Google AdWords is an incredibly effective way to drive new business if you know what you’re doing. If you don’t, it can be an incredibly easy, yet frustrating, way to spend a lot of money without seeing any concrete results. In this article, we’ll highlight a few tricks of the trade that can help you to get a handle on your Google AdWords campaign and achieve the results that your business deserves.
If you’re using broad or phrase match keywords and not negative keywords, then there’s every chance that you’re wasting a lot of money on the wrong type of visitor. Put simply, negative keywords allow you to exclude people who won’t be interested in your products or services. For example, if you sell windows, then you probably want to make the word ‘Microsoft’ a negative keyword to avoid paying Google AdWords a small fortune for visitors who are actually interested in software. Be sure to check the ‘search terms’ report regularly and update your negative keywords list at least once a month.
Sometimes, people won’t want to visit the website page you’ve selected for them. They might be looking for information that’s on another page or they might prefer to phone you or visit your business in person. Ad Extensions allow your visitors to do all of these things and it won’t cost you a penny more than a normal ad. In fact, since ads with extensions are proven to have higher click-through rates, it might even save you cash.
If you’ve never set up ad extensions before, then we’d recommend that you start with Sitelink Extensions. These allow you to select a number of additional pages that display underneath your ad and give potential visitors additional options. Contact details, other products, pricing information and special offers are examples of common extensions. Once the extensions are set up, your search ad will be far larger and more eye-catching and you may well notice an improvement in your click-through rate.
Hopefully, our advice will help you to improve your Google AdWords account and avoid some common newbie errors. Once you’re past these, the sky truly is the limit.