Ready to get started with AdWords

 Take a look at these tips:

1. Make use of negative keywords

Are there words or phrases that are similar to your product or service, but do not align with your brand whatsoever? Those are the keywords you should add as negative keywords. For example, here at New Breed we design and develop B2B websites, but only on the HubSpot COS and WordPress. Therefore, if someone were to search "Drupal website redesign," we wouldn’t want our ad to display because we know he or she wouldn’t be a quality lead. By adding negative keywords, you’re ensuring your keywords are only attracting searches that a qualified lead would perform. 

Quick hack: There’s a handy report in AdWords under the Keyword tab. Click “Details > Search Terms > All” to find the exact searches that showed your ads. Here you can go through how much you spend on each keyword to remove any that don’t align with your product or service. 

2. Enhance ads with extensions

Ad extensions are a type of ad format that shows extra information about your business, such as your phone number and address. By leveraging ad extensions, you can improve the visibility of your ads because they often appear above the search results, rather than along the side. Plus, they cover more screen space above the fold. Ad extensions also improve the click-through rate of your ads, which ultimately means more traffic to your website. Extensions don’t have an additional cost aside from your CPC.

Types of ad extensions:

• Manual extensions
  • App extensions - Show a link below your ad text that sends people to the app store or begins downloading your app.
  • Call extensions - Let people click a button to give you a phone call.
  • Location extensions - Help people nearby find your nearest storefront or give you a call.
  • Review extensions - Showcase positive, third-party reviews from reputable sources.
  • Sitelink extensions - Add links to help people find what they’re looking for.
  • Callout extensions - Add descriptive text to your ad to help people learn more about what you have to offer.

• Automated extensions
  • Consumer ratings - Show off what customers appreciate with high-quality survey data
  • Previous visits - Show people if they’ve clicked through to your website from Google Search results before
  • Social extensions - Show how many Google+ followers you have.
  • Dynamic structured snippets - Show additional landing-page details automatically with your ad on Google search.
  • Seller ratings - Show your online business ratings with your ad.

3. Utilize sitelinks

AdWords has an extension that allows you to show links to specific pages on your website beneath the text of your ads (and in addition to the main landing page). This allows searchers to more quickly choose what they're looking for on your site with less clicks. By providing that additional information through sitelinks, your ads may show more relevance  and appeal to potential customers.  

Sitelinks are beneficial for a number of reasons:

• Show shortcuts: Link directly to popular or high-converting sections of your site.
• Update easily: Change link text and URLs whenever you want.
• Detailed reporting: Find out how many clicks occurred on your ad when sitelink appeared.
• Data retention: Edit your sitelinks without resetting their performance statistics.
• Scheduling with start and end dates: Specify the dates, days of the week, or times of the day your sitelinks are eligible to show.

4. Leverage keywords with low competition

Incorporate long-tail, low-competition keywords to your ads not only to increase the quality of traffic coming to your site, but also to decrease the cost-per-click. Typically, three- and four-word phrases tend to have less competition and represent buyers rather than lookers. To create long-tail keywords, add adjectives or modifiers to your existing keywords. For example, rather than using "marketing automation,” use “best marketing automation platform” or “time-efficient marketing automation.” Stuck on which long-tail terms to use? Try using Google's keyword planner to develop and analyze a list of terms.

Additionally, you can leverage match types to increase the quality of leads and help control which searches can trigger your ad. For example, you can use broad match to show your ad to a wide audience or use exact match to hone in on specific groups of customers.

Types of matches:

• Broad match - This is the default matching option. Your ad may show if a search term contains your keyword terms in any order. This is a great option for not spending a lot of money while generating a large amount of traffic.
• Broad match modifier - You can add a modifier to any of the terms that are part of your broad match keyword phrase. By adding a modifier, your ads can only show when someone’s search contains those modified terms or close variations, in any order. This is a good option to increase relevancy.
• Phrase match - This match type will display your ad when someone searches for your exact keyword, or your exact keyword with additional words before or after it. Phrase match will give you more precise targeting.
• Exact match - With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. This is the most precise form of targeting.

