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AdWords Campaign Management - Wrong and Right 
By: Kirt Christensen
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.
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.
When your campaign is organized right you will get the effect you are looking for right off and adjustments and optimization are a snap. This will make all the difference over the long haul.
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.
But for the world that we live in that is not practical. The answer is clustering similar keywords with one ad.
Ad groups are the smallest individual units that contain your keywords and your ads together. You can have multiple ad groups in a single campaign. A campaign is just a handy way to organize ad groups, usually according to broad topic.
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.
You may choose any way you want to divvy up your ad campaign. When it comes to creating your ad groups however, you have to do it with care.
A novice creating their campaign might put it together in this manner:
Smith Telecommunication
Vital Solutions for
Your Every Voice Mail Need
www.smithstelecom.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.
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.
When searching for 'voice mail service' a person wants to go to a page whose topic is voice mail service. Likewise someone looking for equipment will want one on voice mail equipment not voice mail services. By making someone scour your page for the information they want you are making them work too hard and they may leave before they find what they are looking for.
If you structure your campaigns properly from the beginning, it's a lot easier to make this work. To do this, take all of your different keywords and use Wordtracker (www.wordtracker.info) or Overture (http://inventory.overture.com) to organize them into narrow "silos" of very tightly related terms. They will look 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
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
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.
Article Source: http://www.uberarticles.com/articles
Kirt Christensen's high-energy style of AdWords Management as he handled over $612,000 of yearly ppc advertising for clients, has them praising about him! managemypayperclick.com
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