When run efficiently, Google AdWords can be an excellent addition to your overall online marketing campaign. Google has made a lot of improvements lately to make it as easy as possible for users to create and effectively manage their own paid search campaigns to drive traffic to their website.
While Adwords might seem pretty straightforward, there are a lot of tips and tools you might not know about that can help your campaign perform better than you ever thought it could.
If you’re a beginner in Adwords, here are a few simple tips you can implement in your campaign to make the most of your marketing dollars:
Ad Group Ideas (Beta)
One of the keys to having a successful Adwords campaign is to create tightly-themed ad groups. This will allow you to create targeted ads for the most effective audience.
Ad Group Ideas (Beta) is a new tool that Google Adwords recently made available through their keyword tool that you can access by going to the Tools and Analysis tab —> Keyword Tool, and then clicking on the “Ad group ideas (Beta)” tab next to the “Keyword ideas” tab.
Even though this tool is in beta, it can give you great ideas for how to structure your ad groups properly. The suggested ad groups might not be exactly relevant to the products or services you will be advertising, but it can at least give you a good starting point with ideas you might not have thought of yourself.
Just like it’s important to incorporate match types into your ad groups and campaigns, it’s also important to include negative keywords to prevent your campaign from spending unnecessary funds on unrelated clicks.
If you’re not familiar with what negative keywords are, here’s a simple explanation. Any keyword included on your “negative keyword” list will be excluded from the entire selection of keywords that your ad shows for.
For example, let’s say you had an ad group that was advertising online marketing. Without setting up negative keywords, your ad could show for someone searching for online marketing services as well as online marketing jobs.
If you already have an existing Adwords campaign, a good place to start looking for negative keywords is to first look at your search terms report by going to the Keywords tab —> See search terms —> All. Looking through the search term report will show you all the keywords people used to reach your site through your paid advertisements.
You will most likely have several unrelated keywords in that list if you haven’t set up negative keywords yet, giving you a lot of great ideas to start with.
You can add negative keywords by scrolling to the bottom of the “Keywords” tab page, and clicking on the “Negative keywords” extension. There you’ll be able to add negative keywords either on the ad group level or the campaign level.
Ad extensions are another relatively new feature that has been introduced to Adwords recently. Ad extensions have proven to be very effective in increasing click-through-rates because they increase ad visibility and relativity.
The best part about ad extensions is that they are available with no extra charge per click. Google Adwords offers several different versions of ad extensions, including extensions for location information, contact information, site links, product links, social media, and mobile apps.
Not every ad extension will be right for your particular campaign, but you can probably find at least one or two that will help to dramatically improve your click-through-rates.
One of the simplest extensions you can start experimenting with is the site link extension. With this extension, you can provide up to 10 site links that will appear in blue text directly beneath your ad (if it shows in one of the top three positions).
If you want an example of what the site link extension looks like before creating one, you can just Google a major retailer like “Home Depot” or “Sears.” You’ll see that underneath their top PPC, several text links appear directly beneath their traditional ad.
The site links extension is a great tool because it gives you lots of extra text space to compel searchers to click on your ad.
If you’re familiar with Adwords, you know that ad space is normally quite limited. You can use this extra text space to advertise promotions, products, etc, and direct searchers to specific pages on your site through those links.