All advertisers have the power to succeed with AdWords. They just need to know how to create a highly scored account. Whether you optimize your account or a professional does it for you the principals are the same.
Create Relevant Groups – Categorize
If you sell more than one product or service create a separate ad group for each category. Each group will have a set of highly targeted keywords, targeted ad text and a targeted landing page.
Keywords
Generic vs. Specific
Select specific keywords. Do not use generic keywords vs. specific keywords to describe your business. Most advertisers can not afford this option. If you sell Ladies Shoes do not use a keyword like footwear it is to vague. You will take impressions and clicks that are not going to result in business.
Matching Options
Different Matching options will not result in a different keyword quality score. Your broad match keywords will have the same keyword quality score as exact match. All keywords are scored as though they are exact match. However you can increase your overall account quality score through increasing the Click Through Rate (CTR) with different matching options. Your matching options are broad, “Phrase”, [exact], -negative and -[embedded match].
Ad Text
Create compelling ad text. Give users a reason to click your ads. Place your keywords in the ad text so that users identify your ads with their search query. If you are having a sale or offering free shipping mention it in your ad text. Try adding several ad variations set to run evenly so you can test the effectiveness of different ad text. You can identify the ad text that performs better by a higher CTR.
Landing Pages
Landing pages need to be original, have a transparent ordering process and do not require people to go through a signup to enter the site. The product needs to be found within 2 clicks of the landing page. If you have multiple products or services the ads should land users on the specific landing page for that product or service. Include your keywords in your landing page text.
Click Through Rate (CTR)
Once your keywords, ad text, and landing pages are created your account will begin to accrue a CTR score. CTR is the number of clicks per impressions. CTR is calculated historically per keyword, the associated ad group and the historical CTR of the display URL’s. Because the CTR is calculated for historical data it takes time to see improvements. A high CTR is a indication that users find your keywords and ad text relevant to their search query.
Analyze Data & Cut the Fat
Review the account data daily. You will see what keywords are performing and which are not. Cut the fat. Part of your score is the historical CTR for the group and display URL so poorly performing keywords do harm to your account.
*Want a professional to give your account a quick audit? The experts here can review your account for a reasonable fee. Contact us for details*
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 Article by: +Kim Clinkunbroomer Clinks Web Service a Google AdWords Partner Company Subscribe: RSS Feeds | Follow me on Twitter |
