Did you know...
Marketing is more important than ever.
94% of CMOs believe that "a tough economic period is precisely the time when marketing plays a key role."
Consumers will look online more.
This year has seen a 10% increase in people who research online before buying in the store. Additionally, Compete Inc. reports a 21.8% growth in online search queries from last year to this year.
In this changing economic climate, adapting your advertising plans to capture emerging opportunities is essential. To lend a hand, Google has crafted six simple tactics that can help you get more value from your campaigns.
1. Focus your ads on low prices and savings.
Consumers care about prices more than ever, especially on day-to-day purchases. Half of consumers believe they'll find the best deals online. Update your ad text to focus on low prices, good values, and promotions.
2. Use value-related keywords.
Consumers are actively searching for deals. To target these users, add appropriate price- and discouns- related keywords. Try the Adwords Keyword Tool (can be found in our Useful Links page) and Search Query Performance report to generate new and higher-performing ideas.
3. Ensure your ad groups are targeted and relevant.
Ads perform best when the ad copy mirrors the keywords, so make sure that each ad group focuses on a specific topic or product. That way, you can have tightly themed keyword lists with ads that reflect those themes. For instance, an ad group about "tennis sneakers" will generally perform better than a broader ad group about "sneakers."
4. Don't waste money on irrelevant clicks.
Sometimes keyword lists can attract people who are looking for products you don't offer. Use negative keywords to filter out traffic that's not related to your business. Use Search Query Performance report can help you identify potential negative keywords by showing which queries have triggered your ads.
5. Make it easy for customers to buy.
Since people are spending more time comparing products and services online, make it easier for them to buy from your site in particular. Sends visitors directly to the page that describes the product or service in your ad.
6. Focus your money on your high-performers.
To get the most out of your campaigns, focus your time and resources on the keywords, ads, and ad groups that are driving the most value. To determine what's performing best for you, consider Google's free conversion tracking tool.
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