4 Essential Tips for Google AdWord Campaigns

31st Jan, 2014
by Rory Braatvedt

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Here at UNION we employ a plethora of techniques and practices in order to best meet the SEM [Search Engine Marketing] needs of our clients.  You can tell we’re good, because we use words like ‘plethora’.

Now that you’re 100% sold on our competency, let’s dive straight into a couple of quick-tips that the young-bucks at UNION have coughed up.  The world of AdWords is a deep, dark, and scary place where the level of detail involved can become daunting – so for the sake of your mental stability, we’ll only scratch the surface this time around.

  1. Over-invest in Keyword search

    The heart and soul of a Google AdWord is represented by the Keywords that trigger the Ad to be served. Using Google’s Keyword Planner Tool, you can quickly see the performance of various words based on how often they are served, and how competitive they are. Think long and hard about what keywords would be relevant and unlikely to be dominated by competition. For example; if you’re a company that sells commercial or industrial refrigerators, you wouldn’t have ‘fridge’ as a keyword, because this will trigger residential consumer searches, as well as having very strong competition by mass-market refrigerator brands. Rule of thumb: 8-15 keywords per Ad Group. 

  2. Investigate Keyword Behaviour

    When looking at your Adwords report, you may find that some keywords are not performing due to a ‘low quality score’. This is Google telling you that the keyword you’re running does not relate well to the content that’s on your site, and will therefore refuse to serve the Ad. Remember – Google isn’t here to make money; they’re here to provide the best, most relevant Ads to the consumer. You’ll need to adopt some best-practise SEO to get around it (a story for another time), or search for a different keyword to replace it. Rule of thumb: Quality score of at least 5
    You can tell we’re good, because we use words like 'plethora'
  3. Ensure you have Conversion Tracking set up

    Arguably one of the better metrics to measure Ad performance, Conversion Tracking will tell you how many sales/leads/enquiries/actions your paid Ad is yielding. You will need a webmaster or developer handy to insert the relevant Google tracking code into the back-end of the website to allow conversion tracking to function. A basic example could be as follows: User clicks on your Ad which leads them to a product on your website. They then click the ‘Enquire Here’ button, which leads them to the ‘Contact Us’ page on your website. This page will contain the conversion tracking code that allows Google to recognise that your Ad resulted in a sales enquiry. Rule of thumb: If clicks are high but conversions are low; then your Ad isn’t relevant to the content of your site, the user had a poor experience on your site, or the user’s intention was informational rather than commercial. 

  4. Write well, and Split Test

    Ads need to be written well and in a human-like fashion. Google doesn’t like to serve up ads that contain a bunch of your highest-yielding keywords separated by commas. Follow a hook, opportunity, call-to-action format, with the first line of copy citing the relevance of your ad to the searched Keyword, with your second line providing an actionable solution or opportunity. Duplicate the Ad and change one line of copy (or even one word) as an A/B split test to measure the impact of various formats. Rule of thumb:  Start off with one Ad using a DKI [Dynamic Keyword Insertion] as the headline, and the other Ad with a hand-crafted headline.

There you have it folks. Again, there is generally a lot more going on in the background than what is described here, so if you’d like to hear more; contact Rory at rory@uniondigital.co.nz