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Showing ads to people outside of your target location is a quick and easy way to waste ad spend. And if you neglect to exclude areas that aren’t performing well — especially lower home-value pockets and communities — it’s easy to waste money on clicks that won’t convert.
Successful campaigns not only begin with smart geo-targeting strategies, but are set up to make sure your ads only reach the locations that matter most to your business.
There’s a big difference between a search for “phoenix swimming pools” versus “phoenix swimming pool builders.”
With the first keyword phrase, it's very likely that someone is looking to find a pool to swim in. But the second search phrase is clearly looking for someone to help them build their dream pool.
Selecting the right keywords and phrases to target means that your ads are more likely to reach your intended audience, not the mom looking for the nearest community pool.
Negative keywords act just like keywords you would target, but in the opposite way. But way too many pool builders end up spending money on terms that don’t drive leads
Using negatives in your AdWord campaigns ensures that you spend less on irrelevant terms and reach more of the people who are serious about building a pool — not someone looking to clean the one they already have.
Plus, they help improve the overall health of your account (which never hurts)
Getting your ad in front of the right people is half the battle. Your ad copy needs to be eye-catching, yet compelling enough to get your visitor to click through — a tough balance to strike while staying within Google’s character limits.
“Phoenix Pool Builder” might not get the job done. But “Luxury Pools & Outdoor Living Spaces” sounds far more inviting.
At the end of the day, it’s all about finding copy that works. A/B testing different headlines and ad copy will help you find what resonates most with your target audience.
Ad extensions are simply extra pieces of information or links to enhance your ad, like call extensions, sitelinks, reviews, and images.
Essentially, ad extensions are snippets that help to draw attention to your ad and increase clicks. So whether it’s a high review rating or direct phone number to call, using the right type of extension with the right ad will help build trust and entice your viewer to click through.
Even if your ads are effective, the user experience beyond the ad is just as important. One of the most common mistakes we see is sending traffic straight to a homepage or internal page, neither of which are designed to give your visitor more information about the ad they just clicked.
It’s hard to run a successful AdWords account when you don’t know how your ads are performing. Which keywords are performing better than others? Which ones should be optimized, or even paused or turned off?
Without using data and information to drive decisions and strategy, it’s easy to miss opportunities to optimize your account. Or even worse, waste money on keywords that aren’t driving any leads.
You would never allow your sales team to not follow-up with a lead, right? So why would you do it with AdWords?
You and I both know that the decision to hire someone to build a pool doesn’t happen overnight. It’s a long process, which means that strategies need to be built that subtly retarget visitors to bring them back to your site.
Plus, retargeting helps you stay top-of-mind with your prospects. So when the time comes for them to make a decision, your name should be at the top of their list.
It’s simple: if it’s your account, you should own the data associated with it.But we’ve seen way too many pool builders hire another AdWords manager or agency that held their account data hostage. So when they left or hired someone else to run their account, they couldn’t bring their account data and history with them.
You should always check with your AdWords manager before you sign any sort of agreement to see if you will maintain ownership of your own account data.
Even if your campaigns are set up successfully, “setting and forgetting” is an easy trap to fall into. But running high-performing AdWord campaigns requires constant tracking, testing, and optimizing:
If you want to see a higher return on your ads, you — or your AdWords manager — should always be looking for ways to optimize and improve.