Actionable Google AdWords Optimization Guide For Form Submissions

Marketers build landing pages with one goal: conversions. Sometimes, this focuses on tracking calls. In this post, we focus on form submissions.

Your form could feature a variety of offers such as, a free ebook download or a newsletter sign up. When users fill out the form, they give you their contact information. Then, you can target them with offers in the future. But, some groups struggle to get any responses on their forms.

Here’s the deal:

Optimizing your AdWords starts by exploring the features of your account and setting them up to properly track and report. Then, you can make adjustments over time as your campaign progresses. Below are several key areas to review to optimize your campaigns.

How to Optimize Google AdWords

You can optimize AdWords with a greater understanding of the system, settings and user search behavior. Several simple tips can help you improve your conversion rate. Then, you’ll have more form submissions on your landing page. If you don’t optimize Adwords, you’ll waste money on clicks that don’t convert.

1. Use Location Settings

Account managers often overlook this simple trick. Limit your ads to the regions where you do business. Otherwise, people will click through the ad before they realize you can’t serve their needs. This lowers your conversion rate. You attract the wrong people by skipping this setting.

How to Change Location Settings
1. Log in to your AdWords account.
2. Select the Campaigns tab.
3. Select the name of the campaign you wish to edit.
4. Select the Settings tab.
5. Choose Edit next to “Locations” and click Advanced search.
6. Choose Radius targeting.

You can find more options to target locations on Adwords.

2. Segment your data

You can use segments to change your view in AdWords tables. This allows you to understand the source of your traffic to capitalize on the audience most likely to convert. Inside the tables, you can split your data into rows including:

-Periods of Time
-Click Type
-Device
-Conversion
-Keyword/Placement
-Network

Each of these helps you narrow your audience. Then, you can only target that profile in your ads.

How to Segment Adwords Data
1. Log in to your AdWords account.
2. Choose the Campaigns tab.
3. Select the date range menu on the right corner of the page and select the time period.
4. Choose one of the tabs like the Campaigns, Ad groups, or Ads tab.
5. Click the Segment button above the table.
6. Add a segment by selecting from the drop-down. Remove a segment by selecting “None.”

Learn how to use these insights to understand your data at Google AdWords.

3. Create a Search Query Report

This report helps you understand user intent. Select a single keyword or all keywords. Check to see if this matches your landing page. If it does not, your audience is too broad. The wrong people are clicking on your ad. Then, they don’t convert on your form. Fix this by reviewing the search query report.

How to View a Search Query Report
1. Log in to your AdWords account.
2. Choose the Campaigns tab.
3. Select the Keywords tab.
4. Check the Search terms button.
5. Review data on which search terms created impressions and clicks.
6. Change which columns show by clicking the Columns drop-down menu. Here you can modify the columns. You can add, remove, or reorder the columns in your report.
7. Download the report and save to your computer.

For more tips to modify the report, visit Google AdWords.

4. Add Negative Keywords

As you run your search query report, you’ll find incoming traffic from the wrong keywords. By excluding these, you will attract leads that are more likely to respond to your offer. This raises your conversion rate.

How to Set up Negative Keywords
1. Log in to your account.
2. Choose Keywords and Targeting then, Keywords, Negative.
3. Select “Add negative keyword.” Then, select “Ad group negative keyword” or “Campaign negative keyword”.
4. Enter the negative keyword in the edit panel.

You can upload a list with multiple keywords too. Learn more about how to filter negative keywords at Google Adwords.

5. Calculate your Conversion Rate and Cost-per-Acquisition

Both of these figures help you report on your progress and evaluate your AdWords over time. First, calculate your conversion rates by taking the number of conversions and dividing that by the number of total ad clicks during the same time period. Align this with a particular campaign to ensure accuracy. Second, calculate the average cost-per-acquisition by dividing the total cost of conversions by the total number of conversions.

5. Track your Conversions

After you create your campaign, conversion tracking allows you to make adjustments. Pick which conversions you want to track. In this case, you want to track form submissions. You can compare this with tracking calls to see which format users prefer. For this, visitors might download something, sign up for emails or contact your organization. You should watch this to understand your conversion rate. Then, you can improve your campaign over time. For example, you may choose to upload a new keyword list and track those in a new campaign.

Optimize for Form Submissions

Optimizing your form submissions starts with building a strong form. Otherwise, you’ll scare aware prospective leads. Then, you need to optimize your ads. This helps you save money and narrow your audience. Finally, conversion tracking allows you to improve your campaign over time.

Actionable Google AdWords Optimization Guide For Form Submissions
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