Don’t Listen to Google and 9 Other Google AdWords Tips to Increase ROI

Don’t listen to Google. This is one of 10 Google AdWords tips Sara Shikhman, president of Bedroom Furniture Discounts, has used to help her business grow from $100,000 to $10 million in three years. Shikhman offered the tips in a presentation during the Search & Display Summit at eTail West in San Antonio this week. The 10 tips include the following:

1. Don’t listen to Google. “A Google consultant may call you, but don’t answer the phone,” Shikhman said. “You’ll also get ‘recommendations’ when you log in to AdWords; do not click accept.” Why? Because while it may appear that Google is trying to help your business grow, “you know more about your business than it does.”

2. Use modified broad match keywords. Modified broad match keywords allow Google AdWords advertisers to place plus signs in front of their keywords to better control the types of searches that trigger their ads. A good example of a broad match keyword string is “+best +price +golf +shoes,” Shikhman said. By doing this, “you’re telling Google that you want to make sure your ad doesn't show up for any search queries unless all those words are in it.”

3. Create 100 negative keywords per AdWords campaign. Adding negative keywords to an AdWords campaign is an important part of the optimization process, Shikhman said, as it allows users to eliminate search queries that are unlikely to convert into sales. For example, “if you sell notepads, the movie ‘The Notebook’ is a good example of negative keywords. If a searcher included any of those words in their search, your ad isn't going to come up.” Shikhman recommended thinking of 100 things your product is not, and coming up with a list of negative keywords to match.

4. Create eight sitelinks per campaign. Sitelinks — or hyperlinks to website subpages that appear under certain Google listings to help users navigate a site — increase your real estate for free, said Shikhman. Each sitelink must have a different landing page url than your ad and other sitelinks.

5. Use free trials and account reviews. “Most agencies will let you try their services or software for free for 30 days,” Shikhman said. “Take advantage of that.” During the trial periods, “make sure to check your account every day and ask as many questions as possible.” What’s more, many agencies will review your AdWords account for free and provide tips during conferences, so look into that as well, Shikhman advised.

6. Try working with a pay-for-performance SEM agency. Pay-for-performance SEM agencies create advertising campaigns and promotions to convert new leads or customers, and get paid for their work only when a new lead or a new customer is passed on to the advertiser. These types of companies work especially well if you have a very large assortment of branded products, Shikhman said.

7. Track which keywords lead to phone calls with call-tracking metrics. If 25 percent or more of your sales happen over the phone, use a keyword-to-call tracking system, Shikhman said. These systems allow businesses to track which campaigns generate phone calls and which don't. This can be done by assigning specific call-tracking numbers to specific campaigns or keywords. “Bid more in AdWords on the keywords that lead to calls and sales," Shikhmam added.

8. Review your AdWords campaigns daily. That said, collect 30 days worth of data before making any changes, Shikhman advised. What’s more, don’t outsource your AdWords account before understanding it 100 percent yourself. “You can’t outsource something you can’t effectively oversee,” Shikhman said. Also, Shikhman suggested downloading AdWords Editor, a free downloadable Google application that manages AdWords accounts efficiently.

9. If a majority of your sales happen over the phone, schedule AdWords accordingly. Only run your AdWords campaigns when your phone lines are staffed, Shikhman cautioned. In addition, adjust your bids down in periods when your customers aren't really shopping, she added.

10. Keep track of your AdWords search history report. “The most important hidden report in Google AdWords is the search history report,” Shikhman said. “Use this to build your negative keywords list and expand your regular keywords list.” Shikhman recommended reviewing this list every three days.