How to Make Successful Google AdWords Campaigns?

Hello there. People often ask me, how to create a good AdWords campaign? Well, I have to tell you this is where it gets a little personal, because I am a big fan of Google AdWords as a system, I can talk about it for hours, but I’ll try too keep it short this time.

Introduction to AdWords

I assume that everyone, who asked this question is already familiar with Google AdWords at least on a basic level, so you should know that AdWords is an advertising system that allows you to show your business ads to people, searching for the keywords that you bid for. This is an important part, I want you to keep this in line.

Account structure

Now a quick reminder on how a typical Google AdWords account is structured. Within your account you may have a number of advertising campaigns. Within each campaign you have a number of ad groups and each ad group has keywords and ads, and the important part here is that whenever people search for any keyword from your ad group, they will be able to see any ad from this group. So you want to make sure that the keywords in your group are pretty similar and that it’s OK if people see the same ads for whatever keyword they search for in this group.

Tips for Successful AdWords Campaigns

Now there’s a couple of tips that I share with people, asking me about how to create a good AdWords campaign. They are very beginner-friendly, anyone can take care of all these five tips and if you do take care of them, I guarantee that your campaign will be a lot better than most of the campaigns in the world. Because, according to my experience, I can tell that most of the business owners who are not exactly advertising professionals, they forget about these practices, which in the end makes them be disappointed about their AdWords campaigns.

Tip #1. Smart structure (ad group = similar keywords)

So, tip number one is structuring your campaign in a smart way. This means that, as I’ve already mentioned, within an ad group you should place the similar keywords, the keywords that have something in common. They have a lot in common, because all of these keywords will be eligible to trigger the same ads and you have to make sure that it is okay to display that ad for either of the keywords in your ad group. That’s it for the campaign structure.

Tip #2. Account structure (1 product = 1 campaign)

There’s also an important component of the average success which is the account structure — this means how you structure the campaigns in your account. The best practice here is to have one campaign for one product. If you have 10 products on your website, you’re going to have at least 10 campaigns. You may have more if you want to decompose things further but you cannot have two products and one campaign, you don’t want your account to be a mess.

Tip #3. The right keywords (Not too narrow & not too generic)

The third tip is using the right keywords. The trick here is finding the right balance between keywords, that are too narrow and keywords, that are too generic, like being too specific and not being specific at all.

When you’re too specific, you will not get a lot of ad impressions and therefore you will get a few clicks or no clicks at all, which is obviously not something that you want.

If you’re going with keywords that are too generic, then you will probably get a lot of clicks, but these clicks will not be relevant. They will not have value for your business, as they will be less likely to convert into purchase or lead or sign up or whatever you’re after.

Tip #4. The right match type (broad, “phrase”, exact match types)

The fourth tip is using the right match type. This is something that end-users or business owners never use actually, because they probably just don’t know that it’s possible and they do not understand how valuable or how critical it is for their campaign success.

There are three match types: the broad match type, the phrase match type and the exact match type. For example, if you’re selling a photography equipment and that’s your keyword (“photography equipment”), if you go with the broad match type, then the AdWord system will show your ad not only for searches that have photography equipment them, but also for searches that have either “photography” or “equipment” in them. So, for example, when someone may be searching for drilling equipment and since they have the equipment component in their keyword, your ad may show up for that search. You definitely don’t want that because that’s not a relevant click for your campaign and that will be money going to waste.

The next is the “phrase”. This means that the ad will be triggered by searches that contain the keyword. With the previous example of photography equipment the add will show up for searches like “buy photography equipment” or “photography equipment reviews” etc., so something that contains your keywords or its close variation. That’s already better, it makes the search more relevant for you.

And the last major match type is the exact match type. This means that your ad will only be triggered by searches looking exactly the way that you have put in your campaign. With our example this will mean that only searches that look like “photography equipment” not surrounded by anything, not containing anything else, will trigger your ad.

So the third type is very narrow, the first one is very generic, and the phrase type is actually the sweet spot of balance, it’s actually something that I prefer to use and that I recommend to use and it’s actually something that helps you find the right balance in this tip as well.

Tip #5. The right ads (call to action, selling points, keywords)

And the final recommendation is using the right ads in your campaign. This means that your ad has to have several components that will make it successful, will make people want to click it. You have to have a call to action and this has to be called to action that’s again not too generic, because if you use the “click now” or “click here”, this is not exactly a good practice, but if you use something that sounds like “choose the one for your business” or something that has a verb in it, that’s already much better.

You also want to have several selling points in your ad like a 10-percent discount or “5.000 happy clients” tag, something that will help your ad stand out from the others in that search page.

And the last thing about the ad is that they have to contain keywords. It’s not enough to show your ad for the keyword, it’s also a good thing to do, to have your keywords in that ad as well. This will help you get more clicks for that and the AdWords system itself will see that ad as something that is more relevant and eventually you’ll pay less for every click, so that’s definitely something that you should not forget about.

That’s pretty much it for now. Feel free to ask any questions in the comments if you have, I’ll be happy to answer. I will see you on our next episode, take care, bye-bye.