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Top Three Google AdWords Tactics You Could Make Use of

Link-Assistant.Com | Posted in category GuestBox PPC Advertising

guest post by Trace Ronning

Innovation is necessary to stay ahead of your competitors in AdWords, so today I'd like to introduce you to three things you can do as a part of your AdWords management that will make your life easier as well as open the door to more leads and sales.

1. Gmail Targeting

This tactic allows you to hit customers on a page that they likely spend lots of time on, their inbox. Gmail-targeted campaigns are great in that they allow you to use keywords that your potential customers will see regularly in their emails.

For example, if you're a cable provider you can use your competitors names as keywords, that way when people receive newsletters or bills from their cable company, they'll see an ad served up by you that reads, "Tired of paying too much for 'X brand' cable? Try us and save!" or something along those lines.

You may also want to think about the service you provide, and the kinds of emails that your kind of clients would be getting. If you provide tax services, you'll want to look into using keywords such as IRS, W-2, 10-40 and other tax terms.

The best way to use Gmail targeting is with exact keyword match types, so you'll want to know the exact headlines of the emails your customers will be getting.

Here's what I do as an advertiser in the AdWords management business. I use automated AdWords headlines that I know people are receiving, because I receive them as well. I want people who need help with AdWords to click on my ads, and I know that people who need help with AdWords get emails reading "Your AdWords Ads Aren't Running; Action Required" so I used that as a keyword.

There are tons of possibilities to unlock with Gmail targeting; your only limit is your imagination. Of course, strategies are going to vary depending on the service you offer, but I do think that almost any business can find a way to make use of this tactic.

To set this up, begin a new campaign and select that you only want your ads to appear on the Display network and "Show ads only on pages that match all selected targeting methods."


 

Then choose these two sources as your placements

- Mail.google.com

- Mail.google.com::Inbox,Top center

These will target both the top of the inbox and the sidebar.


 

2. Conversion Tracking

I've always been taught that setting up your AdWords campaigns with conversion tracking was a necessity, but I've noticed that there are quite a few advertisers who are content with simply seeing the number of clicks they're getting.

To truly determine what you're getting out of any PPC campaign, you need to know how much money it's costing you to land a sale – your cost per acquisition (CPA).

You're probably willing to spend $20 to make $50 but if you don't have conversion tracking set up, you really can't say which campaigns are driving sales and which ones aren't.

While costs per conversion will fluctuate based on a number of factors, when you've relatively figured out what your cost per acquisition is, you can turn your PPC campaign into a money making machine because you know approximately how much money you'll make per dollar you spend.

3. Ad Extensions

That AdWords character limit makes it difficult to get across the message you're trying to convey sometimes, but with Ad Extensions you can do so much more with your ads. And they don't cost you anything extra to set up which is always helpful.


 

Location extensions

I'll talk about location extensions first. These are cool because they can appear on the search and display network and they're also triggered on mobile devices.

The location extension gives your ad two extra lines, one for your address and another for your telephone number. Sometimes a Google map will pop out showing the location on a map when you scroll over the ad.

I like location extensions because when a potential customer can see how close you are to them, or if they can even see where you are at all, it makes them more likely to give you a visit than a competitor that they'd need to look up.

These ads can also produce conversions without even paying for a click because the searcher might just call your number or decide to visit your shop in person instead.

Sitelink extensions

My other favorite ad extension is the sitelink extension. You've surely seen sitelinks in the organic search results before, they're an easy way for the owner of the website to distribute traffic to where they want to go without having to visit the homepage first.

For example, this search for "Disneyland" gives me the option of going to pages about ticketing, schedules and vacation packages instead of going straight to the Disneyland homepage.


 

The AdWords extension for sitelinks does the same thing, except they appear in the paid search results. They're helpful in that they allow you to send your traffic right to the page they want to go to, which will improve your conversion rate.

Think about this, if you run a shoe store and someone searches for "running shoes" your ad could have sitelinks for kids running shoes, men's running shoes and women's running shoes. It may not seem like a huge difference maker, but when a customer is sent right to the page they're looking for, their odds of purchasing greatly improve.

AdWords is all about experimentation and innovation, keep up with the new features Google is rolling out to advertisers to stay ahead of your competition and turn you PPC campaign into a money-making machine.

About the author

Trace Ronning is the social media coordinator for WordWatch. They offer AdWords Management for small businesses. Follow him on twitter @WordWatchPPC

 




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