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How to Use Adwords Like a Pro


how to use adwords like a pro

Adwords is, for a lot of businesses, an incredibly useful marketing pillar BUT only if it’s done right. If not, it ends up being an easy way to spend a lot of money in a short amount of time.

The key to getting Adwords working well, is to make your campaigns, ads and keywords extremely targeted. We want to take a sniper approach rather than a blunderbuss approach.

When people set up a campaign, they’ll try and target everything and everyone and send them to the home page of their site. That’s the blunderbuss approach and typically, it just costs you money.

You want to be matching your ads with those people that are really interested in your products or services.

We tend to work campaigns along themes – so we’ll pick a theme and create a campaign around it. Then we’ll use Ad Groups to segment that theme into very tight mini themes. The more targeted, the better.

For instance, if we were setting up some ads for a mobile phone site, we’d set up a campaign called ‘iPhones’. We’d then set up separate ad groups for:

  • iPhone 5
  • iPhone 5s
  • iPhone 6
  • iPhone 6 Plus
  • iPhone 6s
  • iPhone 6s Plus

Each ad group would have keyphrases that are specific to that particular phone. The ad headline would be specific to that particular phone and the landing url would be sent to that specific product. The aim is to make your ad speak to that person and when they click, they land right on the product they are looking for. They don’t have to search or think, you’ve made it as easy as possible for them. Now all they need to do is buy.

Think back to the blunderbuss approach. In this situation the ad would look something like this:

Blunderbuss Approch Sniper Approch
We Sell Mobile Phones  Looking For An iPhone 6s Plus?
iPhones, Samsungs, HTC All Colours in Stock
Low Prices and Fast Delivery  Free Delivery & Free Returns
(Links to home page)    (Links through to iPhone 6s Plus product)


Which advert is going to convert better? The sniper approach. And because you’re not spending money on wasted clicks, you can afford to spend that saved marketing budget on offering free delivery and free returns, which in turn improves your click through rate and conversion rate!

Ok, it’s a lot more work doing it this way, but we’ll guarantee you get better results this way.

Click here to read Part Two



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