Adwords Keyword Match Types - Which one should I use first?

1. When  you start your campaign, I would suggest you to use only keywords with "Exact" match type.  If you see enough traffic with exact match type then do not use other match types.

2. If you do not see enough traffic,  replicate your set of keywords and use "Phrase" match type for the second set

3. If you still do not see enough traffic, replicate your set of keywords again and append every keyword with a "+" (plus) symbol and change the match type to "broad".
For ex. say you have a keyword with a phrase match type listed below
Acer  Laptop

Now to use "+" broad match modifier, change your keyword to
+Acer   +Laptop
(note there is no space between your keyword and "+" symbol.  so you need to be careful when you type.)

When you use broad match modifier, it also looks for keywords that have Similar Meanings, Spelling Errors & Plurals (SMSEP) but it makes sure your ads will be triggered only when the user search term includes both keywords (or SMSEP)

You may also use it like this (say buy is not a mandatory term for you but the other two are)
+Acer  +Laptop  buy

4. If you still do not see it, then go ahead and replicate your set of keywords and just change the match type to "Broad" without any modifiers.


Thanks,
Latha & Balu
Balu@locsea.com
Latha@locsea.com

www.locsea.com
Google Adwords Certified Partner

Adwords Display Network, Search Partner, Search Campaigns - Basic Setup Tips by LocSea.com

Are you going to create your Adwords for your new business?  Are you new to Adwords?  Then you should follow this.

1. When you create your Adwords campaigns, you should choose "Search Network Only" Campaigns.  2.  As a newbie, do not use "Display Network Only" or "Search and Display Network" Campaigns for your new Adwords Setup for your business.  Why?

When you say "Search Network Only", Your Ads will be displayed only in Google Search and Search Partners websites only.

When you choose "Display Network Only" for your Adwords Campaigns, it will not be showed in Google Search & it will only be showed in Google Display Networks (other websites that has relevant content to your keywords and these websites uses Google Adsense to show Ads)

When you choose "Search and Display Network" for your Adwords Campaigns, it will be showed in Google Search & it will also be showed in Google Display Networks.

What happens when you show your ads in Display Network and what do you have to do?  If you advertise in Display Network, you are in risk of losing your money by displaying your ads in irrelevant websites & unpopular websites with higher CTR for our ads (I'm not sure if I should call those websites as fraudulent websites).  I have seen many such irrelevant websites that use Google Adsense to Display Network Ads (both text ads and image ads).   Most of the time, I had to manually watch and remove almost 30% to 60% of the websites from displaying my display network ads.  

As a newbie, you may want to first learn how to use Display network and then make use of it.  Adwords Display Network is powerful network for your marketing if you use it after knowing the process otherwise you just waste your money.    You may also want to learn about Managed Placements in Display Network before you take a call.

To start with I would suggest you to use "Search Network Only"Adwords Campaigns.  I also suggest you to select only "Google Search" in Network Settings and disable "Search Partners".  If you get enough clicks from Google Search, then just leave Search Partner disabled.   This way you also have good CTR for your search campaigns.  If you do not get enough traffic, then you may want to enable it and try.

Thanks

Balu,

Adwords Consultant in www.locsea.com

Google Adwords Certified Partner

Adwords Quality Score - Tips by LocSea.com

Adwords Quality Score - Tips by LocSea.com


Below points will help you achieve better Quality Score.

1.  Make sure to split-up your Adgroup into multiple Adgroups by grouping specific set of keywords, ads and landing pages.  To know more about this point, refer our article Adwords CTR was low.


2.  Quality Score is purely based on relevancy factors.  So do step number one first.  Now it is your landing page which is going to make a difference.   You may want to implement below suggestions by yourself.

• Make sure you have "Title" tag defined for every webpage and it should be unique and reflects your current page (you should select your keywords and include it in Title Tag).  You may want to consider including your location if possible.  Please limit your Title Tag to 70 characters (atleast have 60 characters). 
• Make sure you have "Meta Description" tag defined for every webpage and it should be unique and reflects what is offered in your current page (make sure you include and describe your keywords and should be attractive).  Please limit your Meta Description Tag to 155 characters (atleast have 140 characters). 
• Make sure you have "Meta Keywords" tag defined for every webpage and you should include atleast 3 to 6 keywords (or short phrases (two or three words)).  Make sure these keywords are reflected in your current page.  
• Content is the key to your success.  Make sure you include, describe enough and offer everything about your keyword(s) in your current page.   Make sure your keyword density for the current page is proper.  There many free tools available in the market to find your keyword density for specific page.  Make use of it.  Google it :). 
• If possible, please follow white hat SEO for your website.

