What are the most important things to keep in mind when considering AdWords Management?
There have been many books written about how to maximize your profit potential when advertising on Google AdWords, but the biggest levers are easy to pull and will give you the most return for your advertising dollars.
Top 10 AdWords Management Tips:
Google is a for-profit company
Keeping in mind that Google is a for-profit company, you must assume that changes to the AdWords system, whether big or small, are a result of Google’s effort to maximize their profit in order to add shareholder value. You should also keep this in mind when structuring the account in terms of the size of campaigns, budget allocation across campaigns, and keyword mix.
Day parting is the act of ramping bids up or down each hour of the day and each day of the week in order to account for changes in search demand. For example, most people are not awake between the hours of 12pm and 6am, but if you keep your campaigns running during these hours, your average click-thru-rate will suffer, dragging down your quality score, increasing your cost-per-click, and lowering your return on ad spend. So ask yourself — is it really necessary to get those bot clicks that bounce at 100% in the middle of the night?
Separate campaigns for separate physical locations
Separating your campaigns by physical location makes sense for a variety of reasons, including: ensuring that all locations get equal share of advertising dollars, ensuring that your day-parting makes sense (for locations in different time zones), ensuring that location specific keywords are in their own campaigns, and ensuring that you can have different spend levels across different physical locations (i.e. high value location vs. low value location).
Use landing page services
Using landing page services gives you the flexibility to perform testing (A/B and multivariate) without having to endure the never-ending IT roadmap treadmill. Services such as Unbounce, Instapage, and LeadPages are good choices, with each service having their own advantages and disadvantages.
Utilize Google Search Console for keyword ideas
Google Search Console gives you the keyword phrases that searchers used to find your website, including data for number of search impressions, average position, number of clicks and click-thru-rate. These keyword phrases represent what the Google algorithm associates with your website — if these phrases make sense, you can advertise on them to get your website on the first page of search results quickly. If you find search phrases that don’t make sense, be sure to figure out where they appear on your website and replace them with better phrases.
Use Keyword Planning Tool
The AdWords keyword planning tool is essential in the search for your initial advertising keyword set. The tool will allow you to search with only a few search phrases and expand those phrases into the long-tail and even show you synonyms that you may not have thought of otherwise. Other important information in this tool is the first-page bid amount and a seasonality curve for your selected keyword set so that you can determine the high and low demand months for your business. Seasonality curves are great for setting expectations of executives and clients who may not understand that demand ebbs and flows throughout the year.
Use Bing Search Query Data
Bing Search Query data is also essential since Bing still maintains 20% of the overall internet search volume. Similar to Google Search Console, you can see which keyword phrases that Bing’s algorithm associates with your website to help build your set of advertising keywords and to manage what phrases appear on your website.
Use Google Search Suggestions to find keywords
Open the standard Google search page and begin typing one of your primary advertising search phrases to trigger Google’s search suggestion phrases which appear in a drop-down box below the search box. These phrases are Google’s suggestions based on other users’ searches of similar terms to your primary search phrase. Next, hit enter to bring up the first page of search results and scroll down to the bottom of the page to find the related search phrases to your primary advertising search phrase. Add the phrases you found in the search suggestions and related search phrases to the search box one at a time to find even more search phrases.
Use competitors’ on-page SEO for keywords
Well SEO optimized competitors’ websites show up high on the first page of Google’s natural search results. Simply use a SEO keyword tool to crawl their websites to find the keyword phrases that they’re optimizing for to find highly valuable advertising search terms. There are several online tools available for this work, just pick one that fits your budget and start mining your competitors’ websites for advertising search phrases.
Use social media search for keywords
Type your primary search phrases into the leading social media websites to find well optimized social media pages in the first page of search results. Analyze these social media pages to see which keyword phrases show up in the page title, high in the body copy or multiple times within the body copy. Then use those phrases in the tools above to find even more advertising keyword phrases.