1. Use keywords in ad text
Show the searcher that your ad is relevant. Google will display the
search keywords in bold in your ad if they're present. This helps
your ad stand out from the crowd.
2. Keep ad group keyword list short
Instead of having a single ad group with a large list of keywords,
create many ad groups, each with a short list. This will help you
achieve tip #1.
3. Bid high initially
Google's ad system determines placement by both bid and CTR (click
through rate). To earn a high CTR, you first need to generate some
clicks. Bid high initially so your ad is seen early in the search
results. Once you have a high CTR, lower your bids.
4. Set daily budget higher than Google recommends
If you set your daily budget too low, your ad will be displayed
intermittently. This is not what you want. You always want your ad
to be shown when someone searches for your keywords. Control your ad
spend through other means such as employing negative keywords, using
exact matches, targeting by region and adjusting keyword bids.
5. Avoid bidding wars
Don't waste money getting into bidding wars for a handful of high
volume keywords. Instead, expand your keyword list to include more
specific keywords that have a lower search volume. Collectively,
these keywords will reach the search volume of more expensive
keywords. Your average CPC (cost per click) will fall dramatically
using this tactic. Use keyword research tools to expand your list of
keyword phrases.
6. Set higher bids on exact matches
Include both broad and exact matches for a keyword phrase. Set the
bid higher for the exact match. This allows you to control the
position of the ad for the exact search. For example, if your ad
group bid is set to 10 cents, you might set a 25 cents bid for the
exact match:
[keyword phrase] ** 0.25
keyword phrase
7. Use negative keywords
Your ad will not be displayed if the search includes a negative
keyword. Add more negative keywords at regular intervals. As your
negative keyword list grows, your ad group's CTR will increase,
saving you money and/or improving your ad's position. For example,
if you sell products or services at a premium, include negative
keywords like:
-free
-cheap
-discount
8. Use a relevant landing page
For most searches, don't point the ad to your home page. Choose a
landing page on your site that includes the keywords from the
search. In some cases, it's worth creating a custom page that's not
in the normal navigation of your site.
9. Separate search and content campaigns
Many people lose money using AdWords when their site is swamped with
hits from content ads. Most people don't realize that displaying ads
on Google's content network is turned on by default. Either turn off
the content network or create separate campaigns for search and
content ads.
10. Test multiple versions of ad
Take advantage of Google's feature allowing multiple ads to be
created and rotated within a single ad group. Test different ad text
and see which version works best, both from an ROI and CTR
perspective. A better ad will lead to a higher CTR and lower bids
for the same ad position.
11. Track your results
Don't rely on Google's reporting tools. They're good, but you need
more detail, particularly to see which actual keyword phrases your
broad matches are triggering. You'll need this to help build your
list of negative keywords for each ad group. Plus, click fraud is a
problem and needs to be addressed. If you don't have tracking
software in place, use our
free web analytics software.
About this author
Richard Ball founded Apogee Web Consulting LLC, a full service
search engine
marketing firm, to help businesses succeed on the Internet. Use
the company's
free
search engine marketing tools. Prior to starting Apogee Web
Consulting, Richard was a software developer for America Online. He
has a degree in Aeronautics and Astronautics from MIT.
