With just a few clicks you get access to thousands and even millions of pieces of information and data on virtually any field of interest. With the aid of the Internet, you can almost have everything right at your fingertips. As years pass by, the Internet continuous to effect radical changes in many facets of human endeavors, including commerce. Experts say that the information space, commonly known as the “world wide web,” grows by over a million pages everyday as more and more people utilize the Internet for information, education, entertainment, business and other personal reasons. It doesn’t take a business-oriented individual to realize that this phenomenon can bring about sky-high financial gains. The Internet’s fast-growing popularity in the recent years is surely an opportunity for business that any entrepreneur would not want to miss.

You might be thinking only businessmen can make much money out of the Internet, don’t you? Think again. You too can earn big bucks through the Internet even if you don’t have products to sell and high-profile and established company. How? That is through affiliate marketing. You might have come across these words over the net while surfing. Affiliate marketing is a revenue sharing between a merchant and an affiliate who gets paid for referring or promoting the merchants’ products and services. It is one of the burgeoning industries nowadays because it is proven to be cost-efficient and quantifiable means of attaining great profit both for the merchant and the affiliate and other players in the affiliate program, such as the affiliate network or affiliate solution provider.

Affiliate marketing works effectively for the merchant and the affiliate. To the first, he gains opportunities to advertise his products to a larger market, which increases his chances to earn. The more affiliate websites or hard-working affiliates he gets, the more sales he can expect. By getting affiliates to market his products and services, he is saving himself time, effort and money in looking for possible markets and customers. When a client clicks on the link in the affiliate website, purchases the product, recommends it to others who look for the same item or buys it again, the merchant multiplies his chances of earning. On the other hand, the affiliate marketer benefits from each customer who clicks on the link in his website and who actually purchases the product or avails of the service provided by the merchant. In most cases, the affiliate gets commision per sale, which can be fixed percentage or fixed amount.

If you want to be an affiliate marketer and make fortunes out of the Internet, you may follow the following three most basic and easiest ways to start an effective affiliate marketing program. First is to identify a particular thing you are interested in or passionate about so you won’t be bored and forced to develop your affiliate web site later on. Focusing on a specific area you know very well will help you bring out your best without much risks and effort. You can add a personal touch to your site and give your visitors who are possible buyers an impression that you are an expert in your field. In this way, you gain their trust and eventually encourage them to buy the products you endorse. Next is to look for good paying merchants and products or services related to your interest and create now a website. In choosing the products, you must also consider its conversion rate

This is Part 4 of our Google AdWords series by ex-Googler Anton McCarthy. 

• Part 1: Five Ecommerce Google AdWords Tips
• Part 2: Google AdWords Conversion Tracking for Ecommerce
• Part 3: Understanding AdWords Keyword Matching to Increase Sales

Are you an online store owner who has to manage a site with dozens, hundreds or perhaps even thousands of products? Managing your ads and keywords to reflect the availability of your products in stock takes a lot of time. Do you wish there were a quicker, easier way to manage your campaigns, freeing you up to spend less time on AdWords - and more time on your business?

Well, Google has a solution for you. Introducing: Dynamic Search Ads.

What Are Google Dynamic Search Ads?

Simply put, Dynamic Search Ads are ads that are automatically generated for you by Google. Unlike traditional Google AdWords ads which rely on you inputting lists of keywords, Dynamic Search Ads allow you to target users using the content on various pages of your website. This means that you don’t need to choose keywords that a user might use to find your product. Instead, Google automatically scans your website to determine which searches are a good match for the products on your website. 

When a customer’s search is relevant to one of your products, Google dynamically generates an ad headline that includes words from the customer’s search and the content of the landing page on your website. The result is a dynamic search ad. Here's an example:

Why Use Dynamic Search Ads?

Dynamic Search Ads are a great time-saver for busy ecommerce merchants. Let’s say that you have a large variety of products to advertise, and are finding it difficult to find the time to manage all of your AdWords campaigns. Instead of having to invest lots of time matching keywords to landing pages and creating corresponding ad text, you can let Google generate relevant ads which match the searches users are performing to find the products you sell. 

