Keyword Organization: The Key To Every Successful Google AdWords Campaign
Considering there’s an entire industry dedicated to organizing your home, your office, your relationships and basically, your life, it should come as no surprise that there’s also a need for a game plan when it comes to keyword organization. Knowing how to properly arrange and manage the keywords for optimal SEM ensures you get the most out of every dollar invested in your ad campaign.
Let’s start with the basics.
Every active Google AdWords campaign must contain one account, one campaign and one ad group within that campaign. Now, as any successful advertiser will tell you, ideal keyword organization will involve several campaigns and multiple ad groups. It’s within these campaigns that you’ll set the primary goals, like the overall budget of the campaign and when and where your ads will appear. By creating distinct campaigns with stand-alone goals, you will not only easily manage your strategy, but you can effortlessly move money around and adjust budgets as you see fit; creating yourself a pretty killer AdWords search campaign.
Next, you want to develop ad groups, which you can think of as off-shoots of the campaign itself which use related keywords. So, for example, if you sell tea, you could have ad groups like loose-leaf, bagged and flowering under that campaign. This further narrowing of the ad process makes it easier to refine keyword organization and really nail down what potential customers are looking for.
Some more advanced tips on keyword organization…
1. Stay focused! Yes, we want to use those keywords, but we don’t want to lose sight of the customer. Make sure your ad is still focused on what your target audience actually wants to know about. Don’t try flashy or misleading gimmicky rhetoric. It’s not only about piquing their interest; it’s about keeping it, and getting them to click through to your website. A bunch of keywords crammed into an ad is not going to do that.
2. Ads To-Go. Don’t forget about your mobile contingent. With over 70% of mobile users shopping online, alienating this group of powerful purchasers is like trying to cook dinner with one arm tied behind your back. You can do it, but it’s going to take twice as long and people are going to get hungry.
3. Test Continually. From identifying the best keywords to bid on to accessing the impact of landing pages to testing the traction on email campaigns, you should systemically test your campaigns to see what’s working. Just make sure you stick to testing one thing at a time. If the data starts changing dramatically after you’ve run a whole bunch of tests, you won’t know which changes are making the difference. ALSO: Be sure to keep testing, monitoring and making changes to your campaign on a regular basis to avoid going stale. Check out these 5 tips for Improving your SEM campaigns for more info on proper testing.
4. Track Conversion. Streamline bid management by using conversion tracking so you can clearly identify which keywords are initiating leads and sales. This way you can put money into keywords that are working hard.
As you’ve probably noticed, all these keyword organization tips all have one crucial quality in common: they boil down to staying connected to your account. Part of the reason my clients’ ad campaigns are so successful is because I touch base with our efforts daily. Yes, every day. This doesn’t mean I change anything, but I check-in to make sure things are running smoothly. In the event something is trending in a way that could compromise our goals, I can catch it right away and turn things around. As always, the best defence is a good offence!