Running a Google Adwords account with campaigns might seem easy, however Adwords is a complicated tool that most advertisers use. It is a high risk tool but when is used wisely and carefully, it can maximize the ROI of a company or business. Advertisers’ choices on Adwords may vary because Adwords doesn’t come with a manual. Experience in running campaigns is the most effective key to success, however there are success-tips that apply in almost every Adwords campaign.
1.Keywords
Not just keywords but the right keywords. When starting your campaigns and ad groups it is very important to fill them with the right keywords. Google Adwords Keyword Tool is very helpful for that but don’t overestimate it. Try to get on your customers shoes to find out what they are looking for (especially in search campaigns). Check your keywords performance in phrased, broad or exact match and also check trends that may vary from month to month and season to season. Keep in mind that keyword search is not a process that happens only once when a campaign is created but it is a process that an advertiser has to go through from times to times. Negative keywords are also important adding to your campaigns. For example, when you are selling something then your negative keyword must be for free. You don’t want to get leads and conversions that are not looking what you are exactly selling.
2.Search and content campaigns
It is very important to separate search and content campaigns in your account. Having a well organized account will help you run your campaigns and analyse your results. Content network is a lot more broad and large network to run your campaigns rather that search network. Moreover keyword search must be also separated and divided in the two networks. If you are wondering why, don’t forget that when someone is searching for something is an active user. Thus, keywords for search campaigns have to be more exact and relevant. On the other hand, in content network, keywords can be broader and more general meaning.
3.Quality score
Quality score is a term that a lot of advertisers ignore. It is estimation, a parameter that takes into account your keyword and landing page relevance and your ad performance according to the user. Thus, the higher the score the better for your keyword performance. When a keyword quality score is good, which means that it is above 6-7/10, makes it easier for a keyword to cost less and show more. Moreover, higher quality score leads to better average position for your ad.
4.Relevance
Relevance is also a very important term that every advertiser that is running an Adwords campaign must always have in mind. It is very crucial that keywords, ads and landing pages must match when a user seems to be looking for you. It is also significant to use same keywords in your ads and your landing page. Remember that Google doesn’t want to risk their credibility as a great search engine machine. Therefore, when your keywords, ads and landing page are not relevant, your ads won’t show on Google result and you will probably end up either spending a lot of money either having your account eliminated.
5.Placements
Placements are very important when running campaigns in content network. There two kinds of placements: managed and automatic placements. Managed are placement that are determined manually by the user and automatic are placements that Google decides where your ad must be shown according to your message and landing page. Remember that managed placements are triggering more users than automatic, therefore it is better to manage your placements according to your results. The best way to determine where you want Google to place your ad in Google display network is to use placement tool.
6.Remarketing
Searches and actual results on campaigns show that people are more likely to ask for information, sign up or call you after the first visit on your site. This actually means that people are more likely to visit your page again and again and then become your lead. Remarketing is a very smart feature in Adwords that let you reach users who visited your site and show them similar ads in sites that they are visiting through Display network. You can also create specific ad text for Remarketing ads to encourage customers or offer them something special. Remarketing usually show great results in conversions and cost less than actual ads.
7.Changes
As we previously mentioned Adwords is a risky tool for advertisers. And what is most risky in Adwords? Changes! Changes can be good for your campaigns however must be done step by step. Remember that Google is a search engine machine with a very large audience and every change affects your campaigns. Google needs time to allocate and place your ads in the entire network. You must also keep in mind the Google changes the algorithm once in a while and the affects most the entire network. Thus, you must be patient and cautious with every change you make. From my point of view, you can use the campaign Experiments feature that helps you test the results that your changes would have in the percentage you wish for. Experiments works great on campaigns and you can test whether your campaign results have a significant impact or not.
Always track your results
Last but NOT least is tracking your results. The best ways to become better is measure your results, learn to evaluate them and off course improve them. Google offers great features in results and Google Analytics, exported reports that can help you improve your campaigns. It is important to check your performance and results everyday, note what is working and is not and what needs to be changed. Moreover, check your history and learn from your mistakes.
What about your experience in Adwords? What do you think is important and every advertiser has to know?
