Now, how important is Impression Share?
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It is an excellent indicator of the result of your campaign against your competitors. An Impression Share will make you see the reasons, so that in this way you can correct and optimize your campaigns. A higher Impression Share means that you are more likely to pay less per click than any of your competitors and that your ROI matters.
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If a competitor moves up the rankings, you can use this knowledge as an opportunity to observe what they do differently. In this way, you can improve your campaigns.
4. Do not depend on the Broad Match or Broad Match
There are four types of matches (Broad, Phrase, Exact, and Broad Match Modifier) that you can use for your Google search campaigns, which determine the keywords that suit your needs. In principle, when you configure your ads, Google will show by default in Broad Match, which is its main tool in this regard.
The more relevant the terms that match the content on your page, the more people will click and the higher your quality index. To understand when to change the default value, here’s a breakdown of each of the types of Match Tools available.
Broad Match
Broad Match is used when the search includes your keyword or a variation of it. This tool gives Google more control over which of your keywords will be relevant to user search queries. In most cases, Google’s algorithm may have a different perspective on what is considered relevant, and the results could be within a wide range.
Let’s say you sell magnifying glasses in your virtual store and you have used the Broad Match. If someone writes the word glasses, but is actually looking for sunglasses, your ad will still appear. The user will ignore your ad or click on it (which will generate an expense). Then it will click the right mouse button, which will affect your quality index.
Using Broad Match alone often results in the following:
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Your ads will appear in the most irrelevant searches, which means that you will spend money on useless ads.
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It is difficult for you to write ads that are worth clicking when you work with such a wide network.
Phrase Match
This tool refers to cases in which the exact phrase of your keyword is included in searches. For example, if your keyword phrase or keyword phrase is «Magnifying Glasses», when a user searches for «The best store to buy magnifying glasses», it is certain that your ad will appear. Conversely, if the user searched for «Lens Augmentation», the ad would not appear.
Broad Match Modifier
This tool is in the middle of the Broad Match and Phrase Match. In this case, you will be ordering Google to look at those keywords that will be on the waiting list, regardless of their order.
Exact Match
Exact Match will only show the ad if someone types the exact phrase or keyword terms, and any differences in word order or spelling variations will be considered if their meaning does not change.
A combination of Broad Match Modifier and Exact Match would be useful to obtain with these characteristics a more specific traffic, which translates into better conversions, clicks, return on investment and cost per click rates, which will help you get the most out of it. Get the most out of AdWords.
Negative keywords
These are basically words that you don’t want to associate with those that are similar to your keywords but are not related to your product.
For example, if you run an interior design store and you only sell wooden furniture, you wouldn’t want people looking for a glass table to click on your ads. In this case you would place the terms «glass table» as a negative word. Google will make sure that your ad doesn’t appear for that specific keyword.
5. Use as many Google Adwords features as you can
You’d be surprised just how much time and money you could spend taking advantage of all the features of Google AdWords. Try to spend your time studying all the possibilities, and in no time your results will be worth celebrating!
places
A simple adjustment to the location you want to select can save you thousands of dollars. Let’s say you have a pizzeria in your area. We know that you wouldn’t want Google to advertise it statewide, since your business focuses its sales only on your area. Quickly adjust it to the place that interests you.
Planning
Scheduling (or planning) is another feature that can be very useful for small businesses. For example, you have a hairdresser as a business and its working hours are from 9 to 5, it would not be useful for you if your ad is shown from 8 p.m. to 7 a.m. You can use «Google Reports» to see when people actually buy from you, instead of clicking. Make sure to only invest your money for the first few hours.
Mobile AND desktop campaigns
Lastly, you will want to use Mobile and Desktop Campaigns. It’s super easy to do, you just have to enter the editing tools in Google AdWords and copy-paste the campaign. Make sure your mobile campaign is optimized by selecting the most relevant keywords for mobile users.
6. Use dynamic keywords or Dynamic Keywords
The dynamic keywords feature allows you to automatically customize an ad based on a user’s search query. All you need to do is write a description of your business and product, then allow Google to pick the most relevant keywords for your business.
Google will find that every search matches the best ad headline and the most relevant landing page, doing all the hard work for you.
It is suggested to use this tool in the beginning, and once you know how this advertising tool works, you can take the searches that worked in the dynamic ads and add them to a regular static search campaign. Google will continue to search for keywords as you improve your bids for these high-performing keywords.
The following small details make it an absolutely must-have feature:
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Your ads update automatically to be directly relevant to what users are searching for. This gives you a higher click-through rate while lowering your cost.
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Saves you tons of time if you have a large inventory of products and you need to make unique ads with specific keywords for each of these.
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Google allows your ads to be longer than those in the usual search campaign, so you can sometimes get the character count, which is a good point.
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Finally, Google reinforces your dynamic keywords, which makes your ads stand out.
7. Try to «re-market»
A powerful practice to improve your conversion rate is remarketing or remarketing in Spanish. This feature includes code on your website that you can also place on different pages of your site. This generates a list of all the other people who have visited your website.
Go and follow them on the net. You can display your banner ad on those websites, thus promoting your brand.
8. Take the guesswork out of AdWords with highly profitable tools
Ad Preview & Diagnostic Tool