1. Always run Display and search separate
The two way of advertisement is VERY different from each other. To many just start up, with both mixed together. The ROI is not the same, so the max cpc should not be the same either. Also the user is in very different situations:
Ssearch: they are looking and you just have to say "Hey we have what you look for"
Display: You are disturbing, you have to get their intention "Hey you need this"
So - split it into different campaigns.
2. Don't have all activity in one campaign and add group
The worst way of structuring AdWords - puke all in on group. AdWords is about relevance. When the user search for a Asus tablet, the dont want to see a generic campaign about you have electronic stuff. They want to see an add saying "The Asus tablet you are searching for? WE GOT IT". By structuring it good you can make relevant adds and landingpages related to the users search term.
This also helps you increase your Click through rate, which again gives you lower Cost per click (cpc).
3. Measure the results
Always measure the results. Use both AdWords conversion tracking to have the 30-day cookie results, and integrate with Google Analytics.
4. Don't just run broad match keywords
Oh my dear. To many use to broad keyword types. It cost soooo much. The better you match the keyword, also in match type, the cheaper you get the click. AND the quality score raises.
So make the goal: The amount of click from broad match has to be less than 20% of the accounts total. Exact match should get the most click, then phrase, and then broad.
5. Add negative keywords
When you use broad match or phrase your add are shown in many wrong searches. If you just have asus tablet, then it sucks big time to get the ad shown when users are searching for "Ipad tablet". So you have to add "ipad" and "apple" as negative keyword.
In that way you only get your add shown when it is relevant, and again: Higher CTR, Lower CPC.
6. Use Keyword details
Which keywords should be added? Which negative keyword should be added? Learn from the keyword details. You just go to your keywords, mark a broad keyword, and then click on "keyword details" on top of the table. Then you can see what the users actually searched for when the keyword where triggered. This is hot stuff. The best list ever to use to keyword ressearch!
7. Remember sitelinks
Sitelinks is the easiest quick win! It takes few minutes to add, and it will make you add so much more visible (if you are places in top 3). There is no excuse not adding sitelinks, so GO do it now!
The two way of advertisement is VERY different from each other. To many just start up, with both mixed together. The ROI is not the same, so the max cpc should not be the same either. Also the user is in very different situations:
Ssearch: they are looking and you just have to say "Hey we have what you look for"
Display: You are disturbing, you have to get their intention "Hey you need this"
So - split it into different campaigns.
2. Don't have all activity in one campaign and add group
The worst way of structuring AdWords - puke all in on group. AdWords is about relevance. When the user search for a Asus tablet, the dont want to see a generic campaign about you have electronic stuff. They want to see an add saying "The Asus tablet you are searching for? WE GOT IT". By structuring it good you can make relevant adds and landingpages related to the users search term.
This also helps you increase your Click through rate, which again gives you lower Cost per click (cpc).
3. Measure the results
Always measure the results. Use both AdWords conversion tracking to have the 30-day cookie results, and integrate with Google Analytics.
4. Don't just run broad match keywords
Oh my dear. To many use to broad keyword types. It cost soooo much. The better you match the keyword, also in match type, the cheaper you get the click. AND the quality score raises.
So make the goal: The amount of click from broad match has to be less than 20% of the accounts total. Exact match should get the most click, then phrase, and then broad.
5. Add negative keywords
When you use broad match or phrase your add are shown in many wrong searches. If you just have asus tablet, then it sucks big time to get the ad shown when users are searching for "Ipad tablet". So you have to add "ipad" and "apple" as negative keyword.
In that way you only get your add shown when it is relevant, and again: Higher CTR, Lower CPC.
6. Use Keyword details
Which keywords should be added? Which negative keyword should be added? Learn from the keyword details. You just go to your keywords, mark a broad keyword, and then click on "keyword details" on top of the table. Then you can see what the users actually searched for when the keyword where triggered. This is hot stuff. The best list ever to use to keyword ressearch!
7. Remember sitelinks
Sitelinks is the easiest quick win! It takes few minutes to add, and it will make you add so much more visible (if you are places in top 3). There is no excuse not adding sitelinks, so GO do it now!
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