Wrong Google AdWords Campaign Management
by Kirt Christensen
The majority of mistakes made in Google AdWords campaigns are of the common variety. In fact nearly all campaigns can see greater effectiveness with as little as an hours labor. With this small investment of time you can save hundreds and thousands of dollars, by following the guidelines set forth in this article.
Can you guess the biggest mistake made by advertisers on Google AdWords campaigns? That would be Campaigns that are not properly organized. Ads and keywords that are not organized will damage your campaigns and end up costing you big money.
Properly organized campaigns get results from the beginning and are easy to adjust and optimize. Over time this makes a huge difference.
In your optimum campaign, you would have 1 perfect ad for each keyword that is searched for. With each different keyword you would have a different add. With 2,200 keywords you would then need to write 2,200 ads.
In the real world, that's kind of impractical. So you cluster similar keywords together with a single ad.
An ad campaign is the file cabinet that holds all your ad groups, it's topic is general. An ad group is the smallest unit that has keywords and ads in it. Your ad campaign should always have more than one adgroup.
In a single Google account, you can have as many campaigns as you want. Some of the campaigns in your account may be on a completely different topic, selling completely different services, and sending traffic to a completely different web site.
How you separate your campaigns is up to you. How you separate ad groups, however, is one of those areas where there's a right way and a wrong way.
A novice creating their campaign might put it together in this manner:
Smith Telecommunications
Vital Solutions for
Your Total Voice Mail Needs
www.smithstelecom.com
With this as their ad their keyword list has this appearance:
auto attendant
business telephone systems
call management systems
voice mail
voice mail equipment
voice mail service
voice mail systems
Then they send all the visitors to the home page, which has a bunch of different links to "Services," "Equipment," "Q&A," "About Us," "Contact Us," etc. What's wrong with this kind of Google AdWords campaign management?
Number one is the variety in the keyword list is too wide. Each of those words should be put into its own adgroup adding in a shortlist of similar keywords/phrases.
Number two problem is the keywords and ads don't suit one another. This also stems from the first problem.
Putting your business name in the headline is a major mistake for nearly every business including Smith Telecommunications. This will make your click through rate really low and therefore you will have a very high bid price.
This ad appears to be about Smith Telecommunications, probably not what the clients are looking for. You should customize your ad to address what your clients are looking for.
When searching for 'voice mail service' a person wants to go to a page whose topic is voice mail service. Likewise someone looking for equipment will want one on voice mail equipment not voice mail services. By making someone scour your page for the information they want you are making them work too hard and they may leave before they find what they are looking for.
By creating a specific layout of your keywords and adgroups initially, you will be able to make these adjustments more easily. Using
www.wordtracker.info or
http://inventory.overture.com, categorize your keywords into neat and closely related adgroups. Something like this:
Voice Mail Services (adgroup)
voice mail provider
voice mail service
voice mail service provider
voice mail services
Voice Mail System (adgroup)
voice mail systems
voice mail systems for realtors
telemarketing and voice mail systems
phone systems voice mail
home office voice mail systems
home office telephone voice mail systems
Auto Attendant (adgroup)
answering attendant auto system
auto attendant voice mail services
auto attendant
auto attendant phone system
auto attendant software
auto attendant system
auto attendant voice mail
phone auto attendant
Before assembling these into a campaign, serious thought (and work) should be given to negative keywords. These are some keywords for "Voice Mail Software".
voice mail software
voice mail business software
voice mail software for panasonic
voice mail broadcasting software
voice mail business software
multiple voice mail software
mac voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
free voice mail software
Visitors looking for something free are probably not going to buy from you. Does you company even do voice broadcasting. What about things related to Macintosh computers. These words would comprise your list of negative keywords when you add a minus sign to the front of them. Your list would then appear this way:
voice mail software
voice mail business software
voice mail software for panasonic
voice mail business software
multiple voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
Negative Keywords:
free
mac
macintosh
broadcast
broadcasting
So when you set up your ad campaigns, each one of these keyword lists is going to go into a different group with its own set of ads.
Kirt Christensen's high-energy flair in
AdWords Management as he managed more than $612,000 of yearly ppc advertising for clients, has them raving about him!
http://managemypayperclick.com You are welcome to reprint this article - but get your own
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