Google Advice: AdWords in 2018

Here are 5 tips on Google AdWords that will help you maximize your campaigns in 2018. Learn the strategies I use to deliver for my clients.


Have Questions About Optimizing Google AdWords Campaigns?

1: Do Not Use Broad Match

If you are running a campaign in Google AdWords, you have to know about match types. Broad match “lets a keyword trigger your ad to show when someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, related searches, and other relevant variations.” If you use broad match,  your ad campaign will show up for more keywords,  but they likely will not be the keywords that really matter for your business.

I recommend that you only use broad match modified.

In AdWords there are three keyword match types: Exact, Phrase and Broad Match.  Some AdWords managers will only use exact and phrase match in their account.  That can sometimes be effective, but to increase reach, use broad match modified (not broad match). Broad match modified can be identified by the usage of a + sign.

Here you see an example of the different keyword match types:
  • Exact Match:
    [iPhone X Repair]
  • Phrase Match: “iPhone X Repair”
  • Broad Matchs: iPhone X Repair
  • Broad Match Modified:  +iPhone X Repair”

So, if you are using broad match, you will probably see clicks for irrelevant terms like “iPhone X warranty”, or “iPhone X customer service” and while it’s nice to see people are clicking on your ads, you’re really wasting budget because those are window shoppers. Avoiding broad match helps you maximize your budget so that you’re only paying for clicks on relevant terms.

When you have an idea of what keywords perform best for your business, it’s important to be sure your budget is being spent to support those keywords.

You want to allocate some of your budget to be spent testing new keywords, it’s usually a  good strategy to manage your top  keywords by putting them in their own campaign.  This ensures that your ad spend is directed at the keywords that will deliver the best ROI for your business.

3. Separate Search and Display Campaigns

Although AdWords offers the option to combine search and display campaigns, it’s typically best to run these tactics separately.

There’s a big difference in performance between search and display performance on the average account, so by separating the two you can control budgets easier.  When you set up a new campaign, be sure you choose “search network only” or “display network only.”


4. Use Negative Keywords

Adding keywords that are irrelevant to your business as negatives can be just as important to your campaign as the keywords you are bidding on.

Having a negative keywords list will decrease the amount of times your ad is served on irrelevant queries.  Negatives can be of particular importance when running phase, broad, and broad modified match types. You can see the actual searches that trigger your ads by going to the keywords tab and then clicking on search terms. If any searches show up that you don’t want, then put them on the negative keyword list.

5. Use Ad Extensions on Every Ad Group

Ad extensions are another opportunity for you to showcase what’s great about your business., They can also improve overall metrics. Using ad extensions can increase your click through rate, improve your ad score and differentiate your ads from competitors. Google states that accounts that utilize ad extension see an average CTR increase of 10-15%.

The top ad extensions I would recommend are sitelinks, call extensions, structured snippets and callouts.  Sometimes, Google will use automatic ad extensions on your ad based on the information it collects from your AdWords account.