These tips will save your pocketbook some serious agony for the Google AdWords SEO DIY’r
Instead of aimlessly throwing money into the dark money pit that is Google Adwords, here are some great tips you can implement yourself to help tweak your marketing budget out.
“Where’s the best place to hide a dead body? The second page of Google Search Results.”(I couldn’t resist throwing a little SEO humour in).
It’s too true. When was the last time you took a look down past even the page fold? With Top and Side Page Ads dominating your search, and organically high ranked websites, and location listings dominating your page, why would you ever go past page one? Everyone wants to be there – and Google is counting on it. They are also counting on the fact that MANY of you have NO idea your first few trips around Keyword Searches and AdWord Campaigns that you will have any idea what you are doing.
Pay attention here…this is about to get really serious.
Google Adwords: Keyword Matching to laser target your SEO Campaigns
Making sure you are using your keywords properly. This alone will save you a world of pain. This is the #1 Reason you will toss away those “fittydollabillz”. This is the honing phase. Because I’m assuming that you’ve already done your keyword planning (if not go here) While you are using the keyword planner and deciding on groupings (which you want to keep VERY narrow) you will need to use these standards. Use everything but Broad search terms. Broad will leave you twisting in the wind.
Here are the punctuatation examples that you should be using for every term in your Keyword Groups:
[EXACT] (Square parenthesis on either side of terms)
This means you will only show up with this exact word(s) ONLY are used in your search terms. And they must be in order. Example. If some typed in Photographer Melbourne, the search words would have to be used EXACTLY like this in this order, for you to show up. Saves you $$ when the same guy is also using SYDNEY Photographer PPC situations. You don’t want to be competing on a location you’re not in.
“PHRASE” (quotation marks on either side of word or phrase)
Same as above but will show up if additional words used on either side of that phrase
-NEGATIVE (-) in front of your keyword)
You do not appear when this term is used (great for broad search terms but used in conjunction with locations. You want to ADD –NEGATIVE Keywords to your phrases and strings. If someone searches for this more than anything helps drive local more accurate, qualified traffic to your site versus the general broad terms.
BROAD (no format) WARNING WARNING WARNING! DO NOT USE!
This means – well – that it’s a broad term. This is generally where the highest price PPC’s come into play. And your budget is gone in one click. This is not targeted traffic, its general. Words should always be paired with something else like location. Nike is paying for the broad term SHOES. Can you compete with their budget (if yes then please stop reading this and go directly here. What you DO want to do is micro target – try “Professional Headshots Melbourne”.
**Make sure you select do not ‘include close variants’**
This in essence allows Google to chose for YOU what terms is deems close. Those plurals and apostrophes could make a massive difference when you are dealing with something rather grammatical in your search terms.
Some other ideas that will help you analyse and track your performance:
Use and Tracking conversion code that you place onto your ECommerce landing page to track exactly what is coming in to your website, with what words. You can then track any campaigns that you run
Use A/B split testing or Google Content Experiments on your adds and calls to actions. If you have a WordPress website then try a plugin like AB Press Optimizer
After a few weeks of your campaign you’ll start to get some data from Google Analytics (PLEEEZE make sure you are signed up and tracking). Now is the time to tweak your Adwords & Adword Groupings. You want to see what the top performers were for volume versus conversions to your Ecommerce, call to action page etc. Find the under-performers (no traffic) and start those off your keyword group. Pause any search terms that aren’t producing leads and conversions for you. On the higher end, trim out any terms that we’re exceedingly high cost. Do you want to be paying $50 click for something that doesn’t have the ROI.
So go have a peek at your campaign. Get your fingers dirty in the Google sandbox. Tweak Tweak Tweak! Figure out what’s working. Ask your customers what they searched for. Set up some Content Experimenting so you can analyze your Call to Actions, Adwords and FB offers/campaigns. It’s worth the time to learn how to do this on your own. Small businesses have small budgets.
Analyse & Maximize your Adwords spending and put those gold coins back into your own pocket!