5 TIPS FOR Google AdWords Success
Google has created the most efficient, targeted, easily measurable types of marketing & advertising in history. With Google AdWords it is possible to reach millions in seconds, and get in front of an appropriate audience and sell your goods or services to visitors across the world.
But, as a way to harness the power (in fact it is powerful) of the incredible system and maximize your outcomes while minimizing your spend there are a number of simple steps you should take.
Whether you are not used to AdWords or a seasoned AdWords veteran there are five simple mistakes I see in client accounts over and over. Avoid the mistakes, increase click on through rates, decrease average cost per click and increase conversions!
Secret #1: Split Up Your Campaigns & Ad Groups
Stop bundling all your keywords into one campaign and something ad group.
Time and time again I see client accounts with one campaign, one ad group, and 100+ key-terms with only 1 ad. Google's structure is hierarchical, allowing easy, precise management of one's keyterms. Campaigns allow you to manage several Ad Groups, and ad groups allow you to manage the specific ads for a particular set of key terms.
I usually break down my accounts as follows: The Campaign is generally a base keyword say "cups" and the ad groups within "cups" have variations on that key term "red cups," "plastic cups," etc. Besides being more organized and enabling you to more easily view the performance of different terms, splitting up your campaigns and ad groups in this manner will allow you to create extremely specific ads.
When Additional hints are guilty of lumping your entire ads and keyterms together in a single group don't worry, it could be in your favor. Although organization is helpful, it can sometimes be hard to figure out how to initially organize an account. You don't always know in case a term or set of terms will be popular and should have it's own campaign and specific ad groups.
If your campaign(s) has been running for any period of time it is possible to leverage the history of your terms in creating and organizing your new campaign and ad groups. Analyze the quantity of impressions for every term and base your campaigns off typically the most popular sets.
For example an account I recently adjusted had plenty of impressions for "medicaid attorney." I broke this term out, pulling it into it's own ad group underneath the "Medicaid" campaign. Then i proceeded to create like groups underneath the "Medicaid" campaign with variations on attorney or Medicaid. When I was done with the account the "Medicaid" campaign had a large number of ad groups within it, all regarding (or including the term) Medicaid.
Once you are finished organizing, your accounts should look something like this:
Medicaid (Campaign) > Medicaid Attorney (Adgroup) > Medicaid Attorney (keyterm) > Best Medicaid Attorney
Medicaid (Campaign) > Medicaid Lawyer (Adgroup) > Medicaid Lawyer (keyterm) > Best Medicaid Lawyer
Secret #2: Create Extremely Specific Ads, Match Your Ads to Your Terms
Splitting up your campaigns and ad groups is essential to generate extremely specific ads also to match those ads to your terms. Secret #1 lets you properly manage and manipulate your account (providing an upgrade path for more terms), but Secret #2 will get more people to really click!
The beauty of AdWords is its specificity. It is possible to target an ad regarding "Lightning Bug Jars," to only run when a user visits a niche site with the terms "Lightning Bug Jars", or when a user types "Lightning Bug Jars" right into a search query on Google's network. Google has leveraged this specificity, creating a giant advertising network that's destroying old advertising networks and mediums.
The problem with developing a television ad isn't so much the cost of the production of the ad (which it could cost a great deal) or in the cost of the actual spot (that may also be very costly), but in the fact that the ad will undoubtedly be seen by an untargeted mass. Additional hints for a fresh teen fashion will undoubtedly be seen by an elderly Grandmother, who although hip in her own right, has no interest in pink hot pants with the term "juicy" smeared over the posterior.
Leverage Google's specificity!
To run a successful AdWords account you must benefit from Google's specificity. At first it might seem daunting (and it'll take the time and creativity), but split up your campaigns, ad groups and keyterms up to you can (see Secret #1) and make sure to make your ads as specific as possible.
Once Additional hints have split up your campaigns and ad groups into key term specific groups the benefits will become immediately noticeable. Where before you were limited to one set of ads for a huge number of unlike keyterms, now you can target specific ads for specific keyterms. Writing ads can be easier.
A lot of my ad groups contain only several terms, for example an account I was updating today had an ad group called "Estate Planning Attorney" with the next two terms: estate planning attorney, estate planning attorneys. I have another ad group called "Estate Planning Lawyer" with like variations. This will mean you may have much more ad groups and campaigns to monitor and manage, but the results will be really worth your time and effort.