You also have full control in that you choose which pages on your website are to be used to generate ads. You can limit these pages to specific categories, e.g. your ‘Blue Widgets’ landing page, or you can choose all pages on your website. In addition, you can prevent ads from showing for products that are out of stock, reducing the need to monitor and then update your ads in such a manual fashion as before.

How Dynamic Search Ads Work

As mentioned, instead of using keywords to target your ads to searches, Dynamic Search Ads use content from your website to target ads to searches. You begin by letting Google know whether you wish to target ads to your entire website, or to specific sections: 

• Pages belonging to specific categories
• Pages with titles containing certain words
• Pages with URLs containing certain strings
• Pages containing certain words

Once you have chosen your ad targets, Google then determines which searches might be relevant to the products listed on your website. When their technology locates searches that are a good fit for your dynamic ad targets, a headline is generated for your ad.

This headline includes text from the search phrase, and content from the landing page chosen for your ad. The remainder of the ad (i.e. the two description lines) is a template that you write when you first set up the campaign.

Dynamic Search Ads and Your Account

How do Dynamic Search Ads work relative to your regular keyword-targeted AdWords ads? 

Here are 5 important things to note:

1. Same Ranking As Normal Ads

The position or ranking of Dynamic Search Ads is determined in the same way as regular keyword-based ads. Dynamic Search Ads enter the auction as equals to keyword-based ads, with the position of your ads ultimately decided by the usual factors - the maximum cost-per-click bid you have selected for the dynamic ad target, and the dynamic search ad’s Quality Score.

2. Interactions With Keyword-Based Ads

If a customer’s search term is an exact match for one of your keywords, your dynamic search ad won’t show. An example is: [red shoes]. If a customer searches using this exact term, your text-based ad will display instead of a dynamic search ad. However, Google may show your dynamic search ad if there is a broad or phrase match with one of your keywords, and when your dynamic search ad has a higher Quality Score than your text-based ad.

3. Full Control and Flexibility

One of the big advantages of Dynamic Search Ads is the time-saving and efficiency they permit. For example, you ideally don't want ads to show which will lead the user to a ‘sold-out’ or ‘out of stock’ page. With keyword-based ads, it can be time-consuming and difficult to track each ad that might lead to such a page, especially if your site contains hundreds or even thousands of products. With Dynamic Search Ads, however, you can prevent your ads from showing when you add dynamic ad targets that exclude landing pages which contain these words.

4. Reporting and Statistics

You still get a full set of statistics and reports for your Dynamic Search Ads as with regular keyword-based ads, e.g. conversion rate data, click-through rates, cost-per-click averages, and so on. This means you can run analyses and compare how your Dynamic Search Ads are performing alongside your keyword-based ads - helping you to increase the performance of your AdWords campaigns and gain additional insight into your overall ROI.

5. Don't Forget Negative Keywords

If you're going to use Google Dynamic Search Ads, it's important to understand negative keywords. Further information on negative keywords can be found here. Best results will be generated when they're used with extensive negative keyword lists, otherwise, Google could match your site to anything.

Conclusion

I hope that this post provides you with a good overview of the benefits of Dynamic Search Ads, and how they could work for your ecommerce store. For more on the specifics of how to set up Dynamic Search Ads in your campaigns, please refer to Google’s useful Help Centre material for further information, and as always, feel free to ask a question in the comments!

This is Part 3 of our Google AdWords series by ex-Googler Anton McCarthy. 

• Part 1: Five Ecommerce Google AdWords Tips
• Part 2: Google AdWords Conversion Tracking for Ecommerce

Introduction

To run a successful Google AdWords campaign, you NEED to understand keyword matching. It's one of the key factors in the set-up and management of a high-performing, cost-effective Google AdWords campaigns, especially for ecommerce stores. Using keyword matching, Google allows you to control which keywords searches may cause your ad to show. Therefore, it is crucial that you understand how keyword matching works, and how best to use it to your advantage. 

Let’s examine each match type, and the benefits of each one.

Google AdWords keyword match types include:

1. Broad match
2. Broad match modifier
3. Phrase match
4. Exact match
5. Negative match

Now lets dig deep into each type and I'll tell you exactly how to leverage them to increase ecommerce sales.

