In the world of PPC, Google AdWords still holds the reign over the other pay per click marketing options. The only one that comes close is Yahoo’s sponsored search marketing (previously known as Overture), and even that has made changes to imitate Google’s AdWords.
Using AdWords can increase traffic and has a huge ability to increase your knowledge within your market, as well as knowledge about your potential clients. However – not knowing how to use it properly can sometimes cause startling expenditures, and this can often scare people away from using it at all. Here are seven tips to help you get started on AdWords with a better grasp on this powerful tool.
7 Google AdWords Tips and Tricks
- Turn off Content at first – You’ll want to turn off the “content network” option inside your campaign settings when you start. This is something that can often lose a lot of money, with a very small CTR. If you do want to use it, I recommend starting with the search network, learning what your converting keywords/ad groups are, and then starting a separate campaign with only content network ads running. And also consider choosing which sites your ads run on explicitly. This will enable you to check and see just where your ads will show, and if it’s a good site to match with your market. As usual, test and track, and keep the ones with the best conversions.
- Run 2 Ads At A Time – Always, always run two ads at a time. This will make sure you can keep increasing your CTR by checking to see which ad performs better, then making that the control and rewriting the other ad. It’s good to get at the very least 30 clicks before deciding on a winner.
- Set a Daily Budget – A lot of people aren’t aware this is an option, and some keywords can cost thousands of dollars within a few hours. Make sure you set a budget you can live with so you don’t find yourself spending a huge amount of money before you can make adjustments. This setting is inside the campaign settings.
- Use Different Match Types – There are 3 match types: Broad, Phrase, and Exact. Knowing how each works is crucial to having a good campaign. If nothing else, know that by just putting words in your ad groups, they default to broad match. Broad match will match all searches with those words in any order, as well as any searches containing words with similar meaning (using latent semantic indexing). This means you may have a lot of searches that your ad shows up for that are not words you chose. And because of this you should…
- Use Negative Keywords – In your keywords research, if you think of keywords that may cause your ads to show but are not related to your campaign, be sure to put them in as negative keywords. You can do this in each ad group by simply putting a negative sign in front of your keywords (and in front of the first quote in negative keyword phrases), but often it’s best to just put it into your campaign negative keywords. You can find where to put negative campaign keywords inside your campaign page, where you’ll see “campaign negative keyword(s): Edit”.
- Keep Related Keywords in Separate Ad Groups – This is important for several reasons. If you toss all your keywords into one ad group, there’s a likely chance that no ad you can possibly write will entice people typing every one of these keywords. Keep your ad groups separate, so you can write unique ads that match with the keywords in that ad group. This will up your CTR. Also, ideally you should have unique landing pages for each ad group, if there is a page that is best for the keywords in that ad group.
- Track All Results – Tossing keywords into AdWords, crossing your fingers, and hoping for the best is not a good way to do pay-per-click marketing. Track everything so you can remove badly performing keywords, expand on exceptionally performing keywords, and adjust your ads. If you have a page on your site that anyone visiting would indicate a conversion, use AdWords’s conversion code option. This allows you to put code on that page so you can know exactly which keywords brought you conversions through your PPC. If this is possible on your page, do it! Knowing precisely which keywords convert will make your PPC campaign a monster, and jump your ROI through the roof.
Having a good idea how AdWords works before spending money on it will help you make sure your campaigns bring quality traffic. Follow these Google AdWords tips and tricks to keep your AdWords campaigns performing well, and you’ll see great results with this very powerful internet marketing tool.