3. To stress on some points, your adgroup should need to have keywords related to your landing page (choose correct landing page) and your ads should need to have your keywords reflected and describes what is listed in your landing page.

I believe I shared something that I remember for now.  Will add more if I recall something related to this topic.

Thanks.

Balu
LocSea.com
Google Adwords Certified Partner.

Adwords Negative Keywords - Part 2 by www.LocSea.com

Adwords Negative Keywords - Part 2

Read Part 1 here

Adgroup level negative keywords
We received below search term for Australia Campaign -> "Skilled Worker visa" Adgroup  (client had many broad keywords in this adgroup)

Skilled Worker Visa australia
Worker holiday visa australia

The second keyword "Worker holiday visa australia" should actually go to another adgroup "working holiday visa".   You may block this by two ways

1. Using strict keyword match type for keywords used in these two adgroups  (we can discuss about keyword match type later)

2. Using Adgroup level negative keywords.  You may want to add "Worker holiday visa" & "worker holiday visa australia" & more combinations as Adgroup level negative keywords (for "Skilled Worker Visa" adgroup) with phrase or exact type based on your business requirement.  Or you may do so by adding "holiday" as Adgroup level negative keywords with broad match so that you block any phrase with holiday will be blocked.

Adwords Negative Keywords by www.LocSea.com

Adwords Negative Keywords

It is a visa immigration company based out of UK.  When we verified the account, he was getting many irrelevant visitors clicking on his ads or relevant visitors clicking on wrong ads and landed into wrong landing page.  How did we resolve?  - by www.locsea.com

Step 1.  If you already have Adwords campaign running, you need to analyze user search terms that triggered your ads.  You need to analyze this data as frequent as possible (say every 3rd day).   How do you do it?

Go to adwords.google.com and login to your Adwords account.  Now click on your Adwords Campaign (Do not click on your "Display Network only" Campaign).   Click on Keywords Tab.  You will see "Keyword Details" drop down.  Choose "All" from the drop down.  It will take you to the "User Search Term" report.

Analyze every search term for relevancy.  If you think some of those search terms are not relevant, make a note of it.    Do this for all your campaigns.

For Example,

Campaign level Negative Keywords:

Australia Visa Campaign had these search terms triggering

jobs abroad
work abroad

These two search terms are not related to my campaign.   I added below keywords as Campaign level negative keywords

jobs abroad - as exact match type  (we can discuss about keyword match type (exact, phrase & broad) later)
work abroad - as exact match type
job - as broad type

Make sure to add more similar variation out of your irrelevant search terms and add it as campaign negatives with specific match types.  Please take extra care when you choose match types.  You need make sure your negative keywords do not block your relevant keywords from showing your ads.

Continues Here

Latha & Balu from www.LocSea.com

Google Adwords and Google Analytics Linking - Part 2 by www.LocSea.com, Adwords Certified Partner

Google Adwords and Google Analytics Linking - Part 2

Read Part1 here.

Step 9: After you complete all these steps, it's time to wait for Google Analytics Conversion (Goal) to happen using paid search by one of your visitors.



Step 10: It may take more than 24 hours to reflect this specific paid search conversion in Google Adwords.   Now login to Adwords after a day and click on "Tools and Analysis" -> Conversions.  You will see "Import from Google Analytics" button is enabled.  Click on and import required Goals to  Adwords.

Step 11:  You have successfully linked Google Adwords and Google Analytics now.   You may go to Google Analytics and click on "Advertising" Menu -> "Adwords" on your left frame.    Analyze all your Adwords statistical data here.

Step 12: There will be one more problem you may face is e-commerce revenue data not being tracked.  It should resolve if you follow all these steps.   Please make sure you have your e-commerce analytics code is pasted just before </head>.    Also make sure your e-commerce code is correct.

The next topic will be "Adwords Negative Keywords"


Balu & Latha
www.LocSea.com
Google Adwords Certified Partner

Google Adwords and Google Analytics Linking - Part1 by www.LocSea.com, Adwords Certified Partner

Google Adwords and Google Analytics Linking

Client: Australia based Hosting Company that sells Dedicated Server Hosting, Virtual Dedicated Server Hosting & Co-Location (Data Center) Hosting to their customers

Issue: Adwords and Analytics linking was not proper and hence  Adwords data was not populated in Google Analytics.  Conversions from Analytics was not showing (not imported) into Adwords.

How did we resolve this from www.LocSea.com, Adwords Certified Partner?

