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How to get ads in front of people who are more likely to convert?

[ Edited ]
Follower ✭ ✭ ☆
# 1
Follower ✭ ✭ ☆

(I haven't been inside AdWords for a while)

 

I thought there was a setting to get in front of people who are more likely to convert based on conversion data (i.e., over time as conversion data is collected).

 

Looking up "optimize for conversions", all I found was the ad rotation settings, which isn't exactly what I'm after.

 

Can someone help me out with this?

 

Thanks Smiley Happy

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Marked as Best Answer.
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Accepted by Krisha (Community Manager)
May 2016

Re: How to get ads in front of people who are more likely to convert?

Rising Star
# 2
Rising Star

Hey Drew, how are things?

 

You can achieve that, but not just as straight forward as you was hoping I guess.

 

Delivering your ads to people that have higher chance to convert will rely on your account strategy, segmentation and current/historical data. By this data I mean, you can't start a new account from scratch and simply expect conversions to appear. You need some starting point and usually that is achieved by running campaigns for a while to gather data and see "humm I might be able to dig fpr more conversions here, here an here".

 

With that said, here are some things that might help:

 

Enhanced CPC (or eCPC)

Reference: https://support.google.com/adwords/answer/2464964?hl=en

Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. That helps you get more value from your ad budget

 

Target CPA Bidding

Reference: https://support.google.com/adwords/answer/2390684?hl=en

An automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set

 

For Search Network Campaigns

I recommend this both topics:

https://www.en.advertisercommunity.com/t5/Performance-Optimization/How-do-I-increase-the-Conversoin/...

https://www.en.advertisercommunity.com/t5/Performance-Optimization/wine-bar/td-p/474662

 

Keep in mind that Search campaigns rely on the good research and understanding of keywords, account structure and match type. There're more important things, but without those properly set, everything else is complementary won't work.

 

Some keeps to use:

  • Have keywords directly related to your business
  • Preferred usage of long-tail (specific) keywords instead of generic ones (the topics at the beginning have instructions about this)
  • Use and abuse of Negative keywords
  • Use and abuse of Keywords Match Types, specially Broad Modifier, Phrase and Exact (avoid broad match type or use with caution and controlled enviroment) - https://support.google.com/adwords/answer/2497836?hl=en
  • Segment your campaigns by region if you have local business (or prefer important regions if you have low budget)
  • Use and abuse of Ad Extensions (don't start a campaign without at least sitelinks and callout extensions) - https://support.google.com/adwords/answer/2375499
  • Keep weekly track of the Search Terms Report. It will show you the exact query from the user that triggred your ad and had at least one click. It's a good place to discover new keywords to add AND to exclude - https://support.google.com/adwords/answer/2472708?hl=en

There're other things that I'm sure others will suggest too Smiley Happy

 

and also, Official guide to Adwords best practices: https://support.google.com/adwords/answer/6154846

 

For Google Display Network

It's all about segmentation and good banners. There're many different ways to target your audience instead of just keywords like Search Network, and there isn't "the right one" or "the one that works the best". You need to test and gather data to see what works best for your business. I strongly recommend this: https://support.google.com/adwords/answer/1704368?hl=en

 

Also, there are many banner formats. Advertisers make mistake on creating just 1 or 2 and thinking that they will have good results. If you plan to use Display, I recommend starting with at least 4 to 5 formats, and make sure to look on some of the mobile formats as well. This page have some ideas: https://support.google.com/adwords/answer/1722096?hl=en

 

Remarketing

Reference: https://support.google.com/adwords/answer/2453998?hl=en

If you wan't more conversions, you definitely need to use Remarketing. In case you don't know, remarketing it's a resource to present your ads for people that already visited your website (not only people from adwords).

 

It's crucial to anyone that want conversions on your website.

 

Things to keep in mind: Remarketing can be translated to "to do marketing again". So if you need to do marketing again, it usually means that you need to do something DIFFERENT. Don't show the same ad the lead the user to the website in the first place. Offer some discount, free shipping, SOMETHING NEW Smiley Happy

 

Sorry for the long post. Hope this helps Smiley Happy

_


Leandro Martinez | Basta1Click

View solution in original post

Marked as Best Answer.
Solution
Accepted by Krisha (Community Manager)
May 2016

Re: How to get ads in front of people who are more likely to convert?

