Most mistakes people make in their Google AdWords campaign managements are pretty common, and 90 percent of Google campaigns can be greatly improved with less than an hour of effort. You can save yourself hundreds, thousands, even tens of thousands of dollars in the hour you spend following our instructions in this article.
Want to know what the number-one mistake people make is in Google AdWords campaign management? Improperly organized campaigns. Badly organized ads and keywords cripple your Google campaigns and cost you a ton of money.
Properly organized campaigns get results from the beginning and are easy to adjust and optimize. Over time this makes a huge difference.
In your optimum campaign, you would have 1 perfect ad for each keyword that is searched for. With each different keyword you would have a different add. With 2,200 keywords you would then need to write 2,200 ads.
However we don't live in an optimum world. We can get a good result by clustering keywords that are alike with an appropriate ad.
Ad groups are the most basic unit of your ad campaign that has both keywords and ads. The campaign is the broad topic containment for these ads. You will need to have more than one adgroup in your one ad campaign.
In Google your account can contain as many campaigns as you need. You can have campaigns in your account with totally different topics. The products you sell may be absolutely unrelated and the websites you send traffic to may be different.
The way you divide up your campaigns is your choice, but the in which you divide up your ad groups is not. There is the right way and the wrong way to do it.
A novice creating their campaign might put it together in this manner:
Smith Telecommunications
Vital Solutions for
Your Total Voice Mail Needs
www.smithtelecom.com
This is what their ad looks like, with keywords such as these:
auto attendant
business telephone systems
call management systems
voice mail
voice mail equipment
voice mail service
voice mail systems
When the prospective clients click, they are all directed to the same homepage. This page has a variety of links to pages with titles from Contact Us to Equipment. What is the problem with this type of AdWords management?
Number one is the variety in the keyword list is too wide. Each of those words should be put into its own adgroup adding in a shortlist of similar keywords/phrases.
The ad doesn't match the keywords, and it can't, because there are too many different kinds of keywords in the group.
Using the name of the business, Smith Telecommunications, in the headline is a no-no in this case and for almost all businesses. Your click-through-rate is going to be lousy, which will drive up your bid price.
Is this ad selling Smith Telecommunications? Is that what the customer is looking for? Make your ad reflect the needs of the customer.
If a prospective client is looking for 'voicemail systems' he wants to land on a page about voicemail systems. Similarly if someone is looking for 'voicemail equipment' he wants to land on one with info on voicemail equipment. These are separate topics. Prospective clients don't want to hunt all over your page looking for what they want. It is more likely they will leave to go elsewhere.
By creating a specific layout of your keywords and adgroups initially, you will be able to make these adjustments more easily. Using www.wordtracker.info or http://inventory.overture.com, categorize your keywords into neat and closely related adgroups. Something like this:
Voice Mail Services (adgroup)
voice mail provider
voice mail service
voice mail service provider
voice mail services
Voice Mail System (adgroup)
voice mail systems
voice mail systems for realtors
telemarketing and voice mail systems
phone systems voice mail
home office voice mail systems
home office telephone voice mail systems
Auto Attendant (adgroup)
answering attendant auto system
auto attendant voice mail services
auto attendant
auto attendant phone system
auto attendant software
auto attendant system
auto attendant voice mail
phone auto attendant
One more thing needs your attention prior to putting together your campaign; Look at your negative keywords. This list of phrases came from 'voice mail software'.
voice mail software
voice mail business software
voice mail software for panasonic
voice mail broadcasting software
voice mail business software
multiple voice mail software
mac voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
free voice mail software
Visitors looking for something free are probably not going to buy from you. Does you company even do voice broadcasting. What about things related to Macintosh computers. These words would comprise your list of negative keywords when you add a minus sign to the front of them. Your list would then appear this way:
voice mail software
voice mail business software
voice mail software for panasonic
voice mail business software
multiple voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
Negative Keywords:
free
mac
macintosh
broadcast
broadcasting
When your ad campaign is all set up every one of your mini keyword lists will be in ito own adgroup with it's own set of ads.
