Today's quick tip for AdWords
I don't have a lot of time to type today, but I just want to share one tip for those struggling or getting frustrated with Google AdWords.
Conventional wisdom keeps saying to find as many keywords as possible for your campaign or ad group. That can be true to an extent. But if you're just starting out, working on a budget, trying to find out what works and what doesn't work, here's a better idea.
Find out the main 1 or 2 or 5 keywords you want to target. Then create an adgroup in your campaign for each of those keywords or keyword phrases. Use exact match (in other words put [ and ] brackets around the word or phrase). In the adgroup, make sure you put the keyword/phrase in the title, and if it doesn't sound messy, put it also in one of the description lines.
When the searched keyword is in your ad Google will automatically make your works bold, and they'll stand out. That can easily double or triple your click through rate, and could mean you'll get more exposure while paying less than your competition, or get listed higher than your normal maximum bid would normally allow you to get.
You should also probably include another exact match keyword in the adgroup, by placing the plural tense of it. For example, if you're selling a dog training book, instead of (as many do) finding hundreds of keyword phrases that include dog training and derivatives thereof, do this. Using one of several excellent tools, you can locate keywords that relate directly to your best audience. So set up an adgroup that has:
[dog training book]
[dog training books]
and another one that has:
[dog training tip]
[dog training tips]
and another one that has:
[potty training dog]
[potty training dogs]
Then make sure your headlines and descriptions include those words, and what will happen is that your ad will be laser targeted to the search being performed at the time, the ad will stand out because it's bold, and assuming your bid gets you on the first page, you should have an excellent click through rate.
What many experts suggest when you start a new campaign or adgroup is to set the bid higher than you would normally want. You want to get listed high on the first page of results. That will get you the best click through rate, and get you started on the right foot. You don't want to be buried in the 15th position, low on page 2 or even worse, you'll be lowing exposure and even those surfers that do make it to the 2nd page will be less likely to click on your ad.
Then, after you go a couple days, if your CTR is as high as I expect it might be, you might be able to reduce your bid and still rank above your competition that has a higher bid, since Google rates advertisers not only on bid, but also on the CTR. Think of it this way. Google prefers an advertiser that gets 5% click throughs on a .12 bid over an advertiser that gets 1% click throughs on a .50 bid. Sound crazy? Google's crazy like a fox. Consider this. The .12 ad will get clicked 5 times out of every 100, and yield .60 for Google. The .50 bid will get clicked 1 time out of 100, and yield just .50 in that time span.
That's the tip of the day, go out and make your mark on the AdWords world!
Conventional wisdom keeps saying to find as many keywords as possible for your campaign or ad group. That can be true to an extent. But if you're just starting out, working on a budget, trying to find out what works and what doesn't work, here's a better idea.
Find out the main 1 or 2 or 5 keywords you want to target. Then create an adgroup in your campaign for each of those keywords or keyword phrases. Use exact match (in other words put [ and ] brackets around the word or phrase). In the adgroup, make sure you put the keyword/phrase in the title, and if it doesn't sound messy, put it also in one of the description lines.
When the searched keyword is in your ad Google will automatically make your works bold, and they'll stand out. That can easily double or triple your click through rate, and could mean you'll get more exposure while paying less than your competition, or get listed higher than your normal maximum bid would normally allow you to get.
You should also probably include another exact match keyword in the adgroup, by placing the plural tense of it. For example, if you're selling a dog training book, instead of (as many do) finding hundreds of keyword phrases that include dog training and derivatives thereof, do this. Using one of several excellent tools, you can locate keywords that relate directly to your best audience. So set up an adgroup that has:
[dog training book]
[dog training books]
and another one that has:
[dog training tip]
[dog training tips]
and another one that has:
[potty training dog]
[potty training dogs]
Then make sure your headlines and descriptions include those words, and what will happen is that your ad will be laser targeted to the search being performed at the time, the ad will stand out because it's bold, and assuming your bid gets you on the first page, you should have an excellent click through rate.
What many experts suggest when you start a new campaign or adgroup is to set the bid higher than you would normally want. You want to get listed high on the first page of results. That will get you the best click through rate, and get you started on the right foot. You don't want to be buried in the 15th position, low on page 2 or even worse, you'll be lowing exposure and even those surfers that do make it to the 2nd page will be less likely to click on your ad.
Then, after you go a couple days, if your CTR is as high as I expect it might be, you might be able to reduce your bid and still rank above your competition that has a higher bid, since Google rates advertisers not only on bid, but also on the CTR. Think of it this way. Google prefers an advertiser that gets 5% click throughs on a .12 bid over an advertiser that gets 1% click throughs on a .50 bid. Sound crazy? Google's crazy like a fox. Consider this. The .12 ad will get clicked 5 times out of every 100, and yield .60 for Google. The .50 bid will get clicked 1 time out of 100, and yield just .50 in that time span.
That's the tip of the day, go out and make your mark on the AdWords world!
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