I’ll admit it; I was just about to delete the email. A representative from Google Adwords sent a professionally phrased email encouraging me to call and learn how to get the most out of the ad I just placed. Since it was my first ad, which is what triggered the email, they had to know I was new at PPC and online advertising. How could I possibly make time for a phone call to refine it?
In a moment between tasks for clients, I took a look at my campaign to increase likes to a Facebook community I’m building of like-minded entrepreneurs. I was unsettled to find the click through rate and number of impressions for my ad had tanked! Why? I remembered the email and searched for it quickly. Still skeptical, I wondered what a phone call could accomplish with such little advertising real estate.
I have to give the Google AdWords specialist some credit. I learned three major tips that will help me tweak my ads so I’m able to be more successful with exactly the amount of space I have.
- Use all capital letters. You’ll notice didn’t do that in my first advertising attempt. Why did the specialist suggest all capitals? It’s a Google best practice. There are so many people inputting their ads that the variation in quality must be significant. Even though copywriters will note that title case is not the appropriate grammatical choice for the whole ad, you ensure your ads look professional, and Google can maintain quality control when all words are in capitals.
- Explore location advanced search. In the ad above I thought I was doing a good job of targeting with the U.S. and Canada. My objective with the ad above is to develop a community of small business owners on Facebook who can share resources for learning and growth and not immediate sales. However, talking to the specialist I learned that I pay by impression, and I’m most interested in reaching people in Minnesota, and around Toronto and Ottawa. With that in mind and my small budget, I’m getting more for my money by using the advanced search option and “radius.” Let me show you how that looks. First choose “location” under settings.
Secondly, choose the “Advanced Search” option. You’ll see the following choices.
Now, enter the primary area around which you’d like to build your business. I used St. Cloud, MN as an example because my brother lives there, and I love that town. After putting St. Cloud in the search box, I chose a 50-mile radius. The Google Ad specialist suggested that 20 miles (the default) is too narrow and 50 miles is a good start.
Click “Save” and you have a more relevant target for your ad, and relevance translates into dollars better spent.
- Once there has been some activity, watch your stats and bump up your strengths. The Google Ad specialist was able to explore my stats while we were on the phone making tweaks to the formatting and location. He discovered that most of my clicks (blue box on the illustration below) were coming from mobile devices. To dig into your statistics, you’ll find “Devices” under your ad settings (see the red arrow).
In order to maximize my budget, the Google AdWords specialist suggested that I “bump up” my bids for mobile. That way, when the competition heats up for my keywords, Google can automatically increase my mobile bid (green arrow) by 10%.
With these three adjustments, I’m able to make more of what I’m calling my start-up budget. I’ve bid only $15 a day with a maximum bid per click of $1. Even without the big budgets of enterprise companies, Google cares about the success of my ad.
I’m looking forward to seeing how the results differ.
Have you used Google AdWords and/or an AdWords specialist? How was your experience? I’d love to hear about it in the comments.