Everything you need to create insanely effective AdWords Search Campaign’s
So you know how AdWords search works. You’ve established your goals, you’ve implemented a realistic budget and you’ve launched your campaign, but how do you know your campaign is actually converting? In other words, how do you know anyone (or the people you want) are seeing your advertising dollars in action?
The answer is twofold:
First, make sure you’re heard.
Second, don’t just yell into the abyss. And it’s a BIG abyss. Even if we just consider the AdWords search network, you’re looking to make yourself heard amidst over 1 million other brands.
That’s a sizeable market, but what you’ve got to remember is 1) not everyone is advertising in your niche and, 2) there are ways you can significantly increase your chances of standing out. You just have to make a little space for yourself. Granted, in this saturated market, carving out a little space may mean using a machete, but our simple do’s and don’ts for AdWords search will help get you started.
The AdWords Search Advertising Do’s and Don’ts
DON’T Forget To Be Negative
Much like archeologists learn the most about ancient civilizations by riffling through their landfills, you can optimize your AdWords search by ruling out the words you don’t want associated with your brand. For example, if your company is into diesel fuel but not Diesel jeans, you can make ‘jeans’ a negative keyword. This nifty negative keyword option is usually overlooked, probably because the link for this feature is located at the end of the keywords list. You can add negative keywords at the campaign or group level, or alternatively, through shared lists.
DO Be Mobile
In the riptide of the multi-screen movement (MSM), brands simply can’t afford to ignore mobile marketing. If you want to maximize your AdWords search campaign, you need to optimize your ads for the mobile contingent. There are a handful of different tabs that can help you manage your mobile settings within AdWords. You can find these options in the ‘Settings’ tabs under ‘Devices’. Here you can adjust mobile bid modifiers based on your marketing goals. You can also see if there is an ad copy version designed for mobile specifically, and if not, you can create one.
DON’T Be Complacent
The rotation of your ads is by default based on clicks, meaning AdWords will offer up ads with the most clicks more frequently. This is great at first, but after you’ve accumulated some solid conversion intel, it might be better to pimp the ads that are the conversion heavy hitters. If your aim is to test ads you can also modify your settings so your ads are served in a more balanced fashion. (This is a big one. Make sure you are A/B testing consistently, so you’re always improving on your clickthrough rate.)
DO Get Programmatic
Google’s automated remarketing option connects with potential clients after they’ve left your website. These wayward customers will see your ads cleverly placed right in their sight when they’re surfing the web, utilizing the mobile app or visiting other sites. Sure, it’s a little bit Big Brother, but when it comes to amping up your AdWords search, it’s also a whole load of marketing genius. This is one part of programmatic advertising, read more on this from a blog I wrote a couple weeks ago on real-time bidding and automated media acquisition.
DON’T Neglect Your Goals
This is our last point, but it’s arguably the most important. Not only do you have to set your initial goals, but you have to constantly re-evaluate your goals to make sure they reflect where your brand is now. Goals are necessary for growth, and part of marketing growth involves the necessity to keep growing. This means you’re going to have to consistently raise the bar and keep striving towards new horizons.
BONUS: DON’T Forget Ad Extensions
Ad extensions have become one of the most important additions to your AdWords campaigns over this past year. Google has recently updated their algorithm to include the use of Ad Extensions as part of the quality score rating. This means if you aren’t using ad extensions you should start, immediately. Check out this post from April on the Ad Extension factor for help.
Simply put, creating a killer AdWords search campaign means you have to recognize and wholly embrace the fact that when it comes to marketing, there is no zenith. That’s what makes the industry tick. That’s what makes the big bucks.