Adwords Marketing Tips
1. Boost your Adwords Quality with Keywords in the Ad
Using you keyword in the ad itself does two things. First, it compels the consumer to click you ad because their search term is in the ad. Second, Adwords will give you a higher quality score because it will recognize the keyword in the ad. Use the keyword in the headline or description, the display url and if possible in the destination url
2. Use Ad Groups with only one Keyword
If your ad group contains on one keyword and you use exact or phrase match, you’ll know what the consumers search term is. This allows you to put the search term / keyword in the ad as recommended. Using this method is better than Dynamic Keyword Insertion (DKI) since DKI doesn’t boost your quality score. Adwords doesn’t recognize DKI as having the keyword in the ad.
3. Boost your Adwords Quality with Keywords in the Landing Page
Adwords determines your quality score based on your landing page as well. Demonstrate that your landing page is relevant by using the keyword in your landing page. Name the landing page after the keywords. Put the keywords in the title, meta tags, h1 tags and throughout the content.
4. Use contact us, privacy policy and site map pages on your website
Adwords wants to see that your website is more than a single page. In addition, Adwords wants your website to be transparent. It wants to see links to your contact page and privacy page.
5. Set your Maximum CPC high for the first three weeks
Your click through rate (CTR) is a major factor in the quality score when you begin to accumulate impressions. Bid high initially so that your CTR is high. After a few weeks, you should be able to lower your CPC and maintain the ad position and CTR for less.
6. Control spending with the Daily Budget
If you must control your spending due to a high CPC, set your maximum daily budget. This will stop your ads from running, but it stops impressions as well as clicks so it won’t damage your CTR.
7. Use Negative Keywords to Qualify Traffic
When you use broad or phrase keyword matches, you should be using negative keywords. This pre-qualifies traffic by not displaying your ad to irrelevant searches. Commonly you can use negative keywords like “free” or “cheap”.
8. Don’t use content campaigns
When you first start with Adwords, don’t use the content network. The content network is lower quality traffic from Adsense publishers. This traffic will have much lower conversion rate than search traffic. Only use the content network after you a good understanding of Adwords and you have refined your sales funnel.
9. Split Test your Ads.
The only way to improve your sales copy is to split test it. This means running two ads with only a single difference and measuring the CTR and Conversions. Use the Chi-Squared test to determine when you have enough statistical evidence to declare a winner. Rewrite the losing ad to test another element and start over.
10. Record Hits and Conversions to Track Results
You must record the hits and conversions to know what is working and what is not. You can use DKI in your destination url to pass the consumers search term to your landing page. The syntax is “mypage.php?s={keyword}”. Your landing page can record the hits and you can determine what search terms are driving traffic to your website.
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