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8 Tips to Improve Your Google Paid Search ROI

By: Sagefrog

Having a well-defined strategy and specific goals are critical to the success of a Google paid search campaign. It is important to clearly define your goals, whether that be to generate web downloads, build brand awareness, drive phone calls, etc., BEFORE building your campaign. This will help you achieve a higher ROI.

Here are 8 tips to help you improve your Google Paid Search ROI:

1. Optimize Daily

Paid search is not a “set it and forget it” tool. Bid adjustments, keyword list updates and trend comparison should be monitored daily.

2. Test Ad Position

It is important to understand that the top position may not always convert the most or best leads. Sometimes you may see higher conversions in the 2nd, 3rd or even 4th position. When running your A/B ad position test, look closely at the number of impressions and clicks you accumulate because that is more important in determining a winner than the number of days the test runs for.

3. Don’t Overlook Negative Keyword Lists

When monitored regularly, these can have a huge impact on your ROI because it eliminates traffic and clicks from unwanted sources.

4. Use Call Tracking

Call tracking data is often overlooked and can provide more accurate ROI data from your campaigns. Studies have shown that inbound calls convert to revenue 10 times more than web leads.

5. Weekly Reporting

This will give your team a better insight into how your campaign performance fluctuates and will help you make adjustments throughout the week to ensure that you have a positive impact on ROI by the end of each month.

6. Communicate Regularly with Sales

Meet with your sales team regularly to discuss the quality and types of leads they are getting from the paid search campaigns. This will help you optimize ad copy, landing pages and keywords to drive the right kind of business.

7. Find the Right Ad Extensions

Call extensions, consumer rating extensions, site links, location extensions and social annotations can be effective ways to drive users to the right place of your website with just one click. Remember that the faster a user can find what they are looking for, the greater chance you have of converting them.

8. Go Mobile

According to Google, 70% of mobile searchers will call a business directly from their Google ad, so make sure that your landing page is optimized for mobile. If you don’t have the resources for a complete mobile overhaul of your website right now, then create a few mobile-friendly landing pages so you don’t miss out on that audience. Also, make it easy by using click-to-call numbers because who really wants to fill out a web form on a smartphone?

For search engine marketing, search engine optimization and all other full-service integrated marketing, please contact Sagefrog Marketing Group at 215-230-9024.