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5 Quick Tips to Make Your Adwords Campaigns More Effective

advertising platform, Adwords advertising, Adwords campaign, effective campaign, Google AdWords, Google PR, Marketing, Marketing strategy, Pr, Public relations, Rich McIver, Soar PaymentsBy Rich McIver, Soar Payments

If you’ve been in marketing for any time at all, you’ve considered trying Google Adwords for your company. Adwords is Google’s advertising platform, which allows you to bid on keyword searches on a per click basis in order to have your business’ advertisement appear at the top of the search results in the increasingly large “Paid Results” section.

Simply setting up an Adwords account and adding your company’s credit card, however, is a good way to lose money as opposed to generate new customers. Rather, succeeding in the world of Google Adwords advertising requires that you properly setup and regularly manage your account. In this article we’ll cover 5 quick and simple tips that a business new to Adwords advertising should do in order to better set themselves up for success.

1. Dynamic Keyword Insertion

It’s statistically clear that when effectively done, providing the exact same text in your ad copy that the customer searched in their Google search bar will increase your ad’s click thru rate. In one experiment, the effectiveness of the ad was improved by 38%.

If your business sells cupcakes, as an example, there are literally thousands of variations that your potential customers might be searching in Google for (e.g. “chocolate cupcakes”, “vanilla cupcakes”, “designer cupcakes”, “birthday cupcakes”, etc.). Creating a custom Adwords ad and pairing it with each unique keyword for each of these variations is impractical.

That’s where dynamic keyword insertion comes in. By enabling dynamic keyword insertion, Google will, on the fly (thus “dynamic”) add the customer’s search into your ad copy (thus “keyword insertion”) where the character limits permit. And where the customer’s search doesn’t fit, Google will use your default ad copy. For example, by setting as your Adwords title as “{KeyWord: Delicious Cupcakes}”, when the potential customer types into their Google search bar “German Chocolate Cupcakes” they will see your ad as follows:


By contast, if they’d typed something that didn’t fit in the ad space, such as “Super tasty cupcakes made from scratch” Google would simply display your default title “Delicious Cupcakes”.

In sum, implementing dynamic keyword insertion in your Google Adwords ads is relatively easy, and can increase your ads effectiveness by approximately 38%.

2. Enable Ad Extensions

If you’ve ever searched in Google and seen a “click to call” button, an address of a business, or four extra links below an Adwords ad, what you’re seeing are called ad extensions.


Sitelinks simply provide additional information and opportunities for customers to click on your ad and contact you. This, of course, increases the ads click through rate—in one study by 64%.

You are billed for clicks to sitelinks at exactly the same rate as if they clicked on your ads headline, and so there’s no financial downside. Implementing sitelinks is extremely easy in the Adwords platform, you simply have to provide the additional information for Google to display and enable ad extensions.

3. Location Targeting

If you run a local business, one of the most expensive mistakes you can make with launching your Adwords campaign is to not geographically restrict your ad to run only in your local area. If you run random searches in Google right now (e.g. “Houston florists”) you’ll likely see one poor company who has no business advertising in that city doing so (e.g. a Philadelphia florist). Typically, that’s because no geographic restrictions were implemented by the company.

The reason this is so important, is that without precise geo-targeting, your ad will be shown to people all over the globe, who have virtually no likelihood of buying your good or service. Not only does that mean you’ll likely be paying for clicks from visitors who likely will not become customers, but it will also dramatically drive down the ad’s click thru rate which will cause Google Adwords, over time, to charge you more per click.

Geo-targeting is extremely simple to setup, so you simply need to select the geographic region you want your ads to display during the setup phase.

4. Time Targeting

While most local businesses are savvy enough to geo-target their ads without prompting, many businesses fail to limit their Adwords ads to only time periods when the ads will be effective for that business. Google’s default is to run ads 24 hours a day, but if your business isn’t operating around the clock, and it sells the sort of thing that people generally want at that moment, you shouldn’t be advertising when your business isn’t open. For example, if you’re a plumber that’s only open from 9 to 5, don’t bid on terms with “emergency” or “flooding” after your office hours, because those customers are looking for a 24/7 plumber and so you’re just wasting your money by advertising to them.

5. Negative Keywords

While not advertising for “emergency” if your business isn’t open after hours seems obvious, there are a whole host of other keywords that you should consider putting on your “negative keyword list”. The negative keyword list is simply a list of keywords that you can setup within Adwords, which essentially tells Google Adwords that if the searcher mentions any of these keywords, do not show your ad. You can supplement this list over time by reviewing which keywords led to conversions or sales and which did not. But at least in the beginning, you should start out by including on your negative keyword list keywords that indicate that the searcher is looking for ‘free’ products (e.g. “free”), pornography related searches (e.g. “sex”), job search related searches (e.g. “salary”), education related searches (e.g. “training”), and DIY research related searches (e.g. “how do I”).



Removing your ad from appearing in these searches will save you from advertising to individuals who have indicated through their searches that they’re not in the “buying mode” or even researching before seriously considering making a purchase, and ultimately save you money.


Adwords is the more effective version of Yellow Pages of our generation. Google visitors who indicate through their searches that they are interested in your type of product or service are a great source of self-selected potential customers, and as a consequence spending some of your ad dollars in this arena makes sense for a wide range of businesses.

Unfortunately, effective Adwords is not as simple as designing an ad one time for the Yellow Pages and letting it run for months on end. But rather, effective Google Adwords advertising requires a bit of tweaking and ongoing monitoring by the business owner or their consultant. By implementing the five tips described in this article, you’ll be well on your way to creating a more effective Google Adwords campaign.

Rich McIver is with Soar Payments, which provides merchant accounts and related services to businesses categorized as high risk. Follow Soar Payments at Twitter.

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