Going live with a new Google Adwords paid search marketing campaign is both daunting and exciting territory for businesses.
On one hand, there is a whole new world of business opportunity about to be unearthed. On another, there’s the daunting prospect of that same opportunity burning through a tight budget with no results.
It is true that Google Adwords can burn cash quickly. But with over 1 million advertisers using Adwords, there is proof that the model is successful and the benefits and rewarding returns are possible for your business. To reap those rewards, the main trick is in the planning and ongoing management. The real further gains are then derived by acting upon your data and optimising accordingly.
There are, in particular, three golden rules to follow when starting a new Google Adwords PPC marketing campaign, or indeed any new paid search marketing campaign. Often these rules interchange with other advertising mediums, too.
Follow these and you won’t get too far wrong in your Google Adwords marketing efforts.
It is obvious that you will need to target the right consumer and target audience for your campaign to be successful. But so many newcomers to Adwords make the mistake of overlooking the targeting options, whether through ignorance or simply lack of knowledge.
If you are starting a new Adwords campaign, make sure you understood exactly WHAT, WHERE, and WHEN elements of your campaign. The goal should be to deliver the right message, at the right time, to the right audience. For example:
WHAT? Have you checked the ad copy? Does this reflect the positioning of your business/product/service and does it include any USPs to create differentiation? Have you checked the landing page URLs are relevant?
WHERE? Have you checked the location and device targeting? There are lots of advanced features to layer into your advertising as you become more sophisticated. However, first and foremost, make sure your location is appropriate and in line with your overall aims. Check devices, too. If you haven’t got a mobile friendly website, perhaps turning off ads on mobile will improve conversion rate and won’t waste cash.
An example of location targeting management. If you are a coffee shop in Manchester, and only in Manchester, advertising to searchers in Birmingham, is not effective nor appropriate. You can simply narrow your ads in campaign settings to a certain postal region or even a certain mile period from your store location.
WHEN? Ad scheduling is very effective, particularly when you have gathered results from the course of the initial days of your campaign. You will be able to use the data to start to adjust based on efficient time periods for impressions, clicks and conversions. Turn off showing ads in the middle of the night unless you believe it’s appropriate.
2. Negative Keywords
Negatives are one of the key areas lots of new advertisers neglect. When first starting out, this can be difficult to fully master, as you will need data to act upon, but there is plenty of homework you can do with tools like Google Keywords Tool before going live. You can also use common sense from knowledge of your business, product or service.
Negatives are keywords added to your campaign that you DON’T want to show up for. For example, if you run an opticians selling glasses, you would want to negative “wine glasses” in your non-Exact match type campaigns (more of that below) as this is not appropriate for your type of product.
3. Match Types
Keyword match types are absolutely paramount for Google Adwords success. There are four match types in Adwords:
+Broad +Match +Modifier
The purpose of match types is to narrow down targeting even further. It allows control and can really help budget stretch.
If you are selling trainers, for example, but only mens, you could use the exact keyword [mens trainers] and be certain you will only show for that keyword and its close variants. Using the phrase match “trainers” will have your ads show up against any search term with the word ‘trainers’ in, such as ‘girls trainers size 5’. This is clearly not relevant and a waste of budget. For more information on match types, check this post out.
Tip: Using broad keyword match types will eat into your budget very quickly if the keyword and auction is competitive. Use long tail keywords for more bang for your buck.
These are the three key rules for Adwords success in addition to other planning strategy you may follow. If you require further help or information on Adwords, do not hesitate to contact us.