6 ADWORDS TIPS THAT WILL INCREASE AD PERFORMANCE

Looking to optimize your AdWords campaign? Most of the companies looking to run their campaigns in a more cost-effective way and convert more of them.

STRUCTURE THE CAMPAIGN

Before creating a campaign, there should be proper structure considering the relationships of the three key elements. Such as Keyword, AD and Landing page.

The better relationship between the elements will improve the performance of your campaign.

If there is a strong combination between these would lead to high ranking on search results.

Ranking of an AD would mainly be affected by the relevance between keyword, AD and landing page.

1.    USE THE RIGHT KEYWORD MATCH TYPES

Broad match – This match type provides broader coverage of keywords.

Example – let’s look at the broad match terms triggered for Chocolate gifts –

• Chocolate
• Chocolate gifts
• Cadbury assorted set
• Chocolate gift delivery
• Chocolate shop Chicago

Basically, it gives wider range keywords.

Phrase Match  – Keywords added within quotation mark

Example – let’s look at the broad match terms triggered for ‘Chocolate gifts’  –

• Chocolate gifts for fathers day
• Best chocolate gifts
• Chocolate gifts

Trigger keywords only if the search keywords appear as the same as the keywords appear inside “. Keyword order should be the same.

Does not match 

If a user searches with the following terms the AD would not appear.

• Gifts of chocolate
• Chocolate and gifts

Phrase Match formation: ‘Chocolate gifts’

Exact Match – Keywords are placed within square brackets

Only matches when users type the exact keywords.

Does not match

• Chocolate gifts delivery
• Best chocolate gifts

Exact Match formation: [Chocolate gifts’] 

Important to note that close variants do match for phrase match and exact match –

Including, Singular and plural, misspellings

2.    OPTIMIZE NEGATIVE KEYWORDS

Negative keywords – A keyword targeting option offers by Google AdWords to secretly filter who sees your AD based on the search queries users use. Effective use of negative keywords would save. Money on wasted clicks.

Benefits

• Reduce irrelevant impressions
• Increase CTR, quality score and conversions

3.    TOP 5 THINGS TO TEST YOUR ADS

• Including location-specific details
• A different call to action
• Credentials including awards
• Selling points including prices and promotions
• Punctuation and capitalization

4.    MAKE USE OF THE SEARCH TERM REPORT

Search term report is very important to consider where it gives ideas to improve your current keyword addition and removal.

What is the search term report? Includes all the search terms that visitors used to click and enter your website.

Based on the data it is essential to add and remove the keywords in order to optimize your target keyword list.

It is recommended to use daily if the visitor rate is high. If not search term can be evaluated on weekly basis.

5.    GOOGLE ADWORDS – AD EXTENSIONS

Google introduced 10 types of AD extensions which give a bonus to enhance your AD performance.

Ad extensions typically consist of many types such as show additional links, contact numbers, message extensions, location extensions.

It is essential to make sure that you select the ideal extensions. Not all the extensions enhance the AD performance and increase sales. Therefore, selecting the best possible ad extensions is crucial.

For example, there is no point of selecting message extensions for an e-commerce website.

• Site link extension
• Callout extension
• structured snippet extension
• call extension
• Message extension
• Location extension
• Afiliate location extension
• Price extension
• App extension
• Promotion extension