You might think you know AdWords, but do you know the most efficient way to get great performance? Columnist Todd Saunders shares three road-tested techniques.
You currently know that Google AdWords can be a crucial tool for scaling your company, also if you’re brand-new to PPC advertising and marketing. If that’s something you really did not know, beware of the spoiler to adhere to: Google AdWords could be a vital device for scaling your business.
The problem for many marketers is that AdWords could be costly. Every buck you invest paying for clicks is a dollar you can not allocate to various other areas of your business, so it’s crucial making each one count.
Today, I’m going to stroll you with three Google AdWords hacks in order to help you drive premium leads as well as ensure that every buck you spend is well spent.
These are hacks that I utilized with nearly all of my clients throughout my time at Google and now utilize with all our consumers at AdHawk. They have actually been quite successful for these customers and also will certainly aid you save some major money and time.
Google AdWords hack #1: the only way to bulk-modify broad match modified keywords
One AdWords function I continually see marketers dealing with is keyword suit kinds. There’s a lot of bad details online about just what match types marketers should be utilizing specifically. The reality is that every one has a time and a place, however I’m going to focus on 2 of my faves today: broad match customized keywords as well as phrase match key words.
I register for the Goldilocks method of thinking for the key phrases match types I make use of most often. Broad match keywords can set off too much irrelevant traffic. Specific suit key words can seriously restrict the number of eyeballs on your advertisements. Broad suit customized and phrase suit key phrases, however, arejust right.
( If you require a refresher on the differences between keyword match kinds, take a look at this great piece by Josh Dreller.).
Broad match modified as well as phrase suit keyword phrases strike the best balance between reaching the largest viewers feasible and also still keeping some regulate over the type of user your advertisements are being offered to. This is unbelievably important if you’re seeking to extend every dollar you invest in AdWords.
The last thing you want is for your ads to be set off for irrelevant traffic as well as lead to clicks. Those consumers will likely never convert, and you’re probably much better off flushing your cash down an AdWords-shaped toilet.
Phrase match key phrases are very easy to make it possible for. All you need to do is head to the “Keywords” area of your project, inspect the box alongside the keyword phrases you want to develop into expression match keywords, click “Edit,” click “Adjustment suit kinds,” ensure the type spokens “From wide suit, to expression suit,” and also BOOM! You’re done.
Broad suit changed keywords, on the various other hand, are a bit more difficult to modify wholesale. As of the publish date of this post, the only way to move your extensive match key phrases to wide suit modified keywords is to edit in a “+” per of the keyword phrases you wish to alter individually. That is, unless, you follow my easy Google AdWords hack. It’s an easy two-part procedure to get this going:.
Part 1 — Find and replace
- Navigate to the “Keywords” section of your Google AdWords campaign.
- Check the boxes to the left of the keywords you want to change from broad match to broad match modified.
- Click “Edit” and then “Change keyword text.”
- Keep the “Action” section “Find and replace.”
- In the “Find text” field, put your cursor in the box and click the space bar once. (You’re telling Google to find all your spaces.)
- In the “Replace with” field, put your cursor in the box, click the space bar once, and add a plus sign (+). (Google AdWords uses the plus sign to indicate which keywords are broad match modified keywords.)
- Click “Make changes.”
Part 2 — Append text
- With all the keywords from above still selected, click “Edit,” and then “Change keyword text.”
- Change the “Action” to “Append text.”
- Add a plus sign (+) in the “Append text” field.
- Click “Before existing text.”
- Click “Make changes.”
It may seem like a lot of steps, but I promise it will save hours of your time (especially if you have large keyword lists). Make sure to review the keywords that were modified and remove any plus signs from filler keywords terms (like “the” and “an”) and from any individual keyword terms you don’t want to be broad match modified.
Google AdWords hack #2: mastering Quality Score with the “One Per” Rule
Just saying the expression “Quality Score” can strike worry in the hearts of Google AdWords advertisers. Just what is it? How does it work? What can I do to make it far better? I obtain these questions at all times, and my feedback to them is constantly, “Adhere to the ‘One Each’ Regulation.”
As the name suggests, the One Per Guideline requires you to limit the number of keywords per Advertisement Group to 1. It may sound a little insane and counterintuitive, yet there is an approach behind the madness.
Restricting yourself to one keyword phrase each ad team makes sure that your keyword is connected carefully to your advertisement text and the text on your landing page. This informs Google that your relevance is with the roof covering, as a result awarding you a top quality Rating. It’s quickly my preferred Google AdWords hack.
This isn’t a technique to use with every keyword, however. Only employ the “One Per” Rule on your top-performing keywords. Here’s how to get it going:
- Step 1 — Research. Select the Campaign you want to optimize and locate your five to 10 top-performing keywords across Ad Groups. If you’re looking to optimize conversions, choose the keywords that are most successful in generating that result. Or, if you want to optimize cost per conversion or cost per click, choose those top keywords. Every keyword you choose should be competitive when it comes to click-through rate (one percent and above).
- Step 2 — Create one AdGroup per keyword. Create an Ad Group for each of your top-performing keywords. If you have five top keywords, you should also have five Ad Groups. Keep things organized by using each individual keyword as the name of the AdGroup.
- Step 3 — Ensure your ad text is relevant. One of the keys to ensuring the “One Per” Rule is effective is sprinkling the keyword throughout the ad text. The keyword in your Ad Group will appear multiple times in your ad text and again on your landing page.
Quality Scores tend to be higher when the keyword appears in the ad headline, description and display URL. If one of my top-performing keywords is “women’s hats,” the structure of my ad should be similar to the one shown below:
- Step 4 — Optimize your landing page. The final step in the “One Per” Rule is simple: Ensure the keyword appears somewhere on your landing page.
Thinking about Quality Score as numbers between one and 10 makes it easy to forget why it’s really important — it’s Google’s way to determine how you as an advertiser create a good user experience by matching your ad to its message, its destination and what you are offering the consumer. Following the “One Per” Rule puts you in a position to check each one of those boxes and makes your life a little easier along the way.
Google AdWords hack #3: enabling call-only campaigns
Phone calls are the lifeblood for lots of businesses leveraging Google AdWords. It is necessary to note that there are tons of chances to benefit from. A current study by BIA/Kelseyestimates that “annual telephone calls to businesses from mobile phones will certainly reach 162 billion by 2019.” That’s billion with a B.
If you’re a marketer who’s looking to take full advantage of the variety of phone calls you obtain from AdWords, you have to see to it to create a clear course for your possible consumers to pick up the phone and provide you a ring.
This can be challenging when you’re accustomed to assisting them with the typical AdWords flow of clicking your advertisement and landing on your web site. There are lots of disturbances in those two simple actions that can keep your customers from doing exactly what you really want them to do.
The best way to avoid all disturbances is to encourage your customers to call you straight from your ad, as well as the very best method to do that is with establishing a call-only project.
Google’s call-only campaign kind is made to only serve ads on mobile phones that are able to make call. Rather than the traditional “click to web site” circulation, call-only campaigns prominently show your business telephone number and a “click to call” switch.
Getting up and running with a call-only campaign is pretty simple if you follow the instructions below:
- Click the red “+Campaign” button.
- Select “Search Network only” from the drop-down menu.
- Select the “Call-only” radio button on the right.
- Fill out the remaining information regarding the campaigns settings.
- Click the “Save and continue” button.
- Fill in the information to create your call-only ad. Make sure to include action-oriented phrases, and enable a Google forwarding phone number if you want to track phone calls (We highly recommend this).
- Click “Save ad group.”