Managing Your Google AdWords Campaigns On Your Own

by Gary on August 22, 2007 · 1 comment

in Pay-Per-Click

Managing your Google AdWords campaign well is very critical to your online business success especially if plan to get lots of business from Google users.

Google AdWords Explained

Although it is highly unlikely, in case you don’t know what are Google AdWords, these are those link boxes that appear at the top or on the right hand side when you search for certain terms and phrases on Google. They are pay-per-click ad campaigns that means the advertisers pay Google for every click Google sends their way. This form of online advertisement is so popular that for Google AdWords is the main source of income.

How Google AdWords Works

The algorithm handling Google AdWords ads might be complex, but the logic is simple. There are two things that affect your AdWords ad placement when you run an ad campaign:

  • Maximum cost per click you are ready to pay
  • The performance of your advertisement

It’s the second point that makes Google AdWords so popular among the advertisers. It doesn’t matter how much money you can pump in; unless your advertisement generates enough clicks, unless it performs, that is, it’s not going to get the placement ranking you desire. So even a company like Nike may appear below you if your ad performs well. This creates a level playing field for everybody and it also makes good business sense for Google. More low-cost clicks are always better than few high-cost clicks.

So the trick is, achieve the highest possible position for the lowest possible cost. And this is something that I want you to achieve after reading this article.

If you follow a few things mentioned in this article I can safely say there is no need to hire a profession AdWords management company, although you can, and should hire them in case you don’t have enough time at your hand.

Target High-Precision Keywords

You can lose lots of money by not targeting the right keywords. Once your ad starts appearing for your selected keywords, you’ll start getting clicks, and you’ll start paying for those clicks. What if 80% of those clicks were never meant for you and they merely happened because your ad appeared for wrong, or misleading, or confusing keywords?

Let’s take “web designing” for instance. A very costly phrases in terms of PPC advertising. But if you are providing web design services and you want only those people to click your ad who are looking for a web designer or a web design company, do you really think “web designing” is a good keyword for you? I’ve personally experienced that people who are searching for online tutorials and trips and tricks mostly search for “web designing”. A good term for you would be “web designer” or “web design company”.

Better, if you want to target an audience only in London, it’ll be more profitable if you target something like “web designer in london” or “web design company london” or “london web designers” or something like that.

I understand that when you are just starting your Google AdWords campaign you are pretty much excited about getting traffic for all sorts of keywords, but keep in mind that you are paying for every click.

Use less competitive, Long Tail keywords that will get you focused traffic. If you are selling Nokia phones you should use “Nokia 6110 Navigator” to drive clicks to that model’s page instead of using simply Nokia to drive traffic to your home page. Well, this brings us to

Use Different Landing Pages For Different Keyword Sets

A Google AdWords campaign means nothing without a good landing page. Don’t just drive all the traffic to your home page because your home page means different things to different people, more so if you are offering multiple products and services. In fact your landing page is so important that Google provides you a landing page optimising tool so that you can tweak and optimise your landing page.

Since you are paying for every single click, and paying dearly sometimes, it is better to increase your conversion rate to decent level and you can only achieve this by having the perfect landing page.

If you can manage, have a dedicated landing page for every keywords, or for every keyword-group.

Google also lets you track the conversion rates of your landing pages so that you can stop using the landing pages that don’t perform well and use those landing pages more that perform better.

Use the [Exact Match] if possible

Google AdWords lets you set the following phrase-matching options when you are entering the keywords you want to bid on:

  • Broad match: This is the default option, and I’d say, the most inefficient way of selecting the search options. Here, if you enter content management software it will show your ad for all possible combinations of the three words, plus, if they are used in conjunction with some other word. So whether it is management software or content software or buy content or something else, your ad will appear for all of them, attracting tons of unwanted clicks and hence, expense.
  • Phrase match: In this phrase match option your ad appears for the phrase match plus for any other word appearing with the phrase. So if you use “content management software” (with double quotes) it will not only show your ad for content management software but also for free content management software, download content management software, download content management software, content management software in php, etc.
  • Exact match: This is the best way of entering your keywords and it can get you the highest conversion rate (although fewer links). For exact match you enclose your keywords within [ and ]. Hence, if you enter [buy content management software] your ad will only show up for this search term and nothing else. This drastically reduces the clicks you get but since people come to your website through the exact search term the conversion rate is quite high.
  • Negative match: Suppose you don’t want to appear for the word free If you use -free content management software your ad won’t appear for the search terms containing the string free. Use this option to mark for all the keywords and phrases you don’t want to appear for.

I suggest you use the exact match whenever possible because then people see your ad for exactly the thing they are looking for.

Define Your Ad Copy Clearly

Well, this goes without saying. The purpose of your Google AdWords is not just to drive traffic (in some case it can be the sole purpose but I’m talking in general sense) but to drive traffic that converts, that is, traffic that gets you business. So don’t use misleading words just to get clicks. If you don’t offer free stuff, don’t use the word “free” in your ad copy.

If possible use the search phrase in the title of your ad, that is, if you are selling a CMS, make your title as “Buy CMS” or something like that. Similarly, in your description clearly state where the link leads to.

Group Your Ad Campaigns

It’s better to organise multiple keywords under various campaign groups. This also helps you in geo-targeting. Different countries and regions use different words to find the same thing. So you can target different countries and states in different groups.

You can also set different tracking URLs for different ad groups to monitor which group of keywords are performing better.

Managing your Google AdWords campaigns is not as intimidating as it seems. Although it does make sense to hire professional AdWords managers if you have hundreds of keywords and scores of tracking pages, for entry-level Google AdWords management, follow the tips mentioned above and you can easily optimise your PPC investments.

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Boris September 2, 2007 at 11:57 pm

I am an organic kind of SEO but this helps me understand PPC better!