TIPS   FOR   GOOGLE   ADWORDS   SUCCESS

1. Use keywords in ad text
   Show the searcher that your ad is relevant.
2. Keep ad group keyword list short
   Create many ad groups, each with a short list. Instead of having a single ad group with a large list of keywords
3. Bid high initially
   Google’s determines placement by both bid and CTR to position the ad. To earn a high CTR, you first need to generate some clicks. Initially bid high so that the ad is seen early in the search results. Once you have a high CTR, lower your bids accordingly.
4. Set daily budget higher than Google recommends
   If you set your daily budget too low, your ad will be displayed intermittently. Control your ad spend through other means such as employing negative keywords, using exact matches, targeting by region and adjusting keyword bids.
5. Avoid bidding wars
   Don’t waste money getting into bidding wars for a handful of high volume keywords. Instead, expand your keyword list to include more specific keywords that have a lower search volume.
6. Set higher bids on exact matches
   Include both broad and exact matches for a keyword phrase. Set the bid higher for the exact match. This allows you to control the position of the ad for the exact search.
7. Use negative keywords
   Your ad will not be displayed if the search includes a negative keyword. Add more negative keywords at regular intervals. As your negative keyword list grows, your ad group’s CTR will increase, saving you money and/or improving your ad’s position.
8. Use a relevant landing page
   For most searches, don’t point the ad to your home page. Choose a landing page on your site that includes the keywords from the search. In some cases, it’s worth creating a custom page that’s not in the normal navigation of your site.
9. Separate search and content campaigns
   Many people lose money using AdWords when their site is swamped with hits from content ads. Most people don’t realize that displaying ads on Google’s content network is turned on by default. Either turn off the content network or create separate campaigns for search and content ads.
10. Test multiple versions of ad
    Take advantage of Google’s feature allowing multiple ads to be created and rotated within a single ad group. Test different ad text and see which version works best, both from an ROI and CTR perspective. A better ad will lead to a higher CTR and lower bids for the same ad position.
11. Track your results
    Don’t rely on Google’s reporting tools. They’re good, but you need more detail, particularly to see which actual keyword phrases your broad matches are triggering. You’ll need this to help build your list of negative keywords for each ad group. Plus, click fraud is a problem and needs to be addressed.