take their clicks elsewhere, Google knows something is wrong with the customer journey you’ve sent them on.
A high Quality Score is incredibly important because it will give your ads better positioning on search rankings and better yet, a lower cost-per-click, and ultimately more profits.
Revenue Generating Tips To Improve Quality Score:
Remove all keywords with Quality Scores of 3 or lower. These keywords will bring down the Quality Score of other keywords in your ad group.
Try to improve the scores of the keywords ranked between 4 and 6.
With the proper framework, your brand’s digital transformation will allow your business to better serve your customers by removing their barriers and addressing all their unmet needs, thus making you more money.
I’ll leave you with one quote that every marketer should hold dear when producing profitable Google AdWords Campaigns:
“People do not want a quarter-inch drill, they want a quarter inch hole.”
Theodore Levitt perfectly sums up how marketers and innovators should be trying to grow their brands in Google AdWords.
There’s an ungodly amount of money and resources wasted in the digital marketing landscape, and the majority of the professionals don’t seem to know how to fix it. When in reality, the concept of innovation is quite simple.
Innovation in any market comes from a deep understanding of the job the customer is trying to get done, and then doing it for them.
With Evolve Digital Labs by your side, you don’t have to be a pay-per-click expert to improve the performance and profits of your AdWords accounts.
Get your free Google AdWords Evaluation today and stop wasting money on ineffective keywords. Ensure your ads are putting you in front of the right audience at the right time and structure your campaigns for an increase in Google AdWords revenue.
If managing your company’s Google AdWords accounts sounds like something outside of your wheelhouse, let’s chat, our SEM Experts at Evolve Digital Labs are here to help.
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