Google AdWords: 10 keys to success

For any business, Google AdWords is a basic and extremely important channel to generate new customers and conversions. It is Google's advertising platform,  a fascinatingly complex tool, with which almost any business objective can be achieved. It is even considered to be the channel par excellence of the so-called inbound marketing.

But the counterpart is that many advertisers still do not know how to use it and therefore can not get the most out of it. That's why, in today's post we give you 10 tips to be successful in Google Adwords. Do you want to succeed in AdWords and see how your conversions rise like foam? Do not miss these 10 tips!

Top 10 tips to succeed in Google AdWords

1) Focus on a campaign typology

One of the first decisions we have to make when creating an SEM campaign in AdWords is the typology. The basic options are:

  1. Only for the search network
  2. Only for the display network
  3. shopping
  4. Video
  5. Universal apps campaign

Well, a good advice is that each campaign has a single objective and a single typology .

2) Always segment the audience

A more segmentation, more precision and greater success for our campaigns. We must propose a segmentation related to business objectives, starting with the locations and language of the target. The latter is especially important in search campaigns, since the ads must be in the same language as the search terms.In display and video campaigns, we have options such as segmentation by themes, interests or similar audiences .

And of course, the texts, images and videos must be customized according to the chosen segmentation.

3) Choose a good bid strategy

When deciding bids for keywords , Google AdWords offers two options: automated or manual .

In the first case, Google is the one that decides and optimizes for us, so we lose control. Instead, it is usually recommended to opt for a manual bid strategy, which allows you to scratch pennies from different keywords and end up with a much more profitable campaign.

Manual bids are suitable for small campaigns, where we can easily manage which keywords to continue with and which ones interest us the least.But for campaigns with thousands or millions of keywords, manual bids can become very complicated. In these cases, what is usually done is to look for a bid management solution. For example, connect to the Google API to handle bids in real time.

4) Find a good group of words

For the initial brainstorming, we can use the tool for keywords or other similar solutions that are in the market. With a small investment of time and effort, we will have a lot of words for our product or brand.

Now comes the most important thing: organizing these keywords in coherent and functioning ad groups. Usually, it is recommended to never include synonyms in the same ad group, as they will compete with each other. Instead, we'll create a different ad group for each synonym, with a very restricted set of words. For example, we can have the ad groups "hair shampoo", "hair shampoo" and "hair care shampoo".

5) Correctly select the type of match

AdWords offers us 4 match types between keywords and ad groups:

Broad : the most general, with all kinds of synonyms. For example, for the keyword "hair shampoo", you can include the search term "hair soap".

Wide modified : the search must contain at least the words that make up the keyword, for example "hair shampoo brands".

Of phrase : the key word must be complete, but it can take others ahead or behind ("shampoo hair marks").

Exact : the search term and the keyword must be exactly the same.

Eye! You have to be very careful with words of broad agreement, since many terms that do not interest us can be incorporated.

6) Use negative keywords

In Google AdWords, we can set negative keywords (which will make our ads not appear) at the campaign or ad group level. A classic to put at the campaign level is "free", since in this way we filter users not interested in converting, but there are many more options according to our particular business objectives. At the ad group level, it is recommended to put keywords from other ad groups that are complementary.

7) Differentiate between branded and non branded keywords

The keywords "branded" are those that include the brand of the company, for example "buy shampoo for dry hair of XXX". They usually have low CPC and CPA, since the user has already chosen us.

In contrast, "non branded" are much more generic and are aimed at users who have not yet made a choice.

Both have their place in an AdWords strategy, but it's important to place them in ad groups or even separate campaigns, since their results are not comparable.

8) Monitor the Quality Score

The Quality Score is a score of 1 to 10 that Google assigns to each keyword. According to the data of Google itself and the professional practice of the sector, depends on these factors:

  • 39%: relevance of the landing page with respect to the keyword.
  • 22%: relevance of the ad with respect to the keyword.
  • 39%: Expected or current CTR (if already active).
  • In general, this metric should be added to the account so that it is always controlled and optimized if it falls below 7.

9) Take into account the AdRank

The AdRank is the positioning of the ad in the search results and is calculated according to this formula:

AdRank = maximum bid x Quality Score
Therefore, if our QS is high enough, we can reach the top positions even paying much less than the competition, which could save us a lot of money!

10) Control the quality of clicks and conversions

Finally, we are going to see two metrics that we always have to have controlled in our AdWords account, regardless of the item we dedicate to:

CTR: it is an indicator of the attractiveness of our ad for the target. In general, it must be greater than 2% and ideally exceed 4-5%.

Conversion rate: this tells us how appetizing or according to the interests of the user is the product and determines the final profitability of the campaign. The target percentage will depend on the sector and the words we buy, but for ecommerce a conversion of more than 1% is considered positive.

Now that you're almost an expert in Google Adwords it's time to put it into practice! Tell us in the comments if you have implemented any of the 10 tips and how it has gone.
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