In 2013 Google was searched 5,922,000,000 times per day—that is 1,645,000 times per minute! These numbers are absolutely staggering. Believe it or not, Google is only 15 years old. It’s hard to imagine life without it.
In 2000 Google introduced Adwords, advertising on Google. They charged based on a CPM (cost per thousand impressions) structure. They weren't seeing much success with this model and in 2002 introduced the CPC (cost per click) model that we know today. Google is having extraordinary success with their current advertising structure. In 2013 Google made $50,578,000,000 in ad revenues—that is $138,569,863 per day!
Adwords is a fantastic way to market your company, because you pay for results, and you have real-time data available. Every business person should know how to use Adwords and make it work harder for them. Here are 5 simple things that will help you squeeze more clicks out of every dollar.
1. Create different ad groups for different pages
It may be tempting to create an ad that points to your home page and list every keyword that pertains to your company, but DON'T! Create different ad groups within your campaign and point each ad group to different page of your site. This grouping makes it easy to organize your keywords and will direct traffic straight to its final destination. It will also make your ad more relevant and reduce its bounce rate.
2. Classify your keywords
When you select a keyword for your ad group it is automatically classified as broad match. Google will display your ad for similar keywords and common misspellings. This display can be helpful in many cases—otherwise we would have to enter every variation and misspelling. In some instances your keywords need to stay narrow. There are several ways to classify keywords. I won't go into great detail, but here is how you do it. (Here's some more information.)
- keyword phrase = broad match
- +keyword +phrase = broad match modifier
- "keyword phrase" = phrase match
- (keyword phrase) = exact match
- -keyword -phrase = negative match
3. Audit your keywords
Assuming you have set a daily budget, it is important to always audit your keywords to ensure your money is being put to good use. If you are paying $6 for a keyword that’s not producing results, stop using it. Try new ones and see how they perform. Oh and quick side note: Never use a single word as a keyword. It is too ambiguous and irrelevant.
4. Lower your CPC
Just like with the organic search, Google looks for the most relevant ads to display for Adwords. If you have entered a keyword phrase that isn't pertinent to the content you have it linked to, you’ll have to pay much more than someone who has relevant content.
5. Always run two ads per ad group
It may seem simpler to create a short ad, pay the price Google tells you, and get your 13 clicks per day, but if you could get 19 clicks for the same price wouldn't you want to? Always run 2 ads per ad group to see which one has a higher CTR. This test will lower your CPC and allow you to get more for your money. Any more than two can get too complicated. When one ad isn't performing, replace it with a different one. The smallest changes make a difference.
Using these tips to get organized and lower your CPC will ultimately make you more money. There are plenty of other helpful tips to optimize your Adwords campaign—what are your favorites?
About the Author
I'm Luke Fortin, CEO of Farmore Marketing. Originally from Turner, Maine, I achieved my Bachelors Degree in Business Administration from Clearwater Christian College in 2013. I love the combination of business and art that marketing provides--I believe it's what makes a business unique and successful.
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