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.
When your campaign is organized right you will get the effect you are looking for right off and adjustments and optimization are a snap. This will make all the difference over the long haul.
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.
Ad groups are the most basic unit of your ad campaign that has both keywords and ads. The campaign is the broad topic containment for these ads. You will need to have more than one adgroup in your one ad campaign.
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.
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.
Most beginners set up their campaigns to look something like this:
Smith Telecommunications
Vital Solutions for
Your Total Voice Mail Needs
www.smithtelecom.com
So goes their ad, and then their keywords looking something like this:
auto attendant
business telephone systems
call management systems
voice mail
voice mail equipment
voice mail service
voice mail systems
When the prospective clients click, they are all directed to the same homepage. This page has a variety of links to pages with titles from Contact Us to Equipment. What is the problem with this type of AdWords management?
The first problem is that the keyword list is too varied. Keywords should be divided into AdWord groups with only similar keywords or 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.
The ad is about Smith Telecommunications, not what the customer really wants. Your ads need to be about your customer, not about yourself!
If a prospective client is looking for 'voicemail systems' he wants to land on a page about voicemail systems. Similarly if someone is looking for 'voicemail equipment' he wants to land on one with info on voicemail equipment. These are separate topics. Prospective clients don't want to hunt all over your page looking for what they want. It is more likely they will leave to go elsewhere.
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
There's another step we need to take before pasting this into a campaign: Consider negative keywords. Here's a list of keywords that come 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
You might not want visitors who want something for free. Your company also has nothing to do with voice broadcasting and you don't have anything for Macintosh computers. So turn those into negative keywords by putting a minus sign in front of them. The above list now looks like this:
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 your ad campaign is all set up every one of your mini keyword lists will be in ito own adgroup with it's own set of ads.
One of the main benefits of advertising online is the immediacy, and one of the best ways to take advantage of the current nature of the internet is through the use of Google AdWords. Through efficient Google AdWords management, you can make sure that your products or services are found by the people who are looking for them. If you are a business that is run completely online, or you have recently added an online component to your business, good Google AdWords management is something that you need to consider.
When you get signed up with Google AdWords, management is something that you'll soon recognise as being quite important. There are several things that you need to take a look at, from how you want your ad to show up, what keywords that you want to implement and what you want your budget to be. A careful examination of all features that are involved in making a good Google AdWords campaign is very important.
If you are just getting started with Google AdWords, management will begin with what keywords you want to use. Think about the words that people searching for your service are likely to use, but remember that if you use words that are too general, you will simply get hits and views from people who are only peripherally interested in your site and services. Similarly, if you use keywords that are too specific, the amount of people searching for them will actually be quite small.
With Google AdWords, management also involves experimentation with keywords and how well they rank for you. You'll have access to plenty of tools to tell you how people are getting to your ads and what your best options are. It is important to make sure that you take advantage of the tools of the program itself to figure out how to best use this search engine.
Budgeting is another thing that you have to worry about when you are concerned about good Google AdWords management. Essentially, with this system, you only pay when someone clicks your link. Most people set a certain budget and after that budget has been exhausted, the Google AdWords system will no longer show their ad. Setting a budget at the beginning of your Google ad campaign is a good way to test out keywords and find out which ones work for you.
There are many professionals that specialize in Google AdWords management and many people make use of them to avoid the complications of finding the right keywords and deciding how in depth their campaign could be. A Google advertising specialist will already know all the tips and tricks of how this powerful search engine works and will be able to make sure that your website and your ad campaign take advantage of the opportunities that the Google search engine provides.
Google AdWords management is something that many people have undertaken to the great gain of their business. This is not a resource that you can afford to miss out on, so make sure that you take a look at Google AdWords and find a professional to manage your campaigns today!
Both Kirt Christensen & Ben Norman are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Kirt Christensen has sinced written about articles on various topics from Adwords, Your Online Business and Advertising Guide. Need to optimize or "fix" your Adwords & PPC campaigns? manages over $600k in PPC spending & knows what it takes to make your account hum! When i. Kirt Christensen's top article generates over 18100 views. to your Favourites.
Ben Norman has sinced written about articles on various topics from Computers and The Internet, PPC Advertising and Search Engine Marketing. Ben Norman is the MD of UK search marketing company Impact Media Ltd, specialists in . Imp. Ben Norman's top article generates over 9900 views. to your Favourites.