The Importance of Relevence in Adwords Campaigns
Adwords is said to be a mix of art and science. I think that term is used for systems that just require a great deal of understanding, monitoring and hard work!
Our Adwords campaign management is always evolving in line with Adwords regular updates. More features, better metrics and now an array of advertising methods – from re-marketing, to display advertising – means it never gets boring.
However, as with any tool, there are some stalwart methods which will always be a must and go-to for a successful campaign.
The ‘relevance’ of a campaign is arguably THE most important aspect of the set up and management for success.
What is campaign relevance?
Here’s what Google says..
A relevant Adwords campaign
- reduces cost-per-click – improving ROI
- makes the ad more competitive
- improves click-through-rate
- improves conversions
With a relevant campaign you’ll spend less and get more.
Relevance in action
You can get a clear view of the Google relevance metric in action when setting up a new ad group and inputting the keywords.
Google offers up some keyword ideas based on your landing page (which you have just submitted). If this list includes any suggestions for keywords you have no intention of using and are completely irrelevant to the ad you are wanting to write, then your landing page is not suitable for that campaign.
See an example below..
The suggested keywords for this new dental implants advert are varied and not relevant to dental implants at all. These keywords are taken from the landing page which has information about other treatments. In this keyword suggestions box, if the landing page is relevant to dental implants, then they would only include dental implant keywords.
In this case, it’s clear that a specific landing page with dental implant keyword ONLY is needed.
How to achieve campaign relevance?
There are some absolute MUST when it comes to working towards improving your Adwords campaign relevance. The goal is create a smooth journey for the user, with a keyword that results in showing a compelling ad with copy that the user finds clear, and a landing page that the user then experiences which answers their initial need or want. The user doesn’t want any nasty surprises, and Google doesn’t either.
We can think of these three elements (Landing page, Keywords, Ad Copy) as working in harmony.
Get Specific Landing pages professionally designed.
It might seem superfluous to advise a specific dental implants page be created for a dental implants campaign, when there is already a dental implants page on your website. but it makes all the difference for ROI and running a successful campaign.
Google will notice all the outbound links on your implants page on the website and take into account all the keywords on these pages too.. is teeth whitening relevant to dental implants? no.
Add up all the links to other treatment pages, such as your veneers page, crowns page, root canal page, etc etc and that’s A LOT of non-relevant content.
Watch this video for more about landing page experience.
Create a robust and RELEVANT Keyword list
Start with the landing page and ensure the keywords you want to be found for are on this page. include colloquial terms and generic terms for treatment. Adwords is a little cautious with branded treatment terms. Some are allowed and some are not. Research what you can and can’t use, or employ a professional Adwords consultancy who specialise in Dental specific advertising and you’re be onto a winning keyword list.
Keywords need constant monitoring to ensure any under performing ones are cleared out, opportunities are identified for new keywords, and budget is allocated accordingly to best performing ones.
Negative keywords, whilst not specifically related to ad relevance, must always be used wisely.
Write Compelling Ad Copy containing at least two keywords
So you now have a list of keywords that directly relates to the keywords found on your well designed landing page. When writing the ad copy, you must include at least one of your keywords, and best practice is to choose your ‘top’ ones.
A Call-to-action, USP, an offer and clear text works here too. The Extended Text Ads feature allows greater expression and there is no excuse for running out of characters to make your advert stand out, but still be relevant for your campaign….who wouldn’t click on this..?
In summary..
Relevant Landing page + Relevant Ad copy + Relevant Keywords = Campaign Relevance
Campaign Relevance = ↓ Cost-Per-Click + ↑ ROI
Contact Dental Design on 01202 677277 to talk through Adwords relevance and landing page design for killer campaigns.
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