It’s a well known thought that it usually takes an increased amount of revenue and resources for businesses to acquire new customers compared to retaining their existing customers.
With that said though, if your business is actively using pay-per-click platforms like Google Adwords and Bing to find those new customers, there’s a good chance that you can greatly reduce the cost you’re paying for each one. I’ll show you one of the most important steps to achieving this here.
Do your ad groups contain more than 20 keywords each? There’s no way for you to keep your keywords, ad copy, and landing pages focused with that many keywords. Break them up into smaller ad groups. I promise you’ll see improved quality scores after you do this. You ARE monitoring your quality scores, right? By default the quality score column isn’t shown. Here’s how to turn it on:
1 Click the Campaigns tab at the top.
2 Select the Keywords tab.
3 Look for the Qual. score column in the statistics table. If you don’t see this column in your table, you can add this column by doing the following:
-Click the Columns drop-down menu in the toolbar above the statistics table.
-Select Modify columns.
-Click Add next to Qual. score.
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In addition to my own marketing clients, I’m an in-house PPC manager of a very large Adwords account for a B2B company here in Portland, Oregon. When I took over this account I quickly recognized that they had too many keywords stuffed into each group. Many keywords were showing very low quality scores. Because of these low quality scores we were paying more than necessary to compete for these terms.
If you only offer one type of service or product, then most likely you won’t need a ton of different campaigns and really have no excuse for not improving low quality scores within a few weeks. Match your keywords, ad title/copy, and landing page title/copy all together as seemlessly as possible. Afterwards, if you’re still seeing quality scores below a 5, you’re doing something wrong. It might be your landing page.
Remember that real humans at Google review each of your ads and check where you’re sending users to. They may feel that the landing page doesn’t properly match up to what you’re advertising for. Speaking of landing pages, make sure to always use specific, optimized pages clearly stating what you want users to do. Include a call-to-action. I review so many accounts where users are being sent to a company’s website homepage instead of a landing page!
Even if it’s a massive account, getting good quality scores is not impossible. It just takes longer. You’ll have to do it in steps. Pick one campaign to work on each week. This is assuming you already have multiple campaigns/ad groups running. If you only have one campaign with one ad group stuffed with keywords you’ll need to start breaking them up. Let me try and explain with an example:
Let’s say that you’re a business that specializes in importing foreign teas into the US. You’re the source for entrepreneurs looking to start selling the teas in their online stores. Here’s a typical picture of what I see when doing account audits:
CAMPAIGN: Tea > AD GROUP: Tea > KEYWORDS: tea, teas, import teas, teas from asia, green tea, black tea, yerba mate tea.
Here’s what it should look like(this isn’t even going into keyword match types — that’s another article for later.):
CAMPAIGN: Black Tea >
AD GROUP: Black Tea Import > KEYWORDS: importing black tea, how to import black tea US, importing black tea from Brazil to Us, Us black tea importer.
AD GROUP: Black Tea Distro > KEYWORDS: US black tea distro, distributer of black tea US
CAMPAIGN: Yerba Mate >
AD GROUP: Yerba Mate Import > KEYWORDS: importing Yerba Mate, how to import yerba mate into us, US importer yerba mate
Then you’d have different ads for each group clearly mentioning your central, main group topic. I prefer a different landing page for each ad group, but as you can imagine that can be a lot of work. Arguably in this example, you COULD get away with one landing page that lists all types of teas that you import. But it would ultimately come down to the quality scores you’re receiving and how useful the page is to users.
Now I’ll admit that my article title is a bit “click bait-y”, because it did take time for me to properly optimize all these campaigns before we finally saw the fruits of my efforts. It took about 5 months, but this will obviously vary depending on how many different campaigns you have going. Again, if you only sell a handful of products or services, it shouldn’t take you nearly as long as that.
Remember too that if you haven’t yet started your campaigns, then make sure to follow these suggestions and you’ll be good to go! You should see great quality scores from the get-go.
Not only did the cost of new customers decrease by 29%, but the amount of new customers for the month increased by 8!
You’ll also notice something very important here. The amount of “leads” greatly decreased compared to last year. That’s because I also got rid of very broad, general keywords that were just eating up our budget! You need to think about user intent and focus on more long-tail, specific keyword queries.
There are certainly other things that led to these great numbers. Like remarketing and optimized display network placements, but the main reason is due to properly organizing my search campaigns. The basics, really!