Simple SEO simple techniques

1.Optimize Your Site Page Around One Keyword Or Topic :

The days of keyword “stuffing” are over, but you still need to keep your site pages optimized around one central idea and keyword. Keywords should appear in important on-page elements like the page title, heading, image alt text, and naturally throughout the page copy, but you should still be sure to craft each of these items for humans, not search engines

2. Remember That Keywords Are Important But Not Verbatim

Considering Google announced in 2014 that their paid search services, AdWords, would no longer rely on exact match keywords but also co-varieties of a keyword, it is likely that the same holds true for organic search, although it has not been explicitly announced.  Keywords no longer need to be the exact same variation as displayed in your keyword tool. For example,  the plural keyword, “inbound marketing tactics,” is equivalent to “inbound marketing tactic” in singular form with AdWord’s new targeting strategy. In addition, even if a searcher misspells, Google will still help them find your website despite the variation of the keyword optimized on your site.

3. URL Structure Should Be Short, Descriptive, And Help To Categorize Your Website

A URL is one of the first things a search engine uses to determine page rank, which is why it is really important to make your URLs easy to crawl. You can do this by keeping URLs short (this is also beneficial for UX), aligning to the page’s topic and keyword, and ensuring that URLs help you to categorize your site pages.

4. Optimize Page Titles

A title tag is used by search engines to display a page in search results and can also be found at the top of your browser. Title tags tell search engines and searchers what the page is about. Since Google will only display between 50-60 characters in the title tag, you should keep title tags under 55 characters and try to drive people to click with compelling copy. You should also put keywords or topics towards the front of the title.

5. Utilize Proper Heading Tags

Heading tags should clearly tell the reader and search engines about the page’s topic. A search engine is able to identify the heading when it is tagged by bracketing text in within the page’s HTML (Note: If you have a CMS or COS like HubSpot or WordPress, this is usually coded in the background). Heading tags help tell a search engine the level of importance of the content by also using <H2> and <H3> tags. You can check your site’s current heading tags by viewing in HTML view.

In addition to what you should do with heading tags , you should also avoid a few things including:

• Avoid using generic terms like “Home” or “Products”
• Don’t put important information that would likely be your as an image.

6. Optimize Image Alt Text

While you should not hide your heading tag in an image, you should still give search engines more opportunities to link to your website by adding keywords in the image alt text and file name.

7. Grow Natural Links

Google continues to use natural, quality inbound links as a main ranking factor. In 2015, you should closely monitor inbound links to ensure that they are constantly growing and that the inbound links come from quality websites.

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8. Increase Site Speed

Since 2011, Google has made it apparent that site speed matter in search rankings, and today, with a bigger emphasis on the user experience than ever before, site speed will continue to be a critical ranking factor. Users don’t like to wait, and we are becoming more and more accustomed to the fast load times, which means your site will be left in the dust when a user must wait. There are a few important things you can do to speed up site speed:

• Test site speed using Google or a built-in CMS tool like utilized in HubSpot
• Ensure your web server can handle you size of your company and website needs. Overloaded web servers can slow down load times.
• You may also find that one of the following culprits is slowing down times:
  • Embedded videos or media
  • Using a lot of images
  • Images that are not compressed to minimize pixels before uploading
  • Clunky coding
  • Using a lot of plugins

If you suspect any of the above are causing slow load times, you can find experts to help clean up your site or minimize the use of each.

9. HTTP Vs. HTTPS: Why They Matter

With a big push to make the web world more secure, Google has began emphasizing the importance of utilizing HTTPS. While many websites have traditionally ran on a Hyper Text Transfer Protocal (HTTP), a Hyper Transfor Protocal Secure (HTTPS) ensures that a website is encrypted and cannot be hacked. With Google beginning to test the waters in using HTTPS as a ranking factor, it will be important to secure your website with HTTPS in 2015.

10. Mobile Search Implications

With nearly 40% of organic traffic coming from mobile devices in 2014, it should come as no surprise that mobile-friendly websites will rank better with Google. To ensure you are mobile optimized, you should be avoiding common mistakes described by Google including faulty redirects, mobile-only 404s, blocked media, and slow mobile load times.

Although it may feel like Google is trying to make our jobs as inbound marketers more difficult, they ultimately want to provide the best user experience, which should be the goal of your website as well.