AdWords Campaign Management – Wrong and 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.
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.
But for the world that we live in that is not practical. The answer is clustering similar keywords with one ad.
An ad campaign is the file cabinet that holds all your ad groups, it’s topic is general. An ad group is the smallest unit that has keywords and ads in it. Your ad campaign should always have more than one adgroup.
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.
How you separate your campaigns is up to you. How you separate ad groups, however, is one of those areas where there’s a right way and a wrong way.
Someone starting out might put their campaign together this way:
Smith Telecommunication
Robust Answers for
Your Total Voice Mail Needs
www.smithtelecoms.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
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?
The first problem is that the keyword list is too varied. Keywords should be divided into AdWord groups with only similar keywords or phrases.
The ad doesn’t match the keywords, and it can’t, because there are too many different kinds of keywords in the group.
“Smith Telecommunications,” or the name of almost any business, is a lousy headline. The clickthrough rate (CTR) is going to be very low, and therefore the bid prices will be higher.
The ad is about Smith Telecommunications, not what the customer really wants. Your ads need to be about your customer, not about yourself!
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.
Structuring your campaign correctly from the start will help this to work out more easily. Proper structuring starts with Wordtracker (www.wordtracker.info) or Overture (http://inventory.overture.com) to get them laid out in small groups of closely related terms. This is how they might look:
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 might not want visitors who want something for free. Your company also has nothing to do with voice broadcasting and you don’t have anything for Macintosh computers. So turn those into negative keywords by putting a minus sign in front of them. The above list now looks like this:
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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