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Posted on October 31, 2016
Tonight the darkness falls across the land
The midnight hour is close at hand
Creatures crawl the web looking for deals
To terrorize shops and make steals
Whatever shall be found
Without good ads, shops will go down
Your ads must stand and face hell
Or rot inside their corps’s shell
The foulest stench is in the air
The funk of thousand years
The grizzly ghouls from every tomb
Are closing in to seal the doom
And though you fight to stay alive
You need to know about the big bad 5
Negative keywords prevent your ads from being triggered by a word or phrase in a search query. Negative keywords might seem like a crazy idea because you want your ads to appear for everything right?
Remember that scary time an advertiser spent their entire budget on clicks from customers searching for “Free” products and services?
Using Negative keywords will save you money. They stop your ads being shown and clicked on by the wrong people.
If your customer is searching for a specific product or service, make sure your ad copy is tailored to the keywords your bidding on.
Think like your customer. If they search for a product or service and your generic ad appears, but below it, a competitor ad matches exactly what they are looking for, they’re going to click the competitor ad.
The perfect ad is;
Your brand name dominates the organic search results. So you might have decided bidding on brand keywords is a waste money.
Welcome to 2016, where a lot of your customers use mobiles to search for products and services.
On mobile, If you don't bid on your brand terms and your competitors are, you're being pushed off the screen.
Build mobile specific ads;
Did you leave your brain in a jar?
Auto-tagging gives you a wealth of data at the click of a button;
If you haven't switched it on, or it’s broken, your going to have a ghoulish time tracking return on ad spend.
Be Afraid, very afraid, of broad match keywords.
If you're using broad match keywords, you're probably spending a fortune. Or if you were spending a fortune you may have stopped using broad match already which has cut your reach in half.
I recommend Broad Match Modifier. You can create keywords that reach more customers than phrase match but give you much more control than broad match.
Broad match modified keywords or closes synonyms must all be included in the search query but can appear in whatever order. This allows you to gain a lot more volume than just using "Phrase" match but without the risk of broad match.
If you need any help setting up your paid search account, give us a call or email us. We're always happy to help out where we can. As well as providing Google AdWords Consultancy we also offer Google AdWords Training and in house custom workshops.
Authored by Michael King
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