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AdWords Campaign Management - Wrong And Right |
By:
Kirt Christensen |
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AdWords Campaign Management - Wrong and Right
Kirt Christensen
Most mistakes people make in their Google AdWords campaign managements are pretty common, and 90 percent of Google campaigns can be greatly improved with less than an hour of effort. You can save yourself hundreds, thousands, even tens of thousands of dollars in the hour you spend following our instructions in this article.
And what is the top ranking mistake made by folks in Google campaign management? The big culprit is improper organization of their campaign. If ads and keywords are poorly organized you will have inefficient campaigns and higher advertising costs.
With campaigns put together in the proper way will have good results from the start. At that point optimizing them and making adjustments is a simple task. As time goes on this can make a big difference.
In a perfect world, you'd serve up a perfect ad for every single keyword someone types in. Since each keyword is different, each ad would be different, too. If you had 2,000 keywords, then you'd have to write 2,000 ads, too.
However we don't live in an optimum world. We can get a good result by clustering keywords that are alike with an appropriate ad.
Ad groups are the smallest individual units that contain your keywords and your ads together. You can have multiple ad groups in a single campaign. A campaign is just a handy way to organize ad groups, usually according to broad topic.
In Google your account can contain as many campaigns as you need. You can have campaigns in your account with totally different topics. The products you sell may be absolutely unrelated and the websites you send traffic to may be different.
The way you divide up your campaigns is your choice, but the in which you divide up your ad groups is not. There is the right way and the wrong way to do it.
Someone starting out might put their campaign together this way:
Smith's Telecommunications
Vital Solutions for
All Your Voice Mail Needs
www.smithtelecoms.com
This is what their ad looks like, with keywords such as these:
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?
There are too many different kinds of keywords in the same group. Every one of these keywords needs to be in its own group, along with a list of very similar words and phrases.
The ad doesn't match the keywords, and it can't, because there are too many different kinds of keywords in the group.
Using the name of the business, Smith Telecommunications, in the headline is a no-no in this case and for almost all businesses. Your click-through-rate is going to be lousy, which will drive up your 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.
A person who searches for "voice mail service" needs to be taken to a page about voice mail service; a person who searches for equipment needs to be taken to a different web page about voice mail equipment. These are two entirely different topics. If a person has to figure out where to go after they land on your web page, you're making them work too hard. You need to show them exactly what they were searching for.
If you structure your campaigns properly from the beginning, it's a lot easier to make this work. To do this, take all of your different keywords and use Wordtracker (www.wordtracker.info/ or Overture http://inventory.overture.com/ to organize them into narrow "silos" of very tightly related terms. They will look 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
One more thing needs your attention prior to putting together your campaign; Look at your negative keywords. This list of phrases came from '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
When you are all done tweaking your big keyword list you will have a lot of mini keyword lists grouped into their own ad groups and given their own ads.
About the Author:
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When you need an adwords consultant, he's the man!
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Article Source: http://www.statssheet.com/articles/article81234.html |
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