Save Money with Google AdWords

Growing a business usually starts with a great idea, building something, marketing, sales, and execution. Focusing on saving money on digital ad spend becomes a chore once everything is setup and running, statistically enough data has been generated, and if your money saving activities have a higher return than other business tasks. Of course, everybody would like to make the best decisions in PPC from the get go, but information is sparse and things are dynamic. Following PPC tasks should be applied periodically, at least monthly, being general best practices:

Axe the Poor Performers
Pause or delete poor performing keywords. Keywords with a high cost of acquisition and no conversion are a waste. Check if they should move over to the negative keywords.

Grow List of Negative Keywords
Check the search term reports, if your keywords are actually relevant to your product.
Negative keywords can be defined at the account, campaign, and ad group level, with different match type settings. There are always surprises in this report, i.e. wasted money.

Adjust Keyword Match Type
Similarly, a match type too broad, can pull in too much irrelevant traffic and waste money. Consider adjusting keyword match type from modified broad to phrase to exact, trading in depth of specificity against breadth of exposure. [Note: this is time consuming and only recommended if you know for sure.]

Adjust Keyword Bids
For manually managed keywords with high bids and clicks, consider if a second position bid would yield the same benefit. [clicks * conversion * (profit – cost), use bid simulator]

Re-organize Ad Groups
Expert opinions for the number of keywords per ad group are from 20 to 50, depending on context. If too many keywords are part of an ad group, it is harder for the creative of the actual ad to be specific. Smaller ad groups allow for a more specific creative, and people click more on highly specific ads than generic ads with no particular proposition.

Branded Name Campaign
Create a campaign only dedicated to your company name. These are the highest converting campaigns because people are already searching for you. Protected brand names also have no competition (meaning traffic is cheap). Google disallows protected brand names as keywords, unless you are the owner of it.

Target Anything
You can make a PPC campaign more specific by targeting it by demographics (age, language, etc.), geographic area, devices (mobile, iPhone, tablet, etc.) and such. Also the ad campaign can be throttled to specified hours, to save money.

Use A/B Testing
The Google AdWords A/B testing tool allows to set aside a percentage of traffic for campaign experiments. After enough data is collected, Google will show which version of the campaign generates better results.

Revise Landing Pages
A/B testing can also be used to optimize landing pages. But before doing that, it should be audited if it matches the advertised content, and if it loads fast. Snappy landing pages that are highly specific to the ad content yield a high quality factor which saves money.

Use Remarketing Campaigns
Build remarketing lists and advertise to those who already had exposure to your content. Click throughs are much higher resulting in higher quality score which saves money.

Use Ad Extensions
Enriching your ad with site links, addresses, call buttons and such, a viewer is more likely to click on your ad, thus increasing clicks and raising quality.




Think of these practices as eliminating waste, to achieve a more productive state of growth.

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Targeting Existing Customers with Google’s New Customer Match

In September 2015 Google introduced a new way of remarketing to already existing customers by way of uploaded email addresses.

This feature, called Customer Match, is described at
You find it under Shared Library / Audiences / +Remarketing List, see image below.

You upload a list of email addresses of customers for targeting them with ads while they are logged in and searching on Google, in GMail, or YouTube.

Targeting existing customers in essence tries to convince the same people to spend more money with you, as opposed to finding new customers.

Some useful scenarios for configuring the targeting criteria of Customer Match are:

  • terms related to the customer’s original transaction for cross selling
  • terms of the customers original transaction for repeat selling
  • searches for competitor names and products as a friendly reminder that you are also open for business and ready for the competition
  • high performing keywords for your business

Screen Shot 2015-11-01 at 9.30.49 AM

Google has extensive privacy protection measures of the uploaded emails, e.g. emails are hashed so they cannot be stolen during transmission.

In summary, Customer Match is yet another channel of Remarketing thanks to Google’s ubiquity.


More References:





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Your Online Marketing on Autopilot

Paid search is all about optimizing the match between actual search queries and paid for keywords. Even if you are a master of the English language and have an broad vocabulary, it might still not be in tune with how consumers search for your product or services. Words with multiple meanings as well as broad match options might attract irrelevant searches and waste money.

Analyzing your search queries in relation to cost and conversion should be an iterative process and lead to identifying new negative keywords at the campaign level as well as candidates for new search positive keywords that are missing. Keywords in the long tail, entire phrases, are very beneficial, because they are specific and most likely cheap to bid for, if competition has not picked up on them.

There are many tips and tools to automate reports. For example, this post contains a basic Search Query Report for Google AdWords.

If you are looking into automating your AdWords account management or just want to save your time by outsourcing this to an experienced agency, Sunsprinkle LLC can help you.

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Year in Search

Language, Learning, Asking a question is what makes us human. Google has a review of online searches in 2014, see

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