Google’s AdWords is an advertising tool largely based on pre-decided keywords. When a user inputs those keywords in his/her search phrase, AdWords displays the ad on Google’s vast network. You will only be charged once a person clicks on the ad or link. It sounds simple yet there are many errors a marketer can make that can compromise on an ad’s potential reach or drain your AdWords budget. So check out the following quick tips to get the most out of your campaign.
1. If you don’t know how to use Broad Match, DO NOT USE IT
When you decide on your target keywords Google will provide multiple match types – Exact, Phrase or Broad Match. Here it’s sensible to select ‘exact’ and ‘phrase’. ‘Broad match’ lets the keywords trigger your ad when someone searches for a phrase or similar phrases, misspellings, synonyms, singular and plural forms, related words, variations. These will let your advertisement show up multiple times but mostly with the wrong target audience. This will be a waste of your money and the user’s time. Broad Match Modified on the other hand can be used if you are familiar with it and have experience with it.
2. Include Negative Keywords
Let’s say you run a salon and have recently ventured into digital marketing to promote your website and services. You bid for the keywords ‘parlour, salon, M.G Road, beauty, facial, Mumbai, exclusive, new, full-service’ etc. Then a user comes along and wants to find the ‘worst parlor service on MG Road’. Because your keywords match most of the user’s search phrase your ad could show up on this query. That’s why remember to see what ‘search terms’ have been triggering your ad and if you don’t want to be advertising on the wrong ones, immediately add them to the negative keywords list.
3. Use Ad Extensions to reel in the user
Extensions in an advertisement like site links, click-to-messages are definite ways to increase clickabilty of your ad. Your ad would usually include benefits, name of business and other relevant information. But adding an extension makes it easier for an interested user to move closer towards the sale.
4. Separately Bid On Different Devices
Unlike earlier you can now bid on keywords according to each device. That means your list of keywords on desktops, tablets and mobiles respectively can be separate from each other. This is highly useful when you are trying to fine-tune your campaign according to a user’s device. This way when certain words are not performing well on one device but giving you a positive outcome another, you can easily modify the keywords list accordingly.
5. Revisit your location-based bids regularly
The best part about advertising on the Internet is that it’s always evolving. With real-time feedback and analytics, marketers can easily track which regions are performing better than the others. Sometimes your products may have saturated a market and become a new fad in another one. But you’ll only know this if you regularly break down your performance reports by region, area and location. So when was the last time you checked these?
6. Never combine search and display campaigns
Search ads are triggered by pre-decided keywords, while display ads appear when users browse the net for content related to your brand. A display ad usually works out to be cheaper in cost than a search ad. So you may be tempted to combine your targeting campaign on both of these tremendous networks, but it would result in a waste of your budget as the results will be skewed and chaotic. Conversion rates on the more expensive search network are thrice as high; leading to confusion on what is working and what isn’t. So, when you launch a new campaign, make sure you only choose the appropriate network.
7. Take the Google Ad Words Reports seriously
No other advertising medium can give you such precise feedback and insights, like the Internet. Google Ad Words compiles many kind of reports that continually assess the health of your ad campaign. From knowing the average position in search results to number of impressions; from detecting invalid clicks to tracking conversions and click-through rates, Google’s got your back. Get yourself educated on these parameters and find out how this feedback can maximize your campaign.
Now that you’ve figured out how to create a cost-effective and memorable campaign, find out how you can enhance your SEO to begin with. Check out our 5 quick tips to improve SEO in 2017 and see the difference.