Often times we get the same question from our clients, “What’s the best way to optimise our Google AdWords for Forex Marketing Campaigns?” After running advertising for some time, you can notice that some of your ads are performing better than other. While one ad will bring you new business, other will waste your marketing budget for … nothing than brand awareness. Why is that so?
There could be several reasons behind this.
- You have chosen the wrong target audience (keywords, demographics, interests)
- You have chosen the wrong context (placement)
- You have chosen the wrong content (quality score, text copy, image or a video)
- Your offer is not good enough (high price, poor messaging)
- The timing is wrong (seasonal ads, scheduled ad display)
- The user experience (UX) is poorly mapped (slow site loading, not responsive, long registration form, poor design)
Of course, the above could be just the top of the iceberg, but it’s good enough to start your investigation and dig deeper into WHY.
Below are some of the tips we often tell our clients when starting an AdWords optimisation project.
1. CHOOSE THE RIGHT KEYWORDS
This might sound obvious, but still, many companies get this one step wrong by including broad keywords (e.g. trading), selecting too many keywords for one ad group, not choosing the negative keywords, not checking the average bids, competition level and the number of monthly searches. All this information is easily accessible via KeyWord Planner under Tools in your AdWords Control Panel.
TIP: If you don’t want your ad to be shown for the terms such as “forex scam” or “forex fraud”, exclude them from your campaigns by marking as “negative keywords”.
2. STRUCTURE YOUR ADWORDS ACCOUNT
It’s important to establish a certain structure for your AdWords account from the very beginning. This will help you monitor the performance of your ads and identify optimisation opportunities based on the set KPIs. Here’s what we mean:
|Campaign||>||Country, Placement, Audience, Media type|
|Ad Group level||>||Keywords and Topics|
|Ads||>||Content A/B testing and offer variations|
3. DEFINE REMARKETING LISTS FOR SEARCH ADS (RLSA)
Remarketing (also known as retargeting) ads have shown great performance over the last years in comparison to the usual prospecting. Remarketing lets you target certain audiences (defined by you) who have already had an interaction with your brand in the past (e.g. visited your website pages).
To better define your audience, first, look into the top pages of your website by page views and unique visits in Google Analytics. Analyse the User Flow report and define which of the pages lead to highest conversions. Mapping your audience will help in establishing successful remarketing campaigns.
4. CHOOSE THE RIGHT THEME
The right ad copy can result in good conversions for your business, so pay attention. For serious traders you might want to consider including information about spreads, regulation, minimum deposit, leverage, trading instruments, educational courses, trading platforms and/or account types.
Be careful with featuring demo contests, free bonus and “easy money”, as these might attract the WRONG audience to register on your landing page, who are not necessarily looking for depositing money in your trading account.
5. CONSIDER INCLUDING AD EXTENSIONS
After placing essential information in your ad copy, don’t neglect on including additional information in extensions. You are not charged any additional fee for including these. Sitelinks extensions show 2-6 links to your site pages. For example, “MT4 Trading Platform”, “Free Forex Webinars”, or “Open a Demo Account”.
- App extensions
- Call extensions
- Location Extensions
- Review extensions
- Sitelinks extensions
- Callout extensions
- Structured Snippet Extensions
- Consumer Ratings
- Seller Ratings
- Previous Visits
- Dynamic Sitelink Extensions
- Dynamic Structured Snippets
6. OPTIMIZE YOUR CTR, CPC & CPL PERFORMANCE
After you have set up your campaign, don’t leave them there, keep on optimising, and never stop testing. Link your AdWords account to Google Analytics, make sure you place your conversion pixels and (preferably) integrate your CRM with Analytics too. This will allow you to see where the money is coming from and analyse the ROI.
TIP: After your ads have been live, go back and check what Search Terms were used. You can then optimize the bids and remove irrelevant terms to negative keywords.
7. LOOK OUT FOR TRENDS
Google keeps on rolling out new updates and upgrades to help businesses run better ads. For example, recent news include studies on branded PPC ads which are getting more expensive.
Also, Google is testing a carousel of Sitelink cards in search ads and Product Listing Ads in image search. Here are some more options you can test in Google AdWords for Forex Marketing:
- Types of ads and customization options
- Campaign choices
- Customer Match
- Try Call-Only Campaigns
- Gmail ads
- YouTube ads
- Custom affinity audiences
To sum up, managing a Google AdWords for Forex Marketing account requires not just advertising experience, but also deep analytical knowledge. Keep in mind not to make any of these common mistakes (now that you read our post!):
- Target keywords that are too broad
- Put too many keywords in one ad group
- Run ads on the Search Network with Display campaign type
- Send traffic directly to your homepage
- Forget to include negative keywords
- Forget to measure ROI
Need help in managing your AdWords campaigns? Or just have a quick question to our PPC team? Drop us a comment with your AdWords experience!