The post 21 Common Google Adwords Mistakes That Almost All Small Businesses Make appeared first on Better Small Business.
]]>I tried Google Adwords and it didn’t work for me. I spent a bucketload of cash and didn’t generate one sale or enquiry.
Many small businesses will turn their back on Adwords, totally convinced that Adwords is a waste of their time and money. However, if you heard it as often as I did, you would probably come to the same conclusion that I did – It isn’t Adwords that is the problem.
Good news is that you can now elevate yourself and your business to Adwords success on the back of the scrapheap of small business advertisers that have failed.
This list will live on in their memory.
Mistake 1 – Trusting Google
Lets be clear – Google makes almost all of their money from Adwords. I don’t know about you, but I would be pretty hesitant to trust a company who is only interested in making me spend more money.
Many small businesses get sucked in by Google’s many initiatives to make it easier for small businesses, such as:
- Adwords Express
- Notifications
- Automated bidding
- Free credit
- Seemingly Helpful support staff
Don’t be fooled, all of the above are designed to part with more and more of your advertising dollars.
Mistake 2 – Using Adwords Express
I know I touched on this point above, but I cannot overstate how important this point is.
Adwords express does make it easy for you to get an Adwords campaign up and going quickly, but it also takes away almost all of the options that make it possible for you to gain an advantage over your competition.
If I had to sum it up in a sentence: easy to spend money, difficult to know where that money is going.
To get the most out of your marketing budget, steer clear of Adwords Express.
Mistake 3 – Under Budgeting
Most businesses are willing to give Adwords (and other marketing channels) a go, but very few really commit to it.
Giving it a go in my experience means allocating a very small budget and once that runs out, if it didn’t generate a sale, completely give up on it.
Keep these things in mind:
- On average, it takes twice as many clicks to generate the first conversion as the second
- Adwords conversion rates vary, but for some 1% or 1 in 100, may be normal
So that means if you see a conversion in your first 200 clicks, this may be normal. You need clicks and performance data to refine your targeting and attract the right types of people to your website and improve your campaign.
Point is, if you stick to it, your conversion rate should improve, but if you give up after 100 clicks you may miss out on a sustainable source of leads and new business.
Mistake 4 – Using a poor performing Websites
If your website is not currently doing it’s job (turning visitors into phone calls, enquiries, sales etc.) then paying for more visitors using Adwords is recipe for disaster.
It would be like standing out on the street and paying random people to visit a restaurant that has recently been closed down by food health inspectors, with ZERO obligation to actually eat there.
Put simply – the better your website converts, the better Adwords is going to work for you.
Invest in your website and understand how it performs and you will be able to maximise the returns you can expect from Adwords.
Mistake 5 – Not knowing what a conversion is worth to your business
Adwords can be really simple when you know your numbers.
With conversion tracking set it up, you can quickly learn how much it costs to acquire a new lead in Adwords.
However, too many small businesses fail to calculate what that lead is worth to them.
If a lead is worth $100 and it costs $50 to acquire it, then most businesses will run Adwords every day of the week.
On the flip side, if you know you are paying too much to acquire leads, then consider moving your marketing budget to other channels.
Mistake 6 – No conversion tracking set up
This one really bothers me.
Within Adwords you have the ability to track:
- Phone calls (From Ads and from your website)
- Emails
- Sales
- Booking
- Enquiries
- Newsletter subscribes
However, 80% or more of the adwords accounts I review (which have been set up by small business owners or staff) are not tracking even one of these things.
The only indicator of performance that can be used is whether people are clicking on your Ads. Wouldn’t you rather focus on attracting those people that are most likely to call or enquire, rather than just those people that are clicking on ads?
Remember this: Clicks cost you money, Conversions make you money.
Mistake 7 – Using the default targeting settings
If you to follow each of the default Adwords settings you would have done the following things wrong:
- Severely limited the number of options you have available to you to improve performance
- Targeted the entire country
- Show ads 27 hours, 7 days
- Show ads to anyone who is likely to click (not necessarily convert)
- Show text based ads on the display network (competing with engaging image based ads)
All of the above can waste your valuable money, but may be important in some circumstances.
