In keeping with our recent focus on Google Adwords, here are a few of Google’s own tips for running a successful Adwords campaign.
Use Themes To Organise Your Campaigns
When you start an Adwords campaign, it’s a good idea to create separate ad groups for each of your products, brands or services. Create a set of keywords for each group that is strongly related to the theme of your product or service. This lets you see exactly what people are searching for, and deliver the relevant ad at the right time.
Keyword Selection Is Key
Using specific keywords that relate directly to the theme of your ad group and landing page will help ensure that the right people see your ad. Choosing keywords that are too broad may reduce your performance by giving lots of impressions, but very few clicks. Using 2- and 3-word keyword phrases are probably better than using single keywords, as these can easily be too generic. The Google keyword tool is a good place to start getting keyword ideas.
Use Keywords In Your Ad Text
Including keywords in your ad text, (especially, but not only, in the title), so that users know that your ad is related to their search. Remember that if your ad shows as a result for a search, the keyword that the user searched for will appear in bold in the ad text.
Use The Right Landing Page
Make sure that the landing page for each of your ads, (the page that the ad points to when users click on it), is the page that is most relevant to the advertisement. Ideally, it should be a page that is exclusively about the specific product or service that your ad is promoting.
Measure Your Performance
To make sure that you’re making the right choices when it comes to managing and planning your Adwords strategies, make sure you’re using Google’s built in tools to measure your campaign performance. Check out your campaign statistics to see how well your campaigns are optimised, and use the conversion tracking feature to find out which ads and keywords are bringing you the most return.