Going against the common way of thinking

All of your adwords tips basically include using relevant keyphrases in the ad text, call to action, and so on. Blah , blah, blah. In all of the adwords tips you have read, what is out of the realm of common sense? Here’s one tip- try something completely different.

Try out using the maximum number of longtail keyphrases and use the lowest bid possible. A lot of marketers will tell you that the age of loading 4000 keywords in an ad group is over. Ok, but have you attempted loading 4000 keywords at the lowest bid and seeing for yourself what happens? You may be pleasantly surprised. I’ve even lowered bids to the lowest possible for my heavy hitting keyphrases and seen better conversions. Who woulda thunkit?

After about page five in the SERPS, a lot of bulk advertisers start pulling in the typed search phrase into the ad headline. Try keeping yours unique. Its easy to stand out if your ad is different from the rest. It will continue to be different and stand out more the further you continue in the SERPS. I’ve seen this work results even when I have the number one organic position. If I miss them the first time, hammer them further down the line is what I say.

Vary you ads ever so slightly and use a different landing page for each. Although it is called A/B testing, try out A/B/C/D/E/F/G or as many as you can. The more the better and let’em run.

A report I’ve seen rarely mentioned is the Search Query report in adwords. Use it and run it regularly. A lot of weird stuff shows up in the report and use the data found there to drive your negative keyword list.

Can’t think of a good headline? Dive down in your Analytics and see for yourself what people are typing and use that for a change. “Where to find widgets” or “Where to buy widgets” in the headline- why not I wonder?

Don’t get trapped into the “it worked before” or “everyone’s doing it this way” mantra. Go against the grain and use data to back up your tests. If the ads are not delivering a positive rate of return, kill them and do it swiftly. Don’t bring in your personal feelings about what you think should work or what you think is an exceptional witty ad that you feel should stay for whatever reason.

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