One of the things I love about AdWords is that it tends to give me information I need to make good choices. I just looked at an ad campaign a client originally set up a year ago, and it’s done pretty badly for them over time. They seem to have good keywords, and the landing page was chosen reasonably well, but they’re still not getting many conversions.
The culprit? Bad ad text.
Today, we’re going to talk about AdWords keywords, and how to set them up so you get more value than the vanilla Google setup would give you. From Part 1, let me reiterate that you need each Ad Group to focus on one phrase, and that phrase needs to have its own custom ads and a specific page on your site.
So, once you’ve got the above, what can you do with keywords? Google lets you target phrases 4 ways:
Very often these days, I see AdWords campaigns that have either been set up by clients or set up by web folks who weren’t quite sure what they were doing. So here are some ideas for things to do with AdWords so you can minimize cost, maximize clicks, and try to get more conversions.