Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
Google AdWords Do and Donts - Internet Marketing Podcast Number 207
Google AdWords success requires tightly themed ad groups, conversion tracking, retargeting, and continuous A/B testing, while avoiding generic keywords, overbidding competitors, and unoptimized landing pages.
Key takeaways
- Use retargeting because remarketing clicks can cost far less than standard search clicks, for example 75 cents versus 8 dollars.
- Tightly themed ad groups improve quality score and make campaigns easier to prune and manage by product or service.
- Always set up conversion tracking so you know which keywords and campaigns actually generate sales, not just clicks.
- Never stop testing ads. Keep the best performer as your standard and test new ads against it continuously.
- Adjust bids by geographic location and demographic data to put budget where conversions are most likely to happen.
some clicks that cost $8 in the Google search network, that same, I won't say the same click cause it's a different click, but the remarketing click was like 75 cents
About this episode
Welcome to the most popular internet marketing podcast on iTunes, hosted by E-Webstyle! Join us this week as we talk aboutTraining your Social Media Representatives Google AdWords Do and DontsWriting Targeted Ads: Not targeting every single user
Questions this episode answers
Why are tightly themed ad groups important in Google AdWords?
Tightly themed ad groups keep related keywords together under one specific topic or product. This improves quality score, makes it easier to write relevant ads, and allows you to control budgets and bids at a granular level, for example increasing spend on one product while reducing it on another.
How does retargeting help reduce AdWords costs?
Retargeting shows ads to people who have already visited your site, making them more qualified prospects. The podcast cites an example where a click that cost 8 dollars in the Google search network cost only 75 cents through remarketing, making retargeting a cost-efficient default practice.
Should you target high-volume keywords in Google AdWords?
Not necessarily. High-volume keywords tend to attract people who are researching, not buying. The podcast recommends targeting terms that indicate a purchasing decision, such as specific long-tail phrases, and letting campaign data guide which keywords to keep rather than chasing search volume alone.
Why does landing page optimization matter for AdWords campaigns?
An optimized landing page raises your quality score, increases relevancy for the user, and improves conversion rates. The podcast also notes that an optimized landing page may begin to rank organically, giving you additional value beyond the paid campaign itself.
In their words
Testing and measuring is extremely important when doing pay-per-click management. In order for you to accurately know if these ads are working or not, if these keywords are working or not, this landing page is working or not, you have to test and then you have to measure and then you have to test again.
Charles Lewis
Generic keywords generate a lot of traffic, generate a lot of buzz, and in regards to AdWords, usually cost a lot of dollars, and they don't convert.
Charles Lewis
Just because your campaign appears to be performing well, you're getting results, don't stop testing.
Charles Lewis
Terms defined in this episode
- Remarketing
- A form of retargeting that shows ads to users who have previously visited your site. The episode notes these clicks are more qualified and typically cost less than standard search network clicks.
- Quality Score
- A Google AdWords metric affected by ad relevance and landing page optimization. Tightly themed ad groups and optimized landing pages help improve it.
- A/B Testing
- Running two different ads, landing pages, or other campaign elements simultaneously over a set period, such as 30 to 40 days, to determine which performs better before adopting one as the standard.
- Schema
- An HTML markup using microdata tags that helps search engines identify and display content correctly. Tools like the Yoast plugin for WordPress can simplify its implementation.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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