15 tips for the Google AdWords beginner
'AdWords' is the name for Google's “pay per click” advertising campaign software. Via the online software, text advertisements are displayed at the top and on the right of the results page along with organic search results when someone searches Google using a relevant keyword.
You can create and have your advertisements live in a very short space of time, reaching as wide an audience as your budget allows.
Here are 15 tips to help you to start and run a successful Google AdWords campaign for your small business:
1. Start by getting your website in good order
Your site needs a “privacy policy”, “terms and conditions of use” and a “contact us” page, all linked from your homepage. Ensure your site’s navigation is easy to use and that you don’t have any broken links.
2. Link your Advert to the relevant landing page
Don’t just link to your homepage. If your Ad is for a specific product, link to the page on your site which promotes that product.
3. Ensure your keywords relate to your website
If Google decides that your keywords are not relevant to your website then it won’t display it.
4. Have the Advert text relate to your keyword
Ensure that the exact keyword or phrase is in the Ad heading as well as once in the Ad body text. Google highlights in bold the searched keywords in the Ad. Keywords highlighted in bold help to catch a person’s attention and so usually perform better than ones without.
5. Have only one keyword or phrase per Advert
Set up different Ad Groups for each keyword/phrase you use. Even minor differences should have there own Ad Group (“solicitor”, “family law solicitor”, “solicitor Birmingham”) so they have the exact matching text.
6. Deter the casual browser and freebie hunter
Each click costs you money so use “negative keywords” such as “-free” so your Ad won’t appear when a negative keyword is searched on.
7. Use misspelled keywords and keywords written as one
There is a great deal of traffic for misspelled keywords which are available for a fraction of the price of correctly spelled keywords. (e.g. “solisitor Birmingham” or “solicitorbirmingham”).
8. Only pick keywords that you can afford
Don’t choose keywords that cost more than they make you. Use Google’s keyword tool to find alternatives. Ignore what everyone else is doing and bid the amount that works for you.
9. Use action Ad text and focus on the benefits
Find a balance between keywords that people search on and Ad text that motivates. After all, the Ad has to attract the target and persuade them to click on the Ad.
10. Make Ad display URLs relevant
Google has the functionality to allow you to display any URL within the Ad. Add a slash “/” and relevant keyword. (e.g. Keyword: family solicitor. www.companyname/familysolicitor
11. Set a budget and stick to it
Use the budget caps available and always set a campaign end date as a safe guard. Google alerts you to when the end date is approaching, so you have plenty of warning to extend the date before the campaign disappears.
12. Lookout for free Advert spend vouchers
Google sometimes runs promotions where new registrations can obtain free Ad spend. Bytestart users can claim a free £30 spend for new AdWords accounts here.
13. Think about using Geotarget
Depending on your market you may want your Ad to only appear for people in certain areas. Geotarget lets you specify in which countries, regions, towns and other specified areas your Ad appears in.
This function means that it may not be necessary to use location key words, but consider this carefully as a person in London may search for a “solicitor in Birmingham” for a relative. If they did then using Geotarget could mean that your Ad won't appear if you limit it to Birmingham. As an alternative consider using negative location keywords for locations where you know you won't convert.
14. Test, review and adjust
Running an AdWords campaign is a never-ending series of tests, amendments and adjustments to keep the Ads optimised. Delete keywords or campaigns with low impressions or clicks. Poor performing Ads can affect the whole Adgroup. Make sure you know which keywords are working and why, before increasing bid amounts.
15. Use Google’s help centre
Read the information provided by Google before you start a campaign and ensure you are confident in what you are doing, otherwise you could lose money.
About the Author
If you would like further guidance on setting-up and administering a Google AdWords campaign, you can contact JCG Marketing for a free no obligation discussion. JCG Marketing administers numerous AdWord campaigns on behalf of clients and as part of its own online marketing strategy.
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