AdWords “To Do” list
Recently, Google offered some advice to agencies managing
multiple AdWords accounts. We are always willing to learn and listen to Google.
Steve, our Google rep, recommended a few tips that all agencies should have in
place on all their AdWords accounts, which I will share with you.
Google AdWords programs have become increasingly complex, as
marketers have become uber-sophisticated about crafting ads, campaigns and
strategies to make the greatest use of their paid search budgets. From sitelink
extensions to accelerated delivery schedules to remarketing campaigns (one of
our favorites), Google provides a wide range of methods for getting extra value
from an AdWords budget.
One technique we see growing in popularity – but which is
still too often overlooked – is the effectiveness of including “negative”
keywords in a campaign. We all focus on what keywords we should run for clients
but forget to think about those negative keywords that really should be added
to the account. For example, we have a client that manufactures portable batteries
but their marketing efforts are only targeted to OEMs, not consumers. Buying
“laptop” as a negative term dramatically improved our efforts to avoid casual
consumer shoppers for replacement laptop batteries. Another example was the
diode manufacturer that marketed a product called Avalanche, which certainly
called for negative keywords to minimize snow avalanche traffic.