While Google AdWords is a revenue generating machine for the savvy advertiser, 9 out of 10 people often FAIL in their first few attempts to create an effective campaign. That is why I have created this report â€“ to help these new or not-as-experienced advertisers battle through the initial learning curve, and to implement a few very simple but effective strategies that will help you achieve your advertising goals and improve the overall performance of your advertising campaign.
1. Expand Relevant Keyword Terms
Keyword relevancy is the KEY to success with Google AdWords. While it may be tempting to include all sorts of keywords you can get your hands on, be aware that this is often the #1 mistake advertisers make when creating their first campaign.
The keyword term qualifies the user as someone who is interested in the your products/services. For this reason, we need to make them as relevant as possible. Do not go out on a whim and start adding terms that are somewhat related, because, chances are, even if users do find interest in clicking on your ad, they will end up leaving your website without making a purchase because your product/service was not exactly what they were looking for.
2. Be Familiar with the Various Matching Options
While broad match is the default match type and should be used more than 90% of the time, you should also be familiar with the other matching options that are available to you. Selecting the right match type will increase your performance potential and for driving clicks/sales.
If you are unfamiliar with the different matching options, here is an example:
When tennis shoes is broad matched, your ad will show when users search on the keywords tennis and shoes, in any order, and even if the query includes other terms, such as tennis rackets and shoes. With broad matching, the keyword is also automatically enrolled in expanded matching. This means that Google will show the ads for other relevant terms and variations (such as tennis sneakers) even if these terms are not included in the keyword list.
When tennis shoes is phrase matched, your ad will only show when users search on the keywords tennis shoes in that order. For example, queries red tennis shoes and tennis shoes sale will generate your ad, but not shoes for tennis.
When tennis shoes is exact matched, your ad will only show when users search on the keyword tennis shoes. This must be typed in exactly in this format. No other variations of this term will trigger your ad.
3. Use Negative Keywords
Negative keywords are specific terms you can select to prevent your ad from displaying. For example, if -red is entered as a negative keyword, the ad will not show if a user searches for red tennis shoes.
To maximize the relevancy of your keywords, negative keywords should always be used. If you can stop irrelevant results, you should! Always double check your negative keyword list to make sure that you really do not want to run on them.
A few universal negative keywords to use may be â€“free, if you do not offer a free product, or â€“uk, -canada and â€“australia if you are offering a product that only ships within the United States.
4. Create Relevant Ad Text
You can spend hours compiling an amazing list of relevant keywords, but your campaign can only be successful if the terms are used with appropriate ad text. The keyword does its job by triggering your ad, but clicks are generated by the relevancy and quality of the ad text. The ad text is arguably the most important part of your campaign because it is the ONLY aspect of your account that is visible to the user.
If the keywords do not relate to the same products/services, you may want to separate the keywords into different Ad Groups. In different Ad Groups, targeted ad text can be created to specifically relate to the keyword terms and will, as a result, be more relevant and better targeted.
5. Multiple Creatives
When multiple creatives are created within an Ad Group, the ads will rotate evenly when the keywords are searched. Reporting statistics for each creative are listed in the account, so you can test several different creatives for CTR and ROI. Based on these statistics, you can then delete any creatives that are not performing well for you. This feature also allows you to test different landing pages. By using tracking URLs, you can measure conversions, which allows you to optimize the account so that you are using the most effective ad text and landing page combination possible.
6. Unique Special Offers/Promotional Language
Because you would want to distinguish your own product/service from your competition, keep in mind that a generic ad typically does not perform as well as a creative that contains specific information. To make an ad stand out, consider including factors such as special offers, unique qualities and promotions to differentiate this ad from competitors. (Ex. â€œdiscounts,â€ â€œfree shipping,â€ â€œlow price guarantee,â€ â€œprice matching,â€ â€œaward-winning.â€)
7. Call-to-Action Phrases
Specific call-to-action phrases that reflect the your goals, such as â€œsign up for free newsletter,â€ â€œtry a free sample,â€ â€œorder make-up onlineâ€ and â€œbuy CDs at 15% off,â€ are strongly encouraged because they clearly spell out what the user should do on the website in order to achieve a successful conversion on your end. Such phrases give the user a clear idea of what to expect before visiting the website and can increase your overall CTR and ROI.
8. Destination URLs
The destination URL of the ad should be accurate and working. For best results, make sure that it takes the user directly to the product/service advertised. This will ensure relevancy and increase the chances of a successful conversion.
9. Individual Ad Groups for Each Product Line
Another effective method of using the keywords is by plugging them into the ad text. It is especially effective when inserting the keywords in the adâ€™s first line (ad title) because it increases the relevancy of the ad. The ad title should be an â€œeye-catcher.â€ It should ask a question, make a statement, or sum up the specific product or service being advertised.
When a user searches on a particular term and sees an ad with the same term in the ad title, the relevance is right on the money. In addition, the keywords will appear in bold within the creative. This draws attention to the ad and increases the probability that the user will click on it. If inserting the keyword in the ad title is not possible, at least try to incorporate it into the ad text itself.
10. Use the Available Tools and Features!
Thatâ€™s what theyâ€™re there for! Learn about all the great things you can do with these tools that were specifically designed to help you achieve success with Google AdWords.
When you have a moment, definitely take a closer look at the various features you can add to your campaign, such as the Keyword Suggestion Tool, Budget Optimizer, Conversion Tracking and Reporting Generator. These features can help you discover what is performing well in your campaign and what is not, and you can then make the appropriate changes to ensure that your campaign is performing at its peak.