How to create super awesome Google AdWords Campaigns

Thanks to, I got my hands on a fab whitepaper about Google AdWords. I was really excited to learn about this topic and had to read it right away. I will give you the DL as it was thorough but a bit long.

1. Keep your campaigns and ad groups tightly themed

–This relates to the keywords and phrases that are used. Super duper important for campaigns that opted into the Content Network. 2 reasons why – 1. it’s hard for Google to determine the context of your groups and may misinterpret what you represent or want to represent within your key phrases – i.e. below search… and 2. if you are trying to cover too much ground with one group, it is hard to create compelling ad copy that speaks to each phrase or subject matter within the group.

2. Use analytics and conversion tracking (free)

With this handy dandy free service, you can easily identify within the Adwords interface the performance of each keyword and its cost per conversion. Use it to potimize poorly performing words or make bidding decisions.

3. Test to infinity and beyond…

They say to keep an open mind and try lots of different options. It’s super competitive out there and you need to be on top of the current trends and what not.

4. ADS

Automatically, AdWords rotates your ads and offers the one that performs the best. To find the true stats for each ad, you have to let them run at 50% distribution. Apparently we should experiement with Keyword Insertion, for headline and description lines. Don’t just put anything here – you should put the ones that make sense and be careful to NOT use misspellings, trademarked terms or competitior names.

5. Landing Pages

Google Website Optimizer is a free tool that provides a way to test and edit landing pages without having to be a designer or developer. You can test different creative combinations that will demonstrate a range in performance. It’s pretty cool to see the interface kick back your experiments.

6. Monitor and improve your quality score

Your Quality Score is important and can greatly impact your visibility and ad costs in Google (that’s what they said – I couldn’t find a better way to say it). The score is used to stop sneaky advertisers from bidding on irrelevant keywords and those who try to use keywords that aren’t related to the info on their landing pages (aka false and misleading adverts).  There is also a new tool to show the landing page load time.

7. Longtail Keywords

Even if search volume is higher, the really generic keywords face mad competition and cost you way more. You also end up with less qualified leads (who wants that). You should expand your keyword list with longer phrases to improve the likelihood of future conversions. A good mix of short and long is good to maximize opportunity and leverage your budget…something about ROI. Check out the Keyword Search Tool.

8. Geo-Targeting

Super helpful if you are looking to go after an audience in a specific location.

9. Day Parting/Ad Scheduler

For those peeps who would only really look for you within a specific time frame. Note other time zones if applicable.

10. _______

I had a moment. Lost where I was – oh right…

11. Budget Delivery – Make $$, or rather Spend $$

Accelerated delivery will serve ads until the budget is reached. Be careful – if not used effectively your budget will go bye-bye bc of those late night surfers who are bored. Better for those timed promotions or offline marketing effort looking for max exposure.

12. Consider the Google Options beyond AdWords

Google expanded into TV, Print, Mobile, Radio, Display and Video Ads. Check out Placement Targeting for additional online options within the Google network of pubs.

13. Almost there… Analyze Competitive Sites and User Behavior with Google Trends

Google Trends follows search patterns and volumes, and much much more (ok mostly with searcher behavior – but hey what if it is all of a sudden cool to be a bird watcher, I’d want to know about it…? Or would I?….)

What’s new on Hot Trends

Hey I’m excited about this too! Go OKC!

Glad you got through it with me. If you want the full version to read through, request it through (called “10 critical elements to a successful Google AdWords campaign”). The whitepaper was prepared by and written by Danielle Leitch, EVP Client Strategy. (Thanks Danielle!)


The Lingity of the Not so Dainty D’s

– Not so Dainty D’s-

DHTML: An extended set of HTML tags that add interactive features to a webpage without sending additional requests to the server. W3C is in the process of creating the official DHTML specification.

DMOZ: A multilingual open content directory of Web links owned by Netscape that is constructed and maintained by a community of volunteer editors.

Day After Recall Test (DART): A research method that is used to assess an ad’s effectiveness by testing how well consumers remember the ad the day after they see it.

Dayparting: The ability to specify different times of day or day of week for ad displays, as a way to target searchers more specifically. An option that limits the serving of specified ads based on day and time factors.

Data Feed: A text file that contains the information needed to generate a website. It is provided either directly to the affiliate or indirectly through a network. The affiliate then converts the data feed into a database, which is then used to populate webpages full of products.

Dead Link: An Internet link that does not lead to a page or site, most likely because the page no longer exists or the server is down.

Deep Linking: Linking to content buried deep within a website.

Delisting: When webpages are removed from a search engine’s index.

Demographics: The term that refers to specific information about a population or a target market. Demographics include information such as age, sex, geographic location, and size of the group.

Destination URL: The specific location within a site where the user who has clicked on the ad should be directed. The Destination URL does not have to match the Display URL but should be in the same domain.

Digital Cash: Electronic money used on the Internet. Digital cash can be traditional credit cards or digital bank accounts. All digital cash transactions are encrypted for security.

Directories: A type of search engine where listings are gathered via human efforts rather than by automated crawling of the Web.

Display URL: The URL that is showed to visitors on PPC ads in Google AdWords and other paid search engines. It appears below the ad text and should be no longer than 35 characters and is often the same URL as the site’s homepage.

Distribution Network: A network of websites or search engines and their partner sites on which paid ads can be distributed. The network receives advertisements from the host search engine, paid for with a CPC or CPM model.

Domain Name: Controlled by the worldwide organization called ICANN, domain names are obtained on a first come basis and are used to identify a unique website.

Doorway Page (Also Gateway Page): A webpage created expressly in the hopes of ranking well for a term in a search engine’s non-paid listing. It does not deliver much information but is designed to entice visitors to enter.

Dynamic Content: Information of webpages which changes, or is changed automatically

Dynamic Text: Text, keyword or ad copy that customizes search ads returned to a searcher by using parameters to insert the desired text somewhere in the title or ad. When the search query matches the defined parameter, then the associated term (hybrid) is plugged into the ad.

In my world ICANN means I can do anything I think I can but my mind to…but apparently not in in the eyes of the actual ICANN org. To them, I can only do some things, others are for those early birds looking for good domain names. 
Kudos to our related articles

– LReg