A big part of any targeted advertising strategy is optimization. So, what does that mean exactly?
It means doing, learning, tweaking, and repeating as necessary. Just like stars, you need to align all of the elements of your advertising so that you make the most out of your budget and reach the people whom you want to see you.
How do you do that?
When you’re doing research on keywords, the temptation is to go nuts and just get them all in there.
Google will tell you to go up to 20. Start with about 5-10. Why? The more keywords you have, the more likely you’ll have duplicate terms that tend to work against you. For example, steampunk novels and novels about steampunk. In my previous post about keyword types, I went into a bit of detail about match types and variations. Well, those two terms are duplicates, believe it or not. My advice? Just pick one. Starting off small helps you make sure that your terms are unique.
Next up, your landing page. This is the place you want people to go to when they click on your ad. As I mentioned before, my books and series have dedicated pages on my blog with their buy links. This makes my life so much easier because I can easily tweak when necessarily.
A great way to start with landing page text is with your blurb because you worked hard to make it compelling enough to lure readers. Now, you’ve got your keywords and your dedicated book page.
You gently, smartly integrate as many of your keywords into that landing page. Again, the temptation is to stuff them all in there. Seriously, don’t. That’s a form of spamming called keyword stuffing. Gently means that each keyword you have is used once( maybe twice) and smartly means that it’s readable.
Now that you’ve got keywords and the landing page aligned, time for the ad copy. Here’s how this plays out. Your ad has a place for the url of the landing page, called the final URL. Now you’ve got 30 characters (not words and these include spaces) in the first line, 30 characters in the second line and 80 characters in the description. Add those up and you’ll realize that you have the same amount of real estate as a tweet. Not much room to be anything but concise.
Now the first two lines are the most important. Because if someone’s on a smart phone, there’s no guarantee they’ll be able to get to your description and if you haven’t grabbed them by the headlines, it won’t matter anyway. So for your first line of 30 characters, you can start with a question that integrates one of your keywords. For example: Want A Fun Steampunk Story? or Do Dystopian Stories Rock You?* If they answer yes, they’ll move to the next line.
Here’s where you tell them what you want in a call-to-action (CTA). Order My Dystopian Life Now! or Read Steampunk Blues Today! CTAs are obvious and easy to overlook because advertisers assume that consumers know what to do next. They do but you need to tell them anyway. There are plenty of CTA phrases you can use but that second line must have that. You can add another keyword or two in the description but remember that you’ll have multiple ads to play around with.
When all 3 elements come together, your ads will get better positioning, you’ll get more click-throughs and you’ll wind up paying less for your clicks. All of these help your budget stretch a bit further.
Now, optimization is an ongoing process. Once you let the dust settle, keep an eye on which words and ads work or don’t and tweak again. If you see a keyword that has great results, integrate it into your landing page and ad copy. As time goes on, you’ll have plenty of opportunities to optimize and when you do, you’ll get even better results.
* Quick note: it’s a best practice to start every first letter with a capital in a google ad.
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