Welcome to part 1 of this 5 part series on Google
Adwords.Google AdWords is one of the best advertising tools
on the Internet, but only if you know how to implement
Adwords properly to achieve maximum potential. So what
exactly should you be doing to ensure that you get the best
possible results from Adwords?
We have put together the following tips to help you get
those all important click throughs and conversion rates.
1. Use targeted keywords
Never go with the full list of keywords that Google
suggests. Pick the keywords that closely match your
business. What would people search if looking for your
products. Time and time again we see unrelated keywords in
campaigns that companies run. For example, if you sell real
estate in Florida, don't buy the keywords 'Florida' or
'real estate', buy 'Florida real estate'. Simple,
effective, and won't waste your money. Keywords really are
the central hub of your success on AdWords. Take your time,
and read every tip below that has anything to do with
keywords before you start.
2. Search for the keywords that you are buying
Type the keywords into Google. See if your competitors are
showing. If the page that shows is unrelated to your
business then probably it is not a good search for you.
3. Get some keyword clues from your competitors
Companies that know what they are doing in the area of
search will have their page titles loaded with their best
keywords. Have a look at the good performers in your
market. See what keywords they are using in the page titles
(the text that appears in the top bar of the browser
window). If you are familiar with viewing the source of a
page, you can see the keywords they have placed in their
'keywords' META tag.
4. Use lots of keywords
Think of as many ways of saying your product or service as
you can. This will enable you to buy more specific
keywords. It is much better to buy a specific keyword such
as 'buy Reebok running shoes', than expect to catch this
search on a broad match of 'running shoes'.
5. Use keyword research tools
Google's tool is good in that it suggests similar searches.
Google's tool is available as you set up your AdWords
account. You type in a search and the tool will return
similar searches. Some of these will be irrelevant so be
careful.
Yahoo has a tool that allows you to type in your root term
and it shows searches that include this term. It also gives
exact search volumes on Yahoo for the previous month for
that term. It is an excellent tool when looking for
negative keywords
6. Use Global Negatives
If you're selling something, you don't want people finding
your ad when they're searching for free stuff. This sounds
obvious, but do some searches and you'll see it happening.
Use the word 'free' in your campaign global negatives. Add
any words you don't want your ad associated with to this
list. Using negative keywords is especially important if
you're using broad matching.
7. Create lots of ad groups
An ad group should contain a small number of keywords
(10-40) that are targeted around a certain theme. These
keywords will all show the same ad. Ad groups should be
created for dominant search terms, different product
groups, often individual products if they are well
searched. The choosing of ad groups and grouping of the
keywords is a difficult area so be prepared to restructure
your campaign after a couple of months because your first
attempt was not good.
8. Test different positions
How much of a difference will being in the first position,
as opposed to the second, third or sixth position make, for
your net profit? The answer is that it depends on your
creative, industry and who else is bidding on your
keywords. Test your creative in each position and work out
where it will be most effective, from an ROI point of view.
Remember also that the AdWords ranking algorithm works on a
bid price x CTR (click through rate) basis (it's actually
more complicated than that, but this gives an idea as to
why out of two ads with similar bids, one will be higher
because of a higher CTR).
9. Test different creatives
You can also test your creatives (the ad text). Write two
or three different ads and Google will rotate them in this
ad group. The creative that gives you the highest ROI is
the one you should go with. You need to give the test long
enough to produce statistically significant results. How
long this is depends on the search volume and the number of
conversions you achieve. Use common sense as to when you
think the results show that one ad is better than the
others unless you know your stats.
10. Rotate ads evenly
In your campaign settings one of the options is to rotate
ads evenly or to have Google optimize for you and show
better performing ads more frequently. The default setting
is for Google to optimize. Change it! Google optimizes
based on clicks, not conversions. In other words, it shows
the ad that brings Google the most money, not you. Many
times we see ads that have lower click through rates
getting a better ROI because they appeal to buyers, whereas
other ads with higher click through rates appeal to the
masses.
Look out for more top tips to improve all the important
features and get the maximum profit from Adwords in Google
Adwords Top Tips Part 2
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Dave McEvoy is an Adwords expert with years of experience
in ppc management. For more information please come and
visit our site http://www.searchlaboratory.com
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