Adwords for the Internet is one of the best ways to reach a market of people through social media or search engines to an audience that may know about your brand but have not connected online or to a whole audience that do not know they are your future followers. While the concept is simple enough, we want to offer you some tips for making the most of your keywords, language, and landing pages that will maximize your output from the online advertisements you buy.
3 Tips From Our YFC Case Study
The reality is that Google Adwords is a complex system that needs to be thoroughly analyzed and evaluated. At the same time, it is not something that you can quickly setup, make changes a week later, and then expect everything to run smoothly. You need to make continuous tests, evaluations, and tweaks to continue to come closer and closer to a better process of getting results.
That being said, we do have three starting tips learned from the process of running our Youth for Christ corporate case study.
- A/B Testing On the Wording
What verbiage you use is important as a well written title can actually get you a higher click-through rate, which Google rewards with a higher placement on the search results page as well as a cheaper price because they will get paid quicker and ultimately more in the overall day’s advertisements. Consider several different cases where you can use different tests as an experiment and after a few weeks, pick the option that gets the best results. We found that “Overseas Missionary Needs” actually received more clicks and results on the page than “Military Missionary Jobs with a similar click-through rate.
- Budget Variation
There are a couple of variables within the budget parameters, including how much you are willing to spend on a whole campaign every month as well as how much you are willing to spend every day on a specific advertisement that you have already set up. While a higher budget will give you more results, the question is if you are wisely spending that money or overpaying. The other side of this is that not having a high enough daily amount may mean that you actually miss out on click-throughs and potential sales. We have found that while our monthly budget for the campaign can only be $300 (a predetermined set limit), the best amount for our max bid per click is $1.40 per click resulting in double what we would get from $1.15 per click.
- A/B Testing On The Landing Pages
Simply getting the click-throughs is not the whole process to advertising. You need to turn the money spent into actual results and a poorly picked landing page could mean that you do not get as many results. For us, we had two options: send them directly to the inquiry form that would allow for significantly higher results but potentially getting bad inquires or have them go through the different opportunities pages that lead to an inquiry form, weeding out those not interested at the moment and resulting in a potentially higher ratio of successful inquires but also potentially losing recruits in the process. This process is much lengthier and something we are still evaluating.
So what tips do you have to add to this conversation to get the most out of your adwords that is not covered above?