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James Parnwell

James Parnwell

A Guide to Making Google Adwords Work Better

Google AdWords is a platform for online advertising run by Google. It allows the user to display ads for his or her business on Google’s search engines, its various services and websites, as well as search partners and sites across the internet which are part of Google’s display network. Among the basic principles behind is that the user only gets to pay when someone clicks on his or her ad. This is known as PPC (pay-per-click) advertising. There is no denying that at PPC can at times be quite difficult. The user is balancing budgets, tasks, and accounts while putting constant effort to keep up. Also, one has to keep the client at the forefront as it is the client’s money that is being managed. It is also advisable to allocate time to do things outside of the normal day-to-day routine in order to make AdWords PPC accounts work better. Below is a guide to making Google Adwords Work better.

Google Adwords Tips

Be Proactive

Being proactive is highly recommended. There is nothing as bad as a client bringing something to an advertiser’s attention that the advertiser should have caught. An Adwords user should be on top of his or her campaigns at all times. The user can utilize filters to do quick views of the information, like keywords that are below the first-page bid. One can also check the dimensions tab to see whether things changed from the previous day. Always being on top of the PPC game is vital to being successful. This included finding out if there are other AdWords functions that can be taken advantage of, such as website links or remarketing.

Develop Checklists

It is also a good idea to develop checklists. Coming up with daily weekly or monthly checklists can be very useful. This is particularly the case when it comes to keeping tabs on key metrics like performance, identifying issues and budget pacing. Consulting one’s daily PPC checklist should be the first thing an AdWords user does after getting up in the morning. In addition to helping him or her become more proactive, it can also help to keep tabs on what is going on with their accounts.

Know The Client’s Business

Knowing clients’ businesses is also quite a useful tip. This is of great importance for ensuring the success of a PPC campaign. By knowing a customer’s business, it will allow a Google Adwords user to come up with better-targeted keywords, create more effective ad copies as well as more effective landing pages. One should take some time to understand what his or her clients’ do, what their pain points are, and who their target audiences are.

Look at Competitors

Another useful tip involves checking out competitors. Finding out what clients’ competition is doing can of great help when it comes to crafting a Google AdWords user’s PPC campaign. There are a number of tools that can provide the keywords that competitors are bidding on, together with their ad copy. The user can also get an idea of the amounts that competitors are spending for paid search. This way, he or she will be able to how little or how much they are paying in the space. For those who are planning new campaign launches or budget change, this can be quite useful.

Network Internally and Externally

Networking both internally and externally is highly recommended. PPC marketing is always about learning. For instance, if a PPC user has workmates who also use paid search, it is a good idea to hang out together and share experiences. Every online marketer has a different level of experience, meaning that everyone can bring something unique to the table. One should then take advantage of shared knowledge. Someone may be working for a smaller company and may not have colleagues he or she can mentor with in-house. In such a case, the individual can network outside the company through community activities and meet-up groups.

Keep Updated With Industry News

Staying updated on industry news is of great importance. This is considering the fact that AdWords changes almost on a daily basis. This should be part of a PPC user’s daily routine. There is the AdWords blog that provides the latest product changes in Google Adwords. Additionally, there are many excellent industry websites offering up to the minute information, such as the Search Engine Watch. Keeping tabs with the latest industry news is also important for sharing with clients. It shows that the Adwords user is taking an active role in their account while providing clients with new insights.

Look Beyond Paid Search

It is advisable for a Google AdWords user to look beyond paid search. Being in paid search does not mean that the user will always have to wear that particular hat. An individual can search for other opportunities with his or her clients outside of PPC, the likes of social media or search engine optimization. Offering marketing expertise in other fields establishes someone as a true partner with his or her customer, as opposed to just the individual who manages the customer’s paid search.

In some instances, a Google AdWords user may be getting it wrong. It is important for such a user to figure it out and find ways of making it right. One of such mistakes is not utilizing single keyword ad groups. A major hindrance to AdWords performance is when a user decided to bundle between 10 and 20 keywords in one ad group. Most users do this because all the keywords fit a common theme. The truth is that having such a large number of keywords per ad group is likely to make search-to-ad message match difficult to achieve.

Message match occurs when a search term matches with an ad. It is ideal since achieving it means that Google bolds a user’s ad copy to stand out. During the split second it takes for someone to figure out the ad to click, the user’s ad instantly becomes more relevant. However, when there are numerous keywords per ad group, a user can never get a 100% message match between the keyword he or she is bidding on and the ad it’s being triggered to show. SKAGs (single keyword ad groups) allow someone to control a message match between the text as and the keyword. This is because only a single keyword will trigger the specific ad.

James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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