Fellow webmasters tell me what is Secret to Adwords success? I have tried Google adwords to boost my business but no success. I am feeling like I am wasting time and my money? Does it require some skills with google adwords?
I am a Google certified partner, and I can tell you that advertising can be very lucrative depending on the niche and the competition.
So the strategy would vary depending on what you are advertising.
I'll give you my break down of what I do and a few secrets I've learned along the way.
1. First thing to do with any business is pinpoint your vertical markets. Who are your consumers? Categorize them in markets. For instance if I was a printing press company I would analyze companies that utilize printing on a regular basis. Business cards, conventional advertising with print media, promotions, etc..
Look at what markets go for this kinda stuff. Lawyers, small businesses, club promoters, etc...
Then examine the behaviors of each market. What do they primarily search for on Google when looking for the service you provide?
2. Then keyword analysis to look at CPC and comp in Google KW planner. If clients budget is large I don't worry about CPC in the beginning because Google is gonna stick it to ya with no lube, until you gain some Ad Rank (I'll get to that in a little bit).
3. After deciding my target market and demographic, and my target keywords, I come up with a negative KW list. Negative keywords are the KWs you submit that you DO NOT want your ads to show for. The example Google gives is perfect. If youre advertising picture frames you want to add "sunglasses" "glasses" and possibly various brands of glasses that sell a lot of "frames". You see Google can get mixed up when the word is close. It will think "frames for glasses" is relevant to "picture frames".
The best way to find negative keywords is to look in Keyword Planner and weed out irrelevant keywords. Or manually Google and find highlighted words that aren't relevant.
After you have a campaign running for a while, you can click on the keywords tab at the Campaign level to show all keywords. Then click the "Details" drop down and select "All".
This will show you where you got clicks and whats driving down your CTR. I go through here to find negative keywords, but this is after about a month.
4. After negative keywords are picked out, then I will break my advertising campaign into multiple campaigns. I will categorize my campaigns by themes. For instance if I work with a specific type of treatment center i might break my campaigns up like this.
-Disease Types
-Disease Type + "Treatment"
-Disease Type + "Symptoms"
-Branding Campaign
-Information Campaign
I would decide what keywords go in which campaigns.
5. Here's where the magic happens. Do not pile multiple keywords in to one Ad group. Select 1 keyword per ad group and make a few very relevant ads and include the ONE keyword/phrase in the headline. This increases your relevancy score, lowers CPC, and increases CTR. It's a bit more tedious process because now you're setting up 3 ads per keyword instead of loading all of your keywords up for the same ad.
MAKE SURE THE PAGE YOU ARE LINKING TO IS RELEVANT TO THE QUERY. On site optimization is important when advertising on Google. Also if your page isn't mobile friendly, just forget about it.
A mix it up with typing my headlines or utilizing dynamic keyword insertion (DKI). DKI utilizes spintax to change Headlines based on the users query. This usually looks like this (If my keyword was "print business cards".
I would set my headline up like this:
{KeyWord:Buy Business Cards}
If the user queries "Cheap business cards" google will then change my title to do so as long as the keyword im targeting is broad match and relevant.
Things to Take Into Consideration
Understand your keyword match types and how they work.
-Broad Match
-Phrase Match
-Exact Match
-Broad Modifier
-Negative
Understand what Google looks at when ranking your ads and how it scores you.
Taking the AdWords Fundamentals exam and studying for it prior will do you a great deal of justice. It's not as advanced as all of the things i talked about and doesnt even mention shit like DKI but it does cover ad rank. The videos AdWords has on YouTube about the adwords fundamentals exam are great! The exam is free btw.
Also you may want to look in to a re-marketing platform. I DO NOT USE ADWORDS REMARKETING. THE CTR AND CONVERSION RATE IS GARBAGE!
I utilize AdRoll for retargetting/remarketing. The results have been pretty good for the lens company I advertise for.
Well i hope this helps a bit and answers the question. Yes if done right, AdWords is very effective.
