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.
For businesses, however, it’s not just about connecting consumers to their business. It’s also about fostering that business-consumer relationship while building more money-making opportunities. In order to truly shine on the web, businesses rely on web advertising to connect their products and services to prospects who may be interested.
Google AdWords is, by far, the most popular way to advertise on the web. The Google run 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.
AdWords offers various options for savvy businesses and individuals who want to expand their presence on the web. The service provides pay per click (PPC), cost per click (CPC), cost per thousand impressions (pay per 1000 views), site targeted advertising (all web ad types) and re-targeting. The advertising service includes all forms of distribution—international, national and locally-based advertising programs.
No matter how you choose to advertise, know one thing if you’re planning to advertise on the web soon: Google AdWords is king.
So, if you’re planning to use AdWords, what’s the best way go to about it? Better yet, what are the best practices for Google AdWords? In this article, we’re going to review five of Google AdWords’ best practices.
5 Google AdWords Best Practices
Google AdWords is a fantastic way to get started boosting the exposure of your business, products and/or services on the web. So, in order for beginners and experts to get started with AdWords, it’s pretty important to review some of the service’s best practices. Luckily, that’s what we’re going to observe below.
Best Practice #1: KEYWORD RESEARCH
Sure, learning the basics of keywords seems a little unnecessary, assuming you already know how to use keywords as a part of SEO. Using keywords with AdWords, on the other hand, is a bit more complex than what most people would think. Take the following suggestion if you’re planning to ‘master’ Google AdWords anytime soon….
Profile customers based on the type of keywords they may use when they search. The simplest way to accomplish this involves using Google’s own keyword tool. You can use the tool to generate a keyword list after entering in your competitor’s website in the appropriate field.
Google Keyword Tool generates some pretty good keywords that you can use to see what your competition may be using. You can also enter in keywords and phrases that may be associated with your niche or topic of interest.
Best Practice #2: KEYWORD ORGANIZATION
After you take care of some research, it’s a pretty good idea to put some of those keywords to use. Use, as in organize those keywords into groups that will allow you to form ad groups for your particular niche.
It’s pretty simple to accomplish this. Sort keywords by relevance (to your niche) and by its predicted search volume—Google Keyword Tool will display all the details you need.
Organizing the keywords into appropriate ad groups helps you learn what keywords may perform well for your specific niche. It also helps you figure out what keywords may be too ineffective (due to cost or other factors) before you even use the keyword to begin with. You’re definitely going to want to organize before you set up ad group, so you won’t waste time or money.
Best Practice #3: KEYWORD MATCHING
It’s a little tricky to figure out what types of keywords match with certain niches—let alone ad groups made to support certain niches. Even parameters like keyword length can affect how effective a certain set of keywords may be.
Exact match, broad match and phrase match are keyword settings you can utilize through Google AdWords when you setup your keyword ad groups. To go into more detail:
Broad match lets your advertisement show when a user searches for your specified keyword or any variation of that same keyword.
Phrase match lets you advertisement show only if 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 only as if a user’s search contains the exact phrase of your specific keyword or close variants of that same keyword phrase.
Note: Don’t excessively use these keyword settings to build appropriate ad groups—instead, use them as needed. It’s recommended to break down keywords otherwise considered high volume into those pertaining to the aforementioned match settings to build a better rounded campaign.
Best Practice #4: CAMPAIGN DEFINITION
To have a successful AdWords campaign, you need to define it. So, define your AdWords campaigns based on certain marketing channels. Marketing channels are comprised of the areas where advertisements are likely to be displayed.
The three most notable marketing channels are Search (laptops and desktops), Display (laptops and desktops) and Search/Display (mobile devices). According to the experts, user behavior is different between each platform, so it’s important to define your ad campaigns based on their behaviors.
Best Practice #5: CONVERSION TRACKING
The main purpose of using AdWords, for a lot of people, is conversion—converting users to paying customers. If you’re serious about taking that particular step, it’s important to use some type of conversion tracker to see just how many people are turning into paying customers by the means of your advertisement campaigns.
A simple Google search will reveal some of the better conversion trackers out there. Don’t forget that your platform of choice must suitable for your conversion tracker of choice.