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Wrong Google AdWords Campaign Management
Generally the mistakes people make in managing their AdWords campaigns are the same ones made by most advertisers. Improvements can be made with under an hours work. This can save you hundreds and probably thousands of dollars with less than 60 minutes work following the advice given in this article.
Generally the mistakes people make in managing their AdWords campaigns are the same ones made by most advertisers. Improvements can be made with under an hours work. This can save you hundreds and probably thousands of dollars with less than 60 minutes work following the advice given 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.
With campaigns put together in the proper way will have good results from the start. At that point optimizing them and making adjustments is a simple task. As time goes on this can make a big difference.
In a utopian world everytime someone typed in a keyword you would have the perfect ad for that keyword. With all those different keywords, you have a unique ad for each one. Say you have two thousand keywords, then you would need to write two thousand 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 one Google account, you can have nearly unlimited campaigns. You may be selling many different services on completely different topics, at totally different websites. All from your one Google account.
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
Vital Solutions for
Your Every Voice Mail Need
www.smithstelecom.com
This is what their ad looks like, with keywords such as these:
auto attendant
business telephone systems
call management systems
voice mail
voice mail equipment
voice mail service
voice mail systems
When the prospective clients click, they are all directed to the same homepage. This page has a variety of links to pages with titles from Contact Us to Equipment. What is the problem with this type of AdWords management?
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.
Putting your business name in the headline is a major mistake for nearly every business including Smith Telecommunications. This will make your click through rate really low and therefore you will have a very high 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.
A person who searches for “voice mail service” needs to be taken to a page about voice mail service; a person who searches for equipment needs to be taken to a different web page about voice mail equipment. These are two entirely different topics. If a person has to figure out where to go after they land on your web page, you’re making them work too hard. You need to show them exactly what they were searching for.
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
When you are all done tweaking your big keyword list you will have a lot of mini keyword lists grouped into their own ad groups and given their own ads.