Rising Star
# 2
Rising Star

Hey Drew, how are things?

 

You can achieve that, but not just as straight forward as you was hoping I guess.

 

Delivering your ads to people that have higher chance to convert will rely on your account strategy, segmentation and current/historical data. By this data I mean, you can't start a new account from scratch and simply expect conversions to appear. You need some starting point and usually that is achieved by running campaigns for a while to gather data and see "humm I might be able to dig fpr more conversions here, here an here".

 

With that said, here are some things that might help:

 

Enhanced CPC (or eCPC)

Reference: https://support.google.com/adwords/answer/2464964?hl=en

Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. That helps you get more value from your ad budget

 

Target CPA Bidding

Reference: https://support.google.com/adwords/answer/2390684?hl=en

An automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set

 

For Search Network Campaigns

I recommend this both topics:

https://www.en.advertisercommunity.com/t5/Performance-Optimization/How-do-I-increase-the-Conversoin/...

https://www.en.advertisercommunity.com/t5/Performance-Optimization/wine-bar/td-p/474662

 

Keep in mind that Search campaigns rely on the good research and understanding of keywords, account structure and match type. There're more important things, but without those properly set, everything else is complementary won't work.

 

Some keeps to use:

  • Have keywords directly related to your business
  • Preferred usage of long-tail (specific) keywords instead of generic ones (the topics at the beginning have instructions about this)
  • Use and abuse of Negative keywords
  • Use and abuse of Keywords Match Types, specially Broad Modifier, Phrase and Exact (avoid broad match type or use with caution and controlled enviroment) - https://support.google.com/adwords/answer/2497836?hl=en
  • Segment your campaigns by region if you have local business (or prefer important regions if you have low budget)
  • Use and abuse of Ad Extensions (don't start a campaign without at least sitelinks and callout extensions) - https://support.google.com/adwords/answer/2375499
  • Keep weekly track of the Search Terms Report. It will show you the exact query from the user that triggred your ad and had at least one click. It's a good place to discover new keywords to add AND to exclude - https://support.google.com/adwords/answer/2472708?hl=en

There're other things that I'm sure others will suggest too Smiley Happy

 

and also, Official guide to Adwords best practices: https://support.google.com/adwords/answer/6154846

 

For Google Display Network

It's all about segmentation and good banners. There're many different ways to target your audience instead of just keywords like Search Network, and there isn't "the right one" or "the one that works the best". You need to test and gather data to see what works best for your business. I strongly recommend this: https://support.google.com/adwords/answer/1704368?hl=en

 

Also, there are many banner formats. Advertisers make mistake on creating just 1 or 2 and thinking that they will have good results. If you plan to use Display, I recommend starting with at least 4 to 5 formats, and make sure to look on some of the mobile formats as well. This page have some ideas: https://support.google.com/adwords/answer/1722096?hl=en

 

Remarketing

Reference: https://support.google.com/adwords/answer/2453998?hl=en

If you wan't more conversions, you definitely need to use Remarketing. In case you don't know, remarketing it's a resource to present your ads for people that already visited your website (not only people from adwords).

 

It's crucial to anyone that want conversions on your website.

 

Things to keep in mind: Remarketing can be translated to "to do marketing again". So if you need to do marketing again, it usually means that you need to do something DIFFERENT. Don't show the same ad the lead the user to the website in the first place. Offer some discount, free shipping, SOMETHING NEW Smiley Happy

 

Sorry for the long post. Hope this helps Smiley Happy

_


Leandro Martinez | Basta1Click

Re: How to get ads in front of people who are more likely to convert?

Follower ✭ ☆ ☆
# 3
Follower ✭ ☆ ☆
Hi Drew,

Look for "Bid strategy" in campaign setting - there are variety of options that can help you optimise ad delievery, but it require to set up Google Analytics on your website, adjust goals for conversions (optionally with value) and link Anlytics account with AdWords.

More about strategies - https://support.google.com/adwords/answer/2979071
How to link accounts - https://support.google.com/adwords/answer/1704341