Within this article, I am going to share with you some of the tricks I used for a client’s AdWords campaign, to improve quality scores and clicks.
Although the campaign was limited, giving me little wiggle room, by the end of the first 3 months, customer acquisition was already improved by 20%.
You need to keep in mind that if your AdWords campaigns are not properly optimized, Google will laugh all the way to the bank, while your wallets are emptying and you get more and more stressed out wondering how your entire marketing budget got spent.
So, let me walk you through the steps I did for optimizing the AdWords campaign of my client – Omega Pizza.
Step 1 – Research the business (Omega Pizza)
First, to be able to set up the campaign, I needed to get a few essential answers:
What time is the Pizza Restaurant busiest?
The busiest time is from 5pm-8pm, which is not surprising because it’s dinner time for families and people with regular 9-5 jobs
What is the top selling food item?
The top selling food item was pizza combos followed by wings
What devices are people using the most?
By looking at analytics I found that on average this restaurant was getting 35% of their traffic from mobile devices. This month was actually 43%. I predict they will reach 50% by the end of 2013.
What city they are targeting?
Surrey, British Columbia
Step 2 – Adjust the “Account settings”
The single biggest mistake anyone can do is to run the AdWords campaign with all the account settings set on default. Google loves default because you rack up the bill without knowing what happened.
Now let’s go over what I had to change in the “Settings” section.
These few simple changes made a huge difference in the efficiency of the AdWords campaign.
Step 3 – Current ad structure for Omega Pizza
Creating the ads for Omega was not difficult since the client offers only two items, pizza and chicken wings.
Initially they had only one campaign with a single ad group and two ads with keywords that didn’t make sense. I decided to carefully select sections of Omega Pizza’s menu and create testable advertisements of them.
Take a look at the current ads running:
I have trimmed the landing pages they used and only kept a few, based on:
- The menu
- Omega’s homepage
- Contact page
Also, I have created specific landing pages just for mobile users since the ROI was increasing so much and the owners were strongly considering investing more into AdWords.
Step 4 – Optimizing Omega’s AdWords campaign
I started my research by looking at their ads and conversion numbers. As expected, the numbers were pretty disappointing.
I came up with a few ads without changing those they already had and focused on using branded and local delivery ads.
Here’s an example of exactly what I did with Ad extensions.
Location based ads:
I decided to clean things up a bit, by getting rid of all of the low converting keywords and added exact match keywords. Some keywords like “pizza delivery” remained a broad choice since essentially, this is what the business is specialized in.
Another thing that was draining Omega’s AdWords campaign were the keywords that had nothing to do with their business at all. In other words, Omega’s AdWords campaign desperately needed negative keywords to be set.
If you are running an AdWords campaign but do not know what I am talking about, you are probably wasting a lot of money. This will help you, so read on!
Check out the image below to find out what keywords people are using to reach your ads:
After checking which keywords were being used to get to the website, I have made a selection and came up with a list of useless keywords, which did not have any relevance to the site. I have set these keywords as negative keywords. For the Omega website, I defined 86 negative keywords.
By doing this, the budget was allocated only for relevant keywords, that we wanted clicks for. If you can’t find where to put the negative keywords just click on the “Keywords” tab and scroll all the way down. You should find your way around from there.
Let’s recap what was changed
I want to go over the list of what I have done for the Omega website so you can apply it to your own projects:
1. Meet the client several times to find out exactly what the business is about and what are the goals of your campaign.
2. Look at the Account settings and make the needed adjustments. In my case money was being wasted in multiple places. Focus the budget where appropriate.
3. If they have an AdWords campaign running, audit it and see if there is anything missing.
4. Create new ads depending on those existing. Your client might have horrible ads, which serves no one. Create branded ads with location included. In my case I still need an ad with Sitelinks pointing to their menu.
5. Check out their keywords. Go to “Dimensions” and make sure your client is getting the right clicks. Research and set the appropriate “Negative Keywords”.
If you will make a good job, the results will start to appear:
My job on Omega’s AdWords campaign doesn’t end here. I am planning to create a campaign just for mobile users next. Who knows, perhaps I will create the ad while writing about it. If you have any suggestions about what would work better or you would like to add anything, please let me know. I would love to hear your thoughts.
Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.