Step 1.  Check every page source of your website for Google Analytics code.  Make sure you have Analytics code pasted only once (no duplicates) and the code is proper.  Compare it with your Analytics Code.  I would suggest delete all your Analytics code,  then copy and paste it from your Analytics Application (follow this strictly).  I would suggest pasting your analytics just before </head> (not on the <Body> section) - especially if you have e-commerce website and you are tracking revenue information.   Again make sure you do not have any duplicates of your analytics code.  This occupies your loading time as well as it confuses.



Step 2:  I would suggest you to have an account that has administrator access to both Google Adwords and Google Analytics.  Don't worry if you have two different accounts for Adwords & Analytics but you should need to have administrator access.

Step 3: Login to your Google Adwords account with the ID that has "administrator" access.

Step 3. Go to "My Account" -> Preferences. Under "Tracking", Click Edit and enable "Destination URL Auto Tagging".

Step 3. Now Click on the Menu "Tools and Analysis" -> Google Analytics (if you have different account for Google Analytics, go to analytics.google.com and login with your ID),  Now expand all + symbols and click on your website listed there.

Step 4. Now Click on "Admin" tab on the top right.  Now Click on Tracking Info Tab.  Please make sure Adwords Campaigns check box is enabled.  Make sure to save it.

Step 5. Now come back to Profiles Tab.  Click on your "Website link".  Go to Profile Settings and make sure Under Adwords Cost Source Settings -> The Administrator email ID is enabled.  Make sure to click Apply button.

Step 6. Now Click on "Your Website" link next to "Account List" on the top.  (it will be like this Account List > "Your Website Name" > "Your Website Name"  - click on the first "Your Website Name" next to Account List)

Step 7. Click on Data Sources Tab and Click on "Link Accounts" button and make sure Auto-Tag is selected and choose "Your Website" by enabling the checkbox from the drop down.

Step 8.  Go to Account Settings Tab and verify if you have already enabled Data Sharing Settings (both check boxes should be enabled).  If not enable and click save.

Continued Part 2....

Latha & Balu from www.LocSea.com

Adwords CTR was low - Part 3 - by LocSea.com, Adwords Certified Partner, India

Adwords CTR was low -  Part 3 - by LocSea.com, Adwords Certified Partner, India

Read Part 1
Read Part 2

Australia based First Aid, CPR and Workplace Training Group - LocSea.com optimized adwords for this company.


Problem: CTR was very low. 
How did we resolve?


5. Try different Ads Position.  You may want to try position 3 and 4 especially.   This position provides better CTR and ROI.  Ofcourse your bidding strategy should be adjusted to try different ads position.



6. Try creating Ads with/without phone number, offer, price.   Please let the ads run for atleast a week before you take a call.  Monitor your Ads performance closely and pick up the best Ad.  Never stop introducing variation to your ads and monitoring those ads.

7. You should attract users by showing your Sitelinks and Location Extensions as part of their campaign.We can cover extensions topic at a later point.

8.  To Summarize, You should arrange your Campaign by grouping your keywords into small sets based on relevancy factor (Keywords, Ads, Landing page).  Your Ads position is also one of the factors.

Let's close this CTR topic for now.  We can start a new topic tomorrow "Google Adwords and Google Analytics Linking".



Balu & Latha
www.LocSea.com
Google Adwords Certified Partner

Adwords CTR was low - Part 2 - by LocSea.com, Adwords Certified Partner, India

Adwords CTR was low -  Part 2 - by LocSea.com, Adwords Certified Partner, India

Read Part 1

Australia based First Aid, CPR and Workplace Training Group - LocSea.com optimized adwords for this company.

Problem: Their CTR was very low. 
How did we resolve?
2. Core Reason 2 - Their Ads were pointing only to their home page - I fixed by pointing every ad in every adgroup pointing to specific landing page that servers the purpose.

For example ,
I direct visitors clicking an ad in Adgroup that contains "First Aid Training" keyword to the landing page that shows details about "First Aid training".
Similarly, direct visitors clicking  an ad in Adgroup that contains "CPR Training" keyword to the landing page that shows details about "CPR training".
Do not direct all visitors to home page always unless the keyword is relevant to your home page.

3. Reason 3 - Ads were generic.  It should not. - Every ad you create for every adgroup should contain keywords from that adgroup so that the user gets attracted by looking at their keywords reflecting in our ads.

4. Reason 4 - Ads were not reflecting unique selling proposition (USP) - I fixed by showing our client's USP in every ad.  For example, "Enroll online & get 10% off",  "Free First Aid Kit worth $9.95"

Continued....  Part 3.


