Tuesday, 7 February 2012

Set up Multiple Ad Groups

You should have a number of different keyword phrase variations that are centered
around common, similar keywords. Each “cluster” of related phrases should be
placed in their own Ad Group.

Create Multiple Ads per Ad Group

Because you don’t know in advance which ads will have the highest click-through
rate (CTR), you should create several ads per Ad Group. These ads then be
constantly tweaked and refined to determine which ads are the best for pulling in
clicks. I cannot stress how much difference it can make by simply changing one word
in the title or in the description, or changing the order.

Writing Great Ads

Writing compelling ads in a Google AdWords campaign is both an art and an
science. It is all about writing good sales copy, in a very limited space, for the Web.

Google has the following limitations:

Ad title: 25 characters maximum
Ad description: 70 characters maximum (2 lines at 35 characters per line maximum)

This isn’t a lot of space, so make every word count. Some tips for writing good ads:

   1. Use keywords from your particular Ad Group in the ad title or description.
      Your click-through rate may double if you include the keywords in the ad.

   2. Consider stating the problem or the solution in the ad. For example: “No
      traffic to your site?” or “Learn SEO tips for your site”.

   3. Use of the following can have particularly good results:

   •   Use of “action words” (get, buy, order)
   •   Use of “sales” words (new, leading, top, discount)
   •   Use of region, geography (Seattle services)

Setting Up Tracking URLs

Although you can see at a glance in the AdWords program which ads are pulling the
most clicks, you should nevertheless set up tracking URLs for each ad or each Ad
Group for ease of analyzing all of your site traffic using your stats program. With
tracking URLs, you can look at your site traffic reports and see exactly how much
traffic your pay-per-click (PPC) campaign(s) did in relation to your “free” clicks
obtained through traditional SEO methods and from your incoming reciprocal links.

Tracking URLs for Google ads are extremely simple to set up. Here is a
representative tracking URL:

Use whatever format works best for you to track your Google AdWords traffic. At a
minimum, you should at least be tracking at the Ad Group level to determine which
“keyphrase clusters” are doing the best and ideally down to the ad level so you know
which specific ads are doing the best in each Ad Group.

Setting Your Daily Budget Limit

Whatever daily budget you decide to place on your Google AdWords campaign is
totally up to you. The only recommendations I can give here are as follows:

•   Set your daily budget higher than is comfortable for you in the first month. Much
    good testing data can come out of the first month, but only if you don’t stifle your
    efforts by setting your daily budget too low. Google states that your daily budget
    can be exceeded, but not your daily limit x 30 (for a monthly budget). Pump up
    the budget initially to see quickly which ads and groups to dump or revise.

•   Don’t fret about trying to appear in the #1 AdWords spot for a given keyword.
    There is no real difference in click-through rate between positions 1 thru 3.

This just covers a few of the tips and best practices for using Google AdWords.

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