One of the first digital marketing channels I learned was Pay-Per-Click (PPC) marketing. I’ve spent a significant amount of time in Google AdWords assessing and managing accounts in many different industries. I’d like to say that I’ve learned a handful of tips and recommendations that are my go-to approach when working with new local accounts. In this blog I’ll highlight four AdWords tips for beginners.
Tip 1 - Use Location-Based Modifiers
A great way to fine-tune your PPC campaign is through location-based bid modifiers. It is too often that I find campaigns set up to target only the areas where their product is sold. For example, if you sell tractor supplies there’s a pretty good chance you’ll see more conversions from searchers in rural areas where farming and ranching is prevalent than in urban areas. If you are trying to answer the question of how to connect with new customers outside your specific geographic region, this could be the answer.
If you head to the “Dimensions Tab” and set your view to Geographic, you will be provided with a sortable report that breaks down performance metrics by country, region, metro area, city and “most specific location.” Try to understand which area is driving the most sales for your business. Then, revisit your location targeting settings and set a positive bid adjustment for all of your top-performing geographic regions. This will help you obtain higher visibility for searchers located or searching for products within your top-rated locations.
Tip 2 - Use Accelerated Delivery Method If Possible
Are you the marketer who monitors an AdWords account daily? If so, run your campaigns using the “Accelerated Delivery” method. Let’s be honest — how well do you trust Google? Letting them decide when to show your ads is putting a lot of trust in them with your money. You never know unless you test and move away from “Standard Delivery.” Accelerated Delivery will show your ads until the daily budget has been reached. You will have to tweak your budget and bids to allow for them to run all day, but I bet you’ll get a better return when optimized correctly and managed daily.
Tip 3 - Add Negative Keywords
Are you leveraging the keyword search terms report? If not, start today! You should always view these reports to see what is triggering your ads and what’s not. This will help determine negative keywords, which I recommend should be added to a campaign on a weekly basis.
Adding negative keywords ensures your ad doesn’t show for a particular word and prevents ads from showing up on irrelevant searches. It will significantly improve quality score and reduce cost per click, saving money on wasted clicks while creating more qualified opportunities. The more negative terms you add, the more fine-tuned your campaign will become. Of course, it also improves user experience with your brand. Overall, negative keywords are a win-win. To view them, go into your keywords tab, click on the “Details” button and go into “All” under search terms to see your keyword search term report.
Tip 4 - Test Out In-Market Audiences
Google houses enormous amounts of data about all of us, compiled as we surf through numerous Google products and Google-tracked websites. Well, Google has opened the door to those insights via In-Market Audiences. This feature allows advertisers to target display campaigns to people who are further down the funnel and already researching or comparing products and services across the Google Display Network.
Google says it can distinguish interest from purchaser’s intent by using real-time data to categorize a potential with intent to buy. This is done through metrics such as:
- Content of sites browsed
- Proximity and frequency of visits
- Clicks on related ads
This means advertisers can tailor specific messaging on ads to make them highly relevant to the in-market audience. For example, say you’re a hotel looking to target an audience of people who are visiting your town and need a place to stay. Google will find people who are clicking on ads related to hotels in your location, people who are looking at consumer reviews, hotel reviews, comparison sites, etc., and predict whether they are ready to buy. Your ads will be served to these individuals. It is also suggested to layer in-market segments with remarketing lists to increase reach while maintaining relevancy. Test it out for yourself! You can find and set them up in your Display Targeting under “Interests.”
It’s time to fine-tune your AdWords campaign with these four tips for beginners. Don’t forget to comment below with your favorite PPC strategy or recommendation!