Take the time to understand the main options when setting up a campaign and eliminate unnecessary wastage.
Mistake 8 – Not setting clear location targeting
As mentioned above, Google will target the whole country by default if you don’t specify otherwise.
This is fine if you service the whole country, but just imagine how much money a small local business could waste if it was showing ads promoting a local service to the whole country.
Unfortunately, it happens alot. The good news is that it is easy to fix.
Look at your existing customer list and where they live. If 90% are within 10 kms of your business, then it makes sense to advertise to only those within 10 kms.
Mistake 9 – Creating Poorly Themed Ad Groups
An Ad Group is simply a group of keywords with common Ads and a common landing page.
The 2 most common things small businesses get wrong are:
- Creating only 1 Ad group with every keyword they want to target with just 1 or very few ads
- Creating multiple ad groups without a common theme
What most businesses should do is match the keywords to the ad, to the landing page and provide the smoothest journey possible from when someone searches, to arriving at your page which hopefully provides the solution.
Easiest way to do this is to work backwards from your landing pages when creating your ad groups and asking yourself:
- Is this ad relevant to this landing page?
- Is this group of keywords relevant to this ad and also this landing page?
If the answer is ‘no’ then create a new Ad group.
Mistake 10 – Sending visitors to the wrong landing page
You can tell Google EXACTLY where you want people to go on your website after they have clicked an Ad. So why would you send them to the homepage?
Send them to the most relevant page for their query – or in other words, show them what they are looking for! If you do not have a specific page for what people are looking for, then consider creating one.
If they are searching for red dresses, send them to the dresses category page, not the womens clothing page or the homepage of your site.
People are impatient and hate to have their time wasted, so if they don’t see exactly what they are looking for when they land on your website, they will leave and they probably won’t come back.
Mistake 11 – Using only broad match
Broad match is the equivalent of writing down a word and asking Google to then show an ad whenever someone types in that word plus synonyms, other similar words and really anything that is kinda related to the word that you wrote down.
If you own a gym, you might consider adding the word ‘gym’ into your campaign.
Don’t be surprised when your ads are showing for:
- gymnasium
- gymnastics
- gym equipment
- gym singlet
- gym exercises
Great way to waste money, but if you want to have more control over what keywords trigger your ads then consider using other match types such as phrase and exact.
Mistake 12 – One Ad To rule them all!
Many small business owners know their product and service better than their kids. But if I ask one of my clients to write something about what they do and I get every excuse possible.
However, when it comes to Adwords, most small business owners must think themselves poets.
The first ad they ever write is so perfect, that they never need to write another. Well that’s what I’m going with.
Back in reality, even the best copywriters need to test their pitches. Adwords allows you to test multiple different ads against each other and make changes based on good information – such as which ads are leading to sales, and which are not.
So don’t just write one ad, write 2-3 and test them against each other. Who knows, you might even learn something about your target audience that you didn’t expect.
Mistake 13 – Using dynamic keyword insertion
It is always a good idea to have your a keyword in the headline of your ad. It draws attention and is far more likely to get clicked on.
Dynamic keyword insertion does this for you automatically.
However use with extreme caution, as this seemingly helpful feature is responsible for some of the most epic marketing fails known to man.
Rather than explain what I mean by this, I’m just going to show you:
Mistake 14 – Focusing on the wrong types of keywords
Google’s keyword planner does help when putting together campaigns and getting a feel for how often particular words are searched and how much it may cost per click.
However, it can lead business owners astray – particularly when it comes to keywords with large monthly search volumes.
You may want to be to appear for the most commonly searched keywords in your space, but most of the time it is not in your best interests.
If you sell skin care products, I can almost guarantee that advertising for ‘skin care’ is a waste of time and money.
This is an informational search – and the person typing this is probably a long way from purchasing anything, let alone your product.
