10 easy tips for success at AdWords


Shmuel Aber of the Saber team shares some trade secrets on one of digital marketing’s most elusive topics, Google AdWords. Whole story

Written by Shmuel Aber, CEO of the Saber team.

If you’ve been following me for a while, you might have seen my easy hacks for SEO published a few months ago. With the massive shift to online advertising and the positive feedback we’ve received, I’ve decided to share some trade secrets on one of digital marketing’s most elusive topics, Google AdWords.

At Saber Team, we specialize in helping websites rank on Google and one of our best coaching techniques is AdWords Marketing. Google AdWords, although it is one of the most effective and lucrative forms of digital advertising, can be a waste of money if implemented poorly.

Most of our AdWords techniques are proprietary and complex, but there are many simple tips that will make a huge difference without investing a lot of time or energy. Here are 10 easy tips to get you started.

As with my SEO tips, all of the techniques and tips mentioned here are straightforward and easy to use. No prior knowledge of advanced coding is required.

1. Determine your cost per conversion

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This is without a doubt the most important thing you should do when working with AdWords. Yes, ideally even before opening a Google AdWords account.

Simply put, you will need to determine a price that you would be willing to pay for a successful customer. This price will be your “ideal cost per conversion”.

If you start buying ads without this number, you are setting yourself up for a potential nightmare. Yes, you might be making sales, but you could lose a lot of money if the cost of acquiring those sales is too high.

2. Limit your ads to the right time of day

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Timing is important.

Most websites will have an ideal time of day when their customer is shopping. It is essential that you do your research and do your best to determine the most successful times of the day.

A business selling office equipment in Brooklyn may determine that New York hours of operation will be the best time of day to restrict their listings. A gaming company may determine that 5:30 p.m. – 11:30 p.m. across the country will be its correct time of day. And one kosher restaurant site may wish to run ads only during business hours.

Some websites may think they don’t have the exact time of day, but after analyzing their metrics for a few months, they may find that, for example, the hours of 1:30 a.m. to 5 a.m. have the worst rate. cost / conversion. Disabling ads during these hours can save them a fortune.

3. Remarketing

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The Saber team manages a large number of AdWords accounts and remarketing is one of the most important factors we have seen that separates successful and unsuccessful accounts.

“Remarketing” means tracking a customer who has visited your website before (in the past 30-90 days) and showing them “image recall ads” as they navigate the Internet. These ads remind them to come back to your website and continue down the sales funnel.

These remarketing ads only cost around 30% of the original ad and their effectiveness is hard to believe.

One of our clients, Real estate diamond jewelry, sells premium and rare engagement rings. Most of their customers take at least 2 to 4 weeks before they decide to buy a ring. Without remarketing ads, many of their customers would forget about them altogether. However, remarketing ads follow their customers across the internet, constantly reminding them to make the sale.

It really works.

Important Note: There are also very successful “Dynamic Remarketing Ads”, but this is beyond the scope of this article and is quite complex to implement effectively.

4. Negative keywords

Negative keywords are actually big business, and using them correctly will save you a lot of money.

Negative keywords will follow words you don’t want mixed up with keywords within a group / campaign (or account).

So, for example, when researching keywords for an AdWords campaign for robust commercial phones like the Sonim XP8 for Energy Electronics LLC, we found that an effective negative keyword would be “Verizon”. Many customers were looking to connect the Sonim XP8 device to Verizon and wasted our customer’s budget clicking on the ad, only to find that this rugged phone only works with GSM networks.

We believe every successful campaign should start with at least 20 unique negative keywords. Every two weeks thereafter, you should add at least 5-10 new negative keywords.

5. Use only manual CPC

Manual CPC (cost per click) means you have the ability to change the pricing settings of the AdWords campaign so that you can predetermine your offer price for each keyword.

There will be a lot of AdWords experts chatting with me about this, but I have a firm belief that all of Google’s automated adware programs are deeply flawed and end up wasting an incredible amount of money. Whether Google is doing it on purpose or not is not something I’m going to weigh in on, but the fact remains the same. The only setting you should use to bid on ads is manual CPC.

6. Avoid Google advertising specialists

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I have lost count of how many Google advertising specialists I have spoken to. In my opinion, they are unnecessary at best and waste your money at worst. It is very rare to meet a specialist who really knows the Adwords system. They usually have a checklist of cookie-cutter basics that they go through before suggesting that you increase your budget or turn on automated enhanced settings.

If you want some effective advice on how to effectively manage your account, here’s what I recommend:

  1. Contact a marketing company specializing in AdWords (or a freelance AdWords specialist) and pay them to manage your account. The ROI is so much higher when you have an expert managing your account.
  2. Read expert blogs. There are some great bloggers who have written great articles on advanced AdWords techniques. Many of them are technical in nature, but the information is excellent. The downside, of course, is that not everyone knows what they’re talking about.
  3. Watch educational YouTube videos. There are great Youtubers out there who can train you and give you great advice on how to improve your AdWords account.
  4. Get an Adwords audit. See below.

7. Small campaigns

This advice is a lot more complex than what I’m going to get into, but the key is to keep each campaign very small and hyper-focused.

Instead, for example, of creating a massive campaign for all flip phones On Mr. Aberthon’s website, our AdWords specialists have created 7 different campaigns for each type of flip phone. Each campaign contained a few targeted keywords and a few hyper-targeted ads.

The workload triples, but the results are worth every extra second.

8. Conversion tracking

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I was hesitant to add this tip because advanced conversion tracking can be a pretty complicated process. The reason I ended up adding this item to the list is because conversion tracking is so important.

All I’m going to say is you’ll want to turn on Conversion Tracking to track all sales, contact forms, phone calls, and even Google Analytic events.

If you don’t have a follow-up, you’ll never know correctly how well your ads are performing.

9. Ad extensions

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Ad extensions are the add-ons that you can attach to ads. They’re all fantastic, but honestly the best value Ad Extension brings, in my opinion, is that they give the ad more space.

The ad extensions in order of importance:

  1. Call extension. Short and personalized presentation texts about your company or your product.
  2. Call the extension. Yes, be sure to track them as conversions
  3. Location extension. Connect it to Google My Business.
  4. Annex link extension. Only connect them to the appropriate campaigns, as they may take your visitors out of the sales funnel.
  5. Image extension. It’s still in the testing phase, but I think it will be heavily weighted sooner rather than later.

10. AdWords audit

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An effective AdWords audit is a great investment if you have a large amount of money in your account.

An auditor will usually prepare a detailed document with any changes they recommend. Advice should range from basic mistakes to advanced localized advice that will help scale the account.

Note, however, that auditors will generally not be the ones making the actual changes to your account, unless they are also the account manager.

The costs of an audit vary from company to company. Usually, a full audit of a qualified company will start at around $ 5,000. Click here to obtain a quote from the Saber team for an Adwords audit.

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