PPC: How can I make a successful Adwords campaign? (Part 1)

We all heard those successful stories which skyrocket small businesses to successful companies thanks to a good and professional Adwords campaign. However we also know that some companies spent thousands on Adwords and got absolutely nothing back. Now we might try to bury these stories simply because we all wish that our campaigns are successful but that is not the right mindset. It is of utmost importance that we learn from previous mistakes so that we do not repeat them. And so one asks,

  • What differs a successful campaign from a washout campaign? 

I will give 6 tips to keep in mind when you are creating your own campaign. Now it is important to keep in mind that each business has its own approach towards customers and so depending on your business some points might not hold, however they are excellent to get you started.

1. Make sure that you use the correct keywords and moreover make sure you use the correct match type. To start off I suggest you use Adwords: Keyword Planner to help you find keywords and give you a general idea of how much it costs and so on. Once you have figured out which keywords relate most to your business it’s time to select what match type to use on it. So what is a match type? Adwords offers us this function which allows us to tell Google when to show our advert. There are three main types,

  • Broad Match – shows advert for close correlations searches with respect to your keyword (example: keyword is ‘White horse’, shows your Ad for ‘buying white horses’,’horses in white’,’horse white’ and so on)
  • Phrase Match – shows advert if the search contains your keyword phrase exactly in that order (example: keyword is ‘White horse’, shows your Ad for ‘buying white horse’, ‘white horse’, ‘white horse for sale’ and so on)
  • Exact Match – shows advert if the search contains exactly your keyword (example: keyword is ‘White horse’, shows your Ad only for ‘white horse’ searches)

Now you might be tempted and do them all broad matches because your ad would show for all searches but that is the worst thing to do. A greater audience doesn’t necessarily mean better convergence. You want to target market your adverts and thus it’s best to use either phrase or exact matches. If people click your ad and they do not find what they are looking for, not only you just lost money, but also Google ranks your Ad lower because it doesn’t give the user a good experience.

2. You want to categories your keywords and split them into Ad Groups. If you just stuff all your keywords into a single group your ad would show up for all types of keywords. Even though this gives you more impressions, users searching for a particular term are looking for answers which include that particular search term. For example consider the two terms ‘web design’ and ‘web development’. People searching for any term are both looking for websites but the one looking for web design prefers an ad which has web design written in it, while the other wants one which has web development.

3. The use of negative keywords. So, what is a negative keyword? Google offers us the ability to enter keywords for which our advert will not show. Such keywords are known as negative keywords. This gives you the ability to remove those people which, although they use similar keywords, are not interested in your product. If you’re a trying to sell a software, you’re not interested in people searching for ‘free software’ because they aren’t willing to spend money (unless you have such a good conversion rate and you are able to convert them in buying your software which is totally plausible :) ). So in this case a good negative keyword would be ‘free’.

These are just 3 of the 6 tips I promised. I will give you the remaining 3 in the following blog so make sure to keep yourself posted for a successful Adwords campaign 😉 .


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