Google AdWords Tricks and Tips – Part 3
Limiting your Ad Distribution
An essential component of AdWords is the limiting the distribution to those who are most targeted. It is by far a waste of your investments to be paying for unnecessary clicks to your site as well as risking your marketing strategy as far as Google are concerned. Stated on Google AdWords website, each account is evaluated after every 1,000 ad impressions are delivered. If the CTR (clickthrough rate) for your account falls below the varied minimum required CTR (which is on average 0.5%) Google will only show your ads occasionally on underperforming keywords. Keywords then may be disabled if they don’t improve.
On the other hand, if you get a very high clickthrough rate on a basic keyword you will be paying through the roof so to speak so how do we moderate the CTR, and get your ads specifically to your targeted audience?
The answer is simple. Use Google’s built in tool which provides
? Phrase Match
? Exact Match
? Negative Keywords
The default setting for AdWords is ‘Broad Match’, which will bring your site up for a search using a keyword which is the same as one of the words in your search term but has a completely different meaning eg, if you were advertising toy box in a broad match your ad will be shown when somebody searches for wooden box, toy cars, toy dolls, box sets etc. These searches are far from targeted!
Making Sure Your Ad is Targeted
One way to target your ad appropriately is to use the ‘Phrase Match’ feature in Google AdWords. This will target searches that have searched for your phrase in order, this way the ad is going to target the audience that you intended to target. To do this simply place your search terms in “quotation marks” ensuring that only terms that include both terms in the correct order will bring up your ad such as toy box, toy box black or wooden toy box.
Another way to limit the distribution of your ads with Google AdWords is to use the ‘Exact Match’ feature which will only display your ad when the exact search is performed, narrowing your results, but targeting your audience very specifically. To do this you would place [parentheses] around your search term. Now, only the exact search term ‘toy box’ will cause your Google AdWords ad to be displayed.
The final tool we will be discussing is ‘Negative Keywords’. This feature will exclude your ad from being displayed when any word is searched along side of your keyword. For example if you use the word ‘free’ as a negative keyword your ad will not be displayed when the word free is used as part of the search term. To do this you need to place a minus sign in front of your search term. Therefore if you want to exclude all searches for ‘free toy box’ and ‘plastic toy box’ our keyword list would include the following:
? free
? plastic
The information in this article will instantly place you into a group of Google AdWord marketers who have top clickthrough and conversion rates even if you have no prior Google AdWords experience you should by now be able to be top competition for others in your category.
Our next installment of this series of articles will be explaining Bid Strategies and will be available for your benefit in the next couple of days.
Wishing you Success
Kelly and Andrew
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http://wealthinbusinesssolutions.com?t=artsb
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