5 Tips For Google AdWords Beginners
Google Adwords is important for businesses who want to gain exposure for their company. Google Adwords can be simple if business owners stick to the basics. Here are five tips to help business owners and marketing managers maximize the effectiveness of Google Adwords:
1. Steer Clear of Broad Matching
Novices are instructed to steer clear of broad matching. Broad matching includes search terms such as “tennis shoes.” If this phrase is included in the keyword list, the ad will appear for every instance of “tennis” and “shoes.”
This is not an effective use of keyword. People interested in tennis may need “tennis shoes,” but most people who searched for the word “tennis” would be interested in the game and not the shoes. Thus, the company may receive clicks from people who are only casually interested.
“Shoes” is also a broad term. A person searching for shoes could be in search of any type of shoe and not just “tennis shoes.” This could lead to wasted marketing dollars.
As the novice becomes more advanced, he or she can use broad matching. In the beginning, the use of broad matching is confusing and does not allow novices to determine how Google Adwords is truly meant to be used.
2. Use Global Negatives to Make the Campaign More Targeted
Global negatives allow advertisers to select words that they do not want associated with their advertisements. For instance, if a surfer types in “free tennis shoes,” the advertiser can tell the algorithm not to display the advertisement. Why? Because a person looking for free merchandise is less likely to purchase items. A click from a surfer looking for free merchandise would be a waste of money.
Advertisers often use global negatives with broad matching to prevent search engines from matching their advertisement for “tennis shoes” with searches for “tennis.” Broad matching is more effective when combined with global negatives.
3. Disable Content Targeting and Search Network
Novices should disable this function until they learn more about it. Content targeting matches advertisements based on the content in the blog or on the website. Conversion rates and click through rates change dramatically for each search property. This is different from keyword matching. Master keyword matching first and then, move on to content targeting.
4. Avoid Bidding Wars
Bidding wars can become costly. Every business wants the number one position, but the position comes at a price. A good strategy for novices may be to accept the number two position and use the click-through rate to edge out competitors.
Eventually, your advertisement will have the number one position for the number two price. This saves the company money. If the company is using automated bidding software, it is almost impossible to compete it unless your company invests in some software also.
5. Organize Campaigns into AdGroups
Most ad groups feature specialized groups for the products your company is selling. If your company sells running shoes, an ad group should be created for each running shoe type. For instance, an ad group should be created for “Nike” and each specific “Nike” running shoe model.
About the Author:
John is an Online Marketing Manager from Melbourne, Australia. He provides some of highest quality Google AdWords and Analytics services to Australia’s largest businesses. Away from work, John likes to drive his Ferrari and spend time with his young family.