Secrets of an awesome AdWords Campaign

How many of you actually know that you are running a truly awesome Google AdWords campaign? Not many, I presume. What’s even more frustrating is not being able to benchmark yourself against your competitiors or to be able to see how they’re running their AdWords campaigns and if they’re better than yours. Stop nitpicking and pull yourself together man, just follow these simple instructions below and before you know it your AdWords campaigns will be generating more return on investment than you ever dreamed of.

Split your Search and Display Network

I have seen many companies and individuals make the mistake of grouping the Google Search Network and Google Display Network together in one campaign. This is seriously not ideal as your quality score will be jeopardised due to Google’s Display Network’s inability to generate high CTR’s (this is not necessarily a bad thing – more on this in another article). By creating separate campaigns for both the Google Display Network and the Google Search Network, you are able to target specific areas of interest in a much more controlled environment.

Use Google AdPlanner in conjunction with Google AdWordsGoogle AdPlanner

If you are making use of the Google Display Network in your campaigns, you should be using it in conjunction with Google AdPlanner. Google AdPlanner makes it easy to target websites that are relevant to your areas of focus and allows you to filter your results to further increase the relevancy you are seeking.

Target a specific area

Location TargetingAs simple as this sounds, it can make a huge difference to your stats. Whether you are a company that offers nationwide services or an individual that sells pancakes on the street corner, targeting your specific areas will allow you to identify hot spots and cater for the areas that are lacking in interest.  For the bigger companies, targeting main cities (or even provinces) is a good idea. After a few days, you will notice a trend as to where most of the clicks are originating and at what cost. Use common sense to adjust your budgets and optimise for maximum conversions.

Forget about weekends

Depending on the type of business you are running, it may be a good idea to stop displaying your ads over the weekends. Disable weekends in the campaign settings tab. Its a simple step but can save you a lot of waisted clicks from irrelevant visitors.

Target specific hours of the day

This is another simple step that hardly anyone makes use of though its effectiveness cannot be stressed enough. By making use of data from Google Analytics you can target specific hours of the day whereby you can modify your keyword bids to ensure top placement during these hours. To get this information, go to your Google Analytics Dashboard -> Visitors -> Visitor Trending -> Visits page, click on the “Hour” option (top right of the graph) and ensure that you have the “Paid Search” segment enabled). To adjust your bid settings in your Google AdWords campaign, go to the campaign settings tab and click on the “Ad scheduling” edit link.

Use Ad Extensions

Let’s assume you have a Google Places listing (if you don’t, what is wrong with you?!?). You can link your Google AdWords campaign to the data on your Google Places listing which allows your Ad to display your address in certain instances. Not only can you display your business address to increase ad relevancy, but you can also opt-in to display your business number which can be incredibly handy for users on their mobile phones to make a click to call conversion.

Make use of Keyword Match Types

This is one of the most common functions within Google AdWords that not many amateurs know of and use. Many users just make use of the Broard Match type which is great for targeting every single phrase or keyword that contains your broad match keyword. For example, if you are selling blue boats and you use the keyword boat in your Google AdGroup, you’re not only target blue boats but also red boats, yellow boats, boats under the sea, boat, ship, shipping, shipping company, woman in shipping, sexy woman in shipping… OK OK maybe not that far but you get the picture right? There are 3 other match types that you can use (actually there’s 4, but thats a ‘secret’ for another day). For more information on these match types, check the official Google help page on keyword matching.

And lastly, create a compelling, well structured landing page FFS!

Google Website OptimizerThis is what it all boils down to chaps. At the end of the (PPC) line comes the landing page, the page that makes or breaks a campaign. You can have everything perfectly set up in Google AdWords and direct thousands of relevant users to your website but if you have a sh*t landing page, its all over. Converting users to into sales and leads is part art, part science and a dash of ingenuity. One of the best websites to follow to keep up to date with the trends in the conversion industry is ABTests.com. Remember to keep experimenting on your different landing pages. A great tool to use is Google Website Optimizer which allows you track the differences of your various landing page experiments.

Author: NickDuncan

Nick is the owner of Code Cabin, founder of WP Google Maps, WP Live Chat Support, and Sola Plugins,

8 thoughts on “Secrets of an awesome AdWords Campaign”

  1. Nice one Nic. You pretty much summed it all up. My own opinion on this one is to not drop the weekends (especially on E-Comm sites) as the conversions in all my client campaigns show normal conversions on weekeends. If a weekend is converting then no need to take it out.

    1. Thanks Bryan. I completely agree – if there are good statistics being generated on the weekends then you should definitely keep them in.

  2. Thanks Nick – some good advice and guidelines. Even more important than the landing pages though is actually checking that your site is up and running. Besides doing SEO for our websites, I do a lot of research on the web and, lately, find it amazing how many links cannot be followed – page or website does not exist or domain has been registered and nothing else. How does this happen? Would have thought that AdSense does not accept ads linked to non-existent pages? Seems like a terrible waste of money to me…

    1. Hi Louise. Thank you.

      That’s a good point. I know that AdWords systematically checks the URL’s of ads on their platform to ensure that they are all working – if it finds one that points to a page that doesn’t exist, it pauses the ad in question. Unfortunately it can take a day or two (or more in some cases) for Google to pick this up.

  3. Hi thanks for sharing this info i am going to use ad planner actually i was unaware of it, i hope it would result in good to me.
    take care

    1. Neither of the links support that Google uses the Display Network CTR as a factor in QS.

      Either way, if you believe that it does play a role in your quality score based on your experience, than that would be helpful to point out in your article. Otherwise, it can remove credibility from your post.

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