However, if the person searched for ‘Australian organic facial cleanser’ it is safe to say they know exactly what they are looking for and far more likely to purchase if your offering matches what they are looking for.
The first example might get searched 10,000 times a month, but this is a poor indication of value.
The second example may only searched 10 times a month, but has far more commercial value.
The power of Adwords is that certain search words are easy to identify as having ‘commercial intent’ (eg. ‘buy XYZ’ or ‘XYZ for sale’) so you can catch people when they are looking to buy.
So why waste time with people who are yet to make up their mind?
Mistake 15 – Bidding on every keyword remotely relevant to your business
Most small businesses know their product offering back to front and are certain they know which keywords are relevant to their business.
However, it is almost never a good idea to advertise for every keyword that seems rele
Mistake 16 – Always aiming for top positions
Small business owners are proud, and probably wouldn’t be in business if they didn’t think they are (or could be) the best.
One big problem is that many business owners equate top positions in Google as proof of superiority.
Top positions cost more, sometimes significantly more. So if your marketing budget is unlimited, this is fine, but for the rest of us it may be wise to aim for a position that maximises your return on investment.
In my experience, somewhere between position 2-3 is going to get you just as many conversions, but without the massive price tag.
Mistake 17 – Set and forget
Even if you did everything right in setting up your campaign and working on the account so that it generates a positive ROI – the second you let it go, it will start to decline.
It won’t be immediate, but more like a car that hasn’t been serviced in a long time – it will work alright for a while, but it will start to slow down, certain parts will stop working and eventually it will cost you more money to fix than just getting a new car.
New competitors even the market, consumer behaviour changes, the Adwords platform itself evolves – if your Adwords campaign is not evolving, then it will eventually fall behind.
Mistake 18 – Making frequent changes
On the flip side of the coin, making too many changes can be just as harmful, if not more, than making none.
To make smart decisions in Adwords you need information. The more information you have, the better the decision should be.
3 clicks on a particular keyword without a sale or enquiry does not mean that it is not working. Same goes for days of the week, hours of the day, ad copy performance and pretty much every other variable in Adwords.
Wait until you have at least 10 clicks (preferably more) before making a change – any sooner and you could be shooting yourself in the foot.
Mistake 19 – Not using negatives
If you are not using negative keywords, then you are almost certainly paying for people to come to your website that shouldn’t be there.
Negative keywords enable you to filter out traffic that is not relevant to your business and unlikely to result in a conversion.
If you are a local dentist, you probably aren’t interested in people searching from ‘dentist jobs’, or ‘dental careers’ – but your ads may be appearing for these searches without you realising it.
By adding ‘jobs’ and ‘careers’ as negative keywords, you are opting out of searches including those words.
Mistake 20 – Not bidding on your brand
Many small businesses feel they do not need to put up ads for branded searches because they already have top of page positions organically. Here are a couple of reasons they may want to reconsider that:
- Not bidding on your brand opens the door for competitors to try and steal business from you
- Adwords Ads can present far more information to people than an organic listing, such as your address, phone number, promotions, positive reviews
- Adwords ads can be used to flexibly highlight special promotions, events, sales or any other important messages that you want people to be aware of
- More real estate on page 1
Mistake 21 – Bidding on competitors brands
Sounds good in theory, but it is not as simple as putting up an ad for a competitors name and then seeing the dollars roll in for a couple of reasons:
- When someone searches for a competitor, they are looking for that competitor and will probably keep searching until they find them.
- Unless your Ad blatantly uses the competitors brand name in the Ad copy you will likely have to pay significantly more per click than the competitor as your Ad will be considered far less relevant.
Google Adwords can be a phenomenal marketing tool for small businesses. But it can also be a black hole for your marketing budget if you are not prepared.
Avoid these mistakes and you will succeed where many others before you have failed.
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]]>The post Does Google Adwords Work For Small Business? appeared first on Better Small Business.
]]>Would these guys be doing Adwords if it didn’t work?
I haven’t known too many small business owners over the years that are happy to throw money at advertising without any return on investment.
