11 Tips for Google AdWords Marketing Success

By Richard Ball



At a recent Greater Baltimore Technology Council networking event where the topic was marketing, the majority of questions asked during the question-and-answer session were about pay per click

advertising via Google AdWords. There is high demand for information about how to market effectively using the Google AdWords advertising platform. With that in mind, here are 11 tips for using the platform effectively.



1. Use keywords in the ad text.

Show the searcher that your ad is relevant. Google will display the search keywords in bold in your ad if they're present. This helps your ad stand out from the crowd.



2. Keep the ad group keyword list short.

Instead of having a single ad group with a large list of keywords, create many ad groups, each with a short list. This will help you achieve tip No. 1.



3. Bid high initially.

Google's ad system determines placement by both bid and CTR (click through rate). To earn a high CTR, you first need to generate some clicks. Bid high initially so your ad is seen early in the search results. Once you have a high CTR, lower your bids.



4. Set your daily budget higher than Google recommends.

If you set your daily budget too low, your ad will be displayed intermittently. This is not what you want. You always want your ad to be shown when someone searches for your keywords. Control your "ad spend" through other means such as employing negative keywords, using exact matches, targeting by region and adjusting keyword bids.



5. Avoid bidding wars.

Don't waste money getting into bidding wars for a handful of high volume keywords. Instead, expand your keyword list to include more specific keywords that have a lower search volume. Collectively, these keywords will reach the search volume of more expensive keywords. Your average CPC (cost per click) will fall dramatically using this tactic. Use keyword research tools to expand your list of keyword phrases.



6. Set higher bids on exact matches.

Include both broad and exact matches for a keyword phrase. Set the bid higher for the exact match. This allows you to control the position of the ad for the exact search. For example, if your ad group bid is set to 10 cents, you might set a 25-cent bid for the exact match.



7. Use negative keywords.

Your ad will not be displayed if the search includes a negative keyword. Add more negative keywords at regular intervals. As your negative keyword list grows, your ad group's CTR will increase, saving you money and/or improving your ad's position. For example, if you sell products or services at a premium, include negative keywords like free, cheap or discount.



8. Use a relevant landing page.

For most searches, don't point the ad to your home page. Choose a landing page on your site that includes the keywords from the search. In some cases, it's worth creating a custom page that's not in the normal navigation of your site.



9. Separate search and content campaigns.

Many people lose money using AdWords when their site is swamped with hits from content ads. Most people don't realize that displaying ads on Google's content network is turned on by default. Either turn off the content network or create separate campaigns for search and content ads.



10. Test multiple versions of the ad.

Take advantage of Google's feature allowing multiple ads to be created and rotated within a single ad group. Test different ad text and see which version works best, both from a return on investment and CTR perspective. A better ad will lead to a higher CTR and lower bids for the same ad position.



11. Track your results.

Don't rely on Google's reporting tools. They're good, but you need more detail, particularly to see which actual keyword phrases your broad matches are triggering. You'll need this to help build your list of negative keywords for each ad group. Use web analytics software to track results.



Richard Ball is the founder of Apogee Web Consulting LLC, a full-service search engine marketing firm. He can be reached at 443-285-1416 or visit www.apogee-web-consulting.com for free web analytics software and more details on these tips.