1. Broad Match

This is the simplest match type, and the one that is probably the easiest to understand.  It is also the default match type for any keyword. A keyword set to broad match will display ads on a wide range of variations of that keyword. These variations include plural and singular forms, misspellings, abbreviations, acronyms, and related terms.

For example, if you add the keyword ‘car’ to your ad group, your ad may display to someone searching for ‘cheap cars’, ‘white car’ or ‘second-hand car’. It may also show for someone searching for ‘new auto’.

The use of broad match allows you to gather a wide set of data relating to which keywords customers are using to find you. It can be a useful match type to use at the outset of a campaign in particular, and when you may not be all that sure which keywords customers are most likely to use when searching for what it is you sell. Then, once you have collected a reasonable amount of data on the keywords which are triggering your ads to display, you can use it to refine your campaign, eliminating the keywords which aren’t bringing you value.

The most obvious downside to broad match is that your ad can show for keywords which may not be all that relevant, meaning you may attract clicks from users who are not actively seeking your product or service. In other words, not every search comes with the intention to purchase. For example, is someone who searches for ‘new camera’ already in purchase mode, or just looking for information and reviews?

 You can address this issue by ensuring you have a good combination of other match types in your campaign, as well as using negative keywords, which we will come to later.

I recommend using broad match sparingly, and monitoring the statistics which relate to broad match keywords carefully and frequently.  You can also use the ‘search terms report’ to identify irrelevant searches which resulted in a click on your ad, and then add these terms as negative match keywords.

2. Broad Match Modifier

Broad match modifier allows your ads to show for more closely related variations of your keywords. It is a useful option for when you want to be found for a broad range of terms, but want to restrict this range to closely related terms which contain your keyword. So, the keyword term ‘+green car’ will allow your ads to show for ‘budget green car’, but not for ‘blue car’.

Depending on the keywords you have entered into your ad group, your ads may still display for terms that are not as tightly targeted to what you are selling. This means that you should ensure you have used as many appropriate negative keywords as possible, and that you monitor your campaign closely for the results and conversions you are achieving from your broad match modifier keywords.

To use broad match modifier, simply add the plus sign (+) beside the keyword you would like to trigger your ad; e.g. +green car.

3. Phrase Match

You can think of phrase match as a significantly more restrictive version of broad match. With phrase match, your ads will display for keyword searches which match your keywords exactly or with words before and after it.

An example is the phrase match keyword “green car”. For your ad to display on a search relating to ‘green car’, the search has to include those two words, in that specific order. This means that someone searching for ‘new green car’ is eligible to see your ad, but someone searching for ‘green budget car’, is not.

Phrase match offers some key advantages. It enables you to closely control the searches which will trigger your ad. In addition, you may likely pay less for your clicks using phrase match, since your keywords are more likely to be highly relevant to your ad text and to the products you sell on your landing page. With AdWords, greater relevance helps lead to lower overall cost in terms of the average cost-per-click (avg. CPC) you are likely to pay.

With phrase match, since you only show for very closely related terms, you may end up missing some keyword variants that may be relevant or useful to your campaign. However, you can help prevent this by coming up with a well-thought out list of relevant campaign keywords.

4. Exact Match

Exact match is simple to understand and means that your ads will show only for the exact term you specify, and no variants. For example, the exact match keyword [green car] will only trigger ads on that specific term. It will not show for searches on ‘budget green car’, or even ‘green cars’. It is a good option to use when your AdWords budget is limited, and when you want to maximise the relevancy factor in your campaign, i.e. if you want your ads to show only to those searching for the precise product or service you provide. Exact match can work particularly well when advertising specific product models or niche terms, e.g. ‘Camera model X3000’.

A key benefit of using exact match is that you can run a very economical campaign, targeting only those who are seeking the specific product you are offering. Your average cost per click may be lower than with other match types, simply due to the fact that your keywords are likely to be very highly targeted to your ads and to your website landing pages, giving you a high click-through rate (CTR), and high overall ad quality.

