Google Adwords is the most popular and used system for advertising online. Now, I’ll skip all the introduction regarding this amazing platform but I promise you that I’ll cover more top level information as soon as possible in another post.

Most online (and not) businesses are running Google Adwords for reaching they’re own goals that 99% of the time converges in increasing revenue at the lowest cost possible:

  • How can you achieve that?
  • Which is the best strategy for optimizing Google Adwords?
  • How can I reach my right audience without wasting money?
  • How do I realize I’m going in the right direction?

Let me try to answer at least a part of these very common questions by sharing with you 3 top tips for optimizing Google Adwords:

  1. Tip #1: Adwords Ads, Keywords and Landing Page Alignment
  2. Tip #2: Dynamic Keyword Insertion
  3. Tip #3: Negative Keywords

Check out also this YouTube video that I created regarding these 3 top Google Adwords Optimization tips:

Adwords Optimization Tip #1: Alignment

This is simply the most important aspect for any Adwords campaign. Ok, let me repeat this one more time: this is a top level tip without which you’ll basically never be able to achieve success using Google Adwords and any other PPC advertising platform. This represents the core part when we talk about how to set up Google Adwords.

What does alignment mean? How do you align your Google Adwords account?

Google Adwords is based on these 4 elements:

  • Campaigns
  • Ad Groups
  • Ads
  • Keywords

Usually what is suggested is to create your account structure by looking at your website – this would mean the top menu elements represent the campaigns, the submenu elements the ad groups, etc.

adwords alignment strategy kw ads landing pages

This is fine and might work well, but if you truly want to reach good results in Adwords at the lowest cost-per-conversion possible you should think in a much more thoughtful way of how you want to structure (or re-structure) your account.

What do I mean by thoughtful? You need to simply think like your visitor and imagine the possible path that he’ll make when searching for something on Google, viewing your ad, clicking on it, visiting your landing page and finally converting.

In order to achieve this after having segmented your campaigns in a macro-level way (for example, by category of products) you need to create very granular ad groups that will have extremely related keywords. These ad groups need to be very specific and must rotate around a unique topic. This will allow you to have an optimal control and obtain the best results possible.

Optimizing Campaigns – How to create an optimized ad group

When I say that you need to create an optimized ad group it means that from a practical point of view you should select max. 10 keywords (preferably phrase match, exact match or modified broad match) that are very related with each other and that allow you to have a unique ad and that will let you always be relevant with those keywords.

As you know inside each ad group you need to have ads besides keywords and you must be sure that these ads are aligned with the keywords you’ve previously selected.

The last step of this alignment process is to have a landing page (destination URL) strictly related with the keywords and ads contained in the ad group. This will make sure that once the visitor clicks on the ad he’ll be able to see exactly what he was looking for: this will automatically and dramatically increase your conversion rate!

So, to sum up:

  • tightly themed ad groups
  • a few related keywords in each
  • ads rotating around this topic
  • landing pages that solve the user’s initial query

Adwords Optimization Tip #2: DKI – Dynamic Keyword Insertion

Dynamic Keyword Insertion is a Adwords keyword optimization technique that allows you to have your keywords dynamically inserted inside your ad based on the user’s queries.

As you can imagine, this is a top notch feature that can drastically increase your CTR which will then increase your Quality Score, which will in return allow you to bid at a lower CPC and therefore decrease your cost-per-conversion: amazing!

How does Adwords work?
Adwords works basically like an auction where your Ad position is given by your Ad Rank which is composed by Quality Score, bid and ad formats (extensions, etc.). So, as you can see, Quality Score represents a crucial element to increase your position and to decrease your costs (bids).

adwords strategies dynamic keyword insertion

How do you implement these Dynamic Keywords inside your ads?

In order to make Dynamic Keyword Insertion work you need to use the following code inside your ad (title, description and/or display URL):

Headline: Buy {KeyWord:Movies and DVDs}
Display URL: www.example.com
Description line 1: Thousands of movies
Description line 2: Free shipping above $50

If a user searches for “Harry Potter” and that keyword is in your keyword list inside your ad group, he’ll see the following ad:

Headline: Buy Harry Potter
Display URL: www.example.com
Description line 1: Thousands of movies
Description line 2: Free shipping above $50

It’s clear how the relevancy of your ad increases and how the CTR will boost if you implement this functionality!

Adwords Optimization Tip #3: Negative Keywords

The third tip that I want to share with you today is regarding negative keywords.

Search Query Report: How to find and add Negative Keywords

If you go under the “keywords” sections of Google Adwords and click on the “keyword details” button you’ll be able to view all the real search terms (queries) that your visitors have used when clicking on your ad.

adwords optimization negative keywords

This report is extremely important in order to reduce waste and optimize your Adwords budget/spend since you can analyze those terms and decide to block them by adding them as negative keywords to your ad group/campaign or negative keywords list.

The most critical part in this process is to use the correct match type in order to avoid blocking relevant keywords – what I suggest for the beginning is to block keywords by using the exact match type and later, if required, using the phrase match. Keep in mind that if you block a phrase match keyword you’ll be blocking out any keyword that contains that (or those) keywords.

By using negative keywords on a daily basis you’ll increase the traffic quality in a progressive way that will allow you to increase your CTR and decrease your cost-per-conversion: great!

Feel free to add your own Google Adwords optimization tips in the comment box below or if you have any question simply type it in there too and I’ll be glad to answer.

Mauro Mazzocchini

Mauro Mazzocchini is the founder of TwizzyWeb a Digital Marketing Resources platform where you can find tips and guides on SEO, PPC, CRO, Web Analytics and also discover how to succeed with your online business. Mauro works daily on the web operating in various fields and has a strong passion for search engines. You can connect with him on LinkedIn, you can tweet with him on Twitter or you can reach him on Google+ .

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2 Responses to “Google Adwords Optimization Tips – PPC Management”

  1. Jeffrey Lansey January 18, 2016 at 9:30 pm #

    Hey Mauro, I’m trying to apply your first tip and I was wondering whether I shall include more than 1 ad in each ad group, do you recommend something specific?

    Thank you
    Jeff

    • Mauro January 18, 2016 at 9:51 pm #

      Hi Jeff,

      in general I tend to use 2 ads per ad group.

      This is a best practise that allows you to A/B test each ad and make sure you rotate them to improve the CTR (and ultimately the conversion rate).

      Of course once you reach the adequate confidence level, you should then keep the winning ad and replace the other ad with a slight variation of the winning one – doing this in the long run will hugely increase your CTR.

      Have fun with Adwords and thanks for your comment!

      Best,
      Mauro

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