Optimizing Your Google AdWord Campaigns

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Optimizing Your Google AdWord Campaigns

A Google AdWords campaign can be optimized in a similar fashion to websites to lower "Cost Per Click" (CPC) and increase the "Click Through Rate" (CTR).

Google AdWords give you, the advertiser credit for submitting relevant advertisements. If you have an effectively designed advertisement on AdWords, Google will show your advertisement higher up in the sponsored links list, giving you more exposure with lower CPC. This will in turn increase the CTR for that ad group, which allows Google to determine that your advertisement is indeed related to the keyword searched. As CTR is also a factor in determining the relevancy of your ads, an increase in CTR results in higher rankings in the sponsored links section.

So how can you design your advertisement so that is it most effective and achieves high CTR?

Let's look at an example to help me explain things.

Say I run a baby keepsake website (which I actually do) that provides information on baby keepsake footprints. Some keywords I might consider using are listed below:

  • Baby keepsakes
  • What are baby keepsakes?
  • Buying a baby keepsake
  • etc...

Now, what I could do is to set-up an AdWords adverts like this:

Google AdWords Ad 1

Now that I have created an advertisement what many people would be tempted to do is to assign all the keywords I can think of to this one advert.

This is not the approach to take!

One of the most important things you must realise is the fact that you need to target specific keywords in each individual ad. There seems to be a tendency for advertisers to create one advertisement for multiple keywords. This is probably due to the way in which the AdWords site is layed out. Advertisers are asked to create the advertisement before assigning keywords to it.

What you should do when designing a AdWords campaign is to think, "what are the keywords I'm trying to target?" and then create individual advertisements for each keyword by making use of ad groups. So using the keywords above I would create an ad group for "Baby keepsakes", another one for "what are baby keepsakes?" and so on.

There are also other things you can do to improve the effectiveness of your advertisements. Let's take a closer look at the advert I mentioned before:

Google AdWords Ad 1

Now when Google show these advertisements, they emphasise the search terms within the ad by making it bold. Let's say someone searched the keyphrase "buying a baby keepsake" and that (for the sake of this example) I still had all my keywords assigned to that ad - the following would appear:

Google AdWords Ad 2

Note the fact that AdWords don't enbold "keepsakes" even though it is just the plural of "keepsake". Basically it needs to be an exact match unless it's in the URL. If our site was called "www.keepsakes.com", the search for "keepsake" would still return "www.keepsakes.com".

These points put aside you will notice that this advertisement can be optimized much further. When creating an ad for individual keywords you should take the following points into account:

  1. The Title - Let's say we're creating an ad for the keyphrase "buying a baby keepsake". The title should include these words, or as many of these words as possible as this will increase the visibility of your advertisement.

    Another thing you could consider is to try and engage your visior by asking a question in your title. For example "Are you buying a baby keepsake?" would be a good title as it includes the keywords and also manages to engage the viewer (although it's too long to fit).


  2. Description - This needs to be as informative as possible and provide an incentive for your visitor to click on the ad and visit your site. The inclusion of keywords will increase the visibility once again and increase the relevancy of your ad to their search. An example being "A list of keepsake sellers for people buying a baby keepsake."


  3. URL - The url is another place where the visitor and Google will check to see if your site is relevant to the search term. Try and include keywords in the url if possible by creating pages such as "keyword.htm" etc...


  4. Capitalization - According to some experts capitalization can have an impact on the effectiveness of your advertisement. By capitalization I don't mean use capitals through out the ad - Google wouldn't allow it anyway. What you should do is capitalize the first word of every letter except words such as "of" etc...


  5. Geo-Targeting - Google allow you to show your ads to people in specific areas. If you're a window cleaning company based in the UK there's no point showing your advertisement to people anywhere else in the world so make sure you specify that when creating your ad campaign.


  6. Trial and Error - You should always be monitoring and then optimizing your ads. If one of your ads isn't going as well as you'd like it to you should make changes to the ad to try and improve it's performance. That said you shouldn't just make changes to the original ad. Try creating a new advertisement for the same keyword and run both at the same time. That way you can compare the new ad with the old ad and keep the one that performs best.

    You should be doing this in the long run - creating new ads all the time and filtering the ones that perform best.

Now that we have discussed the different aspects involved in creating an advert, lets consider the optimized ad compared to the old ad mentioned above for the search "buying a baby keepsake" (as it would be shown on SERPs):

The Old Ad:

Google AdWords Ad 2

The New Ad

Google AdWords Ad 3

Which would you say is more visible and relevant to the search phrase "buying a baby keepsake"?


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