Many people that attend my Mailchimp training classes work for, or own, businesses that advertise using Google AdWords. Many people get awesome results from using AdWords however it’s really important to know how to get the most relevant clicks for the least cost with advertising online.
Keywords and Negative Keywords
With Google AdWords, like Bing Ads, the primary way of letting AdWords know when to show your advert is by adding relevant keywords. A keyword (which is either a single word or phrase) when advertising my classses look something like; Mailchimp training, Mailchimp class and Mailchimp course Australia.
We should also add negative keywords which lets Google know when we specifically don’t want our adverts to show. For example I may add the negative keywords; free and video which will prevent my adverts from showing when those terms are included in the search term.
What are Search Terms?
Search terms are some of the most important data that are available for you to improve the relevancy of your clicks.
The list of search terms shows the words used by people that have clicked on your campaign. This data should be inspected periodically and non-relevant terms and keywords added to the negative keywords list. The search terms also will give an indication of keywords that you may want to add to your campaign to trigger the showing of your adverts.
A great example of using the search terms report well is when the owner of an industrial window cleaning business in one of my Mailchimp classes noted the following: He advertises on Google using keywords such as window cleaning Sydney, business window cleaning and so on. He was getting alot of clicks on his adverts but few conversions from his website. He checked the search terms report and noticed that many of the phrases included words like home, car and residential. As he specializes in industrial window cleaning he added those terms as negative keywords. His advertising cost reduced and his conversions to sales increased just by spending a small amount of time analysing the search terms reposrt and adding non-relevant keywords to the AdWords negative keywords list.
In summary, the keywords that we add are very important. The negative keywords can be just as useful and the search terms help us to identify opportunities for keywords that we need to add as well as terms that we should add to the negative keywords list.