Wrong Google AdWords Campaign Management

Most mistakes people make in their Google AdWords campaign managements are pretty common, and 90 percent of Google campaigns can be greatly improved with less than an hour of effort. You can save yourself hundreds, thousands, even tens of thousands of dollars in the hour you spend following our instructions 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.

With campaigns put together in the proper way will have good results from the start. At that point optimizing them and making adjustments is a simple task. As time goes on this can make a big difference.

In a perfect world, you'd serve up a perfect ad for every single keyword someone types in. Since each keyword is different, each ad would be different, too. If you had 2,000 keywords, then you'd have to write 2,000 ads, too.

In the real world, that's kind of impractical. So you cluster similar keywords together with a single 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 a single Google account, you can have as many campaigns as you want. Some of the campaigns in your account may be on a completely different topic, selling completely different services, and sending traffic to a completely different web site.

The way you divide up your campaigns is your choice, but the in which you divide up your ad groups is not. There is the right way and the wrong way to do it.

Most beginners set up their campaigns to look something like this:

Smith Telecommunication

Robust Answers for

Your Total Voice Mail Needs

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

At that point the visitors are all sent to the same landing page with various links to pages called 'Services', 'Equipment', 'FAQ', 'About Us', 'Contact Us', and so forth. So what is wrong with that way of managing AdWords?

The first problem is that the keyword list is too varied. Keywords should be divided into AdWord groups with only similar keywords or phrases.

The ad doesn't match the keywords, and it can't, because there are too many different kinds of keywords in the group.

Using the name of the business, Smith Telecommunications, in the headline is a no-no in this case and for almost all businesses. Your click-through-rate is going to be lousy, which will drive up your bid price.

The ad is about Smith Telecommunications, not what the customer really wants. Your ads need to be about your customer, not about yourself!

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.

Structuring your campaign correctly from the start will help this to work out more easily. Proper structuring starts with Wordtracker (www.wordtracker.info) or Overture (http://inventory.overture.com) to get them laid out in small groups of closely related terms. This is how they might look:

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

There's another step we need to take before pasting this into a campaign: Consider negative keywords. Here's a list of keywords that come from "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

Visitors looking for something free are probably not going to buy from you. Does you company even do voice broadcasting. What about things related to Macintosh computers. These words would comprise your list of negative keywords when you add a minus sign to the front of them. Your list would then appear this way:

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 you are all done tweaking your big keyword list you will have a lot of mini keyword lists grouped into their own ad groups and given their own ads.

About the Author

Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to pay per click management services, he's the man!

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