If you’ve just started using AdWords and only knows the basics, then here are three things you need to become familiar with.
There are a host of aspects you can change and tweak in AdWords to monitor your performance, and help improve your ads.
If you’d like to learn AdWords in a lot more detail, then you can train for a Google AdWords certification for free online.
But, for now here’s three things you should know to improve you AdWords knowledge…
A negative keyword is defined by Google as “A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyone who is searching for that phrase.”
This is useful to remove wasteful keywords from triggering your ads.
For example, if you are using the broad match modifier and are targeting the phrase ‘Car MOT’, then you may have clicks from phrases such as ‘Free Car MOT’.
In this case you would want to add the term ‘free’ as a negative keyword, so that you don’t waste your budget on clicks that are unlikely to convert.
You can find out more about negative keywords here: https://support.google.com/adwords/answer/105671?hl=en-GB
If you don’t set up conversion tracking, you can’t effectively measure the performance of your ads.
Ideally you should set up conversion tracking for all types of customer activity be it phone calls, downloads, or purchases.
Once you have this set up you can see how well your campaign is doing, and track improvements month on month.
Find out how to set up conversion tracking here: https://support.google.com/adwords/answer/1722054?hl=en-GB
Google allows you to enhance your ad with extensions, allowing you to add additional links, phone numbers and more.
You should certainly make the most of this opportunity to give your ads more prominence, and improve their quality score.
You can find out more about ad extensions, and how to add them here: