If you’re new to the search marketing world then you may not even know what Google AdWords are. Google AdWords is the advertising service provided by the search engine to allow your business’s’ search result to land on the SERP, for a fee. You no longer need to wait for your new site to work its way organically up the rankings. By using Google’s paid search you can see immediate results.

The service uses a PPC system, which mean you can dictate where your advert will sit, depending on the phrases you have paid for. It almost has a ‘buy now, pay later’ scheme to it, as you only pay the amount you’ve bid if someone clicks on your link at the result on a Google search.

Tips to getting the most out of Google AdWords

 In a lot of cases businesses are paying Google a lot more than they should be, a lot more than the ROI, but Google still take their cut, so let’s look at ways you can get the most out of them.

Don’t rely solely on broad matches

Matching your words and phrases is a big deal in Google search campaigns, the match types will determine how and where your ad appears.

Here are the 4 main match types:

Phrase match

Keywords will appear in the same order that its typed, they must match in order for your ad to appear. If your keywords are ‘days out with children’, your ad will appear if someone types ‘best days out with children’ or ‘days out with children near me’.

Exact match

This is self-explanatory. Someone must search for your keywords exactly as you have asked. For example, if your keyword is ‘days out with children’, your ad will only appear in the person types exactly that.

Broad match

This is where Google has a lot of leeway to determine what search results are relevant to your keywords. But Google’s idea of relevant and your idea of relevant may be quite different so just be careful with this one.

Broad match modifier

The Broad Match Modifier match type is a favourite to use, as it gives you the large reach of Broad Match keywords, but allows you to be more restrictive around the specific queries that will trigger your ad.

Something to watch out for

Another way people fail with Google AdWords is poor structure if keywords and phrases. The way in which your key words re structured can make a huge difference in an AdWord campaign. The way to structure your keywords is to group them into tight related groups.

Want to give it a go?

Want to Try Google AdWords but don’t know where to start? Or maybe you already have a campaign but you’re not happy with the results? Contact Fill the Gap Marketing today to discuss how our Google AdWords management services can help you.