Google
Adwords Tips and How to Guide for NZ Businesses
The following Adwords tips will improve your campaign CTR (click through rates) and
quality scores. Correctly implemented, your campaign results will improve.
Theme your keywords
Group your keywords into tight closely related themes.
One AdGroup per theme
Build a separate AdGroup for each and every keyword theme.
Limit your keywords
Each AdGroup should be limited to 20 keywords or less.
Delete non-performing keywords
Delete any keywords from an AdGroup that have had no impressions or clicks.
Keyword alignment
Make sure the primary keyword is in the ad''s headline, in the description and in the display
URL.
Call to action
Your adcopy should include a clear call to action e.g. Buy online today!
Keyword matching type
Having all your keywords on broad match will mean you ads will sometimes be served to the
wrong audience. Test using phrase and exact matching types to make sure your ads are only
displayed in front of the right searchers.
Negative keywords
Include negative keywords in your campaign so your ads aren''t served against searches that
are not relevant e.g. if you only sell new cars, then "used" should be a negative.
Destination URL
Each of your themed AdGroups should deliver the searcher to a landing page on your website
that is specific to that theme. This will improve the user experience and landing page quality
scores.
Segment search from content network
Create campaigns that target search and content network independently. Setting your
campaigns to target search and content simultaneously will make it difficult to optimize
performance.
About Adhesion
Adhesion is an online marketing specialist and provides a professionally managed service for
designing, implementing and optimizing Adwords campaigns for NZ businesses.
