Adwords is online essential for discerning businesses desiring to break through the glass ceiling of print advertising and hit the big players where it hurts the most – exposure and visibility. It’s not enough to reach position one for a couple of days and fold back down to five after budgeting runs thin; to beat the big boys or even your small time competitors, a heightened quality score will pick up the slack left loose by a floundering budget – after all, not every advertisers can afford thousands per week on sustaining an Adwords presence. Though quality score is ruled by a series of components, Google is always looking for keen Adwords Management agents tweaking their settings to improve CTR (click through rate). A high click through rate on its own won’t get you over the line, of course, but with time and further experimentation, an increased traffic level may lead to burgeoning sales or appointments.
Get Wrapped Up in Negatives
Negative match types or negs are often neglected in favour of sneaky ploys and quick fixes, why? Because they require work. Set aside a couple of hours every few days and burn through your search logs, discerning what phrases and terms attracted traffic to your site – you will notice positive trends, relevant keywords and horrendous phrases that may leave you opened mouth, particularly if you’ve lumbered text ads with broad match, without a modifier or exact match in sight. Due diligence increases exponentially as general campaigns are cobbled together without much thought to what broad keywords might attract. Scroll your logs, identify keywords for exact or modified match, spin up a list of negative and begin to tailor your campaign to visitors with conversion intention.
Some search specialists dislike extensions and when implemented incorrectly or haphazardly, they can adversely affect performance. But here’s the thing, if they didn’t work, nobody would use them and Google would pull back from developing more every update. Enhanced sitelinks, call extensions and location extensions hand the client information they need to invest time in your company; think of extensions as sign posts, helpful indicators of where to go next, the information contained beyond the URL and how to contact your company in case of quote or curiosity.
Text Ad to Keyword Linearity
The relationship between keywords and text ads is quite symbiotic, as a constant tug-of-war of relevance dominates the rapport and CTR relies heavily on how well these two components work together. If the keyword does not relate to the text ad, and if in turn, the text ad does not relate to the landing page, you won’t be finishing the day off with the a high CTR or conversion rate. This is a healthy lesson for any enterprising search expert, as even the most experienced and experimental agents don’t tweak their ads enough.
Adwords is highly experimental. Some believe they have it down to an exact science, a formula they’ve deciphered after a brutal round of trial and error. The truth? There are no absolutes in this game, so it’s best to have your pieces lined up and ready to play in the best configuration possible for your vertical.
This guest post was written by Jessica Hannah who is the Content Manager at Search Factory – a specialist search agency located in Brisbane, Australia.