How to use AdWords to Maximise ROI

How to use AdWords to Maximise ROI
SHARE
THIS



What’s the secret to using Google AdWords?

The Google team is constantly updating the platform to deliver new functions, ad formats and improve the algorithm. That makes keeping up with the latest strategies, beta tests and offerings difficult as marketers try to stay ahead of the market.

Four online marketers share their tips on how to target, optimise and best utilise the AdWords platform.

Utilise your remarketing list on your search campaigns

Patrick Fitzgerald runs paid search at Appliances Online

As well as display remarketing, you can now isolate your past site visitors on the search results, creating many opportunities to improve the ROI of your current search campaigns.

Remarketing lists for search ads (RLSA) will allow you to customise ad text based on users’ behaviour or alter your bids to maximise the position and exposure of your ads to either new or returning users, depending on your objective.

For highly competitive phrases we often chose to exclude users who have already visited our site. We let our site do the selling, and only spend money getting in front of new users that haven’t yet visited Appliances Online.

Register and retain your users to get more for your dollar

Jason Hill is general manager at MXStore.com.au, an online motocross retailer.

Just like pinching hotel shampoos and bath towels, there are strategies for gaining ‘more for you dollar’ in search marketing: Relevancy, Registration, Re-marketing, and Retention.

Getting all of the four Rs in line is essential in the quest for maximum ROI. Some businesses nail relevancy and remarketing, but let themselves down registering users and then retaining them. They focus on their converting 5% and forget about the 95%. If you can’t convert them this time, get something from them, anything, then try and try again.

And for those that have converted, it doesn’t end there. In many industries, ours included, AOV (Average Order Value)goes up with every succeeding purchase and days between purchases go down, so your most reliable source of sales might actually be your current sales themselves.

Look to dynamic, long-tail campaigns for ROI

Morris Bryant runs Sparro, a Sydney online marketing agency.

Generic keywords are getting more expensive and converting lower, while searchers are maturing and trusting the search engines with more complex, longer-tail keywords. In e-commerce, you now need to go wide to beat your competitors on reach and ROI.

If you’re not showing an ad for every product, brand, category and brand-category combination in your store, you’re missing out. You don’t need a third party tool, either: build an integration with AdWords Scripts and you’ll be online with dynamic ads with live pricing for every product you own, even when your inventory changes. That’s hard to beat.

Build your ads and ad extensions around your objective

Rich Flanagan is head of SMB marketing at Google Australia

To get the most out of your campaigns, you should decide on a specific goal at the outset (for instance, ‘increasing foot traffic to my store’). Then, to make sure your ads are as relevant as possible to your goal, you should ensure each of your Ad Groups are tightly themed. You want people looking at your ads to think ‘that’s exactly what I was looking for!’

To give your ads an extra boost, you can make use of Google’s many ad extensions and new ad formats. For example, if your goal is to drive calls, add Call Extensions to show a call button in your ad. If your goal is to drive footfall, add a location extension to show your store address. Or if you want to drive e-commerce sales, try Google Product Listing Ads to show pictures of your products.

You’ll get the best return on your investment if you check your account frequently, look at what is working well or where there are issues, and adjust your bids and budgets accordingly.

Please login with linkedin to comment

FitBits FuelBand Google Glass PRIA

Latest News

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore
  • Advertising
  • Media

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore

Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]

HubSpot To Support The GO Foundation As Part Of World Certification Week
  • Technology

HubSpot To Support The GO Foundation As Part Of World Certification Week

HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]

IntelligenceBank Secures $50M Investment From Five Elms Capital
  • Technology

IntelligenceBank Secures $50M Investment From Five Elms Capital

IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]

SCA Announces Ten New Dab Music Stations Via LiSTNR
  • Media

SCA Announces Ten New Dab Music Stations Via LiSTNR

Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic
  • Media

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic

SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities
  • Technology

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities

Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]

London, UK - August 01, 2018: The buttons of Snapchat, Facebook, Instagram and WhatsApp on the screen of an iPhone.
  • Media

Snapchat Sees 116% Increase In Revenue

The last time B&T saw impressive increases the size of 116% was the swipe left rejections on our Tinder profile.

by B&T Magazine

B&T Magazine
Woman hand using modern laptop computer to connect with live streaming video on social network
  • Technology

Xandr Sees 125% Lift In Video Spend

Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, today shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases.

Taboola Acquires Connexity For $1 Billion
  • Technology

Taboola Acquires Connexity For $1 Billion

Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.

How To Re-Engineer Your Event Mix With ON24
  • Partner Content

How To Re-Engineer Your Event Mix With ON24

Events are increasingly moving online.You can't get loaded on the free booze but think what you'll save in dry cleaning.

by B&T Magazine

B&T Magazine
Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.