By Charlie Cummins – bbmm.ie

Sometimes it’s nice to go back to the very basics – it’s often surprising what little nuggets of wisdom pop up. Knowledge you’d forgotten you ever knew!

Such could be applied to today’s Google Breakfast Briefing presentation (the third of the 2015 series) on “An Introduction to AdWords”.

A Few Nuggets

A couple of “nuggets” from today’s presentation were simple but crucial points, worthy of repetition: (A) Consumers expect all businesses to be online, to be found in searches and have a really good website (B) when consumers search they are effectively putting up their hands and saying “hey you – I’m interested in your product/service” and (C) you must have a clear objective of what you want your customers to do when they get to your site.

Keyword Matching

So it pays to answer their search queries with quality relative information, directly related to their search terms. This is where keyword planning comes to the fore. You must think like your consumer – what words will they be using to search for your products. This will help you structure your keyword matching parameters. Do you want the widest possible exposure: if so, broad match or modified broad match may be best. If it’s a more targeted approach needed, then using phrase match or exact match may deliver more click through’s. For more information on these keyword matching terms follow this link to Google https://support.google.com/adwords/answer/2497836?hl=en

Writing Better AdWords

To deliver the best outcome, both in terms of higher ranked ad positions in search results and for better click through rates (CTRS), the following are best practice pointers:
1. Make sure ad text matches the keyword(s)
2, Include a call to action or USP
3 Use capitals to start each word
4. Stand out from your competitors
4. Use ad extensions where possible (eg: direct link to website page, phone number,, location)
5. Make sure your ad links to a relevant landing page (not just the general home page)

For more information on using AdWords effectively, contact us on [email protected]