5 tips from a Google AdWords strategist

Today I had a missed call from a London phone number, and I thought, “who the hell do I know would call me from London?” A few hours later my phone rang again and it was the same London phone number, so I picked it up. It was Google.

More specifically, I was a call center employee nicknamed “Google Account Strategist,” and I was being called to discuss a new AdWords for small business account that I had just started managing. I get so many calls from foreign people about Google and SEO, and about how “I can be number one on Google for a fee”, blah blah blah, so my first instinct was to say “no thanks” and hang up, but what I knew. the client would be told if they didn’t at least listen to what the account strategist had to say.

Fast forward 30 minutes to the end of the call. In fact, I was impressed with the level of insight and step-by-step details the account strategist provided for features that cost no more to implement. Google AdWords has so many options that setting up a new account can easily take two days, so it was good to update some strategies that you didn’t have yet.

I thought it would be helpful to share these tips with you too, either as a refresher or if you are still exploring all that AdWords has to offer. I also have a step-by-step guide to getting started with AdWords, Getting Started with Google AdWords, which you should check out first if you are new to AdWords. The foundation should be fine before exploring the advanced features.

Here are the 5 Google AdWords strategies that are definitely worth experimenting with.

Ad extensions

First of all, I’m a big fan of ad extensions because they allow you to include additional information beyond the character limit of the ad text, which makes your ad more relevant.

My preferred ad extensions are always:

  • Lease extension: Show your physical address for hyperlocal marketing.
  • Call extension: A good place for value proposition text, such as “team friendly.”
  • Sitelink extension: Since you are only allowed one URL per ad, this type of extension allows you to add other links to cross-sell within the same ad. For example, if you are advertising a painting category, within extensions you may also have links to ladders, brushes, and even painting services. Highlighting more of your offering positions you as an attractive one-stop-shop option.
  • Call extension: Make it easy for people to click on their mobile devices and instantly call your business.

Ad extensions can be applied:

  • At the account level: This option will add the extensions to all ads in the entire account.
  • For specific campaigns: This option allows you to customize the extensions according to the theme of the campaign.
  • For specific ad groups: This option allows you to be even more specific with extensions based on the AdGroup theme.

The more relevant your ad is to what a search engine is looking for, the better it will work. Using the painting example again, it is not a good use of space to also advertise that you sell plants within the same advertisement. Sure, it will be interesting to some people, but you should have a separate ad group for plants with ads written specifically for people looking for plants.

The following two ad extensions have evolved and I will definitely use them whenever possible.

1. Structured snippets

Structured Snippets are an ad extension that allows you to insert another line of words, adding more depth to your ad message.

a) Click on the Ad Extensions tab.

b) Click the drop-down menu and select Structured Snippets

c) Click the red button ‘+ extension’

d) Click New Structured Snippet.

You are restricted to fixed categories, but most allow up to 10 items. The categories to choose from are: amenities, brands, courses, degrees, destinations, featured hotels, insurance coverage, models, neighborhoods, service catalog, shows, styles and typologies.

Adding the additional information can make your ad more attractive and is very useful if your offer is broad.

2. Price extensions

The price extension is essential if you have an offer or promotion. I don’t think I need to explain why, take a look at the screenshot to see how prominent the ad is. It will definitely stand out!

a) Click on the Ad Extensions tab.

b) Click the drop-down menu and select the price extension.

c) Click the red button ‘+ extension’

d) Click New Pricing Extension.

I like that it allows you to choose whether to be specific with pricing or to keep it general.

a) Choose the type; brands, events, locations, neighborhoods, product categories, product levels, service categories, service or service levels

b) Currency

c) Price qualifier; none, from or to

d) Header

e) Description

f) Price

g) Units; none, per hour, per day, per week, per month or per year

h) Final URL

3. Phone call conversion tracking

If you are using the call extension, there are additional steps you need to take to allow tracking of calls within the account. It is an essential measure to judge the performance of your ads. Especially if you don’t have Google Analytics linked (but you really should link it to Analytics, so you can monitor the behavior once people are on the website and are aware of it).

a) Click on Tools in the top menu, click on Conversions and then on Phone Calls

b) Select the first option “Calls from announcements using call extensions or call-only announcements”, complete the options (change the call duration to 5 seconds and count to “all”) and save

c) Then go to call extensions and click the red button ‘+ extension’

d) Select Campaigns or Ad Groups, add your phone number and click the edit pencil on the right

e) Activate the call report, expand the advanced option: check the phone call conversion report and select the phone conversion from the list we configured above and save.

4. Shared library: supply strategies

Shared bidding strategies are found in the AdWords shared library; You will find it in the menu on the left. Here you will find the option to choose from six different flexible bidding strategies: Enhanced CPC, Target Search Page Location, Target CPA, Target Top Rank Percentage, and Maximize Clicks.

However, we will focus on the location of the destination search page.

It’s a reality that the first 1 or 2 ads will get the most clicks, and if that’s your goal, then this is an ideal strategy to try. This option will automatically adjust the necessary bids for your ads to appear at the top of the page or on the first page of search results.

Here are the options you can configure: Destination search page location

a) Select ‘Top of first page’ and ‘automatically’

b) I recommended that you set a bid limit. Otherwise, you can easily ruin your budget. This can defeat the purpose of the strategy, but if you are not willing to spend $ 20 per click to get to the top, you must complete this.

5. Use three variations of ad copy

And finally, it is always good practice to write 2-3 variations of the ad text and depending on the result, the ad that generates the most activity will automatically show the most. The account strategist recommended this particular structure for each ad group, as the combination has apparently performed well in Google tests:

  • Ad text 1: use your company name in the title

  • Ad copy 2 – Use keyword insertion in title to match keywords that user typed in Google search. For example, AdWords automatically replaces the code with the keyword that triggered your ad: {KeyWord: House Paint}.

  • Ad Copy 3 – A strong call to action in the headline, eg claim your free paint sample

So there you have it, 5 helpful tips straight from a Google account strategist that you can implement in your Google AdWords account right away.