Want to know what the number-one mistake people make is in Google AdWords campaign management? Improperly organized campaigns. Badly organized ads and keywords cripple your Google campaigns and cost you a ton of money.
Properly organized campaigns get results from the beginning and are easy to adjust and optimize. Over time this makes a huge difference.
In your optimum campaign, you would have 1 perfect ad for each keyword that is searched for. With each different keyword you would have a different add. With 2,200 keywords you would then need to write 2,200 ads.
However we don't live in an optimum world. We can get a good result by clustering keywords that are alike with an appropriate ad.
Ad groups are the most basic unit of your ad campaign that has both keywords and ads. The campaign is the broad topic containment for these ads. You will need to have more than one adgroup in your one ad campaign.
In Google your account can contain as many campaigns as you need. You can have campaigns in your account with totally different topics. The products you sell may be absolutely unrelated and the websites you send traffic to may be different.
The way you divide up your campaigns is your choice, but the in which you divide up your ad groups is not. There is the right way and the wrong way to do it.
A novice creating their campaign might put it together in this manner:
Smith Telecommunications
Vital Solutions for
Your Total Voice Mail Needs
www.smithtelecom.com
This is what their ad looks like, with keywords such as these:
auto attendant
business telephone systems
call management systems
voice mail
voice mail equipment
voice mail service
voice mail systems
When the prospective clients click, they are all directed to the same homepage. This page has a variety of links to pages with titles from Contact Us to Equipment. What is the problem with this type of AdWords management?
Number one is the variety in the keyword list is too wide. Each of those words should be put into its own adgroup adding in a shortlist of similar keywords/phrases.
The ad doesn't match the keywords, and it can't, because there are too many different kinds of keywords in the group.
Using the name of the business, Smith Telecommunications, in the headline is a no-no in this case and for almost all businesses. Your click-through-rate is going to be lousy, which will drive up your bid price.
Is this ad selling Smith Telecommunications? Is that what the customer is looking for? Make your ad reflect the needs of the customer.
If a prospective client is looking for 'voicemail systems' he wants to land on a page about voicemail systems. Similarly if someone is looking for 'voicemail equipment' he wants to land on one with info on voicemail equipment. These are separate topics. Prospective clients don't want to hunt all over your page looking for what they want. It is more likely they will leave to go elsewhere.
By creating a specific layout of your keywords and adgroups initially, you will be able to make these adjustments more easily. Using www.wordtracker.info or http://inventory.overture.com, categorize your keywords into neat and closely related adgroups. Something like this:
Voice Mail Services (adgroup)
voice mail provider
voice mail service
voice mail service provider
voice mail services
Voice Mail System (adgroup)
voice mail systems
voice mail systems for realtors
telemarketing and voice mail systems
phone systems voice mail
home office voice mail systems
home office telephone voice mail systems
Auto Attendant (adgroup)
answering attendant auto system
auto attendant voice mail services
auto attendant
auto attendant phone system
auto attendant software
auto attendant system
auto attendant voice mail
phone auto attendant
One more thing needs your attention prior to putting together your campaign; Look at your negative keywords. This list of phrases came from 'voice mail software'.
voice mail software
voice mail business software
voice mail software for panasonic
voice mail broadcasting software
voice mail business software
multiple voice mail software
mac voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
free voice mail software
Visitors looking for something free are probably not going to buy from you. Does you company even do voice broadcasting. What about things related to Macintosh computers. These words would comprise your list of negative keywords when you add a minus sign to the front of them. Your list would then appear this way:
voice mail software
voice mail business software
voice mail software for panasonic
voice mail business software
multiple voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
Negative Keywords:
free
mac
macintosh
broadcast
broadcasting
When your ad campaign is all set up every one of your mini keyword lists will be in ito own adgroup with it's own set of ads.
About the Author:
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to adwords help, he's the man!
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