Setting Up Your AdWords Campaign for Success

Several weeks ago we talked about the impact of your quality score on your AdWords campaigns.  Today we’ll go into more detail about how to set up your AdWords campaigns for success with high quality scores.

First, keep in mind the principles of a good campaign:

  1. Target only searchers who are interested in your offer by carefully selecting your keywords.
  2. Make your offer clear, compelling, and persuasive in your ad copy.
  3. Fulfill the promise of your ad with a positive experience on your webpage.

The best way to achieve this is to set up your campaigns in small ad groups so you can closely match your keywords with highly targeted ad copy and the best landing page.  Start with a small number of keywords in each ad group.  Focus on quality, not quantity.  Avoid ambiguous keywords and only select keywords that a searcher would use when looking for your product or service.  For best results these keywords should almost be synonyms.  Keywords with different meanings should go into a separate ad group.  In the previous post we learned that a big part of your quality score is the historical click-through-rate (CTR).  Having your campaigns set up in tight ad groups will increase your CTR as searchers see a highly relevant ad for their keyword.  This sets up your campaigns for a good historical CTR from the start.

You can expand your keywords later, but you must start small to set your campaigns up for success in the long-run.  After you have achieved a quality score of 7 or better for a few weeks you can start to add keywords, but do this slowly, adding a few more relevant keywords at a time.  If these new keywords don’t achieve high quality scores abandon them quickly so you don’t bring down the quality scores of your other keywords.

While it isn’t necessary to use the keyword in your ad copy, it may be helpful to use it.  When the keyword in your ad matches the search term the keyword in your ad will appear bold on the search engine results page.  This might be the push a searcher needs to notice and click on your ad, improving CTR.  You can also dynamically insert the keyword into your ad so the searcher will see their exact keyword in the ad copy.  Make sure the offer in your ads is clear and enticing and include a call to action so the searcher knows what to do once they get to your website.

When you select the landing page for your ad group make sure it is the most relevant page to go with that keyword and ad copy combination.  Get as specific as possible.  For example, use a product page as a landing page instead of your home page or a category page.  Also, avoid any quality score penalties by making your privacy policy available, making sure your site loads within a reasonable amount of time, and including original content.  If you are selling a product that Google considers to be unsafe or illegal your account can be suspended, but hopefully that isn’t something to worry about!

Overall, you will set your AdWords campaigns up for success when searchers see relevant ads and are taken to websites that meet their needs.  With highly targeted keywords, ads, and landing pages in your campaigns searchers will find exactly what they are looking for.  This makes them happy, so AdWords rewards you, the advertiser, with good quality scores and a lower cost-per-click.


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