To find out how your business can improve the odds of your AdWords campaigns reaching your target audience or customers, Google AdWords users and experts offer their top tips for AdWords succes
Don’t use only broad match keywords
The first Google AdWords tip you will learn here is to stop using only broad match keywords. The thing is, broad match keywords gives Google the right to interpret your keywords in different search queries. This will make your ads to appear when users make irrelevant searches. This means you will lose money on clicks that will not bring business for you.
Second, it is hard to write a laser targeted ads because you don’t know the search terms that will match with your broad match keywords.
Again broad match keywords will give you more reach but low click-through rate. The three reasons above shows you the benefits of this Google AdWords tip.
So, if you cannot use the broad match keywords alone, how do you go about doing it?
Google has four different match types. i.e. the exact match, phrase match, broad match, and broad match modifier.
The exact match will make sure that your ad campaign only appear if users type in the exact key phrase. Phrase match is where your keyword appear in the same order users type them in the search query.
The broad match modifier combines both the broad and phrase match together. The broad match modifier will tell Google that every keyword in your ad campaign has to appear in the search query before your ad is shown. But it does not matter in what order they appear.
To put this Google Adwords tip into practice, stop using only the broad match keywords. Test different match types for your keywords.
You can mix phrase match types with broad match or use combine exact match and broad match modifier keywords.
Select Keywords Carefully
You should take time to devise a list of specific keywords that potential customers may use to find you through search engines. The Google keyword tool is the perfect place to start and it’s free! One of the most common and costly AdWords mistakes is focusing all your attention on positive keywords that bring you traffic. Don’t forget to devise a list of negative keywords (words you don’t want people finding you for) as well. For example, if you are selling gold watches, you would use the negative keyword “silver”. A comprehensive list of negative keywords can increase the quality of your traffic and improve your CTR (click-through-rate) significantly.
Target your ads.
“Implement all three types of keyword targeting — exact match, phrase match, broad match — into your targeting strategy,” advises Mirkin. “Bid the most for exact match keywords and the least for broad match keywords.” She also suggests you “separate ad groups by keyword type, in addition to category, to keep the campaign well-organized.”
To further help you reach your intended audience, use “Google’s targeting criteria,” says Joy Gendusa, founder and CEO of PostcardMania, postcard marketing experts. For example, you can use geo-targeting to have your ads run in a particular geographic area.
“You can also target ads according to type of website (health and wellness, automobiles, etc.). And you can target prospects by certain Web behavior, like often visited websites that are relevant to your business,” she explains. “You can also choose to place your ad on a particular website and keep it there, if you desire.”
Use negative keywords.
“Always remember to include negative keyword targeting,” says Susan Mirkin, online media specialist, Market Mentors, a full-service marketing agency. “Negative keywords are keywords related to other keywords in the campaign that are not related to what is being advertised,” she says. “This further qualifies the ads within a campaign, ensuring ads do not show to users who would not find them relevant anyway.”
“Negative keywords help to streamline your ad, presenting it on more relevant search result pages,” says Beth Horodnyk, Marketing anf PR manager, I Think Security, which provides cloud-based data protection solutions. “This drives better quality traffic and leads to your landing pages, while also improving your Google AdWords Quality Score.”
Keep your target customer in mind when writing your ads.
When “writing ads, follow the AIDAS principle of advertising,” says Alexa Talpau, director of Online Marketing at Webs9, an Internet marketing company. That is, make sure your ads will “attract the Attention of your audience, raise customer Interest, convince customers that they Desire your product, lead customers towards taking Action (include a call-to-action) and [provide] Satisfaction if they end up choosing your website.”
Focus on your customer
Another great Google AdWord tip is to pay attention to your customer’s need when creating your ad campaign. When targeting your audience in Google display networks, do not target everyone. Target only your audience. Knowing your customers and creating ads that target them is a recipe for success.
Here, you want to make sure you are targeting your audience based on their top interests and demographics. This is one of the fundamental basic success factor in content marketing. Know your buyer persona before you create ads that will target them.Success in using the Google Adwords tip entails you create the right ad message for the right person at the right time. This equates success.
Include A Call To Action
Ad copy plays a vital role in the success of your AdWords Campaign. AdWords can appear complex with quality score and campaign optimization; Ad Copy is far less complicated and tends to work best if kept plain and simple. Having a good call to action in your ad copy is key to your campaign’s effectiveness. Give your prospective clients that extra push to get them over the line – Buy Now, Call Now, etc.
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