So …. your Adwords campaign has been shut down and your asking yourself …. What do I do now?

Once again, Google has tightened the screws on Quality Score and marketers across the world are feeling the effects. It is not entirely a bad thing that google is forcing us to be smarter and more relevant with our marketing strategies, but it does become inconvenient when small business owners or entrepreneurs have no knowledge on how to fix the problem.

Fixing the problem needs to be your priority and you must play by the rules Google has put in place.

Your first step is to re-evaluate your landing pages. Start by looking at your keywords, your page titles, page descriptions and all of the body copy on the landing pages you are sending traffic to. Your message must be clear, consistent and match what you are saying in your Adwords display ads and keywords.

Your next step is to segment your campaigns and focus on small niche groups of keywords that are highly targeted to the landing page. This will get you a higher quality score and will keep your account active.

Last and most important … Focus your keyword selections on long tail keywords that are targeted on your product or service. Think like your customer and use phrases they would use when seeking what you have to offer. Stay away from one word keywords that are general and broad as these are guaranteed to drive your cost up and will get you low quality scores.

Do not worry about driving millions of visitors to your site because only 20% will be targeted if all you want is traffic. Your focus needs to be on relevance and reaching the audience that is most likely seeking you or your products and services.

AdWords Campaign Experiments, or ACE: a tool that will help you optimize your account by letting you accurately test and measure changes to your keywords, bids, ad groups and placements. As part of our ongoing effort to improve your AdWords experience, we’re testing this new tool and inviting U.S. advertisers to participate in the beta.

In the past, the most common way to measure how changes to your account affected your campaign performance was to measure how the campaign performed before and after you implemented your changes. However, this type of analysis can often be complicated by events that occur during the test period, including holidays, weekends, or changes to end user or advertiser behavior.

ACE allows you to perform faster, more accurate tests by executing your experimental campaign alongside your original campaign. By performing this type of simultaneous split test, we can tell you precisely if your campaign changes produce statistically significant results.

Different ways of using ACE
Use ACE to experiment with any combination of bid, keyword, ad group or placement changes. You can test and measure a variety of scenarios including:

• The incremental impact of adding new keywords to your campaign or changing keyword and ad group-level bids
• The value of restructuring your Content campaigns to use more tightly themed ad groups
• The change in volume by using different keyword match types
• The value of using an ad group default bid versus keyword-level bids
• And much more!

(Source:  Google Adwords)

There are a few super advantages to the AdWords advertising program. All to benefit the online marketer, on-line retailer, business to business, business to consumer and most importantly the entrepreneur.

No minimum buy – Before AdWords existed, buying a highly targeted ad or a keyword could cost thousands of dollars. AdWords allows you spend whatever amount you want—no minimum. You can run or test a campaign for $10 a day or less.

Almost immediate implementation –Your ad runs almost immediately after it’s submitted. No long waits before you see your listing appear. This gives you an advantage by reaching your target market quickly and efficiently.

Pay only for clicks – When people view your ad (called impressions) you pay nothing. If someone clicks your ad, you then pay for the click. There is no need to worry about your competition depleting your budget by clicking all day. Google’s system protects against multiple clicks from the same user.

Bid for placement – How much does a click cost? That depends on what you’re willing to bid and on how much you might have to bid based on the key phrase popularity. When you bid on a term or phrase, you are telling Google the maximum you’re willing to pay for the click against others who have bid on that term. If the next highest bidder is much less than your maximum bid, you will only pay slightly more than the lower bid for top placement.

Set maximum cost per day –There is no minimum deposit required to start an ad campaign, so even the smallest of businesses can get exposure quickly and affordably. AdWords advertisers enjoy a tremendous level of control over their spend. They can set a maximum daily budget and specific amounts they’re wiling to pay per click, which the AdWords system will only exceed if you are in a hyer competitive market where your ads may be receiving impressions from multiple users at the same time.  Even then, Google will only exceed your daily budget by a dollar or two depending on the click price.

Stop or pause campaign at any time – If you want to make adjustments, it can be done within minutes. You can also pause or stop a campaign at any time. If you need to make revisions to your landing page and do not want your audience to see the page while you are making tweaks, all you do is pause the campaign and then resume when you are complete.

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Do you need assistance setting up or launching your Adwords marketing campaign?  Are you looking for personal Adwords Training & Coaching? … click here NOW.  Let me teach you the tips and tricks Google will never share with you.

To your ongoing Success within your Niche Marketplace.

Adwords Tip of The Day: It is somewhat time consuming, but I find that having very specific ad campaigns is more effective than blanket adgroups.

For example, if you have following products:

a) Web XO Basic
b) Web XO Small Business
c) Web XO Enterprise

Create 4 ad campaigns. One for general searches on variations of (a) “Web XO”. This campaign is meant to go “Broad” and keeping that in mind, choose our keywords wisely. The remaining 3 campaigns (b & c) will be geared to a specific product, service, white paper and so on. Keep these ad campaigns highly focused on content and remain consistent between, keywords, ad text and landing page/squeeze page. Remain relevant as much as possible, Google will award you for it.

Lastly, the ad text for the 3 targeted campaigns should be crafted to fit the product so it emphasizes what people are looking for and helps grab their attention when there are so many other ads from competitors.

Happy Split Testing and remember … relevance is queen, landing page content is king!

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