Tips to Improving your AdWords Management
SEM has become an important part of most Digital Marketing strategies. But how can you make the most of your money?
1. It’s all about the keywords
Keywords are the most important part of Google AdWords. Research, research, and then research some more. Find out what keywords your target audience is searching for and what someone looking for your services would search for. Use the keyword planner to find other possible search terms that might be useful for you.
Decide whether you want to use a broad, exact, or phrasing keyword campaign. Exact means your ad only shows when the exact search term is searched, while broad lets the ad show whenever a search term is deemed close enough. For a new campaign, phrasing is a great place to start as it gives you the best of both worlds.
2. Add negative keywords
This is the greatest tool for getting the most out of your budget in AdWords. Essentially, negative keywords stop people from seeing, and therefore clicking on, your ad when they are looking for something you don’t sell. This saves your budget on pointless leads and keeps your bounce rate low, which helps with your overall SEO results.
For example, your business sells designer sunglasses. Someone searches for cheap sunglasses and they click on your ad. The searcher then leaves your landing page as soon as they realise your product isn’t relevant to them. This wastes money every time someone clicks on your ad when they are looking for something else and increases your site’s bounce rate.
3. Track conversions
A great way to improve the effectiveness of your campaign is to change the default settings. Set up conversion tracking, this will track your successful and not so successful keywords. A conversion depends on the context, it might be a sale or lead. It also shows the unique conversions as well as all conversions.
4. Track your results
You should be checking all your data consistently throughout your campaign. This allows you to identify and pause ads which are not meeting your goals. Try out new tactics, such as changing the landing pages, add new keywords, or add new negative keywords. But only try one new tactic at a time as you can’t explain the difference if there are multiple possible reasons.