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• Keywords

  Creating a Google Ad Word campaign is simple. Creating a successful campaign takes a little bit of effort.

  It pays to consider Google’s perspective, so understand the rules of the game before you start to play. Google wants the best experience for its customer, and that means the searcher not the advertiser who’s paying their bills. Google wants the most relevant results on the first page – ads that are more relevant generate more clicks and more revenue for Google. Here are 5 very useful tips to keep in mind to create a successful Ad Words campaign.
  
  1 Bid on many keywords that generate a few clicks each rather than a few keywords that generate lots of clicks – unless of course your budget permits both.
  
  2 A good click through rate (CTR) on keywords and ads will mean that you’ll pay less for each click. Use negative keywords to prevent your ad showing when it isn’t relevant; if you sell white shirts bid on the terms ‘white shirt’, ‘white shirts’, ‘men’s shirts’, ‘ladies shirts’, ‘dress shirts’ but use negatives like, blue, green, red, pink, children’s, kids, ironing, washing, Ralph Lauren, polo and so forth – this isn’t what you sell, so don’t bother showing your ad.
  
  3 Test and use different ad copy by creating multiple ads in each ad group. Is your customer more inspired by cost or quality, free delivery or stock holding, experience or location? Are they more compelled by the problem, or the solution? You might be surprised by the results. Review this ‘split-test’ regularly, keeping the ads that perform best.
  
  4 Use keywords in both the ads and on the page where visitors land on your site. You’ll pay less for each click if your ads are more relevant and Google also scans your page for keywords to ensure relevance.
  
  5 Great quality, clear content on your landing pages. Research shows that you have just 5 seconds to convince a visitor to stay. Make sure that a visitor lands on the page most relevant to their search. The first line or paragraph should give them a reason to read on and that it’s clear what you’re expecting them to do next; pick up the phone, buy now, register, email you – and bear in mind that too many options is confusing, they’ll do nothing at all.
   
  Most of all, remember that this is a continuous process of review and refinement, culling the things that don’t work and reinforcing the things that do. It takes time, but the rewards can be truly amazing.
   
  We work with Ad Words guru Mark Tillison when developing our campaigns.