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AdWords: Back to the Basics

by | Apr 24, 2015 | Digital Marketing

From time to time, DirectiveGroup team members will share their views on a piece by an industry thought leader. Here, Kim comments on a LinkedIn article by Google, Keywords to the Wise.

If you’ve ever caught yourself wondering why your AdWords campaigns are not working for you. Or, if you are new to AdWords and just trying to figure out where to begin, this article is a must read for you.

In Google’s never-ending world of change, it is common for many advertisers, novice and expert, to become so consumed with keeping up with the changes that the basics get lost. Google’s article, Keywords to the Wise, does a fabulous job navigating advertisers out of the weeds and simplifying best practices pertaining to campaign and keyword basics.

In this article, Google covers the following topics:

• Aligning keywords with business goals
• Managing match types for growth and control
• Finding new targeting opportunities
• Expanding the reach of existing keywords
• Refining your traffic with negative keywords

Of course, we all know that nothing about Google is all that simple. Even though this article is a great place to start or even to do a check and balance, these tips are unlikely to transform magically a failing campaign to a high revenue producing machine.

There are many more complicated optimization techniques that must be considered and implemented, such as ad positioning, keyword quality, geotargeting strategies, and bidding strategies, just to name a few.

Next week, I will dive deeper into some of these more complicated optimization strategies. In the meantime, if you have any questions regarding your AdWords campaign, contact DirectiveGroup, we are always here to help.


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