The one main disadvantage of exact match is that it may be too restrictive – unless you have carried out extensive research on the terms potential customers are using to find the products you sell, you may be missing out on potentially valuable search traffic, and the range of data you will receive on the keywords customers might use to find you will be far more limited than with the other match types.

However, exact match is a great way to keep your costs down and your campaign performing well, especially when combined with the use of the other match types.

5. Negative Match

Negative match is a match type that is often mistakenly overlooked or neglected by advertisers, and is certainly one that you should take care to use in your campaign. If you add a keyword as a negative match, your ad will not show for searches on that keyword. For example, if you sell a software product, but do not wish to attract irrelevant clicks from those searching for free software products, you can simply add ‘free’ as a negative keyword to your ad groups and campaigns.

Negative match is a great way to filter out irrelevant clicks in your campaign, helping you to save money and keep your campaign performing at an optimal level, through ensuring that the keywords which trigger your ad are highly targeted and relevant to the products you sell.

To use negative match, simply add the minus sign (-) to any keyword for which you do not want your ad to show.

Conclusion

I hope that this overview of Google AdWords keyword matching has proved valuable and insightful! The ideal approach to using match types is to use a variety of them within your campaigns, and as ever, monitor the results closely to identify the top performing keywords. In practice, for best results, each ad group should contain a variety of match types.

And as always - remember to test, track and tweak as you go!

According to Forrester, 93% of online experiences begin with a search. To get your brand in front of these potential customers, you need to develop an online presence that makes your brand known on the search engines. An important part of this strategy is paid advertising. For those just getting started with PPC, finding helpful AdWords tips can help them get their campaigns off to the right start.

If you are considering incorporating these Google AdWords tips into your digital strategy, make sure it’s right for your business and then consult this guide. Here is what you need to know to run a successful campaign:

What makes Google AdWords so important?

Google AdWords dominates many conversations about PPC. It holds such an important position because it remains the largest PPC platform. Google itself holds the majority of the US search market and a considerable amount of the market in most other countries as well. Using PPC through this platform can provide a powerful means of reaching prospects.

According to Google’s own internal research, AdWords also provides value to brands because of the returns people see. They average that people make $2 for every $1 they spend on their ads.

An increasing number of people have turned to PPC as a means of supplementing their organic efforts because of the growing competition on the search engine results pages (SERPs). An estimated billion websites are live online now, and people can find just about anything they could possibly need online.

This makes it even harder for many organizations, particularly smaller businesses, to rank highly on important keywords. PPC with AdWords can help them get the attention they need.

If you are getting started with PPC, here are 26 Google AdWords tips that we wish we knew when we were getting started with our first campaigns.

26 Google AdWords Tips to Take your Campaign to the Top

AdWords Tips for Building your ad group

Tip 1. Optimize for negative keywords

Negative keywords are the words that you do not want your ad to appear for. For example, many people develop negative keyword lists that include terms like, “free” or “jobs”. These terms would indicate that the searcher likely wants to find a free version of the product or service you sell or that the person wants to find jobs in your industry. Neither one of these situations will bring you customers.

By optimizing your ads for negative keywords, you can help eliminate any potential searches that would waste your ad budget without bringing you the return you want to see. Making your lists more efficient so that they remain focused directly on the prospects most likely to engage with your brands will ensure that your money goes to the best possible use.

Tip 2. Remove any duplicate keywords

Not removing duplicate keywords is a common mistake. Brands assume that since they will just be competing against themselves, failing to remove them will not have an impact on their performance.

It does leave people open to further errors, however. For example, if you reduce your bid on one of the keywords, neglecting the other versions, you might not realize that Google switched over to the other listing.

Updating your lists to remove duplicates will also make tracking easier. You want your data as clear and easy to interpret as possible, as it will guide the rest of your campaign. The importance of strong data cannot be underestimated in Adwords tips.

Tip 3. Bid on competitors’ names

Google AdWords allows you to bid on a competitor’s name. This empowers you to reach out and remind potential clients of competitors that you might have something worth examining before they make a purchase.

These ads can be beneficial because you already know that these prospects have an interest in your industry. Instead, your priority lies on making them see why you should be given consideration over the other organizations.

