Here are a few basic ways to improve the quality of your Google AdWords campaign.
Brand Ad Group
Having a brand ad group, that is, having a separate ad group containing only keywords with your company name, is beneficial for a few reasons. First, it will raise your campaign’s click-through rate (CTR), which is the number of clicks on an ad divided by the number of times the ad is shown.
Normally a brand ad group’s CTR will not go lower than 10%, and in many cases skyrocket to above 30%. It’s also good for achieving accuracy with your marketing goals. You can offer one ad that relates to sales, another that relates to specific products and use your brand ad group solely for search inquiries related to your brand name. This is good because a higher CTR will often contribute to a lower cost per click.
Competition Ad Groups
You can show your ad when people search for your competitors, as long as you don’t claim to be your competitors. It works like this, you bid on your competitor’s brand name, and when a user searches for that business your ad appears along with their ads. It’s perfectly legal, as of now anyway, and I don’t know of any efforts to make it illegal. That is why sometimes when you search for Honda Accord you will see ads for a Toyota Camry as well. Again, as long as you represent your own company in your ad you can bid on your competition’s brand name.
Dynamic Insertion Tool
As a general rule, a user is more likely to click on an item on the search engine results page (SERP) if it contains the keyword searched for. Therefore, the dynamic keyword insertion feature in Google Adwords is a great way to capture a high click-through rate in your ad group, but only sometimes.
What it does is when a user types in a search phrase that triggers the keyword phrase you bid on, it inserts the phrase you bid on into your ad. The difference between this and standard ad groups is that all of the keywords you bid on are eligible to be inserted into the ad dynamically.
For example, if in the body of the ad you enter, “We Have {KeyWord: CO Springs Jobs}”, the brackets trigger the keyword insertion feature, and all the words after the colon will show up by default if the keyword is too long for the character space allotted. If you use keywords such as clerical jobs or housekeeping jobs when someone searches for clerical jobs your resulting ad will read,
We Have Clerical Jobs. By contrast, if someone searches for housekeeping jobs the same ad will read,
We Have Housekeeping Jobs. However, if you’re not careful, and have a keyword such as ‘housekeeper’ the ad will read, We have a housekeeper.
So essentially keyword insertion is a high-risk, high-reward strategy. You should not use it in every case, but if you know when and where to use it, it could return very positive results.
Contact Infront Webworks to learn how our Google-certified digital marketing team can increase your search traffic.
Matthew is the President of Infront Webworks and is a New England native now calling Colorado Springs home. Matt attended The University of NH where he pursued a BS in Natural Resource Economics & Business Administration. Aside from Infront; Matthew has owned and managed two other online agencies based on the seacoast of New Hampshire and been a key player in multiple technology mergers & acquisitions. When he’s not bathing in technology, online marketing & business; he’s probably spending time with his wife and daughter, boating, skiing the trees, hiking or cooking..he is a foodie for sure!
