search engine marketing resources

Google Adwords

Google is the premier pay per click search engine. Google offers the largest number of content-match publishers and search partners in their network.

Tips for Google Adwords:

    • Site Targeting. Target sites you have found Adwords ads on. In fact, target pages on sites that carry Adwords ads. The trick here is in getting your CPM right, since all site targeted space can only be purchased on a CPM basis. Keep your eyes open for "Advertise on this site" Adwords links on websites your customers might visit. You can copy and paste those URLs to be placed into Adwords later.


    • Create negative keywords for every campaign you run. This might be different for each campaign, depending on how a common a phrase is. Let's say you're selling chickens online<wink> - "chicken" will be a keyword in your campaigns, however you might want to create "-little" as negative keyword since most people searching for those terms together aren't doing so to hunt for real chickens.

    • Run weekly reports on all conversions, keywords, campaigns, etc. Instead of setting up individual reports for each group, track by keyword instead. Download into Excel and use the filter by tool in Excel to view campaign/keyword level reports independantly.



    • Bid separately for content. Use the same methodology you would for search bidding - optimize for the best ROI or for revenue w/benchmark ROI.

    • Keep an eye on spending. Test Google's "budget optimizer," but don't rely on it. It may or may not work, depending on your campaign. Manage hourly bidding with AtlasOnePoint or another bid management tool if you can afford it. You will save money.


    • Most importantly - track conversions correctly. Verify placement of the Google pixel on your landing or response page, and make the most of those terms that convert well by finding more like them.
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