When running an AdWords campaign, it may be difficult to analyse how the campaign is going after a short period of time. In saying this, it is paramount to think of strategies that you can use to develop a successful AdWords campaign. It is important to record the strategy changes you make, and not to make more than one each month (unless you are dealing with enough traffic volume to justify shorter tests) to be able to determine whether the change you made was positive or negative.   

Here are 5 strategies that can improve your campaigns:

1. Divide campaigns between high profit and other: If you know what your high profit services or products are, then you can divide your campaigns between high profit services or products. This allows you to concentrate your budget and attention on products or services that will increase your return.
2. Set up sitelinks: Sitelinks are beneficial because they make your advert appear bigger. Also, advertisers are able to link other relevant website pages to of your website to your advert. For example, having a sitelink to your ‘Contact Us’  enquiry form, may allow your clients to navigate directly to contact you, rather than have them land on other pages on the site.
3. Call Extensions: Google does not allow you to have your number in the description lines of the adverts. In saying this, adding call extensions, especially for services are beneficial. When customers view your adverts on their mobiles, they can immediately click-to-call from your advert.  
4. Divide higher impression volume keywords: With keywords that have a higher volume, it would be beneficial to separate these terms into dedicated campaigns so that you can measure their performance by specifically. Generally, the higher the impression volume the keyword has, the more probability is has to be clicked, so these keywords can exhaust your daily budget very quickly if not monitored closely.
5.  Bid on your competitor brands: Recently, Google has allowed you to bid on brand keywords that previously may have been trademark protected by the brand owner (trademark protection is still in place for advert text, though). This may cause a bidding war, however, it gives you the opportunity to bid on relevant competitors.

Going Forward  

Hopefully this article has shown you five strategies that can be utilised in your AdWords campaign. If you are looking for more ideas about an AdWords strategy, please read this article.   

 

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