Balu & Latha
www.LocSea.com
Google Adwords Certified Partner

Adwords CTR was low - Part 1 - by LocSea.com, Adwords Certified Partner, India

Adwords CTR was low -  Part 1 - by LocSea.com, Adwords Certified Partner, India

Australia Based First Aid, CPR and Workplace Training Group - LocSea.com optimized adwords for this company.

Problem: CTR was very low.
How did we resolve?
1. Core reason - Single Adgroup serving multiple purpose (different keywords serving different purpose covered in a single adgroup)  - Issue was resolved by splitting up the Adgroup into multiple adgroups by grouping specific keywords serving specific purpose (variation).  An adgroup should need to have only keywords that serves a specific purpose and specific variation.  Make sure your single adgroup has 2 to 15 keywords.  You may have more but I would suggest you to split it further down.

For example,
Say you have an adgroup "First aid and CPR Adgroup" that covers below keywords:
First Aid Training
First Aid Certification
CPR Training
CPR Certification
Basic life support training
Basic aid training

I would say these six keywords serve six different purpose and hence I would split these 6 keywords and form six adgroups.



Now you will have six adgroups.  Let's consider the new adgroup "First Aid Adgroup 1".  I have covered below keyword "First Aid Training".  Now you may want to introduce some more variation in this adgroup as below
First Aid Training
Training First Aid
+First +Aid +Training
and more that servers this group purpose and specific variation.

Continued ...  Part 2 & Part 3.


Balu & Latha
www.LocSea.com
Google Adwords Certified Partner

LocSea.com Adwords Clients and Project Scope

• Here is the current list of Adwords Clients and Project Scope for LocSea.com, Adwords Certified Partner, India (as of Friday, October 12th 2012)

  We have also listed Certified Adwords Professionals from LocSea.com helping in these projects.   

  You may also view the latest project update from our linked in profile

  in.linkedin.com/in/googleadwordsbalu 

  
  

  Workplace-first-aid.com.au and CPRFirstAid.com.au from Australia

  •  May 2012 to Present 
  • LocSea
  Team Members: Balu P, Latha Balasubramaniyam
  Google Adwords Setup and Optimization (both Text Ads and Banners) to promote First Aid and CPR courses covering Sydney, Melbourne and Adelaide in Australia
  Google+ Places
  Landing Pages Suggestions
  Wordpress Yoast SEO on page changes
  Google Analytics & Woopra Tracking

• Poles and Holes from Australia

  •  May 2012 to Present 
  • LocSea
  Team Members: Balu P, Latha Balasubramaniyam
  Google Adwords Optimization (Text Ads and Display Ads Re-marketing) to promote Power Poles and Portable Toilets Services in Australia
  Landing Pages Suggestions
  Google Analytics Conversion Tracking
  Google Places Local

• Office Carpets

  •  July 2012 to August 2012 
  • LocSea
  Team Members: Balu P
  Google Adwords Optimization (Text Ads) to promote office carpets targeting only Commercial (Industrial) Segment in Australia.

• Vybavi.com from India

  •  August 2007 to Present 
  • LocSea
  Team Members: Balu P, Latha Balasubramaniyam
  Google Adwords Setup and optimization (Text, Banners, Video) to promote APC Inverter sales in Bangalore.
  Google Analytics & Analytics Conversion setup and tracking
  Google places local
  OSCommerce on page SEO optimization

• Best Rankers

  •  April 2012 to Present 
  • LocSea
  Team Members: Balu P
  We are Outsourcing Partner for BestRankers.com. We are currently serving 4 US clients covering Health Care, House Keeping Services and Training Industries from Texas, US
  Google Adwords Setup and Optimization
  Google Analytics & Conversion Tracking

• Servers Australia from Australia

  •  August 2012 to Present 
  • LocSea
  Team Members: Balu P, Latha Balasubramaniyam
  Google Adwords Optimization (both text and banner Ads) to promote Dedicated Server Hosting (Linux & Windows), Virtual Server hosting (Virtual Private Server and Virtual Dedicated Servers) covering Sydney in Australia.
  Landing Pages suggestions

• WestCoat.com.au and Insulcoat.com.au

  •  September 2012 to Present 
  • LocSea
  Team Members: Balu P, Latha Balasubramaniyam
  Google Adwords New Setup & Optimization for both Westcoat.com.au and Insulcoat.com.au promoting Roof Restoration services in Perth (Western Australia) covering both domestic and commercial segments
  Landing Page Suggestions

• Visa Immigration Company from UK

  •  August 2012 to Present 
  • LocSea
  Team Members: Balu P, Latha Balasubramaniyam
  Google Adwords Optimization Services to promote Visa Immigration Services covering both UK and Ireland migrant to other countries especially Australia, Denmark, Canada & USA

• SBaycpr.com - CPR Training

  •  October 2012 to Present 
  • LocSea
  Team Members: Balu P, Latha Balasubramaniyam
  Google Adwords Setup and Optimization for USA based CPR Training Company.
  Landing Page Suggestions.
  