So I think we can safely say that it works for some businesses.
The More Important Question is Will Adwords work for your small business?
I am a big advocate of Google Adwords. But I know deep down it won’t work for every business and that there are plenty of businesses that will struggle to see a positive return on their investment.
Through managing hundreds of small business Adwords campaigns, I have a fair idea of whether or not an Adwords campaign will work long before getting started.
So, If you want to know whether or not Adwords is going to be a killer addition to your marketing strategy or a complete waste of money, please read on.
Type Of Business
Every business is different and will work far better for some than others.
So what type of businesses typically do well with Adwords?
- Local businesses that service a Specific Area/Radius
These businesses will benefit from Adwords targeting options
- Seasonal businesses
These businesses may not want to invest in marketing programs that cost money all year (eg. SEO), but want to put all of their marketing budget into the most profitable months of the year – Adwords makes this easy.
- Businesses that run regular specials/offers
These businesses will benefit from the ability to quickly change Ads to the latest offer & continually test the performance of different offers against each other.
- Business with high margins and high product/service values
- Businesses with high customer life time value
These businesses can afford to spend more on acquiring customers and will have a higher margin for error when using the Adwords platform.
What types of businesses typically don’t do well will Adwords?
- Online Stores / Ecommerce Businesses
Some standard Ecommerce products may do well with Adwords, but typically people like to see a product before they buy and text Ads do allow potential customers to see the offering before they click. Typically you would expect lower conversion rates and higher costs per click than Ecommerce friendly channels such as Google Shopping.
- New products / Services
If you have a completely new product or service that isn’t yet well known, people probably aren’t searching for it…yet. While product familiarity increases, try Social or Display advertising to get in front of an audience and sell your product benefits.
Quality of your Offer
The quality of your offer is going to big factor in whether or not Google Adwords and many other marketing channels are successful for you business.
Consumers are going to weigh up the following and more before going ahead with a purchase or making an enquiry:
- Brand
- Reputation
- Features
- Price
- Reviews
- Shipping
- Return policy
- Guarantees / Warranties
Before Advertising on Google Adwords, look at how your product stacks up relative to all competing offers. If everyone else is offering free shipping and no questions asked returns, your offer needs to at least equal that in perceived value to potential customers to be competitive.
Make sure your offering is equal to, or better than the competition you are far more likely to succeed with Adwords, and in business!
Your Website
No two websites are created equal and those websites that make it easier for propspects to do business with you have an enormous advantage.
Hopefully you are tracking the types of activities you want people to take on your website (online purchases, phone calls, enquiry form submissions – known as conversions). If you are then you you should be able to calculate your website conversion rate and make an estimation of how many clicks you need to generate a conversion.
This can may a huge difference in what it will cost you to acquire new customers and if you website is doing a poor job of turning interest into enquiry, then you are probably best to invest in your website before considering a Adwords campaign.
For example: If 1 in 100 people (or 1%) of people convert on your website and 3 in 100 (3%) are converting on your competitors website, then you will need to pay 3 times as much as your competitor for the same outcome (eg. enquiry)
Conversion Value
How much is a lead, sale or booking worth to you?
The higher that value, the more you can you can afford to spend per conversion and still see profits increase.
If the value of a conversion is low, then you really need to nail everything in Adwords (keyword selection, Ads, landing pages, targeting options etc.) for it to perform well.
Budget
For Adwords to work, you need to have a budget that matches your goals for the campaign.
If your goal is to acquire 2 new customers per week, then a budget that only generates 10 clicks a week is most likely going to fail to meet your targets.
Project a budget that allows you to meet business goals after factoring in website conversion rates, cost per click and conversion values.
Also keep in mind that you would expect it to cost more in the beginning to generate a business result, than it will 12 months from now after working on and refining your campaign.
Time
Whoever is responsible for your campaign (you, a staff member or the receptionist) needs to be able to dedicate time to optimising and improving it on at least a weekly basis.
Campaigns that aren’t given love fall behind the competition.
