Advanced Optimization Techniques for
Google Adwords
For the purposes of this document, we’ll assume your
PPC campaigns are already set
up and that you’re not a novice at this. Below are some tips,
definitions and best practices to help you get the most from your
Google Adwords campaigns.
Campaign Organization:
As noted briefly above, we’re going to assume that your campaigns
are already set up and running. But there are some fundamental
strategies that need to be followed.
First of all, your Google account can have 25 campaigns with up
to 100 ad groups per campaign. If you find that you need more
campaigns, you can contact Google and have that increased up to
99 campaigns, but the 100 ad groups per campaign isn’t
changeable.
Google – Keywords.
Google’s system gives you the opportunity to use 3 different
match type scenarios – Broad, Phrase and Exact. (Don’t forget
about those valuable Negative keywords, too – but for the sake of
this document we won’t go into those).
Broad Match – these keywords are easily identified in your
adwords interface because they don’t have any quotation marks or
brackets around them. Google casts a wide net with these keywords
so be careful when using them. Google will even match up these
keywords with your ad copy! For example – I’ve seen the broad
keyword – American Idol fire when someone typed in Clay Aiken.
Phrase Match – These keywords are identified in your campaigns
with quotation marks around them. These keywords will only
trigger when the keyword someone types is in the same order as
your phrase match keyword. For example – if your keyword is –
“green widgets” and someone types in – widgets green – that
keyword won’t fire. It can also fire when someone types in – big
green widgets or green widgets with spots. Again, as long as
those two words are together that keyword could trigger.
Exact Match – These keywords are identified in your interface
with brackets around the keywords. For example – [adwords]. For
these types of keywords to fire, the search query has to be
exactly what your keyword is – hence the meaning of Exact Match.
Best Practice for keywords – Single keyword = exact match. 2 or 3
keywords phrase = phrase match. 4 or more keyword phrases = broad
match.
Google – Ad Copy Best Practices.
Studies prove that inserting the keyword in your Titles increases
your CTR. Google has the best keyword insertion method as they
allow "default text" to display in case your ad title after the
keyword is inserted exceeds 25 characters. You can do this by
typing it in this way - {KeyWord:Default Ad Copy}. Also, by
capitalizing the K and the W will capitalize the first word of
each of your keywords in your inserted phrase. *Note* - I've even
done this in one of the Description lines which created unique
Ads with great CTR's!
Google also allows you to use capitalize the first letter of
every word, you can use one exclamation point on each description
line, you can use various other characters like question marks
and quotation marks and you can even display your phone number in
your ad. You can even use the Display URL line to sneak in the
keyword again by making it look like a page on your site, for
example – PPCE.net/PPC-Management. Last but not least, don't
forget a strong call to action. You can't use superlatives like
"best" or "hottest" or even "click here". You should use calls to
action like "Buy Now", "Buy Now & Save!" or "Learn More" or
"Learn Why!". You can even list your phone number in your ad to
try to defer cost of a click and impel your user to pick up the
phone and call instead. However, ads with phone numbers usually
get clicked on anyway, so why not use that valuable real estate
to filter your potential visitor the best you can.
For an impressive look at PPCE and their capabilities, review their PPC Management Proven Success page.
And don’t forget the
PPC Case Study linked in the footer of the site!
Contact PPCE today at 888.451.6063 or email us at
info@ppce.net
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