Upside-Down Thinking by Patric Fransko
by Patric Fransko
October 14th, 2015

How to Get an ROI on Your AdWords Campaign

Many of you are currently using Google AdWords to help your company make it on page one of a Google search. This is a worthwhile marketing practice, and I encourage you to continue—and improve upon your tactics.adwords

Take “PJ’s Window Tinting,” for example. Here are two mistakes he made and how he can improve:

  1. He Used Non-Differentiated Ads / Landing Pages

The first piece of advice I have for PJ’s is to create three different campaigns: one each for auto, residential and commercial tinting. I often see businesses running one ad that talks about auto, home and office window tinting all in the same ad. These are dramatically different sectors that should be targeted uniquely. These ads should be created with that specific customer in mind. The automotive ad should have text and keywords that are specific to automotive tinting. This will cost you no additional money as you would just take the budget you set for running one general ad and split it into running three distinct ads.

The other thing that you want to make specific is the page that the person lands on when they click the ad. The automotive ad should take the prospect directly to the automotive page of your website, the residential ad should take you to the residential page, etc. You shouldn’t shuffle everyone to your home page. This is a common error that will likely cause some visitors to leave your website before even looking around. If someone’s clicking on your commercial window tinting ad, they don’t want to see pictures of cars and homes when they arrive at your page. They may assume that they clicked on a non-relevant link and “bounce” from your page before looking any further. If they’re clicking a commercial ad, take them directly to the commercial content.

  1. He Had Too Broad of an Audience

 PJ’s was using a radius of 25 miles from their location as the targeting area. That’s too broad and if you’re doing that, you’re likely wasting money.

Google allows you to target your campaigns down to individual zip codes, and you should take advantage of this. Rather than just picking your town and having a radius of 25 miles, be more specific. There may be areas within that radius that you know are not good prospective areas for your services. By choosing zip codes, you’re controlling exactly where the ads will be shown. The more specific you can be to the areas you want to target, the less money you’ll waste.

Heading into the fall and winter, advertising budgets often get tight. Hopefully, like PJ’s, you will find that implementing these two tips into your Google AdWords campaigns will enable you to get a much better return on the budget you have allocated.

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4 comments
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  1. What else can be done for more specific targets?

  2. Lots of money is wasted on Google ads. Most advertizers don’t know what you are doing.
    To become a expert one has to spend a lot if time studying the process and keeping one’s eye on the results and returns.
    Its easy to to pay for clicks ,but are they real prospects or just interested people trying to find out more?
    Trust me it’s a very tricky business. Leon Levy Klingshield South Africa

  3. I agree Leon that someone should take the time to learn to do it correctly, but it can be done. Google wants to help people get good results as they know that is what will inevitably keep people advertising.

    If i want to “Hyper-Target” Gaurav, I use Facebook dark posts for that. I do not think that the Google data is as good as Facebook’s when I want to get really granular. That is my $.02

  4. Some great points in your post. It’s also worth pointing out that it’s really important to keep an eye on the Adwords search term report, so you can keep adding negative keywords (free, for instance) so you’re getting in front of a more relevant audience.

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