5 Adwords Tips

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Tips straight from the source #EngageBootcamp

Google Engage Bootcamp is a two day presentation and workshop on Google marketing, which translates as Adwords cause that’s where their bread is buttered and analytics, which helps prove to your client why they should keep buttering the bread.

Here’s my five best tips!


When setting up campaigns, try the new AdGroup Ideas (Beta) in the keyword tool.
If you are time poor and want inspiration for setting up ad groups this will help.
Also try a general google search then on the left select more search results / related searches and try the list as Ad Groups or at least as keywords.

Broad Match Modifier – Add a plus sign (+) before your broad match keywords to narrow down a bit. It will include an element that helps with getting the “close variance”. Especially good for spelling mistakes like Hotham Accomodation, eg +Hotham Accommodation.

FYI, here’s a definition of all the match types
Broad match allows your ad to show for searches on similar phrases and relevant variations.
•    Example: kittens
•    Searches that can match: kittens, kitten photos, adopt a kitten
Broad match modifier allows your ad to show for searches that include your broad match keyword or close variations of your broad match keyword.
•    Example: +adopt +kitten Searches that can match: adopt kitten, how to adopt a kitten, best kitten to adopt
Phrase match allows your ad to show only for searches that include the exact phrase or close variations of that exact phrase, and possibly other words as well.
•    Example: “adopt a kitten”
•    Searches that can match: adopt a kitten, adopt a kiten, how to adopt a kitten
Exact match allows your ad to show only for searches that use that exact phrase or close variations of that exact phrase, and no other words.
•    Example: [adopt a kitten]
•    Search that can match: adopt a kitten, adopt a kiten
Negative match ensures that your ad doesn’t show for any search that includes that term.
•    Example: -free
•    Searches that won’t match: free kitten adoption, free kitten calendars, who wants to free the kittens


Don’t use competitors brands (Trademarked) as keywords without permission.
If you are a supplier of their brands you may need to limit phrases to product and brand.
Google also watched those who repeatedly click on competitors ads to blow their budget.
They track automatic clicks and some manual. I suspect its mostly based on repeated clicks from a fixed IP.



Do run SEO and Adwords on the same keywords (if you can afford it).
According to the expert (Google Rep) if you remove your adwords campaign on the keyword, your organic results do not rise by the loss.
Therefore, keep em both.

On that note should you run your own brand on both?
It used to be argued that you should run Adwords on your own brand because your competitors will if you don’t but Google are coming down on that (see tip three). Still you do want to own the page for your brand both top, right and left (SEO) but perhaps run different call-to-action and measure the results. It’s all about test and measure!!


The Quality score of your keywords affects the bid price and the ranking of your ad, so it’s VERY important.

How do you improve it?
Google assess your quality score base on the click through rate of that keyword to your ad, the relevance of the ad to the keyword and the relevance of the landing page. Fortunately in that order. It’s much easier to fix the keyword by broadening it and the ad by testing two on equal rotation but it can be time consuming (expensive) to set up and test two landing pages in google website optimiser (or visual website optimiser).


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