{"id":990,"date":"2008-05-31T21:29:16","date_gmt":"2008-06-01T02:29:16","guid":{"rendered":"http:\/\/magic1host.com\/blog\/2008\/05\/31\/wrong-google-adwords-campaign-management\/"},"modified":"2008-05-31T21:29:16","modified_gmt":"2008-06-01T02:29:16","slug":"wrong-google-adwords-campaign-management","status":"publish","type":"post","link":"https:\/\/magic1host.com\/blog\/?p=990","title":{"rendered":"Wrong Google AdWords Campaign Management"},"content":{"rendered":"
by Kirt Christensen<\/div>\n

Most mistakes people make in their Google AdWords campaign managements are pretty common, and 90 percent of Google campaigns can be greatly improved with less than an hour of effort. You can save yourself hundreds, thousands, even tens of thousands of dollars in the hour you spend following our instructions in this article.<\/p>\n

Want to know what the number-one mistake people make is in Google AdWords campaign management? Improperly organized campaigns. Badly organized ads<\/a> and keywords cripple your Google campaigns and cost you a ton of money.<\/p>\n

When your campaign is organized right you will get the effect you are looking for right off and adjustments and optimization are a snap. This will make all the difference over the long haul.<\/p>\n

In a utopian world everytime someone typed in a keyword you would have the perfect ad for that keyword. With all those different keywords, you have a unique ad for each one. Say you have two thousand keywords, then you would need to write<\/a> two thousand ads.<\/p>\n

In the real world, that’s kind of impractical. So you cluster similar keywords together with a single ad.<\/p>\n

Ad groups are the most basic unit of your ad campaign that has both keywords and ads. The campaign is the broad topic containment for these ads. You will need to have more than one adgroup in your one ad campaign.<\/p>\n

In one Google account, you can have nearly unlimited campaigns. You may be selling many different services on completely different topics, at totally different websites. All from your one Google account.<\/p>\n

How you separate your campaigns is up to you. How you separate ad groups, however, is one of those areas where there’s a right way and a wrong way.<\/p>\n

A novice creating their campaign might put it together in this manner:<\/p>\n

Smith Telecommunications<\/p>\n

Robust Solutions for<\/p>\n

Your Total Voice Mail Needs<\/p>\n

www.smithstelecom.com<\/p>\n

With this as their ad their keyword list has this appearance:<\/p>\n

auto attendant<\/p>\n

business telephone systems<\/p>\n

call management systems<\/p>\n

voice mail<\/p>\n

voice mail equipment<\/p>\n

voice mail service<\/p>\n

voice mail systems<\/p>\n

At that point the visitors are all sent to the same landing page with various links to pages called ‘Services’, ‘Equipment’, ‘FAQ’, ‘About Us’, ‘Contact Us’, and so forth. So what is wrong with that way of managing AdWords?<\/p>\n

Number one is the variety in the keyword list is too wide. Each of those words should be put into its own adgroup adding in a shortlist of similar keywords\/phrases.<\/p>\n

Number two problem is the keywords and ads don’t suit one another. This also stems from the first problem.<\/p>\n

Putting your business name in the headline is a major mistake for nearly every business including Smith Telecommunications. This will make your click through rate really low and therefore you will have a very high bid price.<\/p>\n

This ad appears to be about Smith Telecommunications, probably not what the clients are looking for. You should customize your ad to address what your clients are looking for.<\/p>\n

A person who searches for “voice mail service” needs to be taken to a page about voice mail service; a person who searches for equipment needs to be taken to a different web page about voice mail equipment. These are two entirely different topics. If a person has to figure out where to go after they land on your web page, you’re making them work too hard. You need to show them exactly what they were searching for.<\/p>\n

Structuring your campaign correctly from the start will help this to work out more easily. Proper structuring starts with Wordtracker (www.wordtracker.info) or Overture (http:\/\/inventory.overture.com) to get them laid out in small groups of closely related terms. This is how they might look:<\/p>\n

Voice Mail Services (adgroup)<\/p>\n

voice mail provider<\/p>\n

voice mail service<\/p>\n

voice mail service provider<\/p>\n

voice mail services<\/p>\n

Voice Mail System (adgroup)<\/p>\n

voice mail systems<\/p>\n

voice mail systems for realtors<\/p>\n

telemarketing and voice mail systems<\/p>\n

phone systems voice mail<\/p>\n

home office voice mail systems<\/p>\n

home office telephone voice mail systems<\/p>\n

Auto Attendant (adgroup)<\/p>\n

answering attendant auto system<\/p>\n

auto attendant voice mail services<\/p>\n

auto attendant<\/p>\n

auto attendant phone system<\/p>\n

auto attendant software<\/p>\n

auto attendant system<\/p>\n

auto attendant voice mail<\/p>\n

phone auto attendant<\/p>\n

One more thing needs your attention prior to putting together your campaign; Look at your negative keywords. This list of phrases came from ‘voice mail software’.<\/p>\n

voice mail software<\/p>\n

voice mail business software<\/p>\n

voice mail software for panasonic<\/p>\n

voice mail broadcasting software<\/p>\n

voice mail business software<\/p>\n

multiple voice mail software<\/p>\n

mac voice mail software<\/p>\n

multi-line voice mail system software vru<\/p>\n

norstar voice mail software<\/p>\n

software to record voice mail<\/p>\n

free voice mail software<\/p>\n

You might not want visitors who want something for free. Your company also has nothing to do with voice broadcasting and you don’t have anything for Macintosh computers. So turn those into negative keywords by putting a minus sign in front of them. The above list now looks like this:<\/p>\n

voice mail software<\/p>\n

voice mail business software<\/p>\n

voice mail software for panasonic<\/p>\n

voice mail business software<\/p>\n

multiple voice mail software<\/p>\n

multi-line voice mail system software vru<\/p>\n

norstar voice mail software<\/p>\n

software to record voice mail<\/p>\n

Negative Keywords:<\/p>\n

free<\/p>\n

mac<\/p>\n

macintosh<\/p>\n

broadcast<\/p>\n

broadcasting<\/p>\n

When your ad campaign is all set up every one of your mini keyword lists will be in ito own adgroup with it’s own set of ads.<\/p>\n

\n
About the Author:<\/div>\n
Need to optimize or “fix” your Adwords & PPC campaigns? Kirt Christensen<\/a> manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to ppc management agency<\/a>, he’s the man!<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Most mistakes people make in their Google AdWords campaign managements are pretty common, and 90 percent of Google campaigns can be greatly improved with less than an hour of effort. You can save yourself hundreds, thousands, even tens of thousands of dollars in the hour you spend following our instructions in this article.<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56],"tags":[127],"class_list":["post-990","post","type-post","status-publish","format-standard","hentry","category-internet-marketing","tag-internet-marketing"],"_links":{"self":[{"href":"https:\/\/magic1host.com\/blog\/index.php?rest_route=\/wp\/v2\/posts\/990","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/magic1host.com\/blog\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/magic1host.com\/blog\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/magic1host.com\/blog\/index.php?rest_route=\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/magic1host.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=990"}],"version-history":[{"count":0,"href":"https:\/\/magic1host.com\/blog\/index.php?rest_route=\/wp\/v2\/posts\/990\/revisions"}],"wp:attachment":[{"href":"https:\/\/magic1host.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/magic1host.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/magic1host.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}