seo malta
seo malta

Through our newsletters we have regularly given you ideas on how to achieve the most out of your website; to ensure that it gives you a return that is really worth your investment in it in the form both of time dedicated to it and money spent on it.

One of our recent reviews covered the advertising of websites through online search engines. It was also noted that the most popular search engine advertising occurred through Google with its renowned Google AdWords. In this article we aim to expand on our previous topic by giving you tips on how to optimise results without raising your Google AdWords costs.


1. Identify your advertising goals.

Make sure that you have a clearly defined objective along which your campaign will be created. Clearly defined, specific goals will help you create a proper strategy, track performance and subsequently make the necessary amendments that will better aid the achievement of your desired results. Examples of such goals include: “I want to get more visitors to my website.”; or “I want to increase my return on investment”. These are goals against which performance can be measured and advertising details can be arranged.

2. Organise your account for maximum effectiveness.

Having a well-structured account will help ease its management and will allow you to effectively target your viewership. Organise separate campaigns for each different product line, brand or resource as this will help you monitor your advertising performance more easily and will allow you to make the necessary targeted changes aimed at improving your campaign results. Make sure you target the languages and locations, for each of your campaigns, that are most relevant to your business objectives. Create highly specific ad groups to ensure that they reach the users you would most like to impress. Avoid duplicate keywords across ad groups as these end up competing against each other. Google shows only one advert per advertiser for a particular keyword.

3. Choose relevant keywords and placements.

Improve your chances of reaching more potential customers by choosing keywords and placements that are relevant to your pre-established goals. So make sure you select your keywords carefully and include specific ones that directly relate to the theme of your ad group or landing page. Also include relevant keyword variations and singular and plural versions as this will improve your ad visibility. Placements are locations on Google’s Content Network where your advert can appear. Target your ad placements by choosing spots on the Network that will show your advert, or else let Google select placements for you on those websites that are most relevant to your products and services.

4. Create straightforward, targeted advertisements.

Your adverts should have content that is sure to grab users’ attention and that will set your business apart from that of your competitors. Thus, you are advised to include keywords in your advert text to show users that your ad relates to their search engine search. The keyword will be shown in bold in your text when it appears in response to search results. Create simple, appealing adverts by highlighting those factors that differentiate your products and services from those of your competitors. Utilise a strong call-to-action that will encourage users to click on your advert. Examples of call-to-action phrases are: Buy, Sell, Sign Up and Order. Experiment with different offers and call-to-action phrases to establish which are most effective for your advertising goals.

5. Optimise your website for advert conversions.

Once users have clicked on an advert it is your website that determines how successful the visit will end up being. Point users to the right landing page that clearly reflects the information displayed in your advert. Internet users make a quick decision on whether they want to stay on a website or move on to another one, so make sure they immediately find what they are looking for. Attractive, easy to navigate and informative websites tend to be the most profitable ones, so go through your website to ensure its appropriate overall layout and functionality. As you design your website place the user’s experience as your highest priority.

6. Track your account performance.

By monitoring the results you are achieving through your campaign you can ensure that you are getting the desired return on your investment. Check your account statistics to see how well your ads are performing. These are reported at campaign, ad group, and keyword or placement levels. They include clicks, impressions, cost, conversion rate and cost per conversion, among other things. Create custom alerts and specify the parameters you would like to monitor. This enables Google AdWords to automatically notify you when certain behaviours or changes occur within your campaigns and ad groups. Create customized reports and make use of Google’s web analytics to be in a better position to analyse what actions people are taking while on your website.

7. Test and modify your campaigns to ultimately achieve the results you want.

By keeping track of your campaigns, analyzing user responses, and amending your campaigns accordingly you ensure the optimisation of your advertising efforts, designed to accommodate varying market trends and user preferences with the specific aim of achieving your advertising goals. Evaluate your campaign performance and make the necessary changes that will ensure even more successful results.