Do any of you have any expert tips on how to optimize the location of a Google Ad to maximise the success of the ad in terms of CTR, ROI and Conversions.
Any suggestions would be greatly helpful
Re: Optimizing Location
Hey Flourish, how are things?
I think that the optimization process for location it's tightly related with overall best practices.
» Improving CTR%
There are a few things here, and the ones I think is most important are:
1. Ad Extensions: Extensions are extra information that you can show along your ad, making your ad sometimes bigger and more "eye catch" for the user. There are several types, but to ones you cannot leave behind are: Sitelinks Extensions and Local Extensions. More about this, here:
2. Test different texts and approaches: CTR% it's tightly related to what you write on your ad. If you have low CTR%, among several reasons, it usually means that you are not being relevant for the user. Always have at least 2 or 3 ads with different texts so you can test and know what's the best approach. Is it a brand ad or an ad with discounts, benefits and that kind of thing?
3. CTR% will rely on how well you have separated your account structure: If you have several keywords with different meanings on just one ad group, it's hard to create focused ads. Prefer to have small ad groups with keywords just for one single theme, so that you can create specific ads for those keywords.
If you sell shoes with different colors, you can have one ad group for each color, and then you can create on ad for each color, making the ad precisely related to the user query
» Important things to look at
1. Keyword Match Types
The keyword match types are used to give advertisers more control on how their ads/keywords are triggered by the user. The Keywords Match Types are: Broad, Broad Modifier, Phrase, Exact and Negative
On the reference article you can check how exactly each one of them work, and somethings that are worth saying are:
Broad Match Type
Avoid large numbers of Broad keywords. Broad keywords are the worst enemy for advertisers that are trying to reduce/control their budget. Let's say you have the keyword "car" in broad match in your list. Since this is in broad match, that word can be triggered but just almost any user search that contains that word. So your ad would appear for things like:
- rent a car
- car accidents
- car on fire
- how to sell my car
Also, if you have keywords with 2 or more terms in it, each term will be treated as individual keywords. If you advertise for the keyword "wine bar that serves pizza" on broad match type, you basically have 5 keywords as if they were separate: wine, bar, that, serves and pizza. So any query containing of of those words would trigger your ad:
- what's the best red wine
- best bar to hang at night
- order pizza online
Things worth saying:
- Broad Match types doesn't take into account the order in which the terms are: "red wine" is the same as "wine red"
- That's why it's important to combine Broad Match keywords with a good work with Negative Keywords (which I'll talk in a minute)
Other Match Types (Broad Modifier, Phrase and Exact)
Use and abuse of this other match types. You can have the same keyword with multiple match types (not 1 keyword with several matchtypes, but the keyword repeatedly on your group, each one with a different match type). Match Types usually have different behaviors and prices, so it's a good thing to have specially to know what you can compare to.
Hint: do not, I repeat, DO NOT, EVER, have a duplicated keyword with the same match type for the same campaign targeting the same region (you can have the same keyword in different campaigns, as long as they target different geographic location).
Hint²: Phrase and Exact match types DO consider the order in which the terms are. So "red wine" and "wine red" using Phrase and Exact are different keywords
2. Negative Keywords
Negative keywords are so if not even more important than your "positive" ones. As you select keywords that you'd LIKE TO SHOW your ads to, negative keywords are used as a filter to keywords that you WOULDN'T LIKE to show your ads.
Taking our previous car example, if you have the word "car" in your campaign, you wouldn't like to show your ads for a query such as "car accidents", right!? In that case, you could add "accident" as a negative keyword, and every user search query containing that word, will not trigger your ad.
Don't ever run a campaign without a few negative keywords, specially in your segment. I can think of so many things that can trigger your "wine bar" keywords if you don't have proper negative:
- what's the best wine
- appetizers for parties
- how to make pasta
- how to make a pizza
- bread with cheese
3. Search Terms Report
The Search Term report it's one my favorite reports. It can show you keywords searched for the users that triggered your ads generating at leats one click for you. Those keywords are keywords that you have and don't have in your campaigns, so it's a great place to discover new keywords to add to your list, as also keywords that you would like to include as negative ones.
4. Long-tail keywords
The user tends to "speak" with you when they search for something online. People looking for the keyword "car" usually don't know what they want, that model and brand, so by searching for "car", they are probably looking for some options. This is a very generic keyword.
For e-commerce websites you should prefer using the called long-tail keywords. They are more specific keywords usually for those users that already know what they want, like "blue honda civic 2015". This user already know the brand, the model, the color of the product he desire. Those keywords have low volume of search, but they have such more quality than generic ones.
Here's a official best practices from Google for you to take a look at:
Hope this helps.
Leandro Martinez | Basta1Click
Re: Optimizing Location
If by location you mean the ad position here then you should follow the strategies mentioned by Leandro.
And if the Location is Geo then you should try the "Location bid adjustments."
Archit, AdWords Rising Star, Community Profile
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