Wrong Google AdWords Campaign Management
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.
Can you guess the biggest mistake made by advertisers on Google AdWords campaigns? That would be Campaigns that are not properly organized. Ads and keywords that are not organized will damage your campaigns and end up costing you big money.
With campaigns put together in the proper way will have good results from the start. At that point optimizing them and making adjustments is a simple task. As time goes on this can make a big difference.
In a perfect world, you’d serve up a perfect ad for every single keyword someone types in. Since each keyword is different, each ad would be different, too. If you had 2,000 keywords, then you’d have to write 2,000 ads, too.
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.
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 Google your account can contain as many campaigns as you need. You can have campaigns in your account with totally different topics. The products you sell may be absolutely unrelated and the websites you send traffic to may be different.
The way you divide up your campaigns is your choice, but the in which you divide up your ad groups is not. There is the right way and the wrong way to do it.
Most beginners set up their campaigns to look something like this:
Smith’s Telecommunications
Vital Solutions for
Your Every Voice Mail Need
www.smithtelecom.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
When the prospective clients click, they are all directed to the same homepage. This page has a variety of links to pages with titles from Contact Us to Equipment. What is the problem with this type of AdWords management?
The first problem is that the keyword list is too varied. Keywords should be divided into AdWord groups with only similar keywords or phrases.
Secondly, the keywords and ads don’t match-up because of the problem listed above.
Putting your business name in the headline is a major mistake for nearly every business including Smith Telecommunications. This will make your click through rate really low and therefore you will have a very high bid price.
This ad appears to be about Smith Telecommunications, probably not what the clients are looking for. You should customize your ad to address what your clients are looking for.
If a prospective client is looking for ‘voicemail systems’ he wants to land on a page about voicemail systems. Similarly if someone is looking for ‘voicemail equipment’ he wants to land on one with info on voicemail equipment. These are separate topics. Prospective clients don’t want to hunt all over your page looking for what they want. It is more likely they will leave to go elsewhere.
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
One more thing needs your attention prior to putting together your campaign; Look at your negative keywords. This list of phrases came from ‘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 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.
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