Keep in mind that rules do exist for brands who want to use this tactic. Google does not allow you to pretend to be your competitor in the ad. You also cannot use the competitor’s name in the actual text. Those who follow these rules, however, have a quick means of reaching out to competitor clients.

Tip 4. Monitor the quality scores of keywords

Google has clarified that they do not track a Quality Score on the account level, but they do seem to track a brand’s advertising ability and use that when determining the CPC for a new keyword.

To maximize your reputation and minimize costs, track the Quality Score for each of your keywords. For keywords that have low scores you should look to improve them by increasing the relevancy of their landing pages and the ad copy. If they do not perform well in addition to having a low score, consider just deleting them from your group.

Tip 5. Watch the size of your ad groups

When ad groups start to get bigger than two or three dozen words, they could start to hinder your performance. You want to make sure that your ad text and your landing pages are highly relevant to the user.

If you have a group that gets too large, you likely can split it into at least two groups. Doing so will enable you to create more personalized copy and content, which will in turn help your quality score and create a more engaging experience for users.

Tip 6. Monitor what people type when they convert

In addition to tracking your own keyword performance, you should also look at your performance from the other direction. Check to see what people type when they end up landing on your page and converting.

You will likely find some new terms, particularly for your broad match keywords, that people use when encountering one of your ads, clicking, and engaging with your site. These new keywords can be added to your own ad group as high performing terms.

Tip 7. Remove any ads that do not perform as expected

Remember that you want to keep your ad groups as tightly controlled as possible. You do not want to have keywords taking up space and potentially draining your budget that do not perform as expected.

Regularly check the performance of the different ads you have running and remove the ones that do not drive the results needed. Your click-through rate will likely be the most helpful metric here for determining the ads that need to be changed, but some will prefer to use their direct conversion rate.

Tip 8. Use AdWords to build up where organic lacks

For many brands, it can be a challenge to earn the rankings needed to gain attention for high-pressure keywords. While you wait for certain organic efforts to really earn the rankings needed to draw attention, traffic, and clicks, consider using an AdWords campaign. This will allow you to build the presence you need for these important search terms.

You will also begin to gather data about how people respond to your landing page when they arrive from the ad. This will give you tips regarding modifications that can help improve engagement and boost your organic standings.

AdWords Tips for designing your campaign

Tip 9. Make sure your landing page aligns well with your ad

When people click through from your ad to your website, your landing page must answer the needs of these users. Think carefully about what people clicking through will want to see and design a page that will engage them.

If your landing page does not align with customer needs, then you will have high numbers of people who click through the ad and then click right off your site. This will hurt your website and end up wasting your PPC budget.

Focus on designing pages that help customers. Repeat the message you conveyed in your ad on your landing page so people know they have arrived in the right place. This alignment will be the cornerstone of these AdWords tips.

Tip 10. Consider the right keyword match types for your campaign

There are a few different keyword match types that you can use on AdWords. The first is known as a broad match. This means that the keyword phrases you target your ads for can appear in any order and that synonyms will be accepted.

A broad match modified means that you want to have the keywords in the order that you have them listed, but you do not mind if other words appear in between. For example, “divorce lawyer Houston” would show up for “best divorce lawyer advice in Houston”.

A phrase match means that you want the ad to appear only when the phrase exactly matches the one you have listed.

Finally, you have an exact match. While a phrase match requires the words to exactly match your phrasing, an exact match takes it a step further and ensures that the whole query matches your targeted phrase.

Select the type of match that will best fit your needs. The more constrained you make your keyword match, the more control you have over the audience, but the smaller audience you will have. Balance this trade off to find your best solution.

Tip 11. Make adjustments to keyword match as the data comes in

Many campaigns will find that they want to adjust their keyword match over time as the data starts to arrive from the campaign. Starting off with a broach match will let brands gather the most possible data about their campaign, which can then be analyzed to see if tighter control over the audience will benefit the business.

The data provides you with more information about how people search habits relate to your industry and impact your campaign. This allows you to build your negative keyword list and adjust your match requirements.

Tip 12. Use all your available space for text

Google offers several different fields for the posting of relevant content. Using all of the available space will help you give the optimal picture of your product or service.

