Use more Negative Keywords
If you’re paying for the Phrase Match term “Furniture Store”, your ad may show to, and be clicked by, someone searching for “used commercial office furniture stores” which will cost you money for a dead-end lead. However, it’s not as simple as adding the term “used” as a Negative Keyword. Just adding “used” as a Negative Keyword will prevent someone who searches for “where can I buy furniture to be used in a home theater” or “what mattress can be used to fix back pain” from seeing your ad, both customers you might want. An easy way to uncover new Negative Keywords is by using the Search Terms button on the Keywords tab to see what terms are actually generating clicks to your site. You might be surprised at the terms that lead customers to you (or more precisely: lead non-customers to you).
Fine tune Location Targeting
Often advertisers will pay for clicks to appear in searches for all the cities/towns/areas where they’ve made some sales or where they are willing to send their delivery truck. This can be an inefficient use of an AdWords budget if clicks in that area, where you might only make a few sales a year, are costing you the same as clicks in your store’s best performing ZIP codes. Assuming you don’t have an unlimited AdWords budget, each ad clicked from an underperforming ZIP code prevents an ad from being shown in a stellar-performing ZIP code. Just because you’ll deliver to that city doesn’t necessarily mean you should be paying for clicks there. Analyze your sales-by-ZIP-code and tighten some of those Location Targeting radiuses or use Bid Adjustments to be sure your bids are commensurate with your sales.
Improve you ad’s Quality Score
Every ad is assigned a Quality Score by Google based the relevance of the ad, the expected click-through rate and the landing page experience. Ads with a higher Quality Score can often appear ahead of ads with higher bids and a lower Quality Score (translation: your competitors’ ads). Again because it’s important: higher Quality Score can beat higher Bids, meaning you’ll pay less! To improve your ads’ Quality Scores make sure each ad closely relates to the keyword and both, the keyword and the ad, closely relate to the content on your landing page. For example:
If your keyword phrase is: “Queen size Memory Foam mattress on sale”
An ad which reads: “For the Best mattress prices on Earth come to Joe’s Mattress” and leads the customer to your JoesMattress.com/Mattresses/ page will likely have a lower Quality Score because it doesn’t address several of the things the customer is actually looking for and it takes them to a relatively generic landing page.
To improve your Quality Score, try making your ad and landing page more specific with an ad like: “Queen size Memory Foam mattresses on sale and in stock now” and direct your customer right to the page for your queen size memory foam mattresses JoesMattress.com/Mattresses/MemoryFoam/QueenSize/
Note: Unique Ads cannot be specified for each Keyword, but you can specify unique Ads at the Ad Group level. So, you could create one ad group for “Queen Memory Foam” and include a variety of keyword variations that are relative to that topic.
If all this just makes your eyes go googly, we’re here to help.