Google Adwords: Bullet Point recommendations

February 5th, 2013 by Richy B. Leave a reply »

Here is a list of bullet points to keep in mind when running advertisements on Google Adwords:

* Each campaign should be very specific (“cpanel web hosting”)
* Use of the exact match [keyword] system will target specific keywords entered on their own
* Set up separate campaign for EACH country (try not to group countries)
* Multiple campaigns/adgroups with keyword specific ads and budget
* Upper casing the first letter of each Adword is recommend
* Using exclamation marks at end of adwords is good
* Use {KeyWord: Default text} to generate headlines
* Create variant adverts – sometimes with minor differences
* Try and keep the number of keywords per adgroup low: Google suggest 5 good keywords, maximum of 15 keywords per adgroup
* The Display URL can be “faked” (i.e. doesn’t really exist): for example http://example.com/webhosting
* Use “Keywords->See search terms” to see exactly which search terms were triggered in that adgroup
* Make sure negative keywords such as “free”, “jobs”, “careers” etc are set if not relevant
* On negative keywords, DON’T do things such as “free web hosting” as it will negatively match “web” AND “hosting”! If you need to block that specific, use [free web hosting]
* Use separate campaigns for display network with each adgroup targeting specific types of sties and each separate budgets
* If targeting generic words such as “web hosting use a separate campaign with separate budgets
* Recommend setting up Ad Extensions using Sitelinks. Possibly including telephone numbers and/or product images (although this would need us to add “products” to Google Merchant Centre with fixed pricing: so may not be relevant).

This post is over 6 months old.

This means that, despite my best intentions, it may no longer be accurate.

This blog holds over 12 years of archived content - during that time, I may have changed my opinion of something, technology will have advanced (and old "best standards" may no longer be the case), my technology "know how" has improved etc etc - it would probably take me a considerable amount of time to update all the archival entries: and defeat the point of keeping them anyway.

Please take these posts for what they are: a brief look into my past, my history, my journey and "caveat emptor".

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