You can include a URL, which should link to that awesome landing page we discussed in Tip 1, along with headlines, a place to include your location, context for your ad, and a description of the product or service you want to promote.

Tip 13. Use all of your possible ad extensions

In addition to the various areas for text that the ad includes, Google also offers a few different extensions. These extensions can also help boost performance. The top extensions you will likely find useful include:

1. Sitelinks Extensions– where you can include additional links you think people might find useful
2. Callout Extensions– were you can include guarantees or similar promotion statements to build consumer confidence
3. Structured Snippets– where you can include additional information about the features included in your ad. You will need to select a category from a predetermined list.

You will find more options on the Google AdWords page itself. Use as many of these options that can boost your own ad campaign.

Tip 14. Use location criteria for higher precision

AdWords tips should help you better identify and target your audience. Google allows you to display ads to people who appear only in certain geographic areas. This benefits a wide range of businesses.

Local businesses can use this feature because their most likely demographic consists of those within a certain radius of their location.

It can also be used, however, by larger companies who want to promote items for certain seasons or weather. A company that sells snow gear, for example, might want to target customers currently experiencing cold weather. People in warmer climates will not likely make purchases from them.

Using the geo-targeting allows brands in both groups to create a more precise prospect list, thus helping to control costs and boosting the success of their campaign.

Tip 15. If you have an ecommerce store, use a shopping campaign

If you have an ecommerce store, your ad campaign will not be complete without a shopping campaign. With a shopping campaign, you can let Google know the products you want to display, along with a brief description and price. This will allow your product to appear when customers type in queries indicating that they want to make a purchase.

To create a shopping campaign, you will upload a list of your products to the Google merchant center. You can do this through your Google AdWords account. Like other campaigns, you will set your minimum and maximum bid. You can also set the priority of this campaign.

Once you follow these steps, your products will be ready for display during relevant purchase queries.

AdWords tips for tracking and implementation

Tip 16. Use your AdWords campaign to test keywords from your organic efforts.

PPC and organic both work better when people use them together. Use the data from each campaign to inform the other.

When you run your AdWords campaign, measure the success of your various keywords in terms of click-through rate, engagement on the site, lead generation, and ROI. This will let you know if any of these keywords might also benefit from organic campaigns.

Similarly, if you rank organically for certain keywords, but the pages do not generate much income for the site, you will know not to include those keywords in your ad campaign.

Tip 17. Track more than one goal for a better idea of how the campaigns perform

It can be tempting to reduce your ad campaign down to a single metric, such as clicks. To get the full picture, however, you want to look at a number of different metrics. This will let you see how the ad performs throughout the sales funnel, which will give you a better idea about what requires improvements.

Look, for example, at how many clicks your ads receive, how many leads they generate, how many of those leads can be classified as qualified, and the revenue generated. If you have a weak stage in the sales funnel, you have a starting point for improving your revenue.

Tip 18. Track your spend for keywords

As you move through your campaign, track carefully how much keywords cost you and how many leads and the amount of revenue they generate. Keywords in groups that cost a lot of money but do not produce strong returns will not benefit the brand, even if they are popular searches. Delete keywords that do not produce the needed returns.

Tip 19. Take advantage of the remarketing lists for search ads.

Remarketing offers a powerful tool for brands. When you use remarketing campaigns, you target people specifically who have already visited your website. You know they have expressed an interest in what you have to offer, but for some reason did not feel compelled to buy in that moment. Remarketing campaigns can help you draw their attention back to your site and provide that extra incentive to convert.

You can adjust the bids you make on AdWords based on whether or not someone has visited your site before. This will allow you to provide specialized campaigns for those who have already expressed an interest in your business, creating copy that aligns closer to their unique needs.

Brands can also target bids based on whether or not a person has interacted with you on YouTube or through mobile apps. You can create even more precise ads for these unique past site visitors, acknowledging their place in the buyer’s journey and helping them move forward.

Tip 20. Prioritize your budget for the top performing campaigns

Most people running AdWords campaigns have budget restrictions. To maximize your return, prioritize your budget towards your highest performing campaigns. Once you feel confident that these campaigns have the funds they require to be effective, you can put the rest of the money towards the slower campaigns that might need more editing and adjusting.

