Depending on your industry, performing well in organic (unpaid) search can be challenging, even if you’re doing all the right things. A search for ‘how to improve my Google ranking’ returns 30 million results, which suggests there is no silver bullet to get onto page one of Google.
If you’re not ranking as well as you’d like, it’s worth considering an AdWords campaign. For a relatively small spend, you can ensure your business gets the great exposure associated with being on Google’s first page.
Creating a campaign can be a little intimidating if you’re an AdWords newbie, but the best way to learn AdWords is to just get started! Whether you’re an experienced user or a complete novice, these tips will help you to optimise your Google AdWords campaign for more website visitors and customers.
Tip #1. Use search terms in your ad text
Using their search terms in your ad text shows the reader that your ad (and website) is relevant to them. Google displays any search terms that appear in your ad in bold, which will help you to stand out from your competition.
WTW wisdom: Include likely search terms once or twice in your ad, but don’t go overboard. A few words in bold catches the eye, all bold is a turn-off!
Keep the list of keywords that apply to each ad group short. Create separate ad groups for the different products or services that you offer and make short keyword lists for each of these ad groups, rather than running with one generic ad group and a long list of keywords.
WTW wisdom: Setting up a number of ad groups can be tedious, but it’s well worth it. I’ve recently created ad groups for the various copywriting services I offer (e.g. website copywriter, newsletter copywriter) and different cities I service (e.g. Melbourne copywriter, Sydney copywriter) and am enjoying much better click through rates.
Tip #3. Use negative keywords
When you add negative keywords to your AdWords campaign, your ad will not be displayed if a search includes one of these keywords. The AdWords search terms report shows you the actual search terms people used that triggered your ad and led to a click – review this report regularly and add to your negative keywords if you see search terms you don’t want to rank for. (‘Free’, ‘cheap’ and ‘DIY’ are usually good negative keywords to add).
WTW wisdom: If you only make one of these changes, make it this one – adding negative keywords is super easy and will mean that you’re not paying to expose your ad to searchers that aren’t your target market.
Tip #4. Don’t set your daily budget too low
AdWords gives you great control over the cost of your campaign – you can set a maximum daily budget and also set a limit for the amount you’re prepared to pay per click of your ad. If you set these maximums too low your ad will only be displayed intermittently, meaning you may be missing out on valuable exposure for your business and traffic to your website.
WTW wisdom: Running an AdWords campaign doesn’t need to be expensive. You can set your daily and ‘per click’ budgets as high or low as you’re comfortable with and change them as often as you like, meaning you don’t need to worry about receiving a surprise whopper bill!
Tip #5. Use the AdWords Support team
Google provides excellent support to AdWords users. Whether you have a question regarding the AdWords console (which admittedly can be pretty intimidating when you’re just starting out) or are looking for help with keywords or improving your click through rate, you can speak to someone via email, phone or online chat.
WTW wisdom: I use the online chat option fairly regularly and find the level of support to be really good. I also used their 1800 number when I was new to AdWords and the person I spoke to was super patient and helpful… showing me how to access reporting I didn’t realise existed.
If you have an existing AdWords campaign that could do with a tweak or you’re looking to start from scratch, Words That Work Copywriting can help. Call me on 0401 202 085 or email email@example.com and I can work with you to get your Google AdWords campaign humming.