This article will describe ways you can maximise your Google AdWord campaigns without breaking the bank. In Part 1 (How To Use Google Adwords – An Introduction) we discussed the basics of Google AdWords and some of the pros and cons of the different match types. This article will reveal some tips and tricks for optimising Google AdWords.
Want a better click-through and conversion rate with your Google Adwords?
What if you could achieve this by spending less?
The brilliance of the PPC model for businesses on a budget is that you only pay when a potential customer clicks on your advert. This means you don’t have to pay for those that would never be interested in your product as logically they wouldn’t click on your ad. This also means that even if they do not click on your link but they see it, then it can be classified as free advertising.
So while this sounds great, the reality is it isn’t perfect. I have seen countless ads which appear to be what I’m looking for but alas, they aren’t. Why? Keywords. I have just cost that company x cents with 0% chance of them making a sale. The question is, as marketers, how can we avoid this?
The most likely cause for the issue above is the keywords used in the advert weren’t closely aligned to the product or service they were selling. Generic keywords are more likely to come up against unrelated results. The fix is therefore obvious – remove all generic keywords, really rein in those keywords so they are specific only to the product or service you are trying to promote. Remember, you only pay for the actual clicks your ads incur so it is always better to have lots of campaigns with few keywords than to have one with a heap of generic keywords. Yes you may suffer from total reach but you can be sure your click through rate will increase as will your conversion rate – you’ll be getting more bang for your buck; a lot more.
Want to make sure your keywords aren’t generic? Then use Google’s Keyword Tool. This will show how often your selected keyword or phrase is searched but more importantly the level of competition for each. The dream keyword to use for your AdWord campaign would be a huge numbers of searches each month and low competition while still being specific to your product. Unfortunately it’ll be near impossible to find one of them now so you’ll have to compensate. This is why you have multiple campaigns. Some will target a very specific low search rate low competition amount whilst others will operate in the high – high environment.
What I’ve done here is listed some simple, yet highly useful pointers which will save you both time, money and frustration as you manage and maintain your (already excellent) AdWord Campaigns.
- AdWords Editor is a tool which allows for offline work, bulk changes, copying and moving items between AdGroups; basically everything you want to minimise the fuss of exporting and managing your AdWord campaigns
Character Counter in Spreadsheet: A very simple tip which will ultimately save you hours editing your adverts as you discover each description is too long. Simply set up the formula in excel (or whatever spreadsheet program you may use) the link is provided in the title.
Geographic Filtering can be a highly useful option to consider if your business is constrained to certain areas. The distance filtered can be almost whatever you wish, whether it be 25 miles, a state or even a collection of countries. This is particularly useful to businesses who can only ship to certain areas, by setting up geographic filtering you can ensure people who see your adverts are automatically able to be reached. Setting up a small geographic area may also be useful to businesses such as flower shops where proximity to the searcher is paramount.
Timed Ad: Is there a point in showing an ad if there’s 1: No one to see it and 2: No way of responding to any inquiry? By filtering your ads based on time you can ensure someone viewing your ad can get immediate service if they require it. A good example I have seen is
Set daily budget higher than Google recommends: I know this is contradicting the title a little but bear with me. In the perfect world everyone would click on your adverts at a good average pace so your daily budget is used up each day. This is not the case. Setting a high daily budget will force Google to place on top of other ads as it tries to use up your daily budget. The longer it takes people to actually click your advert to the point where total % of daily budget is used that it drops to 2nd, the longer your ad will stay number 1. Remember, you only pay when people click on your website so even if no one clicks your advert, then your ad stays at number 1 and doesn’t cost you a cent – advertising on a budget indeed!
- Set higher bids on exact matches: The worst thing that could possibly happen is someone types in your exact keywords or your company name and a competitor gets the number 1 spot. Therefore, obvious really, it is important to to set higher bids on exact matches.
I hope that this article on AdWords has helped clarify any questions you may have had and given you some ideas for when you next set up a Google AdWord campaign. Be sure to let me know in the comments section below if you have any questions or know of other little tips I may have missed.
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