AdWords Tips – Practical AdWords Guide
As a Google AdWords Certified Partner, former Google employee (AdWords Strategist, Trainer & Optimisation Specialist) as well as being Search Scientist’s primary AdWords Consultant, I have compiled a list of the most important, need to know AdWords tips below. Follow these steps to improve your AdWords advertising return on investment and cut wastage. If you have any questions or would like help with your AdWords advertising, comment below, or contact us at email@example.com.
Follow these steps to AdWords Advertising Success…
1. Keyword Research
Your number one go to tool for keyword research is Google’s Keyword Tool. Use it before adding new keywords. Be sure to be signed in and add the ‘Approximate CPC’ column in order to see how much you’re likely to pay per click for each keyword. Generally, aim for long keywords (e.g. three words or more) that have traffic, are likely to convert and have a reasonable estimated cost per click.
To research search term trends, use Google Trends (formerly Insights for Search).
See what keywords and ads your competitors are using with www.keywordspy.co.uk or www.semrush.com. These tools will help you to advertise on the right keywords at the right time. Always do keyword research before adding keywords to advertise on.
2. Set up Tracking – Conversion Tracking & Analytics
3. Website Optimisation
Optimise your website to improve conversion rate. Small changes can make a big difference. There’s no point spending money on advertising if the chance of that visitor converting is low.
- Review your navigation and checkout process.
- Make it as quick and easy as possible.
- Ask people what they think.
- Run Content Experiments in Google Analytics
- Keep an eye on ‘bounce rates’, ‘time on site’ and ‘conversion rates’ in Google Analytics.
4. Separate Keywords into Tightly Themed Ad Groups
Keywords in each ad group should all generally have at least two words in common within each keyword. Each of those keywords should be completely interchangeable. The keywords and ads within each ad group should be highly relevant, as in the example below.
5. Keyword Match Types
By default, the new keywords you add in AdWords are ‘broad match’. They expand to show your ad when users search for ‘similar’ terms. For example, you might have the broad match keyword, digital camera, but Google expands to show your ad when someone searches for slr camera, or phone camera, or camera reviews.
The other keyword match types allow more control. Find out more about AdWords match types here.
6. Add Negative Keywords
Restrict your ads from showing on irrelevant searches by adding ‘negative keywords’. Block searches that include ‘free’, ‘review’, ‘jobs’ etc from triggering your ad to show.
On your Keywords Tab, scroll down to the bottom and click on ‘Negative Keywords’. You can choose whether you want to block your ad from showing on those terms at the campaign or ad group level.
7. See Search Terms that Triggered your Ads to show
That is, see all the search terms that your keywords expanded to and showed your ads on. With the Keywords Tab selected, choose ‘See Search Terms’.
8. Add Quality Score Column
Google gives keywords a score out of 10 based on relevance and performance, ie. a ‘Quality Score‘. By default, this column is hidden. To show the Quality Score for each of your keywords, when on the Keywords Tab, click on Columns and add the Quality Score attribute.
9. Separate Campaign for Display Network
By default, when you add a new campaign, it’s opted into showing your ads both on the Search Results pages and on the Display Network.
The Display Network is a massive range of websites, from the New York Times to your sister’s blog, that you can place ads on. Unless you want to target your ads to appear on specific Display Network sites (which you’d be best to do in a separate campaign), opt out of the Display Network (in the Campaign Settings, as below).
10. Have 3 Ads Per Ad Group
By default, your ads will rotate and the best performing ad in each ad group will gradually show more often. Try 3 ads in each ad group, each with slightly different messaging. Observe to see which ad performs best and test similar messaging in other ads.
11. Use Keyword Insertion
This formula inserts what the user actually searches for into your ad. Be careful that you’ve restricted your keywords enough to only show your ads on relevant terms. Try it in one of your three ads within an ad group. It tends to improve click through rate.
12. Include Calls to Action in your Ads
13. Include Unique Selling Points in your Ads
14. Make Sure Your Prices are Competitive
15. Use Ad Extensions
16. Can’t See Your Ads? Use the Ads Diagnostic Tool
17. See your ads in a different position to that stated in account?
18. Segment your Data
19. Ad Scheduling
20. Geo Targeting
21. Download AdWords Editor
22. Use an AdWords Voucher
23. Still not getting a good AdWords ROI? Get help
- one off AdWords optimisation to get you up to scratch,
- ongoing AdWords Management,
- and AdWords Training (in Northern Ireland).