Welcome to WebmasterWorld Guest from 54.198.187.30

Forum Moderators: buckworks & eWhisper & skibum

Message Too Old, No Replies

Adwords Tip Sheet

Care to contribute your top tips?

     
7:37 am on Nov 27, 2003 (gmt 0)

Senior Member

WebmasterWorld Senior Member nick_w is a WebmasterWorld Top Contributor of All Time 10+ Year Member

joined:Feb 4, 2002
posts:5044
votes: 0


Disclaimer: I didnt write or discover any of this, I read almost everything in the Library [webmasterworld.com] and thease are the best 'tips' I found there.

  1. Putting an & around phrases gives an exact match.
  2. Keywords in ads are highlighted. Don't repeat phrases, break them up so that they don't get disqualified.
  3. Use "exact match" and "phrase match" for better catching.
  4. Use ad groups: 4-5 phrases each with targetted, tuned individual ads.
  5. Negative words:
    Use -word -> one per line that will affect the whole adgroup like:
    widget
    wodget
    -free
    -info
  6. Dynamic Titles:
    {KeyWord:Widget} -> as a title will insert the keyphrase as your title providing that the keyphrase is less than 25chars. If it exceeds it then 'Widget' is used. NB: the alternate title must be 15chars or less.

Would anyone care to add to that list?

Nick

8:03 am on Nov 27, 2003 (gmt 0)

Preferred Member

10+ Year Member

joined:July 2, 2002
posts:529
votes: 0


Always keep an eye on your logs for negative keywords. New trends and events can cause a sudden surge in interest that you dont forsee. For example, music groups these days will call their songs almost anything ;)
12:31 pm on Nov 27, 2003 (gmt 0)

Senior Member

WebmasterWorld Senior Member 10+ Year Member

joined:July 8, 2002
posts:1157
votes: 0


7) If you have serious account related emergenices, call 911 for help. If it is not THAT serious, call Google at their toll-free number

1-866-2GOOGLE (1-866-246-6453)

8) Sometimes, your account may get frozen (no clicks/no impressions). Your ads are not disapproved but they simply don't collect any impressions. Possible reasons -

- You have opened multiple accounts and Google has found out what you have been upto. Send a mail to Google asking them to close one of your accounts. Call up Google and request account activation for the other account.

- You have had credit card billing problems with Google before. Solution is to sign up for premium option and prepay by wire transfer.

- Your account has received 100,000 impressions (or something close to 100,000). Your account will be "reviewed" and then re-activated. This is not documented anywhere and doesn't happen to all the accounts.

4:13 pm on Nov 27, 2003 (gmt 0)

Full Member

10+ Year Member

joined:Nov 20, 2003
posts:329
votes: 0


*) Be careful about making changes to your ad creative. Any changes will result in your ad being stoped from displaying on partner sites (AOL etc) until it is manually reviewed. Since they do not work on weekends, try to make changes before Thursday night. Also Monday they are probably swamped.
3:46 pm on Nov 28, 2003 (gmt 0)

Moderator This Forum

WebmasterWorld Administrator ewhisper is a WebmasterWorld Top Contributor of All Time 10+ Year Member

joined:Feb 13, 2003
posts:4744
votes: 8


I would suggest to never modify an ad. Instead make a new one, wait for it to go live, then delete the old one. This way in your deleted files you still have the stats for the old ad.

Also, always make at least 2 ads per campaign, this way you can tweak ads every once in a while, and see what's getting the higher CTR rate, delete the worst preforming ones, and then write a new creative. Also, this way if you accidently modify an ad, you'll still have an ad showing on partner sites.

For brand new adgroups, I write at least 5 creatives, then start trimming them down to the best preforming ones.

6:43 pm on Dec 1, 2003 (gmt 0)

Senior Member

WebmasterWorld Senior Member adwordsadvisor is a WebmasterWorld Top Contributor of All Time 10+ Year Member

joined:July 9, 2003
posts:4799
votes: 0


I suppose I should chime in here with my usual mantra about being really targeted, rather than general.

But to spare you all, I won't mention it.

But if I had chimed in, I would also have said that being really targeted is probably the single most important thing you can do to get great results. IMO.

;) AWA

8:21 pm on Dec 1, 2003 (gmt 0)

Full Member

10+ Year Member

joined:Nov 20, 2003
posts:329
votes: 0


But if I had chimed in, I would also have said that being really targeted is probably the single most important thing you can do to get great results. IMO.

But AWA that is what I want too. I would love to be able to bid on [buy fuzzy blue widget] and appear on the top of the search results even if I only had a CPC of .05 for the term. Instead, I have to bump up my CPC to compete with all the companies selling only red widgets, or only shiney blue widgets just because they bid on widgets or blue widgets respecively. Sure everyone says that CTR should raise the ad up, but there are a couple problems with this theory.

