Go beyond the obvious with your Google AdWords Content campaigns.
OK, many of you who read this are way better at running AdWords campaigns than I am, but my hope is a few newer marketers will read this and learn something valuable.
First, the usual best place to start maximizing an AdWords campaign is with your Keyword search. There are tons of tricks to gain a higher click-through rate, but one of the best is to match your keywords with your ads. Tightening down your keyword-driven campaigns (or ad groups) into small groups that contain your best keywords in your ads is a great place to start.
But beyond the keyword search is an often-neglected group: Content. A well-refined content campaign can add 10 or 20% or maybe even more. So, looking at 80/20 rule, I typically focus on keywords first, but I also work at refining my content once my keyword campaigns are running strong.
Hey, if you could get another 10 or 20% customers for just a tad extra effort you would, right?
I also recommend that, fairly early on, you separate your keyword campaigns from your content campaigns. Why? Because typically your content campaigns will have a much lower CTR than your keyword campaigns. Eventually, you’ll want to be able to compare keyword campaigns/ad groups in an apples-to apples comparison against other keyword campaigns/ad groups. But, if you have content mixed in with your keyword campaigns, then you are introducing both the CTR for content and the CTR for keyword into the same campaign.
Yes, Google will report each separately within that campaign/ad group. But for me, it’s just been easier to manage the process when comparing campaigns/ad groups to simply set up different campaigns for my keywords and my content.
Do I ever set up campaigns that have both content and keywords in them? Yes, I do. Many times early on in a new campaign for a new product or maybe a new website I’ll run a broad campaign that has loads of keywords in it as well as several ads. Here I try and test as broadly as I can, quickly. By doing this I can rapidly get a good feel for what keywords are working and what aren’t working. I may run the broad campaign for a few days or a few weeks, depending on the budget constraints, how popular the keyword terms are, and how big the potential search audience is.
We’ll cover several other reasons to separate your keyword and content campaigns in some future articles. Happy Marketing.