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Google AdWords is an SEO tool that is still too often overlooked. That’s almost suicidal for a small business because AdWords can drive traffic to your website and generate new leads and sales.

traffic through google adwords, generate leads

Read on for some tips on using AdWords:

  • Know how your ads get shown – important factors include your daily budget, maximum cost per click per keyword, popularity of your search phrase and Google’s Quality Score.
  • Know where to send users who click on your ad – in other words, don’t send all of them to your home page. This means creating a “landing page”.

    choose right landing page, adwords best practices

    Which, by the way, is part of Google’s Quality Score rating. If you aren’t familiar with Quality Score, you need to learn now.

  • Keep it refined – broad or generic keywords just don’t work as well. Search queries now are longer, rather than a single word or a pair.
  • Organize keywords into themed ad groups – this makes them more relevant to the audience, which in turn increases your click-through rate.

    organize campaigns and ad groups

    This improves your Quality Score (there it is again!) and results in lower click costs.

  • Use Google’s free conversion tracking – this tells you how well your clicks convert into action. Not only will it help you streamline your campaign, it’s also free!
  • Specify a particular Match Type setting for each keyword – this controls how Google triggers your ad.
  • Don’t ignore negative keywords – for example, if your product is something for the home, you want to avoid anyone searching for “House, M.D.”
  • Variety is the spice of life – don’t assume that one ad will attract the right audience. Test different versions of ad copy for a week, locate the winner and change or delete the losing entries.
  • Separate the wheat from the chaff – get rid of any under-performing keywords. Otherwise, they bring down your Quality Score.

A well-thought Google AdWords campaign is worth the time and effort. Use these optimization techniques to make the most of your ad budget.


Images By: mikebaird and cambodia4kidsorg

Author Bio

Andy Beohar

Andy Beohar

Andy Beohar is VP of SevenAtoms , a Google and HubSpot certified agency in San Francisco. Andy develops and manages ROI-positive inbound and paid marketing campaigns for B2B & Tech companies. Connect with Andy on LinkedIn or Twitter .

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