Advertising on Google can be very powerful, but also
complicated and expensive if you don’t know what you’re doing. When it comes to
search campaigns, there are several best practices that can have a huge impact
on how successful your campaign is. In this article, we’ll go over five of the
most important best practices for search campaigns, so you can get the most out
of your AdWords ads in no time.
Use Negative Keywords
Use negative keywords to reduce wasted spend on irrelevant
searches. These are words and phrases that cause your ads to display, even if a
potential customer doesn’t use them in their search query. When you add
negative keywords, you make sure that your ad is not shown for any searches
containing those keywords, even if they match other terms in your keyword list.
Use Google Double Click Bid Manager
Google’s Double Click Bid Manager is a huge boon for PPC
marketers. It allows you to optimize your search campaigns, control budgets and
streamline reporting tasks. In order to use it, however, you need a solid grasp
of conversion-based bidding strategies—one example being setting lifetime
maximum cost per acquisition bids rather than daily budget caps.
Narrow Down Your Audience
Before you start, it’s always best to do some research on
your competitors. What keywords are they bidding on? Which ones perform well
for them? Then create a list of at least 20 targeted keywords that you’d like
to bid on.
Research Competitor's Keywords
The first step to running a successful campaign is knowing
your competitors. Consider researching what keywords your competitor uses in
their ads and then create a list of similar keywords that you could use for
your own campaign. From there, you can find a few keywords that have a high
monthly search volume and a high average CPC rate. Keep these 3 things in mind
when searching for new keywords: relevance, competitiveness, and commercial
intent. If all of those criteria are met, you’ve found yourself a good keyword!
Test Campaign Results Over Time
Testing out search campaigns on Google can be incredibly
beneficial, but it is also easy to get swept up in data and ignore results that
don’t seem as immediately successful. Utilize a tracking tool like AdStage or
Keyword Tool to track performance metrics like CTR and conversion rate over
time. This will allow you to identify which keywords and ads perform best
together, and keep those performing optimally while weeding out those that
aren’t performing as well as others.
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