As you revise and improve these campaigns, you may notice a shift in which campaigns get the highest priority, so regularly evaluate which campaigns perform the best. Understanding the importance of regularly revisiting your campaign remains one of the most important AdWords tips.

Tip 21. Use ad groups to test at least two variations

Once you create an ad, you do not want to just leave it alone. You should always look for ways to improve its performance. The best way to do this is by running multiple variations of the ad to see which performs better.

Generally, you want to have at least two ads running for desktop and two for mobile. Look at the versions of the ad to see which ones drive the most clicks, conversions, and revenue. Once you have an effective ad, you can continue to make minor adjustments, such as experimenting with colors, punctuation, and even capital letters to see if you can boost your success even higher.

Tip 22. Adjust your ad schedule to improve targeting

Your ad will have different times of the day when it will perform better. For example, certain businesses may see higher success rates in the evening, after the work day has finished. Others will see improved performance in the mornings or even on the weekends. Analyze your data to see which times of the day work best for your ad.

You can then use this information to create an ad schedule on AdWords . This allows you to create a more precise audience by bidding only during these particular times. With a more precise audience, you will improve the success of your campaign.

Tip 23. Analyze data to look for patterns in users locations

Many brands will also be able to determine particular locations where they might have a greater percentage of converting users.

Examine where your top traffic and conversion rates arrive from. This information can be used to create more location-specific campaigns. These AdWords tips will all work to help you create more effective ads and find your optimal audience more efficiently.

AdWords Tips to help you remember the value of mobile

Tip 24. Look at your data to see if a mobile-only campaign would be helpful

Mobile increasingly dominates search, outpacing desktop since 2015, so no list of AdWords tips would be complete without considering these users. Brands that do not pay attention to mobile users, including their ad campaigns, will be quickly left behind.

If you have a campaign that drives a lot of traffic specifically from mobile devices, developing a separate mobile campaign for that keyword will be helpful. You will be able to modify your landing page, ad copy, and other elements to ensure that you align well with the mobile user.

Tip 25. Remember that mobile searchers use different keywords

With mobile becoming increasingly popular, brands should also pay attention to the importance of how these mobile users phrase their queries. Two main patterns should be noted.

1. The rise of voice search. Usage has been increasing in recent years, with Google reporting that about 20% of mobile queries occur through voice search. With voice search, users typically use full sentences such as “what is the weather in New York City?” instead of “weather New York City”.
2. The second trend occurs when mobile users type. People on the small screens of mobile devices will not likely use long and complicated keywords. They regularly use abbreviations and find ways to shorten what they ask.

When you select your keywords for your mobile ads, consider these AdWords tips carefully. Look to find keywords that match well for either voice search users or those trying to type of mobile devices. Do not attempt to build campaigns around complicated keywords.

Tip 26. Make sure all landing pages mobile optimized

Mobile remains critical to online marketing success. Brands cannot succeed if they do not take adequate preparations for mobile users. This means that each of your landing pages needs to be optimized for those on mobile devices. Mobile optimization includes the following:

1. All writing on the site should be easily viewed on mobile devices. This means avoiding fonts and colors that are too small to appear clearly.
2. Any video on the site can be played on mobile devices. Sometimes certain video players will have trouble playing on mobile devices, so test any players you have.
3. Buttons and other navigational tools should be large enough for comfort and far enough away from other buttons. Remember that people on mobile press buttons with their fingers, so help them avoid problems navigating your site.
4. Minimize the amount of typing required on the site. It can be a challenge to type out a lot of information on mobile devices. Make it easier for people by using auto-fill forms whenever possible, triggering your website to remember repeat visitors, and reducing the number of fields on any forms to the bare necessity.

Google AdWords can be a powerful tool for brands interested in taking their strategy to the next level. It allows organizations to complement their organic strategies to drive their recognition and brand awareness. While setting up an ad strategy can seem overwhelming, using these AdWords tips should allow you to get started creating strong campaigns that will help you to build your brand recognition. Take it a step further with more power from the PPC services offered at LYFE Marketing.Contact us to evaluate and manage your AdWords campaigns and find out more AdWords tips!