With effective SEO taking time to bring results, many businesses consider using paid search to boost their sales. And paid search usually means Google Adwords.
If you want to give Adwords a try, here are 10 top tips to get you started and help you avoid some of the pitfalls.
1. Get Google Analytics set up
and link to your Adwords account. If you have an ecommerce website, make sure you have ecommerce tracking set up in analytics (also, ecommerce sites should consider using Shopping campaigns). Without this information it’s very hard to see if Adwords is working for you.
2. Monitor conversions.
The conversion tracking option allows you to monitor which adverts and keywords give the best results in terms of your desired outcomes (purchase, email sign up, enquiry via contact form).
3. Set realistic budget limits
When starting out you want to allow a realistic budget so that you get decent data on how your campaigns are working. But do set limits. You don’t want to run through all your budget very quickly if you get something wrong.
4. Understand the different types of Matches
When adding keywords there are different match types. It’s important to understand them all the their differences.
Broad match: Beauty Therapist
will show your advert whenever someone types a search related to beauty and/or therapy
Phrase Match “Beauty Therapist”
will show your advert when someone types a search which includes this phrase, such as “Beauty Therapist Manchester” but not “Beauty and Health Therapist”
Exact Match: [Beauty Therapist]
will only show your advert when someone types this phrase exactly and nothing else
Modified Broad Match: +Beauty Therapist
Add a “+” sign in front of any word to make it compulsory. The above will show your advert when someone types any phrase related to the phrase Beauty Therapist which contains the word “Beauty” e.g. “Mobile Beauty and Nail Artist”
5. Don’t Use Broad Match Keywords
Google’s interpretation of broad matches can be VERY loose and you can go through your budget very quickly.
The exception is when you are actively seeking new keywords when it can be helpful to run a few broad matches for a short period. But watch them like a hawk! A better approach on a tight budget is to ……
6. Use Modified Broad Match to find good search terms
With modified broad match you can be a bit more specific so there’s less chance of Google getting it completely wrong.
7. Check the Search Term details
You’ll find these under the Details drop down box of the keywords tab. It shows you the actual search terms used when people clicked on your advert. Use it to identify exact and phrase match search terms and also to find negative keywords.
Which brings us to …..
8. Use Negative Keywords
These are words or phrases you want to exclude so that if they appear in the search term you don’t want your advert to appear.
“Jobs” is a common one – you might want to appear for “beauty therapist” but not “beauty therapist jobs”.
Negative keywords are essential for any campaign using phrase or broad matches.
9. Test your Advert Text
You should always be running 2 adverts for any ad group so that you can monitor which wording performs best. Once you have a clear winner, test this against a new version.
10. Adjust your bids for mobiles
One thing to check early on in your campaign is the difference in performance for desktop, tablet and mobile devices. It’s common for mobile to perform significantly worse. If this is the case for you then you should adjust your bid for mobile devices – or simply don’t display your ads on mobiles.
Finally, remember to keep checking your Adwords campaign – you should not just set and forget. For new campaigns, this means daily. Once you have got the campaign working effectively you can reduce this.
If you are not sure if Adwords could work for you, then give me a call on 0161 883 1655. I’ll be happy to give you my opinion (and if all the above seems like too much hard work, I can set up your campaigns for you).