Managing Google AdWords Campaigns - Wrong v Right
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The majority of mistakes made in Google AdWords campaigns are of the common variety. In fact nearly all campaigns can see greater effectiveness with as little as an hours labor. With this small investment of time you can save hundreds and thousands of dollars, by following the guidelines set forth in this article.
And what is the top ranking mistake made by folks in Google campaign management? The big culprit is improper organization of their campaign. If ads and keywords are poorly organized you will have inefficient campaigns and higher advertising costs.
Properly organized campaigns get results from the beginning and are easy to adjust and optimize. Over time this makes a huge difference.
In a utopian world everytime someone typed in a keyword you would have the perfect ad for that keyword. With all those different keywords, you have a unique ad for each one. Say you have two thousand keywords, then you would need to write two thousand 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.
An ad campaign is the file cabinet that holds all your ad groups, it's topic is general. An ad group is the smallest unit that has keywords and ads in it. Your ad campaign should always have more than one adgroup.
In a single Google account, you can have as many campaigns as you want. Some of the campaigns in your account may be on a completely different topic, selling completely different services, and sending traffic to a completely different web site.
How you separate your campaigns is up to you. How you separate ad groups, however, is one of those areas where there's a right way and a wrong way.
A novice creating their campaign might put it together in this manner:
Smith Telecommunications
Robust Answers for
Your Every Voice Mail Need
www.smithtelecoms.com
So goes their ad, and then their keywords looking something like this:
auto attendant
business telephone systems
call management systems
voice mail
voice mail equipment
voice mail service
voice mail systems
Then they send all the visitors to the home page, which has a bunch of different links to "Services," "Equipment," "Q&A," "About Us," "Contact Us," etc. What's wrong with this kind of Google AdWords campaign management?
There are too many different kinds of keywords in the same group. Every one of these keywords needs to be in its own group, along with a list of very similar words and phrases.
Number two problem is the keywords and ads don't suit one another. This also stems from the first problem.
"Smith Telecommunications," or the name of almost any business, is a lousy headline. The clickthrough rate (CTR) is going to be very low, and therefore the bid prices will be higher.
Is this ad selling Smith Telecommunications? Is that what the customer is looking for? Make your ad reflect the needs of the customer.
A person who searches for "voice mail service" needs to be taken to a page about voice mail service; a person who searches for equipment needs to be taken to a different web page about voice mail equipment. These are two entirely different topics. If a person has to figure out where to go after they land on your web page, you're making them work too hard. You need to show them exactly what they were searching for.
Structuring your campaign correctly from the start will help this to work out more easily. Proper structuring starts with Wordtracker (www.wordtracker.info) or Overture (http://inventory.overture.com) to get them laid out in small groups of closely related terms. This is how they might look:
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
Before assembling these into a campaign, serious thought (and work) should be given to negative keywords. These are some keywords for "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
You really aren't wanting to have visitors looking for free stuff. You also don't have anything to do with voice broadcasting or even Macintosh computers. This is a good start on your negative keyword list. You do this by putting a minus sign in front of each of the words on your negative keyword list. This is how your list will now look:
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 you are all done tweaking your big keyword list you will have a lot of mini keyword lists grouped into their own ad groups and given their own ads.
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