If you want yours to excel, you need someone to be analysing the performance statistics and making smart decisions on where to allocate your budget for optimal results.
Expertise & Experience
Adwords is easy enough to get started, but difficult to master.
Google makes it easy for small businesses to get started, but are not going to give you the necessary support to create a successful, high return campaign.
If you have someone managing your camapigns that doesn’t have the necessary experience or expertise, it would be like sending a rookie salesman out to important sales meetings with potential clients.
They may be able to do the job, but they are going to win far less deals than an experienced salesperson. The same applies to Google Adwords.
If you have someone less experienced and proficient managing your account you need to be comfortable with a certain amount of wasted spend and a lower rate of success.
If you want to maximise every cent that you put into Adwords then you need to be sure that you have a member of your team that is capable, or seek a professional.
Cost Per Click
With Adwords every click on an Ad costs your business money. The amount you will have to pay per click is generally decided by:
- The number of advertisers competing for a particular search term
- How much each advertiser is willing to pay per click
- The value of a particular search (Sometimes cost per click can be high even if there are no other advertisers, if you are bidding on a term associated with high value products/services, eg. insurance)
The adwords system is an auction with ad spots up for grabs. If you can only afford to pay $1 per click and multiple other advertisers are willing to pay $2-3, then your adwords campaign will fail to get off the starting line.
Small businesses competing in high competition and high value industries may have a hard time competing with larger, more established businesses with larger budgets.
To be successful with Google Adwords, you need to be prepared to pay the price of entry, but if it too high, you may decide to stick to other marketing channels.
Search Volume
If no one is searching for your specific product or service, then Google Adwords is not for you.
Adwords is at its best when people are searching for your product or service specifically, rather than
Geographic Market Size
Big Fish in a small pond or a small fish in a big pond?
Adwords allows you to target geographic areas as large and small as you want.
If you are targeting Australia wide you will be competing against some of the larger Australian advertisers as well as international advertisers and the required budget may escalate quickly.
If you want to dominate your local market, it can be very cost effective to do so with Adwords, by showing ads to everyone in that area and not wasting any budget on those outside of your area.
Competition
How tough is your Adwords competion?
Do a few searches relevant to your business at different times of the day and days of the week and see who comes up.
You may recognise some of your competitors, but more importantly, do you see the same businesses appearing consistently or is it always changing?
Understand what you are competing with:
- Are they well known brands?
- Do they have large marketing budgets?
- What is there website or landing page like?
- How appealing are their Ads?
Can you compete with the competition on one or more of the above and give yourself an advantage?
It is not only about the budget, if you have a better website, better brand or more appealing message, you may still be able to gain the upper hand.
Other reasons
There are other reasons why small businesses may invest in Adwords which are not based on dollar value ROI, but on the information that you can learn and leverage about your target audience.
Some of these include:
- Testing a new market
- Testing particular offers
- Testing different landing pages
- Creating and refining conversion funnels
- Identifying your highest performing keywords
- Testing different Ad copy
If you got this far, your business has passed the test.
Get going with Adwords – you have my approval.
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]]>The post How to Optimise and Manage Adwords Bids For The Best ROI appeared first on Better Small Business.
]]>
RAISE BIDS TO FIRST PAGE
This is important for exact and usually phrase keywords, but not necessarily for broad. In this case the keywords +cv and +cover +letters are getting lots of clicks in high ad positions, but Google is saying they need a bid raise to show on the first page. This means showing on the first page for every query they match, compared to perhaps currently showing for 95% of them.
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]]>The post How To Improve Your Adwords Quality Score For Cheaper Clicks & Higher Positions appeared first on Better Small Business.
]]>Example WME – NSW > CV. The low quality scores are mostly due to people searching for say “resume samples” but the client not offering this. So CTR is lower, and ad copy less relevant, because the ads don’t say samples in the them. This is common when you are selling to people whose search intent is different to what you are selling.
The only fix would be putting words like CV and samples on the landing page, which could improve QS from 1 to 2 or 3.
