In this article, I am going to discuss five essential tips that can be frequently overlooked by advertisers old and new when creating Google AdWords campaigns.
1 Running Search and Display Network in the same campaign:
Google AdWords allows us to run two campaign types targeting the Search Network and the Display Network.
- The Search Network allows advertisers to show ads on Search and Search Partners in response to users searching on the Google SERP.
- The Display Network allows advertisers to show ads on thousands of websites that display Google ads on them, such as blogs, websites, apps etc.
The targeting intent of an audience can be very different for both Networks.
For example, users searching on Google by typing search queries are a ‘direct audience’; an audience who are actively looking for an advertisers product & services, while the Display Network targets audiences who are indirectly interested in your products and services. You could be surfing websites on the internet and suddenly you notice an ad on a web page that is relevant to your interest.
In summary, the Search Network has a very high Intent, whilst the Display Network has an indirect approach. Both networks perform differently, both can require different bids, different ad formats etc. So, I always recommend that advertisers run separate campaigns to achieve the best results.
2 Not Using Ad Extensions:
Ad extensions are very important to add to campaigns. If you are not using ad extensions, you are missing out on a valuable opportunity to display additional information beneath your ads. Ad extensions allow the user to learn more about your products and services before they click your ad. Also, Ad extensions can help you improve your CTR, which further helps to improve keywords QS. This leads to better Ad Rank and a lower cost per click. Google considers Ad extensions when calculating Ad rank.
I strongly recommend adding all eligible ad extensions to your campaigns/ad groups. Some of the ad extensions are free and some are charged as a standard cost-per-click.
The image below demonstrates where we can implement ad extensions:
3 Add Negative Keywords & Exclude Bad Placements:
If you have not yet added negative keywords to your search campaigns and excluded bad placements in your Display campaigns- trust me you are wasting a lot of money by displaying your ads to the wrong audience. Negative keywords prevent your ads from appearing in response to irrelevant terms. For example, if you are advertising luxury products, you would not want to show ads in response to any queries that contain terms such as cheap, cheapest, inexpensive etc. The terms cheap, cheapest, inexpensive and other variations should be added as negative keywords in this case. Similarly, you can exclude placements where you do not want ads to appear.
The image below demonstrates where we can add negative keywords:
The image below shows where we can exclude placements:
4 Test Variations of Ads:
You should always test variations of ads in your ad group. Small tweaks in ad copy such as shifting a punctuation mark, using a question mark or even the rearranging of a few words can help boost CTRs. Minor changes will not help completely, so it’s important to also test ads with different concepts to connect customers emotionally with your ads. Split testing Calls to action will also help a lot. Keep testing new ad copies and don’t forget to pause under-performing ad copy. It is one of the best strategies to enhance performance of your AdWords campaigns.
5 Not using Keyword Match Types:
A major mistake that many new advertisers make is using broad match and not utilizing any other keyword match types. If you are solely dependent on Broad Match, you could be wasting a lot of money, as match types are a really big deal for search campaign keywords.
Keyword Match Types that are available to us in the AdWords interface are:
- Broad Match: Broad Match is the default match type. Broad Match triggers ads for searches including related searches, synonyms, misspellings and other relevant variations.
- Broad Match Modifier (BMM): To add keywords as BMM you are required to append the term by adding a + sign before the keyword. For example, the keyword phrase buy shoes online will be added as +buy +shoes +online. BMM triggers ads for searches that include the modified term and close variations in any order.
- Phrase Match: To add keywords as phrase match, you are required to start and end the keyword phrase using double quotes. For example, the keyword buy shoes online will be added as “buy shoes online”. Phrase match triggers ads for the phrase in the same particular order, with additional keywords before and after but not in between the phrase. The order of the words cannot be changed in phrase match either. Phrase match can also trigger for close variations in the same particular order too.
- Exact Match: To add keywords as exact match, you are required to add square brackets. For example, the keyword buy shoes online will be added as [buy shoes online]. Exact Match triggers searches that are exactly the same as the keyword and close variations of the exact keyword too.
The image below demonstrates how to write Match types for keywords:
Close variations include singular, plural, misspellings, acronyms, stemming’s, accents and abbreviations. Read more on Keyword Matching options.