How to Improve ROI of Your Google Adwords Campaigns

AdWords or Google Ads is a Google advertising system in which advertisers bid on certain keywords so that their clickable ads appear prominently in the spaces reserved for sponsored links in Google’s search results. Advertisers must pay for these clicks. Many factors influence the costs of AdWords advertising. For example the cost per click differs from one country to another.

To calculate the profit compared to the sums you invest, you must follow the return on investment of these ads. Indeed, ROI ( return on investment ) is an indicator that measures how much you earn compared to the money you spend.

We will detail in this article the factors that influence your ROI and see how to adjust them to increase it through Google Ads .

First, optimize your website

To avoid wasting the clicks you have invested in and impacting your ROI, check to see if your website is running slowly. With the Google Page Speed ​​Insights tool, you can test the loading speed of the landing page. This tool will give you recommendations to improve the display speed. Many of these tips will be easy to apply with basic development knowledge, and for others, you will need to hire a developer. You also need to optimize your web images, eliminate unnecessary widgets, and check how easy it is to browse your site. Finally we must test if it is responsive design , that is to say if it is compatible with other supports (tablets, smartphones …).

Find out which products are worth an AdWords advertising campaign

It makes sense to focus your Ads budget on items or products with a high gross margin. For example, in the case of a company selling home furnishings, it is more relevant to highlight items such as mattresses, armchairs, high-end beds than to advertise on low-margin items like low-priced decorative items.

Once you have a clear idea of ​​your main “winning products”, you must do a study on the keywords in order to obtain all the possible variations of expressions for these products.

Identify keywords relevant to your business

Choose relevant keywords . The main keywords of your activity can be generated using several online tools. The usual reflex is to use keywords that generate the greatest number of clicks, which is not necessarily the right strategy, AdWords prioritizing quality over quantity.

Companies do not always have a clear vision of the correspondences of the keywords and their impact. AdWords allows you to designate each keyword / key phrase as a broad match, a broad match with modifier, an expression match, and an exact match. The broad match will always generate the highest number of clicks because it allows Google to interpret your keywords in many search queries.

Pay attention to the launch period and the GeoLocation of your advertising campaigns

It is important to choose your targets carefully and to adapt your campaigns to their characteristics. In some cases, ads perform better at certain times of the day. You have to plan the ads for the days and periods that best suit your targets on the Internet. Also, don’t forget to take geolocation into consideration. An advertising campaign intended for Marseillaise differs from a campaign intended for Parisians. This will allow you to have local control and a considerable competitive advantage.

Ensure regular follow-ups of your campaigns

Attracting traffic to your ads and generating lots of clicks are relatively easy actions, but a high volume of traffic does not necessarily translate into an increase in your ROI. The best way to measure your return on investment is to set up conversion tracking on your campaign.

By implementing conversion tracking, you will be able to “eliminate” the keywords generating a high number of unnecessary clicks because they are not converted into purchases, which will allow you to make significant savings. Better yet, you can increase your bids on keywords that have generated a real return on investment, and therefore improve the overall ROI of your business.

By applying the steps detailed above, you can reduce your costs to optimize your return on investment on AdWords campaigns. If you have applied everything but your cost per click still does not allow you to obtain a reasonable ROI, then your strategy must be reassessed. Contact Elitech Systems, a web agency specializing in Google advertising. We’ll help you achieve the highest AdWords ROI and grow your business on the web.