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Google has designed probably the most efficient, targeted, conveniently measurable forms of marketing and advertising & advertising in history. With Google AdWords you can reach millions in seconds, and get in front of an appropriate audience and sell your goods or services to visitors throughout the world.
But, in order to harness the power (and it is powerful) of this incredible system and maximize your results while minimizing your spend there are a number of simple steps you should take.
Whether you are new to AdWords or a seasoned AdWords veteran there are five simple mistakes I see in client accounts again and again. Avoid the mistakes, increase click through rates, decrease average cost per click and increase conversions!
Secret #1: Split Up Your Campaigns & Ad Groups
Stop bundling all of your keywords into one campaign and one ad group.
Time and time again I see client accounts with one campaign, one ad group, and 100+ key-terms with only one ad. Google's structure is hierarchical, allowing easy, precise management of your keyterms. Campaigns allow you to manage a number of Ad Groups, and ad groups allow you to manage the specific ads for a particular set of key terms.
I usually break down my accounts as follows: The Campaign is usually a base keyword say "cups" and the ad groups within "cups" have variations on that key term "red cups," "plastic cups," etc. Besides being more organized and allowing you to more very easily view the performance of different terms, splitting up your campaigns and ad groups this way will allow you to create extremely specific ads.
If you are guilty of lumping all of your ads and keyterms together in one group don't worry, it may be to your advantage. Although organization is helpful, it can sometimes be hard to figure out how to initially organize an account. You don't always know if a term or set of terms will be extremely popular and should have it's own campaign and specific ad groups.
If your campaign(s) has been running for any period of time you can leverage the history of your terms in creating and organizing your new campaign and ad groups. Analyze the number of impressions for each term and base your campaigns off by far the most popular sets.
For example an account I recently adjusted had a lot of impressions for "medicaid attorney." I broke this term out, pulling it into it's own ad group underneath the "Medicaid" campaign. I then proceeded to create like groups underneath the "Medicaid" campaign with variations on attorney or Medicaid. When I was done with the account the "Medicaid" campaign had a large number of ad groups within it, all pertaining to (or including the term) Medicaid.
Once you are finished organizing, your accounts should look something like this:
Medicaid (Campaign) > Medicaid Attorney (Adgroup) > Medicaid Attorney (keyterm) > Best Medicaid Attorney
Medicaid (Campaign) > Medicaid Lawyer (Adgroup) > Medicaid Lawyer (keyterm) > Best Medicaid Lawyer
Secret #2: Create Extremely Specific Ads, Match Your Ads to Your Terms
Splitting up your campaigns and ad groups is necessary to create extremely specific ads and to match those ads to your terms. Secret #1 allows you to properly manage and manipulate your account (providing an upgrade path for more terms), but Secret #2 will get more people to actually click!
The beauty of AdWords is its specificity. You can target an ad regarding "Lightning Bug Jars," to only run when a user visits a site with the terms "Lightning Bug Jars", or when a user types "Lightning Bug Jars" into a search query on Google's network. Google has leveraged this specificity, creating a giant advertising network that is destroying old advertising networks and mediums.
The problem with creating a television ad isn't so much the cost of the production of the ad (which it can cost a great deal) or in the cost of the actual spot (which can also be very expensive), but in the fact that the ad will be seen by an untargeted mass. Your advertisement for a new teen fashion will be seen by an elderly Grandmother, who although hip in her own right, has no interest in pink hot pants with the word "juicy" smeared across the posterior.
Leverage Google's specificity!
To run a successful AdWords account you must take advantage of Google's specificity. At first it might seem daunting (and it will take some time and creativity), but split up your campaigns, ad groups and keyterms as much as you can (see Secret #1) and then make sure to make your ads as specific as possible.
Once you have broken up your campaigns and ad groups into key term specific groups the benefits will become immediately noticeable. Where before you were limited to one set of ads for a huge number of unlike keyterms, now you can target specific ads for specific keyterms. Writing ads will become easier.
Many of my ad groups contain only two or three terms, for example an account I was updating today had an ad group called "Estate Planning Attorney" with the following two terms: estate planning attorney, estate planning attorneys. I have another ad group called "Estate Planning Lawyer" with like variations. This will mean you may have a LOT more ad groups and campaigns to monitor and manage, but the results will be well worth your time and effort.
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