I don’t claim to be an AdWords expert but I’ve dabbled in it enough to admit that I know a few things. I’m not going to go in great depth because AdWords is actually quite simple to use but also quite complicated – it really depends how far you want to go. It takes a lot of trial and error to see what AdWords campaign works best for what I’m trying to accomplish. Is it to drive traffic or is it to create conversions? Do you want people to buy a product or do you want to create an audience for your blog? Its all unique. The internet is your friend. You can search for “AdWords Tutorial” and find a lot of information – many of which I found to be redundant. So I decided to write this blog up just for you to simplify it. Keep in mind that this is all coming from my experience and may not work with what you want.
1) You want every link on your site to redirect you to the correct page. If not, site-crawlers will see that it leads to no-where or someplace where it doesn’t match keywords and it’ll hurt your conversions and cost you on clicks.
2) Make sure you’re campaign has the correct settings. If you are targeting search results, you need to go into settings and change it to Search only. If you want to make a display campaign then you should make another campaign for only display. It matters. A lot.
3) Target the right location. So let’s say you have a brick & mortar business or a service based business and you want to find customers in your general area. The first thing you should do its limit the target geographic location to the area you want to reach…and be specific! For example, let’s say you run an A/C repair business in Los Angeles, CA and you want to target Beverly Hills, CA because of all the rich folk. You don’t want your business in Los Angeles, CA to target Beverly Hills, FL when you’re trying to reach Beverly Hills, CA all because you forgot to specify the state. It’s such a simple yet common mistake.
4) Keep your keywords to a minimum but tailor it to the segment you’re targeting. You don’t want people you don’t want to reach to be clicking on your link. Keywords are not cheap. There’s 7 billion people on the planet right now and a click from even 10% or even 1% of them will have you go over budget. You are however lucky enough to be capped $2,000 per AdWords account but $2,000 spent is still $2,000. And if you’re targeting the wrong people and not getting any conversions, you just wasted $2,000 and the time it took for you to set up your campaign. On another note, you don’t want broad keywords because they’ll clash with your other keywords and then your bids will go up and soon you’ll be broke (not really, you’ll reach your daily cap). After following step #3, try doing something like “+Beverly Hills +air conditioning +repair” rather than “Beverly Hills air conditioning repair” and “+Beverly Hills +air conditioning +repair”. (the +’s makes it so that those words HAVE to follow).
5) Don’t bid too high. Don’t bid too low. Now this is actual something that you’ll have to play with. You don’t need to be the first link of the search results, just be on the first page. See what works to get you there. Having your link on #2-#6 works best but you get there by doing AdWords right. If you don’t have much of a budget, see what works with you.
6) Get your hands dirty. Track your results. See what works with you. Make adjustments.