B2B
This is H1
Split-testing is the simplest thing you can do, and it can make the biggest difference – especially as it relates to your cost. You can conduct Experiments for Ad Variations. Testing will allow you to figure out whether Ad “A” is better than Ad “B”. Why is this important? Because better can mean a higher click rate (more clicks), a better sales rate (more sales), a better Quality Score from Google, and reduced minimum bid prices – which can all mean money in your pocket!
Depending on the extent of your campaign, this could take some time but it could very well be well worth it! After a while, you’ll be able to determine which of the two is your “winning” Ad. You’ll then want to continue to repeat this process so that you are constantly attempting to beat the winning Ad.
This is H2
If you don’t have at least 500 to 1,000 keywords, you’re very likely leaving highly targeted traffic and potential customers on the table! Don’t be content to just use the 10 to 20 major keywords and phrases everyone in your industry is using. There are many keyword tools you can use to “expand” your keyword list. There are even keyword tools that will help you spy on your competitors’ keyword lists!
This is H3
Many businesses lose targeted clicks by only using what is called "broad match". If you're not also testing phrase match and exact match versions of your keywords, you're likely losing out on traffic that is much more targeted and relevant traffic from broad match keywords.
Having Negative keywords can be an important tool in keeping your costs down. Negative keywords are words and phrases used to prevent your ad from showing on unrelated or untargeted searches and are an excellent way to keep your costs down. Say, for example, you’re selling Real Estate in Costa Rica and one of your keyword phrases is “Costa Rica”. You’ll save yourself tons on your Google Ads bill by using negative keywords like, -surfing, -travel, and -tourism. This will prevent your ad from showing if someone searches for “Costa Rica Surfing” or “Costa Rica Travel”, and that’s good because those searchers probably aren’t interested in what you have to offer, which is just Costa Rica Real Estate. Some folks have campaigns that have more Negative keywords than keywords themselves!
This is H4
Most advertisers will have only a couple of Ad Groups, stuffed with hundreds (or thousands) of keywords. Having an organizational structure like this will hamper your campaign’s performance and results. Now more than ever relevance is of critical importance on AdWords. Breaking out keywords into themed Ad Groups allows you to write more focused and relevant ads, which in turn allows you to garner a higher click through rate and lower bid prices!
This is H5
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