Ever wonder what other businesses are doing to optimise their Google ad costs? In our 2-part guide, we discuss common practices to get you started on the right foot:

1. Choose your keywords

When starting your AdWords campaign for the first time, it’s always wise to start small.

This means coming up with a list of no more than 5-10 keywords. Then bid using modified broad match. For instance, if your campaign is targeting free admin automation software, then keywords like “free admin automation”, “admin automation software” or “best admin software” are all good ones to start with. Even though modified broad match is more expensive than exact match, it gives Google more flexibility to show your ads across a wider spectrum of search queries, compared to exact match.

Apart from your “unbranded” list of keywords, you’d also want to come up with a “branded” list, primarily to get more clicks and also to block your competitors from ‘stealing’ those keywords. Check out our article “Which Google Ads bidding strategy to use?” to learn more about branded vs. unbranded keywords.

2. Set up campaigns

Try this: put just one keyword in each one of your ad groups and one ad group in every campaign. Confused? Setting up your campaign this way will certainly muddy up your account from an organisational perspective, but there’s a method to the madness:

  • While using AdWords, most marketers typically set daily budgets at the campaign level, which is probably what you’re doing too. So, setting up your campaign this way allows for more flexible spending. This is important to understand because your keyword ROI can easily get maxed out. Think of AdWords like an auction – the more impressions you want to win, the more you must bid. Ultimately, the CPC needed to win more impressions will no longer be worth the trouble, so your natural instinct would be to redirect your budget elsewhere. And, you can do this without second thought because you already categorised each keyword into its own dedicated campaign!
  • Google fixes your Quality Score at the keyword stage, so you need to set up an ad group for every individual keyword – we sometimes refer to this as ‘swim lanes’ and you’ll understand why: rather than put all keywords in the same ad group, you set up a swim lane for each keyword, effectively avoiding the unlikely event where underperforming keywords might bring down the entire ad group’s Quality Score. This way, you can pause the campaign with the underperforming keywords and the rest of your keywords (along with their corresponding campaigns) won’t be affected. Genius!

3. Create ad copy

One of the best ways of boosting your Quality Score is by using CTR (click-through rate) to your advantage. And, one of the best ways to boost CTR is to create a compelling and unique ad copy.

Both Google and its users need to know that your ad is 100% relevant to their search query. So, for instance, if you’re bidding on a keyword like “Accounting software free”, then you must design a completely unique and distinct landing page for it, as opposed to bidding on another keyword like “Accounting software reviews” or “Accounting software for enterprises”.

Glad you read till the end! Check out the other four steps in part 2 of this article.

Published On: January 12th, 2023 / Categories: Marketing Strategy, Social Marketing /

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