Google AdWords is a brilliant marketing tool that can be used for any business; its Google’s biggest source of income. Google’s net worth is just above $500 billion dollars, so that’s a lot of income. But it’s not about how Google makes from AdWords it’s about how much you can make from using AdWords, which if used in the right way can be a lot of money. Here are some tips for maximising your campaigns to the best of their potential.
Choosing the best keywords
Keywords and AdWords go hand in hand, the reason your adverts show up in the first place is because you match them up with the most relevant keywords to your business. Say you’re selling web design; you’re not going to match your adverts with something related to travel because it makes no sense, that’s not the product that you’re trying to sell. Google monitors relevance too; if the content on the landing page doesn’t match up with your chosen keywords you’re highly unlikely to have your ads displayed.
If you’re a smaller business with a smaller budget, then the chances are that you’re not going to rank for the more competitive keywords such as insurance or loans which can reach just under £40.00 per click. Google offers a huge range of keywords to rank for, so you’re not just limited to the simple terms. The lower your budget, the more you should look at long-tail keywords. That’s not to say that these keywords don’t work and nobody searches for them because they do, but bigger companies tend to put less marketing focus on these keywords and they tend to be a lot cheaper to bid for, meaning you can take them from underneath the noses of bigger companies and reach your audience for a lot less than you might have first expected.
Using negative keywords
Whilst choosing the best keywords is the most important thing, choosing negative keywords is still very important to your campaign. Selecting the right keywords to avoid can help segregate people looking for information and people looking to make a purchase meaning your ads can be focused solely on making sales. Negative keywords can be things such as “jobs, blog” that would attached on the end of your positive keywords. They’re useful when it comes to getting your brand recognised by users, but when you want to make sales you should be optimising purely for purchase pages. Once they get onto your website through the ads, they can find other pages such as the blog through the navigation so those pages won’t go entirely unnoticed it’s just best to not pay for things that won’t bring you any return on your investment into AdWords.
Geo, day and device targeting
Adwords also allows you to apply segmentation to your potential audience, with things such as:
- Geo targeting – allows you to choose who your ads are displayed to by selecting options like country, county, state, city town etc. this works best for local businesses that want brand recognition around their location.
- Device targeting – Device targeting lets you select what kind of platforms you want your ads to appear on more, you can select by desktop, tablet, smartphone or any other platform that Google can be used on. Some devices may be worth more to your company. For example, if your company sold phone accessories then you’d want your ads to be more prominent on smartphones because that’s what your target audience will mostly be using for searches.
- Day targeting – Your business could make more money on a separate day of the week or a certain time of day, so Google created an option for that. Day targeting allows you to segregate when your ads will display in order for you to maximise your exposure to potential customers. It could be that your business is a takeaway service with delivery, the weekend would be most likely be your optimum sales time so you can choose for your ads to display on the weekend only.
Broad match gets its name from exactly what you’d expect, matching a broad selection of terms with your chosen keywords to create an umbrella of options for your company to fall under. It includes things such as misspellings, synonyms, shortened searches and other variations of your already selected keywords. For example, your business could be bidding for something such as “Men’s jeans” because of matching, this means that you would probably display for “Men’s pants” because whilst it’s a variation, the terms still match up as jeans are technically pants. The problem usually lies with the fact that your ad can also come under things you don’t sell but are related to your selected keywords, such as “Men’s belts” or “Women’s jeans” in this case. You can have this change by adding those to your negative keywords, resolving it and displaying your ads for only the options that you want to display for too.