Quality Score
Initially when the account has been first set up, the quality score is a good indication of how well it has been set up.
If the keywords all have a high quality score, then it will be easier to make decisions on whether or not certain keywords or Ad Groups are performing and whether to persist or move resources.
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]]>The post How To Write Great Adwords Ad Copy appeared first on Better Small Business.
]]>- What types of Ads are competitors writing?
- Which ones are consistently up the top?
Variations
- 1 Brand
- 2 non brand
Title
- Include Keyword
Ad Copy
- Capitalise the first letter of each word
- Write Ads to appeal to the exact person we are targeting
- Use their language
- Use benefits / offers that would appeal directly to them
- Make it clear and specific
- Goal is to make it clear exactly what you are offering so that only people who are after exactly that are clicking, not people who are unsure and need to clarify your offering
- Make sure that anything covered in the ad is immediately evident on the landing page and any claims or offers are backed up
Features
- What your product or service has to offer
- Reduce your Tax by 20%
- Makes your teeth Whiter
Benefits
- Emotional Payoffs someone experiences from using product or service
- Feature which means ….
- Increase your disposable income
- People compliment you on your looks / find you more attractive
Offer / Call to Action
- Free Delivery
- Careful use of Free – eg. Order today for free upgrade
- Careful use of !
- Use concrete numbers – eg. 20% off
- Same day quote
- Question – eg. Want more than run of the mill?
- More – eg. Read more here, learn more here etc.
- Discover – eg. Discover the secret to…
- Don’t use generic calls to action – eg. click here
Display URL
- Try to include keywords, demonstrate relevance
- Does not have to be a real url
- com/keyword
- domain.com
Formula:
Title – include keyword
Line 1 – Include Benefit
Line 2 – Feature or offer
Display URL
PAUSE POOR ADS
Paused the worst performing ads – but only where there has been enough clicks to tell.
Ideally you’d want the best ads to have had 10+ clicks (per ad group), but I went with less this time to fix things sooner.
This tells Google that it is a separate statement to line 2.
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]]>The post Google Shopping Requirements – What You Need To Get Started appeared first on Better Small Business.
]]>Site uses Australia Post plugin for shipping prices
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]]>The post Adwords Call Only Campaigns – The Closest Thing To Pay Per Call Advertising appeared first on Better Small Business.
]]>1. Clicks don’t equal calls. Clicking on the ad brings up a message on the smart phone saying “do you want to call 1800 123 456?”. For whatever reason, most people don’t follow through. But you still pay for the click.
2. The headline is missing. So if you just copy your existing regular ads, the attention grabbing headline is missing. You need to shift the Headline to Description Line 1, or else your ad might not make much sense. Also, the Display URL becomes more prominent, so use it for messaging.
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]]>The post Adwords landing pages that convert – Examples, Best Practices & Optimisation appeared first on Better Small Business.
]]>Great tool to use for:
• Clients who have a conversion rate below 3%
• Industries who have a high cost per click
• Clients who are measuring us on leads
• Identifying what designs that convert best
• Great for justifying a new website
Good Example of Landing Page:
• This page converts at around 40%
http://www.sunshineplumbing.com.au/lp/
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]]>The post How To Setup Conversion Tracking For Adwords appeared first on Better Small Business.
