Google’s advertising revenue amounted to almost 95.4 billion dollars in 2017. Google AdWords is a powerhouse which drives the bulk of Google’s advertising revenue. A lot has changed in the last few years. Today more than half of google.com searches are from mobile devices. So AdWords in 2018 is about winning on mobile. Are you are looking to take your performance to the next level? Learn from our AdWords Best Practices for 2018.
Google AdWords Best Practices 2018
Granular Ad Groups
The keywords you choose influence your quality score. So don’t just drop a set of selected keywords into the ad group instead aim for 1-5 keywords per ad group. Make your ad group structure more relevant by maintaining small, tight themes.
For example, an ad group set to exact match type for real estate consultant in Denver could contain the following keywords.
Ad Group: Real Estate Consultant Denver
- [denver real estate consultant]
- [real estate consultants in denver]
- [real estate consultant in denver]
- [denver real estate consultants]
Granular ad groups allow you to target the audience with the most relevant ad copy for the corresponding search query.
Match Type Strategy
When it comes to defining your match type strategy there is no size fits all. Your match type strategy should be aligned with your business objective and goals.
For example, broad match allows you to capture long tail queries which can be used to enhance your blogging strategy. You should reserve exact match for primary volume and value drivers.
Exact match keywords usually deliver higher conversion rates and quality score, leverage them to set the foundation of your keyword strategy.
Its a recommended practice to segment ad groups by match type as it gives you greater control over search queries and keywords, allowing you to channel the traffic to the correct keywords, rather than leaving that matching decision in the hands of Google.
Do note that it doesn’t make sense to create minute variations of exact/phrase match keywords as the match types expand to cover close variations.
Extensions enhance your ads with more information about your business. They increase your prominence in the SERPs and provide additional information to the user to make an informed decision.
Extensions formats include location information, call buttons, links to your website, additional text, and more. Most extensions need to be added manually however few extensions like seller ratings are auto-generated by the search engine.
Extensions improve the performance of your text ads although they don’t make up the core component of quality score their expected impact, alongside Quality Score and Max CPC Bid, is how Ad Rank is calculated. Ad extensions also influence CTR, which carries the heaviest weighing in the Quality Score algorithm.
It’s critical to test and iterate your ad creative. To start off with optimize your ad rotation for clicks or impressions. Optimizing for impressions is ideal when it comes to A/B testing as it allows low-performing ads to run as often as high-performing ads for an indefinite period of time.
You should use at least 4 ad extensions per for each campaign or ad group. During each auction, your ad unit will be compiled with the most appealing extensions. More eligible extensions give your ads more opportunity to meet users’ specific needs.
Search Terms Report
You have to avoid clicks from users who are not going to be your customers. The best way to do this is by building a negative keyword list. Create a list of all possible keywords that you don’t want triggering your ads. You can also organize the keyword list by themes, products or services you offer and even by location.
Google AdWords allows you to add up to 5,000 negative keywords per list, and 20 negative keyword lists for each account. Make negative keyword additions a regular part of your AdWords maintenance. Identify new keywords by regularly checking the search terms report.
Do note that negative keywords work differently for Display and Video campaigns than they do for search. Depending on your targeting methods and keywords included in your ad group, some pages where your ad appears may occasionally contain excluded terms.
Google AdWords Best Practices – Build Your Own List
You can implement a blend of above mentioned AdWords Best Practices or choose to create a list of your own. The key to succeeding with AdWords is to experiment and learn from your experience.