Optimising your advertising campaigns is a fundamental task in order to get the most out of your investment and achieve your objectives. In this article we are going to see how Zapiplay can get the most out of your Adwords Search campaigns.

1. Optimise landing pages:

The landing page is the website where users who have clicked on your ad will "land". To reduce the bounce rate and achieve conversions (website purchases, phone calls, form submissions...) it is very important that your landing page is relevant and accessible.

• We use the keywords in the title and URL of the landing page.
• We use bold and italics to highlight the keywords that are most relevant to your objective. We also recommend the use of multimedia content (images and video).
• We remove the navigation menu and any other vanishing points that allow the user to leave the page without converting.
• The call to action must be clear. Opt for a direct and simple message, highlight the action button (you can play with colours, size...) and opt for a simple form: The less data the user has to fill in, the better.
• We take care of the landing page loading speed. Nobody will wait more than 10 seconds for our page to load.

2. We find relevant keywords:

We use tools that guide us and help us discover new keywords for your campaigns. It tells us which keywords have the highest average monthly searches, a forecast of the traffic they could generate and an approximate Cost Per Click.

3. We improve the quality of your ads:

The quality score of your ads is a fundamental issue in the success of our campaigns and will help us save money by reducing our Cost Per Click. Follow these tips to improve the quality score of your ads:

Including the main keyword in the title, text and URL of your ad.

We use calls to action (CTA) in a visible place, such as descriptive line 2. For example: Book now, Register now, Limited places, etc.

We write interesting and relevant ads for your audience.

4. We spy on your competition:

We look at the ads your competitors are running: What keywords do they use, what text do they use in their ads, what strategies do they employ? We compare techniques and results and get ideas for your own campaigns.

5. We use ad extensions:

This function is free of charge and allows you to expand your ad with additional information about your company. Particularly recommendable are call extensions, location extensions (showing your address) and site links, with which you can direct users to other content on your website that may be of interest to them.

6. We reduce the Cost Per Click (CPC):

Use long tail keywords, which are much more specific. They will normally have lower competition and a lower CPC.

We play with concordance. Remember that words with a Broad Match get a lot of impressions, but tend to generate low quality clicks. Try using more restrictive options such as Phrase Match or Exact Match to increase conversions. It all depends on your goals. And let's not forget about Negative Matching to avoid adding unnecessary costs.

When we detect keywords with a good CTR (click-through rate), we raise their maximum bid and lower or eliminate those keywords with poorer performance.

7. We segment your campaigns well:

We segment as much as we can, so we segment as much as possible. We analyse your conversion data to find the locations with the highest conversion rates and thus better target your ads.

These are the basic points that every professional should take into account in order to run successful search campaigns on Google Adwords. Can you think of any more?