Getting the most out of Google Adwords 

A well executed Google Adwords advertising campaign can transform a business without having to spend a lot of cash. Here are some tips to help you get the most out of your advertising:

1. Keep it relevant. The Google Adwords system favours relevance above all else. Relevant ads will beat the opposition, even if the opposition has a bigger advertising budget than you, so this is where you need to focus your efforts. The quality score is a measure of how relevant your ad is. Relevant ads earn more clicks, appear in a higher position, and bring you the most success. The quality score also partly determines your key words minimum bids. In general, the higher your quality score, the better your ad position and the lower your minimum bids to target users. Don’t promote your entire catalogue of products or services together. Instead, break them down selecting a theme or product and focusing on that.

2. Choose targeted key words that are relevant to your campaign (Google Adwords key word tool is a quick and easy way to develop your keyword list). Don't forget the less popular but very relevant key words; a good trick is to talk to someone outside your industry and ask what they would search for if looking for your product.

3. Match your ad to your keywords. Use your keywords in a title or ad copy, making sure that your ad matches very closely to your “theme”. You can write different ad for different groups and create different ad groups for each theme.

4. Give your customers a reason to click. All Google Adwords follows exactly the same layout, so you need to find someway of making your ad stand out from the crowd so that potential customers are persuaded to click. First, chose a title that will hook the searchers attention. No need for fancy wordsmithing – just make sure your ad emphasises why you are unique (“buy direct” or “official site” can work well), include a relevant offer (like “sale” or “free delivery”) and a call to action word (such as “download” or “order”). Remember to use your key words in the ad text where possible.

5. Test and track. Getting the best out of your Google Adwords campaign is all about experimentation, so you need to be organised. Use the free tracking tools and reports and fine-tune your campaign regularly. Keep a close eye on how your keywords are performing; leave at least 2 different ads running for 7 days and then compare their CTR and CPC performance. You can then use tools such as conversion tracking and Google analytics to help monitor the ROI you are getting from your Adwords expenditure.

Content by: