Guide to Effective AdWords Management

October 7, 2012 by  Filed under: PPC 

Google AdWords is the biggest Internet advertising service in the world and mastering AdWords management is important if you want to succeed with your online marketing efforts. But its popularity and sophistication do not guarantee success. Try to implement some of the following tips in order to learn effective AdWords management.

Choose Keywords Wisely

Success with Pay per Click (PPC) advertising through AdWords depends largely on the successful selection of good keywords. You can’t just guess and choose keywords that are related to your business or product at random. Here’s how to pick keywords effectively:

1. Pick keywords that are actually related to what you are selling or discussing on your website. It doesn’t do you any good to attract visitors to your website using keywords unrelated to your site’s content. These visitors will be extremely unlikely to buy anything from you.

2. Look for keywords that are frequently used in Google searches but are not so competitive that you have to bid too much to use them.

3. Be willing to change what keywords are the focus of your marketing efforts as you learn more about effective SEO. Flexibility is key.

Split Test
Split testing is a practice where two ads differ in only a single detail or two are compared with each other to find out which is more successful at attracting people. Split testing is absolutely essential to creating effective ads.

All the advertising theory in the world is not enough to enable you to create ads that attract a lot of clicks. You need to test out your ads in the real world carefully and see what works and what doesn’t.

Consistent and methodical split testing is one of the things that separate struggling marketers from successful marketers. Make split testing a critical part of your marketing strategy, and you will greatly increase the odds of your achieving success.

Watch out for Click Fraud
Click fraud is a problem in the PPC industry, despite Google’s attempts to crack down on it. If you suspect that one of your competitors is engaging in click fraud to undermine your marketing efforts, start monitoring the clicks your ads are getting closely. If, after looking at the pattern of clicks you are receiving, you still believe someone is using click fraud, don’t hesitate to contact a Google representative and make a complaint.

Reap More Rewards with Long Tail Keywords
The technical definition of long tail keywords is that they are phrases that consist of between three and five words. As a consequence, they are usually used on search engines by people that know exactly what they are looking for.

Because visitors finding your site via searches with long tail keywords are fairly rare, you cannot use only long tail keywords with your PPC ads. But, if you want to get the most out of an existing ad campaign, using long tail keywords in addition to your other keywords can help your ads perform at higher levels.

Take some time to identify the long tail keywords you want to target and create a couple PPC ads for them. Use split testing to identity which ads are most successful.

Google AdWords is a complex advertising service. You will not learn all the details of AdWords management overnight. But by working with an AdWords expert and trying new things out, you will start to grasp how to use it to achieve your full advertising potential.

Becky Peck specialises in Digital Marketing. She is an expert in Web Design, Search engine optimization, and search engine marketing. She freelances at Swoop Digital and works with local businesses to manage their social media campaigns. To get digital marketing tips to visit

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