Ian Howie published 7 good tips to get more out of your AdWords campaigns.
Here the main takeaway points:
- If a keyword gets a less than 1% CTR after you tried to optimize it… delete it
- bid for each keyword 3 times – 1x broad match, 1x phrase match, 1x exact match. Pay the most (100%) for exact match, then phrase match (75%), and the least (25%)for broad match. Why? Because when you bid exact match, it’s hypertargeted and you know exactly what you are bidding for
- constantly test your ads & your landing pages (usind ad variables and split tests for your landing page)
- after 200 ad impressions, and 200 clicks, it’s time to evaluate the worth of an ad. If you have a less than 1% CTR, and a less than 1% conversion on your landing page, then either improve or delete
- local targeting trick: now this is actually really cool, and I never thought about it. yes, you can do local targeting to be a lot more relevant via your campaign settings. But this is all based on IP adresses. And sometimes it’s not 100% correct. Some people have IPs that are not related to their actual local connection, so when they search you, they won’t find you even though they might be in the same town you are. So what do you do to solve that problem? You create another campaign that has the whole country as location, but then use keywords that match your specific location only. For example: “homemade cakes london”.
- check the search terms to see which keywords users used to find you. You will often get new keyword ideas there, or ideas for negative keywords (which can save you a lot of money)
- schedule campaigns so that your ads get displayed more when people are most responsive
