Group Similar AdWords/Run Multiple Campaigns
One important trick to running an effective AdWords campaign is to group similar keywords into the same advertising campaign. Running multiple, simultaneous ad campaigns allows users to run more targeted advertising.
If ABC Home Improvement has a general home improvement ad, then using corded drills as its only keyword search phrase it is missing an opportunity. If the home improvement company grouped corded drill into a campaign with cordless drill, hammer drill, power screwdriver, and right-angle drill then it would be much more effective than running a general ad. Running multiple targeted campaigns makes it easier to use the search keywords in the ad itself.
Targeted Landing Pages
One common mistake AdWords users make is directing all clicks from advertising to the same page of a website. Running multiple ad campaigns is helpful, beyond making it easier to run targeted ads, because it allows users to direct traffic to a variety of web pages relevant to the keyword search.
ABC Home improvement would be well served to direct traffic from the corded drill search to drill landing page of their website. It is not a good idea to send this traffic to the site’s homepage. Users should not need to navigate the website to find the information/product that they want. It is important to remember that websites make a quick first impression; if users do not find what find what they want immediately they will leave the website quickly before finding the relevant page.
Day Parting
Day parting allows AdWord users to only run ad campaigns at certain times of the day. This is a great way for some businesses to use their advertising money effectively. Many “brick and mortar” stores like day parting because it allows advertisers to only run ads during business hours. Day parting can also be used to increase sales at peak hours or to encourage business during a less busy part of the day.
Vinny’s Pizza, a neighborhood pizza shop, turns off its AdWords campaigns when it is not open because the shop can not sell pizzas while it is closed. Vinny’s Pizza also uses day parting because it does not want to advertise during lunch hours and dinner hours; lunch and dinner hours already provide more customers than the business can handle. The shop offers specials and coupons during off hours to encourage business during what would otherwise be slower times of the day.
Geographic Targeting
Like day parting, geographic targeting is great for “brick and mortar” businesses. Many companies can only serve businesses that are within a close physical proximity. Geo targeting makes it possible so that only potential customers see a company’s ads.
Vinny’s Pizza knows that 85% of its customers live within 5 miles of the shop. It would not make sense for people to see their ad if they live hundreds of miles away from the shop. Geo targeting makes it possible so that only the people who live close to the shop see the ads.
