How To Optimize Your Google Adwords Account - Part I
Today, we are going to begin a five part overview of how optimize your Google Adwords account.
First, you have to understand that your Google Adwords pay per click account is nothing more than a glorified classified ad section. Thus, you must make your “ad” jump out at people.
The first way to do this is to make your ad headline match, as closely as possible, to the keyword phrase that you’re targeting. To do this most effectively, you must first group your keyword phrases as closely as possible. This will allow you to have an ad headline closely resembling the keywords being targeted. One thing to remember is that Google will highlight any word or combination of words that match the keyword being searched for by the user if it’s in the ad anywhere; whether the headline or in the ad itself.
Suppose you have a website that sells golf clubs including specific name brand golf clubs such as Nike golf clubs. For this ad group you need to make sure that this ad group only has Nike golf club related phrases such as Nike putters, Nike drivers, Nike irons etc. (We would also recommend using [exact match] format on every phrase).
Your ad headline can be written in one of two ways. First, you can simply have Nike Golf Clubs. Keep in mind that the word “Nike” will be highlighted regardless if someone searches for “drivers”, “irons”, “putters” or any other tyoe of golf club associated with Nike. To ensure every word is mentioned in the headline, we recommend using the following dynamic keyword tool: {KeyWord:}. This keyword tool tells Google to match, specifically, what search term that was being search for by the user. This is the most preferred method to writing an ad headline.
One reason that this is the preferred method is that if the search is less then 25 characters then the entire phrase will be in your headline with the entire phrase being highlighted…instantly drawing all eyes to your ad headline. Thus potentially creating a higher conversion for you and your website.
Stay tuned to our next article in our series on how to optimize your Google Adwords account.
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