9 Overlooked AdWords Tricks


Google AdWords adds new features every couple of months. Their latest feature dates back to March with the integration of AdWords API’s into shopping campaigns. As the various features and functionalities continue to pile up, a significant amount get buried. Here are 10 AdWords tricks that I’ll be reviving from the dead ground..

Naming and Labeling

Its a no brainer but this trick is an instrumental part of creating a manageable, future-proof AdWords account. Many AdWords users stick with the general default of Campaign #1 or Group #2 as their way of distinguishing between an apparel and sofa campaign. From any regular old joe’s POV, it looks like you might just be campaigning for a political election, and you’re distinguishing the various groups. Not the case, right? So, don’t undermine your ability to manage your ads and provide a user-friendly accessibility by all members of the marketing team. With customize campaign and ad group names, you’ll be able to search by name, organize groups with campaigns, and easily recognize the various campaign – not to mention, exceptional reporting.

Shared Library

If you are one of those people who find the “copy & paste” routine a bit daunting, I’m prove to say that I’ll be relieving you of that task. With this tool, you’ll be able to make one change that will affect numerous keywords, ad campaigns, or ad groups. You can manage various ad campaigns under a single budget, automate different bidding techniques throughout various campaigns/groups/keywords, use negative keywords for all desired campaigns, and share ad copies.

Review & Seller Ratings

As with Gmail, you can add additional extensions to your AdWords. In this case, a review extension allows users to pull relevant customer reviews from various sites into ad units. Allowing your ads to increase in CTR and gain reputable traction.


Another evident trick that people forget about but see all too often. Sitelinks give you the option to place several links to a diverse group of pages other than the basic landing page. Offering more opportunity to gain CTR and promote popular promotions. You’ll need to add the sitelink extension in order to enable this feature – the shared library [include bounce link to #2] also extends to this extension.

Customize Sales Cycle

Not all businesses are the same, just as not all businesses run on the same sales cycle. So why not customize your Google AdWords page to fit your specific sale cycle? With this feature, you have a conversion period of 7-90-days from the previous 7 to 30 day.

Emailed and scheduled reports

Google AdWords offers several automated tools for account managers. All offering beneficial functionalities in order to budget, schedule, and pause campaigns. The “automate” button could be the holy-grail for streamlining PPC. Automated reports can be enabled to email regularly viewed reports from about anything such as search terms, cost, and more. And the automated changes assist in changes through user-based criteria – pausing keywords at a particular threshold or after a specific amount is reached, increase bid based on position, and etc.

Negative Keywords

I mention this again here [include to link “5 Effective Google…”], but repetition is needed. Negative keywords are the goldmine for maximizing your ad campaigns once they go live. Why target searchers that won’t lead to sales? Or better yet, the ones that aren’t relevant to your business goals? They are as easy as adding a dash in front of every keyword that doesn’t relate to your business needs. For instance, a company focused at providing services to dogs would have negative keywords like -cat, -rabbit, -hamster.

Utilize Google Platforms

AdWords gives you the option to integrate your Google +1 and Places accounts. Apply this feature if you are (almost) entirely a local business. You’ll be able to reach your target audience a lot better.

Google AdWords Placement Tool

Within the tools & analysis tab you’ll notice a collection of diverse tools that will help you broaden your ad campaign. Overlooked is the placement tool which “lets you place ads on a variety of news sites, blogs and other niche sites across the internet to reach more potential customers.” Similar to the generic search-focused option, this tool targets websites instead of keywords in order to reach an audience that are likely more interested. The placement tool also allows users to apply their campaigns in the following formats: text, interactive, image, and video – allowing your creative prowess to flourish. I’ll go into more detail in an upcoming post.

Have a Google AdWords trick you’d like to share? Do you use any of the above? Let me know in the comment below!

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