]]>
- Thankyou Page
- Call Forwarding Number
- Phone Number from Ads
- Event Tracking
http://gaconfig.com/google-analytics-event-tracking/general-event/
Call Tracking:
- To install in the <head> tags – edit numbers in bold
<script type=”text/javascript”>
(function(a,e,c,f,g,b,d){var h={ak:”947103515″,cl:”qitpCMXDvF4Qm87OwwM”};a[c]=a[c]||function(){(a[c].q=a[c].q||[]).push(arguments)};a[f]||(a[f]=h.ak);b=e.createElement(g);b.async=1;b.src=”//www.gstatic.com/wcm/loader.js“;d=e.getElementsByTagName(g)[0];d.parentNode.insertBefore(b,d);a._googWcmGet=function(b,d,e){a[c](2,b,h,d,null,new Date,e)}})(window,document,”_googWcmImpl”,”_googWcmAk”,”script”);
</script>
<script>
window.onload=_googWcmGet(‘number’, ‘1300 953 699’);
</script>
- To be wrapped around number location:
<span class=”number”>1300 953 699</span>
- To be installed on the Thank-You page for any contact forms (contact form will need to redirect to this page):
<!– Google Code for Form Conversion Page –>
<script type=”text/javascript”>
/* <![CDATA[ */
var google_conversion_id = 947103515;
var google_conversion_language = “en”;
var google_conversion_format = “3”;
var google_conversion_color = “ffffff”;
var google_conversion_label = “qaGpCKDSwV4Qm87OwwM”;
var google_conversion_value = 250.00;
var google_conversion_currency = “AUD”;
var google_remarketing_only = false;
/* ]]> */
</script>
<script type=”text/javascript” src=”//www.googleadservices.com/pagead/conversion.js“>
</script>
<noscript>
<div style=”display:inline;”>
<img height=”1″ width=”1″ style=”border-style:none;” alt=”” src=”//www.googleadservices.com/pagead/conversion/947103515/?value=250.00&currency_code=AUD&label=qaGpCKDSwV4Qm87OwwM&guid=ON&script=0“/>
</div>
</noscript>
Attached is a good overview of the new Smart Goals in Analytics.
Basically they measure high quality visitors, and for clients with no conversion tracking, it is a better metric than nothing.
It can give us a feel of where the best traffic is coming from, and from which ads and keywords.
|
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]]>The post Negative Keywords appeared first on Better Small Business.
]]>- States outside the one that you are targeting
| Research | Price Sensitive | Professions | Misc | Learning |
| do | price | job | define | course |
| does | prices | jobs | defining | courses |
| can | discount | career | example | train |
| should | discounts | careers | examples | training |
| would | rate | salary | sample | internship |
| could | rates | salaries | samples | apprentice |
| what | sale | wage | size | apprenticeship |
| where | sales | wages | sizes | book |
| who | on sale | position | type | books |
| positions | ||||
| why | cheap | vacancy | types | info |
| when | cheapest | vacancies | videos | information |
| which | cheaper | cv | ebook | wiki |
| whom | free | cvs | ebooks | wikipedia |
| whose | cost | resume | pic | explanation |
| how | cost of | resumes | pics | explanations |
| review | costs | role | picture | tutorial |
| reviews | complimentary | roles | pictures | tutorials |
| best | fee | “curriculum vitae” | photo | |
| about | fees | “curriculum vitaes” | photos | instructions |
| tip | cost | jpg | instructional | |
| tips | costs | jpeg | instructionals | |
| guide | thrifty | jpegs | opinion | |
| guides | bargain | gif | opinions | |
| news | bargains | gifs | view | |
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Finding New Negatives to Add
Adwords Keyword Report
- Instead of adding whole phrases as negatives, pick out keywords that are common amongst a variety of search queries and add these as negatives at the Ad group level if relevant only to the Ad Group, or at a campaign level if relevant to all Ad Groups.
- Should I add a negative as a broad, phrase or exact match?
SEM Rush
Use your competitors as an example of what not to do!
- Paid Traffic Reports
- Go through the same as for Keyword Report
Negative Types
Negative Broad
- Eliminates any search that includes the negative term(s)
- If there is more than one word in the negative broad phrase, then both word would need to appear in the search query for the Ad to be excluded
Negative Phrase
- Eliminates any search that includes the negative phrase, in that order and without any keywords in between
- If there are words before or after the negative phrases, the ad will not show
- If there are words in between the negative phrases, the Ad will still appear
Negative Exact
- Only eliminates searches including the exact terms in the order that they are used.
- If keywords are used before, after or in between the negative exact terms then the Ad will still appear
The post Negative Keywords appeared first on Better Small Business.
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