Wrong Google AdWords Campaign Management

Generally the mistakes people make in managing their AdWords campaigns are the same ones made by most advertisers. Improvements can be made with under an hours work. This can save you hundreds and probably thousands of dollars with less than 60 minutes work following the advice given in this article.

Can you guess the biggest mistake made by advertisers on Google AdWords campaigns? That would be Campaigns that are not properly organized. Ads and keywords that are not organized will damage your campaigns and end up costing you big money.

When your campaign is organized right you will get the effect you are looking for right off and adjustments and optimization are a snap. This will make all the difference over the long haul.

In your optimum campaign, you would have 1 perfect ad for each keyword that is searched for. With each different keyword you would have a different add. With 2,200 keywords you would then need to write 2,200 ads.

But for the world that we live in that is not practical. The answer is clustering similar keywords with one ad.

An ad campaign is the file cabinet that holds all your ad groups, it’s topic is general. An ad group is the smallest unit that has keywords and ads in it. Your ad campaign should always have more than one adgroup.

In Google your account can contain as many campaigns as you need. You can have campaigns in your account with totally different topics. The products you sell may be absolutely unrelated and the websites you send traffic to may be different.

You may choose any way you want to divvy up your ad campaign. When it comes to creating your ad groups however, you have to do it with care.

Someone starting out might put their campaign together this way:

Smith Telecommunication

Vital Solutions for

Your Every Voice Mail Need

www.smithstelecom.com

So goes their ad, and then their keywords looking something like this:

auto attendant

business telephone systems

call management systems

voice mail

voice mail equipment

voice mail service

voice mail systems

When the prospective clients click, they are all directed to the same homepage. This page has a variety of links to pages with titles from Contact Us to Equipment. What is the problem with this type of AdWords management?

Number one is the variety in the keyword list is too wide. Each of those words should be put into its own adgroup adding in a shortlist of similar keywords/phrases.

Secondly, the keywords and ads don’t match-up because of the problem listed above.

“Smith Telecommunications,” or the name of almost any business, is a lousy headline. The clickthrough rate (CTR) is going to be very low, and therefore the bid prices will be higher.

This ad appears to be about Smith Telecommunications, probably not what the clients are looking for. You should customize your ad to address what your clients are looking for.

A person who searches for “voice mail service” needs to be taken to a page about voice mail service; a person who searches for equipment needs to be taken to a different web page about voice mail equipment. These are two entirely different topics. If a person has to figure out where to go after they land on your web page, you’re making them work too hard. You need to show them exactly what they were searching for.

By creating a specific layout of your keywords and adgroups initially, you will be able to make these adjustments more easily. Using www.wordtracker.info or http://inventory.overture.com, categorize your keywords into neat and closely related adgroups. Something like this:

Voice Mail Services (adgroup)

voice mail provider

voice mail service

voice mail service provider

voice mail services

Voice Mail System (adgroup)

voice mail systems

voice mail systems for realtors

telemarketing and voice mail systems

phone systems voice mail

home office voice mail systems

home office telephone voice mail systems

Auto Attendant (adgroup)

answering attendant auto system

auto attendant voice mail services

auto attendant

auto attendant phone system

auto attendant software

auto attendant system

auto attendant voice mail

phone auto attendant

Before assembling these into a campaign, serious thought (and work) should be given to negative keywords. These are some keywords for “Voice Mail Software”.

voice mail software

voice mail business software

voice mail software for panasonic

voice mail broadcasting software

voice mail business software

multiple voice mail software

mac voice mail software

multi-line voice mail system software vru

norstar voice mail software

software to record voice mail

free voice mail software

You really aren’t wanting to have visitors looking for free stuff. You also don’t have anything to do with voice broadcasting or even Macintosh computers. This is a good start on your negative keyword list. You do this by putting a minus sign in front of each of the words on your negative keyword list. This is how your list will now look:

voice mail software

voice mail business software

voice mail software for panasonic

voice mail business software

multiple voice mail software

multi-line voice mail system software vru

norstar voice mail software

software to record voice mail

Negative Keywords:

free

mac

macintosh

broadcast

broadcasting

When your ad campaign is all set up every one of your mini keyword lists will be in ito own adgroup with it’s own set of ads.

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