| nd Relevant Keyword Terms | | | | to the keyword terms and will, as a result, be more |
| Keyword relevancy is the KEY to success with | | | | relevant and better targeted. |
| Google AdWords. While it may be tempting to include | | | | 5. Multiple Creatives |
| all sorts of keywords you can get your hands on, be | | | | When multiple creatives are created within an Ad |
| aware that this is often the #1 mistake advertisers | | | | Group, the ads will rotate evenly when the keywords |
| make when creating their first campaign. | | | | are searched. Reporting statistics for each creative |
| The keyword term qualifies the user as someone who | | | | are listed in the account, so you can test several |
| is interested in the your products/services. For this | | | | different creatives for CTR and ROI. Based on these |
| reason, we need to make them as relevant as | | | | statistics, you can then delete any creatives that are |
| possible. Do not go out on a whim and start adding | | | | not performing well for you. This feature also allows |
| terms that are somewhat related, because, chances | | | | you to test different landing pages. By using tracking |
| are, even if users do find interest in clicking on your ad, | | | | URLs, you can measure conversions, which allows you |
| they will end up leaving your website without making a | | | | to optimize the account so that you are using the most |
| purchase because your product/service was not | | | | effective ad text and landing page combination |
| exactly what they were looking for. | | | | possible. |
| 2. Be Familiar with the Various Matching Options | | | | 6. Unique Special Offers/Promotional Language |
| While broad match is the default match type and | | | | Because you would want to distinguish your own |
| should be used more than 90% of the time, you should | | | | product/service from your competition, keep in mind |
| also be familiar with the other matching options that | | | | that a generic ad typically does not perform as well as |
| are available to you. Selecting the right match type will | | | | a creative that contains specific information. To make |
| increase your performance potential and for driving | | | | an ad stand out, consider including factors such as |
| clicks/sales. | | | | special offers, unique qualities and promotions to |
| If you are unfamiliar with the different matching options, | | | | differentiate this ad from competitors. (Ex. |
| here is an example: | | | | discounts, free shipping, low price |
| When tennis shoes is broad matched, your ad will | | | | guarantee, price matching, |
| show when users search on the keywords tennis and | | | | award-winning.) |
| shoes, in any order, and even if the query includes | | | | 7. Call-to-Action Phrases |
| other terms, such as tennis rackets and shoes. With | | | | Specific call-to-action phrases that reflect the your |
| broad matching, the keyword is also automatically | | | | goals, such as sign up for free newsletter, try |
| enrolled in expanded matching. This means that Google | | | | a free sample, order make-up online and |
| will show the ads for other relevant terms and | | | | buy CDs at 15% off, are strongly encouraged |
| variations (such as tennis sneakers) even if these | | | | because they clearly spell out what the user should do |
| terms are not included in the keyword list. | | | | on the website in order to achieve a successful |
| When tennis shoes is phrase matched, your ad will | | | | conversion on your end. Such phrases give the user a |
| only show when users search on the keywords tennis | | | | clear idea of what to expect before visiting the |
| shoes in that order. For example, queries red tennis | | | | website and can increase your overall CTR and ROI. |
| shoes and tennis shoes sale will generate your ad, but | | | | 8. Destination URLs |
| not shoes for tennis. | | | | The destination URL of the ad should be accurate and |
| When tennis shoes is exact matched, your ad will only | | | | working. For best results, make sure that it takes the |
| show when users search on the keyword tennis | | | | user directly to the product/service advertised. This will |
| shoes. This must be typed in exactly in this format. No | | | | ensure relevancy and increase the chances of a |
| other variations of this term will trigger your ad. | | | | successful conversion. |
| 3. Use Negative Keywords | | | | 9. Individual Ad Groups for Each Product Line |
| Negative keywords are specific terms you can select | | | | Another effective method of using the keywords is by |
| to prevent your ad from displaying. For example, if -red | | | | plugging them into the ad text. It is especially effective |
| is entered as a negative keyword, the ad will not show | | | | when inserting the keywords in the ad’s first line |
| if a user searches for red tennis shoes. | | | | (ad title) because it increases the relevancy of the ad. |
| To maximize the relevancy of your keywords, | | | | The ad title should be an eye-catcher. It should |
| negative keywords should always be used. If you can | | | | ask a question, make a statement, or sum up the |
| stop irrelevant results, you should! Always double | | | | specific product or service being advertised. |
| check your negative keyword list to make sure that | | | | When a user searches on a particular term and sees |
| you really do not want to run on them. | | | | an ad with the same term in the ad title, the relevance |
| A few universal negative keywords to use may be | | | | is right on the money. In addition, the keywords will |
| —free, if you do not offer a free product, or | | | | appear in bold within the creative. This draws attention |
| —uk, -canada and —australia if you are | | | | to the ad and increases the probability that the user will |
| offering a product that only ships within the United | | | | click on it. If inserting the keyword in the ad title is not |
| States. | | | | possible, at least try to incorporate it into the ad text |
| 4. Create Relevant Ad Text | | | | itself. |
| You can spend hours compiling an amazing list of | | | | 10. Use the Available Tools and Features! |
| relevant keywords, but your campaign can only be | | | | That’s what they’re there for! Learn |
| successful if the terms are used with appropriate ad | | | | about all the great things you can do with these tools |
| text. The keyword does its job by triggering your ad, | | | | that were specifically designed to help you achieve |
| but clicks are generated by the relevancy and quality | | | | success with Google AdWords. |
| of the ad text. The ad text is arguably the most | | | | When you have a moment, definitely take a closer |
| important part of your campaign because it is the | | | | look at the various features you can add to your |
| ONLY aspect of your account that is visible to the | | | | campaign, such as the Keyword Suggestion Tool, |
| user. | | | | Budget Optimizer, Conversion Tracking and Reporting |
| If the keywords do not relate to the same products | | | | Generator. These features can help you discover |
| services, you may want to separate the keywords | | | | what is performing well in your campaign and what is |
| into different Ad Groups. In different Ad Groups, | | | | not, and you can then make the appropriate changes |
| targeted ad text can be created to specifically relate | | | | to ensure that your campaign is performing at its peak. |