Creating effective ad campaigns within Google AdWords can be a hit or miss for most businesses but vital to any online marketing effort. As Google continues to rank as the most popular search engine for your internet advertisements, it is important to properly place relevant ads to your biggest potential audience.
1. Keep ad group keyword list short
Don’t create a single ad group with the main focus of hoarding keywords: create numerous ad groups, each with a short list that are tightly related and manageable. This will help you achieve relevant search ads as I’ll mention in tip #3.
2. Set daily budget higher than Google recommends
A low daily budget is directly correlated with a display of ads irregularly. Not so good for your ad campaign. You want your ad visible to potential visitors. Manage your ad spend by implementing negative keywords (see tip #4), targeting ads by location (geo-tagging), using exact matches and adjusting keyword bids.
Some businesses usually start with a budget of as low as $1000 for trial purposes (test landing pages and various ad copies) and increase spending when they have the campaign down to a usable formula. Here’s a great example of a successful PPC campaign with higher quality score and monthly spend (via HuffingtonPost):
The differences are incredible: increased revenue and ROI. Just one of the many reasons businesses hire professional and experienced PPC (pay-per-click) companies in order to receive high performing campaigns. Our Google Certified AdWords company creates noticeable results for some of Atlantic Canada’s most influential brands.
3. Use keywords in ad text
Show the searcher that your ad is related to their search. Create relevance between ad text and keywords. Google will bold search keywords in your ad if they are present. This helps your ad stand out. Enabling higher quality scores that lead to a drop in CPC (cost-per-click).
4. Use negative keywords
Ads that include negative keywords will not be displayed within related searches. Include negative keywords at regular interim as they will drive more relevant searchers to your ads. More negative keywords allow for an increase in CTR with ad groups – improved ad position and better use of your money. For example, if your products or services are free, include negative keywords like:
5. Test multiple versions of ad
Google allows you to create, run, and rotate multiple ads within an individual ad group. Test various keywords, ad text and see which version work best. A more relevant ad will lead to a higher CTR (click-through-rate) and lower bids for the same ad position. But make sure your landing page are related to the ad copy. And consider a test on load time for your landing page using Google PageSpeed. Slow page loads can result in poor user experience and reduced time spent on your page.
Do you have an AdWords tip that you’d like to share? Let me know in the comment below!
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