The world of online marketing can be a very easy world to enter, but it is often a very confusing world for those who might be new to it. Despite how confusing optimizing AdWords campaigns may be, companies need to learn how to effectively run marketing campaigns online in order to be competitive in today’s world, or they need to hire someone who can do so for them.
For those who want to learn how to optimize Google Adwords campaigns for their marketing strategies, it is important to not let all of the new and confusing language and processes confuse you too much. The best way to do this is to make sure that you have a good structure and approach to creating and optimizing Adwords campaigns.
For those marketers looking for help to make the optimizing AdWord campaigns process a little easier, here is a quick and easy guide that will provide you with some Google AdWords help:
1. Do Your Keyword Research!
In order to do this, you will need the help of some sort of online tool or software that can help analyze search databases. Some of these tools can be free, but many often charge some sort of cost or registration fee.
You should begin by brainstorming a bunch of relevant searches that you think people search for that are relevant to the services, products, and information your site will provide them with. Then, enter those into the keyword planner and they will provide you with a list of keywords with data regarding how often people search for them and how competitive they are to bid on. From here, you should eliminate the keywords that are not relevant to your services and focus on the ones that are.
2. Create Campaigns That Group Similar Keywords Together
Once you create a list of the relevant keywords, you need to group them into Ad groups or campaign groups that are similar to each other. This is crucial, as many people just throw their keywords into Adwords without planning a cohesive campaign strategy. For example, if relevant keywords for your company include “risks of breast augmentation,” “breast augmentation in Miami,” and “breast augmentation surgery,” then you should group those into one ad group so you can create a campaign using those as relevant keywords.
3. Write Pages And Ad Texts That Specifically Mention Those Keywords
The Ad text and the actual page should specifically include the title of the Ad group as well as any of the keywords. This will improve your quality score and increase the relevancy of your ad when someone searches something similar. Furthermore, the actual page being advertised should not only mention the ad group and the keywords, but it should also discuss those topics in a succinct, but comprehensive manner.
4. Make Sure Your Ad Leads People To A Landing Page Specific To Those Keywords
As we mentioned in the step above, it is crucial to make sure your ad actually leads to the page specific to the ad group or keywords. This can be a fatal mistake and it happens more often than it should, but if you link the ad to a landing page that features your home page, for example, then there is a strong change the searcher just clicks back and tries the next link. Creating an effective landing page is absolutely integral.
5. Use Location To Better Target Searches
While this is always something you can add to your ads once you create an effective campaign, this is a huge part of successful Adwords campaigns for any company that offers products or services that are confined to a certain geographical location. For instance, if your business offers plastic surgery to patients, a click from an internet user across the globe might not benefit you any since they are most likely not going to fly across the world for the service. Instead, you should tag your campaign to be within a location that optimizes your chances of cashing out on a conversion, not just a click.
6. Create A Campaign Using Exact Match and Phrase Match For Your Keywords
This is important and often overlooked. Until you create and optimize your ad campaigns to become extremely effective, it is probably best to use exact match and phrase match to increase the proportion of clicks and conversions for your dollar. Using broad match will show your ad to a lot of people who are not necessarily looking for what you’re advertising, making it a waste of money.
7. Pay Attention To All Of The Analytics Tracking Your Campaign
This can be one of the most important steps. Whether you’re using a free tool to analyze your campaigns, or you’re paying for a fancy software, you need to monitor how each keyword is doing, how each campaign and ad group is doing, and how they can do better. This will not only help your campaigns become optimal, but it will help you learn what works and what doesn’t for your general SEO strategies.
8. Adjust Keywords Depending On Whether They Perform Well Or Poorly
Following the last step, you should pause any keywords that are not doing too well. If they are doing really well, maybe consider expanding your campaign by doing something like adjusting your ad to broad match. Regardless of what you do, just make sure you are constantly looking at which keywords are ineffective and which ones can help your campaigns even more.
9. Don’t Be Scared To Test Different Versions Of The Ad
Until you become an expert or master of SEO and running online marketing campaigns, run two different versions of the ad when you can to monitor which one works better. Again, this will help you learn what you can and cannot do when creating successful and effective Adwords campaigns and maybe even why certain things work and don’t work. This will also help you to always increase the effectiveness of your campaigns even if it’s just little by little.
At the end of the day, there is definitely no perfect way to optimize your Adwords campaigns without any struggles or adjustments. The bittersweet thing about online marketing strategies is that there are so many different ways to create and optimize effective strategies, and those ways can be different for everyone. Regardless, however, you should always begin optimizing your Adwords campaigns by following an effective structure to help prevent any confusion from sabotaging your strategies.