When you’re first starting out with AdWords there are so many things you need to know and understand that it’s almost impossible to grasp them all.
To help you get started with your AdWords campaign I’ve compiled a list of helpful knowledge that I have gained over the years. Granted, all these tips are not necessarily beginner friendly, but they’re good to know and you will one day find out why you needed to know them.
1. Don’t focus on a single metric
When optimizing your AdWords Ad copy, it can be dangerous to look at only one of the key metrics. For instance, if you only look at Click-through rate (CTR) then you will focus on the ads that draw in a lot of clicks, Many of our own ad tests have shown that the ads that have the highest CTR don’t necessarily have the best conversion rate.
Take the time to thoroughly understand what you want to accomplish with your advertising, and to use this knowledge to construct more effective copy. Frequently this means blending a bit of several key metrics into your copy formulation.
2. Relevance is key
CTR is the key metric that determines whether or not your AdWords Ads are relevant. This means what percentage of people seeing your ad who end up clicking it. So while CTR shouldn’t be the sole factor, it should be an important one.
3. Remember a Call-to-Action
A call-to-action is something that you’re asking the user to do. It’s a term that you’ll hear a lot in advertising. Including a CTA serves 2 purposes:
- The user will know exactly what to do on your website or social media page.
- The user knows exactly what he can do on your website. If the user is looking for introductory info, then they’ll be less likely to click a “Schedule an appointment” ad.
4. Use the most appropriate landing page
Ensuring a high relevance between the search term and an AdWords ad is just one aspect of the relevancy game. Once a user clicks on your ad, you need to take control and make sure that they’re taken to the most relevant content, where they can quickly locate all the necessary info they need. If you are advertising a blog post, then this would be a link to your blog. If this is an ad for a contest, then a link to a Facebook business page may be a better location. Choose carefully.
5. Always include Ad Sitelinks
Ad Extensions have become a crucial part to getting noticed. The difference in having Ad Extensions and not having them can mean a 100% increase in the real estate you occupy on the Google Search Results Page.
6. One word keywords rarely work
One word keyword attract searchers so early in the buying funnel that they’re rarely worth it for new AdWords advertisers. Avoid spending your ads budget on this inefficient strategy.
7. Don’t use broad match on AdWords
Broad match are the most commonly used match type in Google AdWords. But it is also the most volatile match type. You have very little control over what search terms your ads are actually appearing for when you use broad match keywords.
8. Search and display campaigns don’t go together
Display campaigns are more of a push marketing channel and require completely different ads and setup to make it work at its best.
9. Dynamically Change your bid
Enhanced Campaigns have elaborated on your possibilities for dynamically change your bidding according to factors such as:
- Hour of day
- Geographical location
- Device (desktop, mobile)
Depending on what type of campaign you’re running and what you’re advertising, chances are that you’re not seeing the same conversion on Saturday mornings as on Tuesday afternoons. Use the Dynamic bid modifiers once you get the hang of optimizing AdWords campaigns and you will be able to squeeze the most conversions out of your account.
10. Use shorter keywords for mobile
Using a smartphone is a lot different than using a desktop computer. Mobile users tend to use abbreviations and short keywords. Some keywords will simply never get tractions in mobile due to their complexity. Think about this when setting the bid percentage for keywords on mobile.