  
  

  
  

  www.LocSea.com

  Google Adwords Certified Partner

Certified Adwords Professionals Testimonial, LocSea.com

Here is our Testimonial for LocSea.com from our Client Mr.Ben for the Adwords optimization project ServersAustralia.com.au, Australia

“ I am VERY happy with the work. Within the first month Latha managed to save me 75% of my budget that I was wasting on non relevant clicks. She explained everything very clearly the whole time, as well as provided a bunch of recommendations for our website. She even managed to get conversion tracking working with our custom order system which we had been trying to do for 6+ Months.I honestly cannot recommend Latha enough! I would consider Latha a Google Adwords Guru and will now be hiring her ongoing on a monthly basis to look after my campaign! ”

Ben Town
MD, Exia.com.au for ServersAustralia.com.au, Australia

Google Adwords Certified Partner, Google Adwords Certified Professionals

You may verify our Google Adwords Certified Partner status here in Google

https://adwords.google.com/partnersearch/#profile;02549696365560258766


You may verify our Adwords Certified Professional Status here

https://adwords.google.com/professionals/profile/ind?id=0943662154385234667&hl=en



Website www.locsea.com

Adwords Scope of Work LocSea.com

Adwords Scope of work:


Create Google Adwords Pay Per Click Campaign

Setting up new Google Adwords Account
Creating Google Search Engine Marketing Campaigns with specific client needs (includes Location, Network, Devices, CPC, CPM, CPA, Bidding Option, Ad Extension – Location Extension, Phone Extension, Site links).

Create Adgroup
Creating Multiple Adgroups by analyzing different products/services offered by the Client.
Setting up and Adjusting the Maximum Bid for the Adgroups.
Create Ads

Creating multiple effective Ads for every Adgroup and Tuning the Ads for performance.
Analyzing the industry, understanding the end user needs and Creating effective Keywords from users’ search point.
Creating Campaign Level Negative Keywords.
Creating Adgroup level Negative Keywords.

Analyze your Search Engine Marketing Campaign
Analyzing your business Goals and Setting up Google Analytics to track user behavior
Monitoring your Google Adwords PPC performance by analyzing Google Analytics reports for Conversion Tracking, Campaign Tracking, Traffic Sources and Goal Conversions.
Updating bids at Keywords and Adgroups level based on the performance of the Ads.
Decreasing the monthly spending budget for existing PPC campaigns by analysing and improving the Quality Score

Improvements
Suggesting improvements for Landing page optimization for specific Adgroups
Reducing client’s monthly spend by removing irrelevant keywords (irrelevant visitors)
Continuous process of adding/removing positive and negative keywords
Bidding Analysis
Adgroup Splitup
Improving CTR
Improving Average Position
Promoting new Brands using Cost Per Impression

Tune Google Adwords PPC Campaign

Setting up Campaign Experiments
Creating multiple Ad Copy testing and tuning
Start and End Promotional (Offer) Campaigns for specific period
Supporting Multiple Campaigns for Multiple Clients using Google Adwords Editor Tools for comfort and efficient handling and implementation of Campaigns in short time.
Google Places, Local and Maps Suggestions

LocSea is a Google Adwords Certified Partner with 5 Years of expertise in Google Adwords and Google Analytics.  Have handled Google Adwords Marketing Campaigns for Clients from Australia, UK, USA, Switzerland and India.   We always follow Conversion based

You may verify our Google Adwords Certified Partner status here in Google https://adwords.google.com/partnersearch/#profile;02549696365560258766
You may verify our Adwords Certified Professional here https://adwords.google.com/professionals/profile/ind?id=0943662154385234667&hl=en




Balu & Latha
www.LocSea.com
Google Adwords Certified Partner

About Us www.LocSea.com

We are Google Adwords Certified Partner.  We have Google Adwords Certified Professionals who can setup and manage Google Adwords Marketing Campaign for your business website.


Balu & Latha
www.LocSea.com
Google Adwords Certified Partner