Are you, like thousands of businesses out there, ploughing money into a Google Ad account, hoping to scale your business using the Pay Per Click strategy but not actually sure how to maximise your return on ad spend (ROAS)? If so, here are a three tips that can seriously optimise your account!
Track User Behaviour / Conversions.
One of the most important, yet overlooked step of any per per click campaign, is configuring useful goals and conversions that can provide you with meaningful data. How are you supposed to effectively allocate your budget and adjust your pay per click value without knowing how much specific audiences are worth to you and your business? Playing chess in the dark, springs to mind.
Conversion triggers can be set up right through your website. From page hits and time spent viewing content, to form submissions and sales data. The more information you obtain about your visitor’s behaviour, the more leverage you will have to top your competitors and become lean with your spend.
Get your conversion triggers set up, start collecting data and maximise your return on ad spend (ROAS). Unsure how to do this? Hit the Facebook Messenger button in the bottom right corner and ask us!
Get Specific. Really Specific.
It’s easy to get carried away when establishing who to target with your ads. Most people make this decision based on potential customers. Customers who “may” buy their product or service, however if you’re working within a budget, you need to look at who WILL buy your product. Cut the rest out initially.
Be smart, strip back, start small and focus on the cream. Once you’ve generated a healthy flow of leads / sales, then work outwards. Then think about who else “may” purchase.
If you’re unsure about who will or won’t purchase, set up conversion triggers and find out! Look back through your order history, typical customers (geographic data, demographics etc…).
Understand the Journey your Customer is on.
Each time we go to our phone or laptop to look for a product or service, we’re on a journey. When you’re able to understand the consumers journey in your industry, you can really take your marketing to the next level.
As you may know, in most cases we’re able to see the exact search terms the customer typed in to Google when they found your business. These search terms will allow us to establish which point of the journey the customer is on. Struggling to follow?
Heres an example:
Someone is looking to purchase a new digital camera. They pick up their phone and start their journey. They type into Google:
“Best Digital Cameras for Under £500”
Chances are, they will be faced with ads trying to sell them digital cameras, but are they ready to buy at this point?
So, they click around a little bit (costing the advertisers money each time a link is clicked) until eventually they land on a comparison website (probably where they need to be). This site gives them the run down, specs and features on a whole range of cameras. Upon reading this information, the customer will decide which camera make and model is best for them (we’ll say the “Nikon D3500” in this case). They then go back to Google and search:
“Nikon D3500”
Now, are they ready to purchase? Yes, it’s likely. So, we can increase our bid based on this data.
Learn the customer journey and optimise your ad account accordingly and you’ll maximise your return on ad spend (ROAS).
Want Some More Pay Per Click Tips?
We would love to know whether you were able to optimise your pay per click Google Ad account based on these three tips. Drop us a message and let us know how it went!
We have an abundance of tips and tricks available, to help you get the most from your Google Ad account. Why not have our team review your account and point you in the right direction? We’re only a couple of clicks away!
Happy Marketing,
#TOMCTeam
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