Freelancer Tips

Seven Ways to Use Google AdWords

By
Fiverr Team
|
August 12, 2015
desktop ppc

With the tools and solutions available in online advertising today, you can target your ads to the type of customers you want, and filter out those you don’t. And with SEO usage on the rise, the most important part of any search engine optimization campaign is to have clear goals and objectives in mind.Google AdWords is one of the best ways today to reach out and engage with your customers online. When you advertise online with AdWords, you can use various targeting methods to reach potential customers, right when they’re searching for your products or services. In this post, we’ll show you seven ways to effectively use Google AdWords, and tell you how to employ the solutions and tools surrounding it to produce an effective online advertising campaign.

Keyword Research

Keyword research is a fundamental part of pay-per-click marketing and search engine optimization success. When using Google AdWords, conducting thorough and comprehensive keyword research is a must. Keyword research tells you almost everything you need know to make informed decisions about which keywords are best for your business. The best tool for this type of research is the Google Keyword Planner, which has an entire suite of features that helps you identify a particular keyword’s popularity, filter out low-volume searches, and create hundreds of keyword combinations in seconds.

Negative Keywords

Using negative keywords allows you to prevent your ad from displaying in search or people visiting your site for services or products you don’t offer. Implementing negative keywords enables you to reduce costs by excluding keywords where you might be spending money but not getting a return. Negative keyword tools can be used to help you lower costs, and ultimately raise click-through rates for more effective and relevant ad campaigns.

Keep Track of Your Quality Score

Google’s Quality Score is their rating of the quality and relevance of both your keywords and PPC ads. Google looks at how useful and relevant your ad is to those searching for your products. For example, if a keyword search leads to your website homepage, but not to a specific product page, your Quality Score will be lower.The higher your Quality Score, the better. Even if your maximum bid is less than another bidder, you may still appear above their ad if your Quality Score is better than theirs.

Write Engaging Ad Text

Once you’ve determined the best keywords to use for your ads, you can start creating great content to make the ads stand out and attract users to your site. And although AdWords offers a wide range of ad formats, text-based PPC ads form the core of AdWords today.Writing ad text for AdWords is a challenging task, however, largely because of the space restrictions that advertisers are allowed. You’ll have only a limited space to put together an engaging, meaningful message that persuades prospective customers to click on your ad and visit your site.

Conversion Tracking

Conversion tracking lets you see how effectively your ad clicks lead to valuable customer activity, such as website purchases, app downloads, etc. Conversions are often the most important metric that establish what keywords you choose and what advertising copy you decide to use. Without knowing the conversion rate of your advertisements and search keywords, you’ll have difficulty tracking your ROI and other important metrics.Google has a helpful ‘About Conversion Tracking’ site to help you learn more about the benefits of conversion tracking and how it works.

Testing is Key

Once you’ve identified your AdWords campaign goals and actions, you should plan various types of tests to try to maximize your outcome. With ad testing, you can have two ads running simultaneously for the exact same keywords. In time you may see that one ad leads to higher conversions than the other, in which case you can pause the lower performing ad and switch to a new ad instead.

Keep Your Budget in Check

As tempting as it may be to spend more to run AdWord campaigns, you should always make efforts to keep your budget in check. Always clarify your campaign objectives from the start, and be clear about your objectives to create more effective, targeted ads. Check your campaign regularly to make sure your campaign is performing well, and to see that it’s still cost-effective for the goals and targets you’re trying to achieve.

Fiverr Team
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