Managing Google AdWords Campaigns - Wrong v Right
Most mistakes people make in their Google AdWords campaign managements are pretty common, and 90 percent of Google campaigns can be greatly improved with less than an hour of effort. You can save yourself hundreds, thousands, even tens of thousands of dollars in the hour you spend following our instructions in this article.
Can you guess the biggest mistake made by advertisers on Google AdWords campaigns? That would be Campaigns that are not properly organized. Ads and keywords that are not organized will damage your campaigns and end up costing you big money.
Properly organized campaigns get results from the beginning and are easy to adjust and optimize. Over time this makes a huge difference.
In a utopian world everytime someone typed in a keyword you would have the perfect ad for that keyword. With all those different keywords, you have a unique ad for each one. Say you have two thousand keywords, then you would need to write two thousand ads.
But for the world that we live in that is not practical. The answer is clustering similar keywords with one ad.
Ad groups are the most basic unit of your ad campaign that has both keywords and ads. The campaign is the broad topic containment for these ads. You will need to have more than one adgroup in your one ad campaign.
In a single Google account, you can have as many campaigns as you want. Some of the campaigns in your account may be on a completely different topic, selling completely different services, and sending traffic to a completely different web site.
The way you divide up your campaigns is your choice, but the in which you divide up your ad groups is not. There is the right way and the wrong way to do it.
Most beginners set up their campaigns to look something like this:
Smith Telecommunication
Robust Solutions for
Your Total Voice Mail Needs
With this as their ad their keyword list has this appearance:
auto attendant
business telephone systems
call management systems
voice mail
voice mail equipment
voice mail service
voice mail systems
At that point the visitors are all sent to the same landing page with various links to pages called ‘Services’, ‘Equipment’, ‘FAQ’, ‘About Us’, ‘Contact Us’, and so forth. So what is wrong with that way of managing AdWords?
There are too many different kinds of keywords in the same group. Every one of these keywords needs to be in its own group, along with a list of very similar words and phrases.
Secondly, the keywords and ads don’t match-up because of the problem listed above.
“Smith Telecommunications,” or the name of almost any business, is a lousy headline. The clickthrough rate (CTR) is going to be very low, and therefore the bid prices will be higher.
The ad is about Smith Telecommunications, not what the customer really wants. Your ads need to be about your customer, not about yourself!
A person who searches for “voice mail service” needs to be taken to a page about voice mail service; a person who searches for equipment needs to be taken to a different web page about voice mail equipment. These are two entirely different topics. If a person has to figure out where to go after they land on your web page, you’re making them work too hard. You need to show them exactly what they were searching for.
By creating a specific layout of your keywords and adgroups initially, you will be able to make these adjustments more easily. Using www.wordtracker.info or inventory.overture.com, categorize your keywords into neat and closely related adgroups. Something like this:
Voice Mail Services (adgroup)
voice mail provider
voice mail service
voice mail service provider
voice mail services
Voice Mail System (adgroup)
voice mail systems
voice mail systems for realtors
telemarketing and voice mail systems
phone systems voice mail
home office voice mail systems
home office telephone voice mail systems
Auto Attendant (adgroup)
answering attendant auto system
auto attendant voice mail services
auto attendant
auto attendant phone system
auto attendant software
auto attendant system
auto attendant voice mail
phone auto attendant
One more thing needs your attention prior to putting together your campaign; Look at your negative keywords. This list of phrases came from ‘voice mail software’.
voice mail software
voice mail business software
voice mail software for panasonic
voice mail broadcasting software
voice mail business software
multiple voice mail software
mac voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
free voice mail software
Visitors looking for something free are probably not going to buy from you. Does you company even do voice broadcasting. What about things related to Macintosh computers. These words would comprise your list of negative keywords when you add a minus sign to the front of them. Your list would then appear this way:
voice mail software
voice mail business software
voice mail software for panasonic
voice mail business software
multiple voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
Negative Keywords:
free
mac
macintosh
broadcast
broadcasting
When you are all done tweaking your big keyword list you will have a lot of mini keyword lists grouped into their own ad groups and given their own ads.
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