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Google AdWords Tips and “How to Guide” for New Zealand Businesses  

By Paul Russell — Posted Mon, August 31, 2009  Add your comment ›

1. Theme your keywords

Group keywords into closely related themes.

2. One adgroup per theme

Create a separate adgroup for each and every keyword theme.

3. Limit your keywords

Each adgroup should be limited to 20 keywords or less.

4. Delete non-performing keywords

Delete any keywords from an adgroup that have had no impressions or clicks.

5. Keyword alignment

Make sure the primary keyword is in the ad's headline, in the description and in the display URL.

6. Call to action

Your adcopy should include a clear call to action e.g. Buy online today!

7. Keyword matching type

Having all your keywords on broad match will mean you ads will sometimes be served to the wrong audience. Test using phrase and exact matching types to make sure your ads are only displayed in front of the right searchers.

8. Negative keywords

Include negative keywords in your campaign so your ads aren't served against searches that are not relevant e.g. if you only sell new cars, then "used" should be a negative.

9. Destination URL

Each of your themed adgroups should deliver the searcher to a page on your website that is specific to that theme. This will improve the user experience and landing page Google Quality Score.

10. Separate Search from Content Network

Create campaigns that target Search and Content Network separately. Each network requires different methodology to optimize performance.

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