Whether you’ve explored Google AdWords, or you’re a certified Google AdWords pro, there’s no doubt you’ve come across something new or unique. AdWords is constantly improving their platform to meet the needs of a growing and digitally savvy online marketing landscape. Here are a few lesser-known online marketing tips and tricks using Google AdWords:
- Google Analytics & Google AdWords Are Better Together. You’ve surely used Google Analytics to provide insights into your website performance, but did you know that it’s important to link your Analytics and AdWords accounts? Analytics can provide limitless information via key metrics and performance indicators for campaigns within AdWords. To link your accounts, visit your Analytics “Admin” page.
- Auto-Tag Your Ads. Auto-tagging is a feature that allows you to create custom URLs to track your conversions and ad performance. Auto-tagging will attach a parameter to the URL that you use for your campaigns. That will allow you to understand which ad was clicked for each visit to your site. Furthermore, auto-tagging can tell you which keywords drove a visitor to your site, which campaign that keyword originated from and how much that click cost you. To auto-tag your ads, click the gear icon in the right-hand corner of your account, select “Account Settings” and then “Tracking” on the preferences page.
- Choose Your Keyword Type Wisely. When setting up a campaign in Google AdWords, you can choose to use broad match, phrase match or the exact match keywords to reach your intended audience. Broad match keywords will allow you to reach more people but the exact match will allow you to hone in on a specific target audience. You can also use keyword modifiers by placing the “+” symbol in front of a keyword. This will allow ads to show on searches that contain the modified keyword or a close variation of the keyword in any order. Here’s an example of a + keyword:
Example keyword: +homes +Colorado
Example Search: Colorado Homes
When choosing your keyword type, whether it’s broad match, broad match with a keyword modifier, phrase match or exact match, keep in mind why your customers are searching and the relevance to your specific marketing goals.
- Use Google Analytics Secondary Dimensions on AdWords Reports. While there’s value to understanding your target audience, a lot can be done if you better understand your traffic by breaking it down further. Google Analytics Secondary Dimensions function just like AdWords segments but allow for greater flexibility. To begin, pick a question relevant to your business or your campaigns. For example, do some of my keywords perform better on mobile devices? To answer your question, add secondary dimensions to your analytics reports. This will provide a deeper insight into your AdWords traffic, which will help you use the right keywords, bid strategy and ad creative to reach the right audience.
When Setting Up a Display Campaign You May Want to Use a Placement Exclusion. You can reach a larger audience by showing your ads in mobile apps. However, in our experience, ads displayed in mobile apps, specifically in the real estate industry, are less likely to provide quality conversions and leads. To exclude mobile apps from your display campaigns, click on the campaign and from the “Display Network” tab, go to “campaign exclusions” and add the following URL: Adsenseformobileapps.com.
Keep in mind; your decision to run on mobile apps will be largely influenced by your overall goals and objectives. If your first goal is brand awareness, you will want to use mobile apps. However, if your priority is quality lead generation, you might consider removing that functionality from your display campaigns.
Questions about your 2017 technology and marketing initiatives? Contact a member of the REAL Trends Technology and Marketing team at [email protected] for more information.