Prequalification, that is the key to improving you ROI with AdWords and most types of advertising, but I’ve noticed particular results with Google Adwords. Here’s how it works.
Most ads usually go something like this “feature x” “feature y” etc etc. everyone has written ads like these, and gotten reasonable results, but what kicks the ROI into high gear is when you start to prequalify your leads.
Let’s say a home buyer is looking for MLS listings. Your ad is being displayed in the traditional “GET PEOPLE TO CLICK NOW!!” format. They see all these ads all around them, and they click on yours. You have no idea what type of person this is or what specifically they are looking for. All you know is that they typed in “MLS listings” into Google, liked your ad, and clicked on it.
Your maybe getting 1%-2% conversion on these types of ads. For every 100 that would click through, maybe 1-2 would convert to a customer. 1% is not shabby, and it’s in the range of “at least I’m getting some new clients”.
So what can you do to get a higher conversion rate for your traffic…prequalify it. How do you do that? You could change your ad to say something like “Find the Home of Your Dreams Now by Searching the MLS with Robin from Remax. This type of ad is much more likely to get the person clicking the ad to contact Robin.
One thing you have to keep in mind though is that you have to balance conversion and CTR carefully. If your CTR drops off your CPC will go up which is OK if the extra revenue from prequalifying your traffic results in a higher CPC. But, and this is a big but you dont want your CPC to go up so much that your ROI actually decreases from your old ad.
So, be careful with this technique but understand that it can really improve the ROI of your marketing efforts.
There is a reason why Google bans advertisers from adding universal “call-to-action” phrases such as “Click-Here.” They work! So, how can you still take advantage of this? Very simple, find some way to get close to a “call-to-action” without actually using one of Google’s banned phrases.
Here’s an example that we just tried. We tried just adding the word “here” into one of our ads to find out what would happen. The result! We increased the CTR of our ad by 100%!
Here is the old ad:
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www.********.com
CTR = 2.19%
Here is the new ad:
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CTR = 4.40%
As you can see, the only change in the two ads is the keyword “here.” In a way, it is stating the obvious. The word “here” is not really necessary since it goes without saying that the copy of the ad is for the site that is mentioned in the ad. However, the data clearly shows that adding “here” can have a huge impact on the effectiveness of your ad because it triggers twice as many people to notice your ad and to take action by clicking on it.
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There is a very simple formula to rapidly improve the performance of any Google AdWords account. We have used this over and over again to keep taking our Google AdWords campaigns to higher levels of performance. If you follow these steps, I guarantee you that you will see amazing results. The best part of this AdWords tip? It’s free and it costs nothing to follow this proven strategy. In fact, it will not only boost your Google campaign, it will also save you oodles of time and money!
Here is the most powerful Google AdWords success secret:
1) Always split test your ads: No matter what you do, you should always have at least two versions of your ads
2) Always keep optimizing: This is where most people screw up. Why? First of all, lots of Google AdWords users run out of ideas of what to test. Second of all, most AdWords users don’t know when it is time to go back to further optimize their AdWords campaigns.
If you consistently do these two easy things you campaigns will constantly be improving, its that simple.
