As I am not an expert on the subject and I wanted to publish an article with «chicha», I have contacted my friend Juanfran Berbejal, a crack in Adwords that has something very good to tell us …
Go ahead Juanfran!
Before revealing some of the practices that make a adwords campaign is more like a goring to the chest than a digital marketing strategy, you are going to allow me to tell you a recent anecdote that will show you how fine you have to spin when implementing this type of SEM campaign.
A few weeks ago I was commissioned to carry out an SEM strategy in Google Adwords for a soundproofing company in Spain. When I received the order I was very happy because in the agency we had a lot of experience in this sector and one of the most important questions when raising a campaign in Adwords it is precisely to know the sector and the commercial scope of the company, the behaviors that users develop when they search Google and the semantic ecosystem around the product.
Really no campaign settings on Google Adwords It is 100% perfect, but it is necessary to maintain a constant optimization after its implementation based on its evolution and the environment of competitors, which is constantly changing.
To configure and optimize the campaign of the soundproofing company we based on previous experience, the keywords that we knew worked and a long list of negative keywords that would exclude the appearance of our ads for unwanted searches. For example, our client had warned us that the company did not carry out soundproofing for homes, but that its projects were oriented to the business and industrial field.
With negative keywords we avoid clicks for terms like “soundproof room” O “soundproof home”, But what was our surprise that over the days Google was revealing a series of search terms used by users who triggered our ads in an inappropriate way, namely:
soundproof parrot cage, soundproof my wife, soundproof sexual intercourse, soundproof toilet …
It is evident that when someone desperately searches for something, they pull Google and it is certain that someone on this small planet already has the solution.
This leads us to two conclusions:
Set up a campaign in Google Adwords It is not the same as getting performance from a Google Adwords campaign. To configure it you will only have to do click in «Next», «Next», «Next», «Next»… taking advantage of it will be something else.
Google is not going to give us anything, it is more if it can get you a click, do not doubt that it will.
Next I am going to reveal some of the strains where your money goes in Google Adwords campaigns and if you control them, you can save up to 50% of your investment in Adwords.
1. Correctly configure the Location Options.
In the Settings tab> All settings> Location options (advanced)
This option does not appear the first time that you create any campaign, it appears after the campaign is created and with a default configuration that is a real bitch.
By default the option will be checked:
“People who are, who are looking for or who show interest in my targeting location (recommended)”
Google explains it like this and also recommends it: Your ad can show to anyone who is “probably” physically located in your targeting location. Your ad can also show to anyone who shows interest in your targeting placement. Users can show interest through the terms they use in searches, the content they see online, whether they have recently been to a location, or in other ways.
In other words, a person who is in Madrid, who lives in Madrid and who was spending a few days in Alicante this summer and needs a locksmith today, can be perfectly impacted by ads from a locksmith who works in Alicante. Just for the mere fact of having been in contact with this location, Google reserves the right to offer ads from the poor locksmith, who is neither going to travel to Madrid, nor has his campaign configured well.
I have seen countless CPC (cost per click) campaigns with territorial segmentations in Spain receiving clicks from countries in South America.
As an example I will tell you that only the US has 11 cities with the name of Madrid. This means that our ads will impact users with interests in cities with the same name, whether or not they seek services in the capital of Spain; there is nothing.
Consequently, the optimal setting is:
“People in my targeting location”
I have seen some Adwords experts manually exclude all countries in the world from the campaign, by identifying “extraterrestrial traffic” in their campaigns because they do not know where or why these visits come from.
To take into account a small exception; These are campaigns that include mobile devices. There are operators that register internet access from mobile terminals in locations other than the real ones because their IPs are assigned in other cities. It may be the case that a mobile located in Alicante is seen accessing the internet from Madrid in the real-time panel of Google Analytics.
This means that this user would be being excluded for a segmented campaign for Alicante, because technically he is accessing from Madrid; we would lose this traffic. This usually happens if we hyper-segment territorially in small, isolated localities or with switching centers far from our segmentation area.
2. Computers, tablets and mobile devices
In a similar way as in the previous recommendation, Google hides the way to target your campaigns to computers, tablets or mobile devices, even in the most recesses of its tabs.
If we consider that a good part of Google’s income is provided by Google Adsense, Google’s display network, and that many of these clicks are originated in mobile terminals in an involuntary or fortuitous way, we will understand that Google does not pay too much interest in that the Advertisers can deactivate Adwords campaigns for mobile terminals.
The same happens in campaigns for the search network since Google offers the search engine to other partners such as ASK, AOL, YouTube or Google Maps, where accidentally putting your finger in an ad when using your mobile is at your command. day; click that is charged to the advertiser.
In the same way, Google does not allow targeting search campaigns only to mobile terminals excluding computers, for this are Call Only campaigns.
As for the way to exclude mobile devices from search campaigns in Google Adwords, I will explain it to you:
Go to the Settings tab> Devices
In this tab, in the Bid Adjustment column corresponding to mobile devices there is a hairline that is unknown what it is. Click on it and a window magically opens.
Select Reduce bid and write: 100%
This does nothing but reduce the bid for mobile terminals by 100%, so it leaves it at “0” and consequently our ads will not be triggered for these devices.
I have not found in all the Google Adwords help where it explains how it is done.
When should we exclude mobile devices from search campaigns?
- When the landing page is not perfectly optimized for mobile devices. Keep one thing in mind:
What you sell in an SEM campaign is not the ads, but the landing pages.
- When the product or service to be advertised is not the object of being searched from a mobile terminal. For example: “exporters of oranges”
If the object of our campaign is reduced to a business scope, we have to abandon the idea of publishing on mobile devices since these searches with the possibility of conversion are more likely to be carried out from an office computer.
Examples of campaigns that work well on mobile phones: restaurants, taxis, 24-hour services, location services, app downloads, promotions and specific offers …
By putting these two tips into practice, you will stop a major euro hemorrhage, but if you are still bleeding, there is still more …
3. I strictly prohibit you from using broad match keywords.
As you know, there are 4 types of match for keywords in Google Adwords, broad match, modified broad match, phrase match and exact match. I’ll focus on broad match:
If you use a keyword such as -buy chair-, and you use it in broad agreement, Google will activate your ads for users who are not only looking to buy chairs, but also armchairs, armchairs, armchairs, sofas, stools and if you hurry me up to ” bedside tables ”.
When you wear a broad match Google activates your ads for that term, for its gender and number variants (chairs, armchairs), for synonyms or related words (seat, throne, stool), with accent, without accent, in any order (buy chair) and for small spelling or typographical errors (siya, table).
It may seem funny but to offer a dining chair, to a user who is looking for a toilet bowl or a throne, there is a world.
Not too long ago I was interested in the famous Niagara Falls when I was surprised by the announcement of an Alicante company selling cataract operations, especially if we take into account that “trips to falls” has 1300 average searches / month … “hotel cataratas” “excursions to cataracts “… all the famous waterfalls on the planet, including” suicide cataracts “with 110 searches. For all this and more, this company appeared.
Watch out for broad match, which is loaded by Google engineers.
There are many techniques for plugging click hemorrhages and budget in campaigns Google Adwords without having to analyze absolutely anything, just knowing how the tool works. I hope these 3 help you improve your clients’ investments.