Five Secrets To Google AdWords Success
Google has created the most effective, targeted, easily measurable forms of marketing
and advertising in history. With Google AdWords you can reach millions in seconds, and
get in front of an appropriate audience and sell your goods or services to visitors
throughout the world.
But, in order to harness the power (and it is powerful) of this incredible system and
maximize your results while minimizing your spend there are a number of simple steps you
Whether you are new to AdWords or a seasoned AdWords veteran there are five simple
mistakes I see in client accounts again and again. Avoid the mistakes, increase click
through rates, decrease average cost per click and increase conversions!
Secret number 1: Split Up Your Campaigns and Ad Groups
Stop bundling all of your keywords into one campaign and one ad group.
Time and time again I see client accounts with one campaign, one ad group, and 100+
key-terms with only one ad. Google's structure is hierarchical, allowing easy, precise
management of your keyterms. Campaigns allow you to manage a number of Ad Groups, and ad
groups allow you to manage the specific ads for a particular set of key terms.
I usually break down my accounts as follows: The Campaign is usually a base keyword say
"cups" and the ad groups within "cups" have variations on that key term "red cups,"
"plastic cups," etc. Besides being more organized and allowing you to more easily view the
performance of different terms, splitting up your campaigns and ad groups this way will
allow you to create extremely specific ads.
If you are guilty of lumping all of your ads and keyterms together in one group don't
worry, it may be to your advantage. Although organization is helpful, it can sometimes be
hard to figure out how to initially organize an account. You don't always know if a term
or set of terms will be extremely popular and should have it's own campaign and specific
If your campaign(s) has been running for any period of time you can leverage the
history of your terms in creating and organizing your new campaign and ad groups. Analyze
the number of impressions for each term and base your campaigns off the most popular sets.
For example an account I recently adjusted had a lot of impressions for "medicaid
attorney." I broke this term out, pulling it into it's own ad group underneath the
"Medicaid" campaign. I then proceeded to create like groups underneath the "Medicaid"
campaign with variations on attorney or Medicaid. When I was done with the account the
"Medicaid" campaign had a large number of ad groups within it, all pertaining to (or
including the term) Medicaid.
Once you are finished organizing, your accounts should look something like this:
Medicaid (Campaign) > Medicaid Attorney (Adgroup) > Medicaid Attorney (keyterm)
> Best Medicaid Attorney
Medicaid (Campaign) > Medicaid Lawyer (Adgroup) > Medicaid Lawyer (keyterm)
> Best Medicaid Lawyer