Utilizing Google AdWords Campaigns

When I was first asked if I would like to become a certified Google AdWords specialist, I was pumped! I had taken a class in college that briefly touched on it, and I was thrilled to have the opportunity to learn more! Then, I remembered exactly what goes into studying for an exam, and quickly I tried to back out of it. Kidding, kidding! Luckily, he didn’t buy my act and I am now officially certified in Google AdWords. (There is a very official printed

out certificate in my desk, in case you don’t believe me!) Now that I am officially our in-house expert, here are a few tips I have compiled for helping to get the best ROI for a Google AdWords campaign:

• Utilize negative keywords- eliminating the wrong words can be just as important as including the right ones. For example, if your ad is for shoes, make sure you include “horseshoes” on your negative list so you don’t have every trainer from here to Churchill Downs clicking on your ad. Quality of clicks and views is just as important as quantity.

• Showcase your best assets! What makes your company or organization stand out from the crowd? Be sure to make that front and center. This will also ensure that you are reaching the proper audiences, and will help you gain a higher position during the ad auction.

• Make sure to include at least one of your keywords in your Ad Copy.

• Always have a call to action. Otherwise, what’s the point?

• Align your ad to your website. Keep everything consistent and make sure your landing page is relevant. If your ad is for a specific product or service, make sure the call to action links to that page and not the homepage or somewhere else on your site.

• Monitor! Make sure you are changing things that aren’t working and continuing to improve on those that are. There is nothing wrong with trial and error. This will ensure you get the most bang for your buck.

• Use mobile… It’s 2014 people!

Now go ahead and get out there to use Google for more than just playing tennis on the homepage and trying to find out all the details of Brad and Angie’s wedding!