1) CTR is determined for the bought term as a whole not the just the CTR for the search results that it is shown for. In other words Widget World might have a great CTR for the term widget even though they don't sell fuzzy blue widgets.

2) Unless the ad is just totally out of wack for the search term (think Widget World Exclusively Red Widgets), it will still probably get a fair number of clicks by the searchers just to see if it has what they are looking for.

The nice solution is to have another parameter in the sorting algorithem to give more weight to more targeted keywords. For example:

Exact Match = 1.0
Phrase Match = 0.8
Broard Match = 0.5
Expanded Broad Match = 0.3

That way it would encourage more exact keyword targeting and more appropriate results for the searchers.

8:58 pm on Dec 1, 2003 (gmt 0)

Moderator This Forum

WebmasterWorld Administrator ewhisper is a WebmasterWorld Top Contributor of All Time 10+ Year Member

joined:Feb 13, 2003
posts:4744
votes: 8


Redwolf, this is a nice idea for the niche marketer, but the niche market doesn't control the market, and never will.

If I were a niche marketer - I'd probably completely disagree with this - but I'm not, so I don't have to :).

I spend a decent amount of money with Google every month (not nearly what ebay/amazon spend, but a good medium sized company). Over 75% of my broad term ads have ctr rates over 10%. My ads are relevant to just about any search done which includes my broad terms (and I think my CTR rates back this up). I don't want to spend the hundreds of hours it would take to convert all my terms to exact matches just to get the full 1.0 alghorythm you mentioned.

It is quite possible under the current system for your competitors to bid $2.00/click, and yet you can be number one and pay less than $0.25/click - it's called 4 times more relvant in CTR rates.

With most companies, and I doubt Google is an exception here, the mass amount of medium sized companies often end up setting the rules. The biggest companies will bid no matter what, the niche companies will figure out ways to be seen, but a major flow of money and new revenue streams come from the medium sized advertiser - who toghether - spend more than any other group does.

9:49 pm on Dec 1, 2003 (gmt 0)

Full Member

10+ Year Member

joined:Nov 20, 2003
posts:329
votes: 0


eWhisper, I agree that it is a help to the niche markets, but it is following what AWA says. AWA can say that really targeted ads are the way to go, but until Google changes to give them more weight, there really is not use to go past two word phrases. It is all a matter of How high you can bid since as I pointed out, CTR has no real measure on if the ad it truely relevant to the search. But as they say, The Golden Rule is "He who has the gold makes the rules".

I guess I'm just bitter about all the Target and other big company ads that I compete against that do not even sell anything remotely related to my search terms.

10:28 pm on Dec 1, 2003 (gmt 0)

Moderator This Forum

WebmasterWorld Administrator ewhisper is a WebmasterWorld Top Contributor of All Time 10+ Year Member

joined:Feb 13, 2003
posts:4744
votes: 8


I disagree with not going beyond 2 word phrases. I broadmatch a lot of 3 word queries (and a few 4 and 5 term ones as well) as well as the basic 2 word ones. Granted I only get at best 1/4th of my traffic from 3+ word phrases, but by doing this I have such a high CTR for those terms, that I can pay a lot less than some of my competitors who are broadmatching and even exact matching those 2 word phrases. I also have over 100 negative kws for every single broadmatch phrase, so I know what queries will trigger my ads.

But by broadmatching them, I catch all the phrases such as, and "painting widgets with red colours", "painting metal widgets in red", etc. These searches make up a significent number of our conversions as they aren't just window shoppers, but people looking for very specific info and things.

I guess I'm just bitter about all the Target and other big company ads that I compete against that do not even sell anything remotely related to my search terms.

This I understand, there are a lot of people who bid on my terms who aren't very related. But by building such a high CTR, they are pushed lower, while my ad climbs to the top, and I can pay less than they do for a better position.

That's what it's all about - being more relevant. Once you start to build the CTR, your ad will climb, theres will drop for queries they aren't relevant for, and for those queries which are specific to your site, you'll come out top in the long run.

7:40 pm on Dec 3, 2003 (gmt 0)

Junior Member

10+ Year Member

joined:July 9, 2003
posts:91
votes: 0


80/20 Rules!

20% of your keywords will reward you with 80% of your clicks and possibly conversions. The strategy to to keep maximizing your bid and CTR on those 20% keywords.

There is no question targeting your creative is also crucial. No need loading up on high CTR is your conversion rates are lousy.

Track conversions by keyword, you will be amazed at what you hit on.

Don

 

Join The Conversation

Moderators and Top Contributors

Hot Threads This Week

Featured Threads

Free SEO Tools

Hire Expert Members