Google AdWords has become the leader in pay-per-click (PPC) marketing. Not only are the ads run on the most popular and powerful search engine, Google, but the user interface offers the user more options than any other service and the tracking using google ads customer service Google Analytics is free and extremely robust. Creating a campaign using solid Google AdWords management will allow you to see the most return on investment. while there are many success stories from Google AdWords users, you will hear just as many complaints from users that didn’t take the time to understand how to correctly set up a profitable campaign. Remember, you are paying money for every click, and unless you apply the principles of good Google AdWords management, you risk joining the group of people that haven’t been able to turn a profit using PPC.
Here are 5 tips to improve your Google AdWords management:
- Choose keywords that are highly relevant to your website. This is crucial. You need to understand what people are searching for when they come to your website. You can use the Google Keywords Tool located in the AdWords tools section or you can use the external keyword tool when logged into AdWords. Just type “Google External Keyword Tool” in Google. You have the option to type in some general keywords and then find more related keywords for your campaign. Also, you can ask Google to check your site and return keywords based on its findings.
- Create multiple ad groups for different topics. One of the most important aspects of good Google AdWords management is organization. Google likes it when you put some effort into your campaigns. If you’re selling a cookbook, don’t put keywords related to “recipes for omelettes” in the same ad group as “healthy dinner choices”. These are two very different topics and should be managed as such. Create an ad group for “recipes for omelettes” and add all your keywords related to that topic in that ad group. Do the same with “healthy dinner choices”, and so on. This allows you to create highly targeted ads for that ad group, which will result in a higher click through rate (CTR), which will give your ad group a higher quality score, which usually results in a lower cost per click (CPC). This is because Google rewards relevant ads by calculating the click through rate. However, be sure that the site or page on your site that you are directing visitors to is relevant to your ads. If Google finds out that you’re advertising cooking products, for example, but your website is about car insurance, you will find yourself slapped and your ad cost will skyrocket. We’re talking $10.00 per click. Again, this is to insure that the ads on Google are relevant and provide the searchers with what they’re looking for. The more precise you are the more your profitable your campaigns will be. Makes sense, right?
- Don’t be afraid to use long-tail keywords. Another common mistake done by many PPC users is that they bid on too many general keywords. For example, if you have a site about hardware tools, you don’t want to bid on the term “hardware tools” because it’s extremely general and most likely is fairly costly. If a general keyword like that is not costly, it’s a red flag that the keyword is not profitable because it’s too general. A long tail keyword means that the keyword phrase is usually 3+ words. For example, if your hardware tools site sells miter saws, you may want to bid on a keyword such as “compound miter saw”, or “sliding compound miter saw” so that you’re as specific as possible. Chances are the bids on the long tail keywords are lower and often significantly lower than general keywords. You may not get as many searches for the keyword, but they will be more affordable and more targeted, both very important aspects of good Google AdWords management.
- Use exact and phrase matching options. A great way to lower the cost of keyword clicks is to zero in on the exact keyword phrases people will be searching on. Many AdWords users just bid on broad keyword terms, even if it’s a phrase. For example, if you just add the term “find a job in new york”, your keyword may show up for ANY keyword phrase that includes those words. This means that if someone typed in “how to find a second job in telemarketing outside new york”, your ad could show up. Your site may have nothing to do with the person’s search, but your ad could still show up. Either the user clicks your ad and you pay money for something you’re not selling, or nobody clicks it and your quality score risks goes down. Either way you lose. Instead, add double quotes around your search terms in order to list your keyword as a phrase. This means that the user now has to type “find a job in new york” in that specific order for your ad to show up. This means that words can surround the phrase, like “I want to find a job in new york today”, as long as the words “find a job in new york” are typed in that exact order. An even more specific search phrase is constructed by adding brackets around your keyword phrase. This means that the search can ONLY be the exact words of your search typed in the same order. So, only “find a job in new york” triggers your ad. If someone types “how to find a job in new york”, your ad will not show up. This is another example of successful Google AdWords management.
- Track your campaigns. Google provides an extremely powerful free service called Google Analytics that is integrated into your AdWords account. All you need to do is add your site address, paste some code into your site pages and you’re good to go. With Google Analyics you can track where your visitors are coming from, setup conversion tracking to see which keywords are leading to the most sales and much, much more. You will learn a lot of valuable information about your campaigns by looking at the tracking data. This will allow you to tweak your campaigns for the most profit. It will also show you what ad groups are not working so that you stop wasting money on them. This can make the difference between breaking even and pulling in a significant profit.