The web is filled with billions of websites. Out of those billions of websites are millions upon millions of business websites looking to vie for the attention of web dwelling prospects. Competition is big on the web nowadays—and that amount of competition makes it difficult for businesses and individuals to break through to their target audience.
Google AdWords is, by far, the most popular way to advertise on the web. The Google advertising service allows businesses and savvy individuals to place advertisements on Google’s search engine results pages (also known as SERPs). If you search on Google now, you’d see some form of advertisement on the top and side of the search results page—that’s Google AdWords at work.
Just because AdWords is king, doesn’t mean that everyone knows how to use it. In fact, there are still some things that people don’t know about Google AdWords yet. So, in this article, we’re going to learn a little more about the facts about Google AdWords that you probably didn’t know about… until now.
5 AdWords Facts You Didn’t Know
Google AdWords is the web’s most popular advertisement service for a reason. Many people from across the globe use AdWords to extend the reach of their business, products and services, mainly to further bolster their presence on the web. When you increase your web presence, it opens the opportunity to gain more consumers over time, ultimately benefiting you and your business.
And so, everyone know about that particular advantage of AdWords.
But what about the things that people might have not known about AdWords? Well, that’s exactly what we’re going to look at in this section. Let’s take a look already.
Use ‘Search Network with Display Select’ if you’re new.
AdWords campaigns often run through two networks: the main search network via Google and the display network, which is comprised of thousands of websites. As you can imagine, both types of campaigns work differently.
But… did you know that they work well together? Google noticed. That’s why they added an option known as Search with Display Select. Before Google added this option, advertisers used both Search and Display at the same time. The formerly new option, Search Network with Display Select, gives new advertisers a boost through ‘using improved signals and prediction methods to see where advertisements are likely to perform best.’
Experts are suggested to funnel their efforts into separate Search and Display campaigns. If you’re a complete newbie, however, it’s highly recommended to try out and eventually use Search Network with Display Select first.
Spread out your keyword match types.
Google AdWords utilizes several types of keyword match types: exact match, phrase match, broad match and broad match modifier. Here’s some more information about them:
Broad Match: Lets your advertisement show when a user searches for your specified keyword or any variation of that same keyword.
Phrase Match: Lets your advertisement show a user’s search includes the exact phrase of your specific keyword or, in some instances, close variants of that exact keyword phrase.
Exact Match: Lets your advertisement show if a user’s search contains the exact phrase of your specific keyword or close variants of that same keyword phrase.
Broad Match Modifier: Lets your advertisement show only if each word in your keyword phrase appears in your search query. Considered a combination of Phrase and Broad Match.
Broad Match is considered the most versatile to use for an advertisement campaign. But now there’s a catch. Even if you do rely on Broad Match to get more clicks, you might end up wasting money if much of your advertisements appear in searches where you’re not likely to get clicks at all.
That’s why it’s highly suggested to use several types of keyword match types. Most suggest to use a combination of Exact Match and Broad Match Modifier keywords.
Don’t forget to iron out bad placements.
If you run or want to run a Display Network campaign, heed this advice. While Display Network campaigns do drive plenty of traffic and potential conversions than a campaign running in the Search network, there are some concessions you have to make in order to design a well placed campaign.
Sometimes, your display ads may appear on pages that have nothing to do with your niche… and that can cause a problem for your campaign.
It’s highly recommended to keep a sharp eye on your Placement report, which you can find within your Display campaign’s dashboard. Here, you can see where your display ads have been placed on a regular basis. If you see placement that doesn’t correlate with your niche at all, you can just exclude them from being in your advertisements’ rotation.
It’s also a great way to prevent certain sites from being included within your advertisements’ rotation. You can exclude certain groups of sites from being included by selecting ‘Site Category options’ within your Display Network campaign dashboard.
Keyword structure matters.
Many people know that good keywords are necessary for a successful AdWords campaign. A lot of people don’t know that it’s the structure of those keywords that matter the most.
The best way to structure your keywords for AdWords is placing them into groups of closely related keywords. Take if you had a site that resold art supplies. You’d place keywords related to ‘oil paint’ in one group, ‘acrylic paint’ in one group and ‘watercolor paint’ in another group.
You can even further break through groups down into groups related to highly specific topics, which could better the placement of your campaign in either path you choose.
Don’t just rely on Google.
It’s easy to just keep all of your eggs in one basket. But it’s not the most effective way to make money on the web.
Plenty of web advertising services have matured over the past few years. They now offer webmasters just as much control over their advertisement campaigns as Google. Some of these platforms are even completely free to try, so you really have nothing to lose if you try it out.