Currently, Google AdWords is one of the most sought after professions. This has opened up an abundance of opportunities for many people to master this field. Google AdWords experts are mushrooming everywhere. When hiring experts in the field for your business or following the ones in the field to become one of them, it is important to identify the real ones. Among Google AdWords Experts, there are some common traits they share. These are some of the most common ones, but they are not the only ones. These 10 secret Google AdWords strategies will be discussed in this article.
10 Secret Strategies of every Google AdWords Expert
Google AdWords Experts are Very Clear on their Objective
Google AdWords Experts understand it very well that running an AdWords campaign without a predefined objective is like boarding a bus without knowing the destination! A clearly defined objective let’s one meticulously lay the roadmap to achieve their goals. To give an illustration; a campaign with an objective of driving online sales with a defined cost per acquisition can go for Search Advertising with Target CPA bidding whereas a campaign with an objective of driving awareness for a product can run a display advertising with CPM bidding.
They Know the Importance of Well Structured AdWords Account
The vital difference between an average Google AdWords campaign and an above average campaign is its account structure. This is the foundation of an AdWords campaign. Based on their objective, budget allocation, and location targeting, Google AdWords Experts group their long list of keywords into appropriate ad groups and then into campaigns.
In SKAGs (Single Keyword Ad Groups), these experts always support single keywords or groups of keywords with similar intents. In this way, the experts can tailor the ad content and landing page content to suit the user's needs and resonate as closely as possible with their requirements. This is an effective way to boost the performance of the ads.
They don’t run behind Quality Score, they run behind the Performance
AdWords Quality Score (QS) is a measure of the quality of your ad at the keyword level. It consists of three variables: ad relevance, landing page experience, and expected click-through rate (CTR).
Keeping Quality Score as a measure of success is not recommended by Google Adwords Experts since it is an indication of the overall success of the campaign, not the actual metrics one needs to track and improve. QS improves with higher CTR, more relevant ad content, and better landing pages. Users will experience a better landing page with improved conversion rate. If all these metrics improve, the QS will improve as well.
They take Location Targeting seriously
There are three options in location targeting. Using one of them can make a significant difference in campaign performance.
Visitors to my targeted location, those searching for it, or those who show interest in it
The people in my targeted area
My targeted location is being searched for by people
Let’s assume the target location is Bangalore;
In the first option, Bangalore-based individuals or individuals with a recent internet interest in Bangalore are targeted. In the second option, Bangalore-based individuals are targeted. A third option targets people who are not located in Bangalore but have shown a recent interest in Bangalore on the internet.
Following is the illustration of a location-specific campaign;
With the 1st option, Mayur selects Bangalore location for her campaign since she wants to target people looking for cake delivery in Bangalore. In the meantime, Jeet, who lives in Mumbai, is doing some research about Bangalore for his next business trip. He searches for "Cake Delivery near me" and orders a cake for his friend's birthday. Jeet clicks on Mayur's ad, selects the cake, enters the address and finds out that they don't deliver in Mumbai. Mayur has selected the first option, which includes people in Bangalore or interested in Bangalore.
In Mayur's case, it was a poor user experience and a waste of ad spend. It would be better for her if she went with the second option, which is people in her local area. The scenarios and best options can vary from business to business, but Google AdWords Experts are aware of the dos and don'ts of location options.
They are pretty adaptable to New AdWords Features
Google keeps releasing new features for its AdWords advertisers. Google AdWords Experts are the first to test these features according to whether they are suitable for their campaigns. They don't apply these features in bulk, rather they test them on samples, measure the results, and make a decision. Using the experiment feature on AdWords, these experts can make the desired change and apply it to a defined percentage of traffic for a campaign and test the results in order to be more accurate. Trying and denying new things will not always work out for every advertiser, but they at least try them out before denying them.
They love to work with Web Developers
The ultimate goal of Google AdWords is to provide a better user experience, not only to get ad clicks. The ultimate goal of a landing page is to test every element and optimize it for the user in order to provide the best user experience. The tool which advertisers use to A/B test landing pages is Google Optimize, which allows a user to test 3 landing pages at once for free.
Google AdWords Experts know the Power of Negative Keywords
Google AdWords Experts know that adding relevant negative keywords can improve the overall health of the campaign. Search Term Report is their best friend during this process. The most important thing in their agenda is to review the search term report regularly and chop the weeds (read negative keywords) by adding them to their negative keyword list.
They Know the Difference Between Mobile & Desktop Requirements
It's completely different how a user surfs on a desktop versus a mobile device. While a desktop user is more patient and able to consume data in detail, a mobile user is in a hurry and wants crisp, direct information. A Google AdWords expert must customize a landing page based on the device on which it is viewed.
They are Always Open to Learn
All Google AdWords experts have one thing in common: they are willing to learn and share their knowledge. Because of the volatile and dynamic nature of Google AdWords, where one needs to learn and unlearn strategies every day, these experts love to share their strategies via different means and consume other people's strategies.
It’s Your Turn Now!
In addition to delivering immediate and consistent results, Google AdWords is a huge ocean for advertisers to explore and do the most for their business.
Google AdWords Expert Certification is the first step to getting started with Google AdWords. Expertizing this platform is not easy, but it is possible to gain an advantage by following some common strategies of experts and adapting to the platform's new changes. You will notice a difference in your results if you adopt these traits in your day-to-day operations.
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