Client is in the safety equipment industry and had a very aggressive (money wise) campaign, but with only broad match phrases. Over the past year, the client was running around 1% with click-thru rates. After reviewing their account, we found multiple groups within one campaign; set up pretty well in regards to breaking his keywords into specific groups.

However, after further investigation, we found multiple examples of the same keyword phrases listed in separate groups. You’ll often see this happen in accounts that become too disorganized. It takes place when you have multiple people working on your account or when you consistently “think” of new phrases to add to your Adwords account, not realizing you’ve already targeted that keyword somewhere within your campaign.

After turning all keyword phrases into [exact match] and re-writing his ads (using the rules: “headline should match” the keyword phrase, if possible; following the “line one” should solve a problem and “line two” should give a warm fuzzy) as well as split testing their ads, we were able to see an improvement of over 2% instantly within running the new campaign for 24 hours (during the usual downtime of their campaign). Their impressions did drop, but the quality of his click-thrus drastically increased.

Within the first two weeks after we optimize a Google Adwords account, we will reevaluate their conversion rate and determine if they will continue on the [exact match] road or start to expand with “phrase match” which will mean more research into negative keyword phrases. Just remember that when you start to test your ads, make sure you always do A/B split testing on them. It’s crucial!

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How do we do that? By having it display “MyDomainName.com” - notice that we left out the “www.” and we uppercased the first letter of every word within the display URL. Use this subtle tips as well as our other suggestions within our series to set yourself apart from everyone else that you’re competing against. Again, you’ll see www.MyDomainName.com in the other ads competing against yours so make yours stand out by dropping the three W’s. This will make your ad look different from everyone else and thus increase the chances of having your ad clicked on by prospective customers.

Keep in mind that these tips we’re showing you have been demonstrated to generate high single digit click rates and double digits. Stay tuned next week for the last post in our series on how to optimize your Google Adwords account.

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We like to follow these two rules: Line 1 should always “solve a problem” and Line 2 should always provide a “warm and fuzzy feeling” to the users.

With trying to solve a problem in Line 1, it’s a good idea to try and have the keyword phrase show up in Line 1 as this would enable another highlighted phrase match for your ad. Since you should already be using the {KeyWord:} tool as referenced in Part II of our series; then your search term now would automatically be highlighted in the headline as well as in Line 1. The goal in trying to solve a problem is that you must give a solution to the searcher. Therefore, what better way to solve their problem than to reference the keyword again in Line 1? It makes perfect sense!

Now on the second line lets discuss how to create a “warm & fuzzy” feeling for your prospects.

Some ways that you can convey a “warm and fuzzy” feeling are by listing “Manufacturer” or “Mfg.” in Line 2 as prospects assume a manufacturer is more likely to give them a better price point than a retail store would. “Online Shopping”, “In Stock”, “Free Quotes”, “Free Shipping”, “Next Day Shipping”, “Warranty” and “In Business for # amount of years” are some other great examples to mention in Line 2 that will help you create that “warm and fuzzy” feeling for your potential prospects.

Well that concludes Part III in our series on how to optimize your Google Adwords account so be sure to check back for the last two tips in our series!

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Never forget that your main goal is to try and persuade someone’s eyes to look at your ad and thereby create a reason for them to click on your ad. One way to do this is by using the dynamic keyword tool {KeyWord:}. The dynamic keyword tool is a way to instantly make your ad be specific to the user’s search. By being specific to the user’s search your headline will stand out because Google will automatically “BOLD” whatever matches a user’s search. Thus, if your ad title matches the user’s search, it’s going to stand out more to them per say.

Another thing to keep in mind is that there are instances in which this tool would not be useful to you. For example, if the search term is over 25 characters this tool will not be as effective as that is the limit on the dynamic keyword tool.

Also, you should not use this tool if your targeting a trademark name/product. In these instances, you would need a default headline that closely resembles the terms being searched by the user and in the instance for a trademark, you should focus on something specific. For example, lets suppose you are trying to target the keyword “Miami Hilton Hotel”. The term “Hilton” was trademarked by the Hilton Hotels Corporation and Google frowns upon companies using this trademark.

So what can you target instead? You should have your ad headline target something similar to “Miami Hotels” or “Luxury Miami Hotels” and therefore the keyword tool would not be beneficial to you. However you still have “Miami” and “Hotels” in your headline because of that Google will still highlight the ad headline even though you are not targeting “Hilton” within it. Well there you have it; Part 2 of our series is complete. Stay tuned for more information on how to optimize your Google Adwords campaign.

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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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