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Getting Google AdWords to Work for You
Getting the Most out of Google AdWords
There are two things every business needs from a website: Visitors, and a way for those visitors to be worth real money to the business. Google is massively profitable primarily because they offer solutions to both of these problems, and they make it two sides of the same coin. Don’t be fooled, Google makes money no matter what you do, but that doesn’t mean their services will make money for YOU. Here are some tips, though:
Google AdWords is a service where you can select keywords and have your three line text ad (with URL on the fourth line) appear on the far right hand side of their search results when people type that (or potentially related) keyword into Google’s search engine. They also display these ads on third party sites. Depending on your business, you may or may not want to exclude paying for ads on these third party sites altogether (it is easy to turn off) but even if you keep them, you should create a separate ad campaign in order to manage them.
First things first, it’s essential to understand how Google handles the keywords. If you type a phrase in brackets like [sydney plumber] then Google will display your ad when (and only when) people type that exact phrase into their search engine (without the brackets). On the other hand, if you type “Sydney Plumber” as your keyword then your ad will also pop up when someone types “Plumber Sydney” which is probably fine, but also for “Plumber I went to school with in Sydney” which is probably less fine. It’s less of a big deal here, but for other keywords it may be a bigger deal.
If you type your keywords with no brackets and no quotes, Google will be showing your ads to just about anyone they think is typing related keywords. In the past, ads based on keywords such as Wedding Favors (no quotes or brackets) were displayed for people who typed Baby Shower Favors. Even if your business sells both, you probably want a separate ad that doesn’t say “Wedding Favors On Sale” since that’s not what those people are looking for. That’s why it’s important to use brackets or at least quotes most of the time, and definitely split up your keyword groups and campaigns.
The trick to getting the most out of AdWords is to split your ad groups into campaigns wisely and use different ads wisely. Throwing as many keywords as you can into a single campaign which shows a single ad no matter which keyword was triggered is absolutely the worst way to go and will end up losing you a lot of money. You should separate keyword phrases logically and have as many different ads as makes sense for the different phrases. This isn’t going to be a no-brainer, but it’s not rocket science either. There is also a trick that can help.
Google allows multiple ads to be displayed for each keyword set. In fact, they even offer to display the one that gets the most clicks more often but you should probably turn this off and manage it manually. If you have two ads you want Google to show each one roughly 50% of the time. Install the Google conversion tracking code on your “Thank You” page to track how many visitors turned into actual clients, or at least potential clients. Wait until you have a good sample size.
Assuming both ads are converting visitors to good leads at about the same rate, get rid of the one that has a lower percentage click-through rate. If your ad gets more clicks per view than your competition’s, Google will actually display your ad higher on the page without you having to pay any more. Having ads that get more clicks (as long as those clicks are turning into business for you) means paying less for better ad placement, at least on Google. The next step is to make a copy of the superior ad (so you have two identical ads) and then make a new ad. Google should display your new ad 1/3 of the time, enough to give it some exposure and let you test it’s effectiveness, but meanwhile it is displaying primarily the ad you know is good. If you want, you can even make this 3:1 or 9:1 or whatever you want, with multiple copies of your best ad being displayed more often than the one you are currently testing (and hoping will perform even better). This method allows you to ALWAYS be testing new ads, but not sacrificing too much to do it.
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