Managing Google AdWords Campaigns - Wrong v Right
Most mistakes people make in their Google AdWords campaign managements are pretty common, and 90 percent of Google campaigns can be greatly improved with less than an hour of effort. You can save yourself hundreds, thousands, even tens of thousands of dollars in the hour you spend following our instructions in this article.
Want to know what the number-one mistake people make is in Google AdWords campaign management? Improperly organized campaigns. Badly organized ads and keywords cripple your Google campaigns and cost you a ton of money.
When your campaign is organized right you will get the effect you are looking for right off and adjustments and optimization are a snap. This will make all the difference over the long haul.
In your optimum campaign, you would have 1 perfect ad for each keyword that is searched for. With each different keyword you would have a different add. With 2,200 keywords you would then need to write 2,200 ads.
However we don’t live in an optimum world. We can get a good result by clustering keywords that are alike with an appropriate ad.
Ad groups are the smallest individual units that contain your keywords and your ads together. You can have multiple ad groups in a single campaign. A campaign is just a handy way to organize ad groups, usually according to broad topic.
In Google your account can contain as many campaigns as you need. You can have campaigns in your account with totally different topics. The products you sell may be absolutely unrelated and the websites you send traffic to may be different.
The way you divide up your campaigns is your choice, but the in which you divide up your ad groups is not. There is the right way and the wrong way to do it.
Someone starting out might put their campaign together this way:
Smith Telecommunication
Robust Solutions for
All Your Voice Mail Needs
www.smithstelecom.com
With this as their ad their keyword list has this appearance:
auto attendant
business telephone systems
call management systems
voice mail
voice mail equipment
voice mail service
voice mail systems
At that point the visitors are all sent to the same landing page with various links to pages called ‘Services’, ‘Equipment’, ‘FAQ’, ‘About Us’, ‘Contact Us’, and so forth. So what is wrong with that way of managing AdWords?
There are too many different kinds of keywords in the same group. Every one of these keywords needs to be in its own group, along with a list of very similar words and phrases.
The ad doesn’t match the keywords, and it can’t, because there are too many different kinds of keywords in the group.
Using the name of the business, Smith Telecommunications, in the headline is a no-no in this case and for almost all businesses. Your click-through-rate is going to be lousy, which will drive up your bid price.
This ad appears to be about Smith Telecommunications, probably not what the clients are looking for. You should customize your ad to address what your clients are looking for.
If a prospective client is looking for ‘voicemail systems’ he wants to land on a page about voicemail systems. Similarly if someone is looking for ‘voicemail equipment’ he wants to land on one with info on voicemail equipment. These are separate topics. Prospective clients don’t want to hunt all over your page looking for what they want. It is more likely they will leave to go elsewhere.
By creating a specific layout of your keywords and adgroups initially, you will be able to make these adjustments more easily. Using www.wordtracker.info or http://inventory.overture.com, categorize your keywords into neat and closely related adgroups. Something like this:
Voice Mail Services (adgroup)
voice mail provider
voice mail service
voice mail service provider
voice mail services
Voice Mail System (adgroup)
voice mail systems
voice mail systems for realtors
telemarketing and voice mail systems
phone systems voice mail
home office voice mail systems
home office telephone voice mail systems
Auto Attendant (adgroup)
answering attendant auto system
auto attendant voice mail services
auto attendant
auto attendant phone system
auto attendant software
auto attendant system
auto attendant voice mail
phone auto attendant
Before assembling these into a campaign, serious thought (and work) should be given to negative keywords. These are some keywords for “Voice Mail Software”.
voice mail software
voice mail business software
voice mail software for panasonic
voice mail broadcasting software
voice mail business software
multiple voice mail software
mac voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
free voice mail software
You really aren’t wanting to have visitors looking for free stuff. You also don’t have anything to do with voice broadcasting or even Macintosh computers. This is a good start on your negative keyword list. You do this by putting a minus sign in front of each of the words on your negative keyword list. This is how your list will now look:
voice mail software
voice mail business software
voice mail software for panasonic
voice mail business software
multiple voice mail software
multi-line voice mail system software vru
norstar voice mail software
software to record voice mail
Negative Keywords:
free
mac
macintosh
broadcast
broadcasting
So when you set up your ad campaigns, each one of these keyword lists is going to go into a different group with its own set of ads.
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