10 AdWords Tips from an SEM pro. Submitted by Terry Whalen, CPC Search, www.cpcsearch.com 415-673-3220

1. Expert AdWords Advice from an SEM Pro

2.  AdWords Keyword Tool - a great start
◦ Google is great at the keyword (kw) relevancy game
◦ Since a majority of searchers use Google and its
partners, the idea is to ‘go to the source’ for kw
ideas
◦ Give Google a seed kw (or 10) & they’ll spit out
additional relevant kw ideas
◦ Access the Keyword Tool at the top of the kw list in
any ad group

3.  AdWords Search Query Report
◦ Much improved, with more granular data
◦ Focus on search queries that have received
conversions, not just clicks
◦ Add search queries w/ match type showing as
‘Broad’ or ‘Phrase’ to appropriate ad groups
◦ Use impression, click, cost & conversion metrics to
determine match types for new kw’s

4.  Analytics Keyword Data
◦ Mine your Google Analytics, Omniture, WebTrends
or other analytics reporting system for kw ideas
◦ Focus on organic kw’s that have resulted not only in
clicks, but in conversions, goals, and measurable
value
◦ In GA, select Traffic Sources, then Keywords, then
click on ‘non-paid,’ & lastly select Goal Conversion
tab

5.  Use All 3 Match Types: Broad, Phrase & Exact
◦ Using all 3 match types gives the advertiser greater
visibility and control into their campaigns
◦ Add phrase & exact match for keywords that show a
high volume of impressions, clicks, cost or
conversions, or for kw’s that are core to your
business
◦ Note – use the Search Query report to determine
the user search queries that are being matched up
to your broad & phrase-matched kw’s

6.  Test Keyword Insertion (KWI) in Text Ads
◦ KWI automatically inserts the user’s search query
into the text of the ad
◦ KWI can be used in headlines or in lines 1-2
◦ Test KWI cautiously, and only in ad groups that
exclude high-volume, broad match keywords

7.  Set Ad-Serving to Rotate(!)
◦ Ads must be rotated evenly in order to be tested
properly against each other
◦ AdWords defaults to serve higher-CTR ads more
often than lower-CTR ads; this makes more money
for Google at the expense of the advertiser
◦ Go to Campaign Settings to select ‘rotate’

8.  Highlight the Value Proposition
 Match Ads with their Ad Group
◦ Use relevant ad group kw’s in ad text
 Use a Compelling Offer
◦ E.g. $10 off purchases of $60+;
◦ E.g. Free Trial
 Include a Call-To-Action*
◦ E.g. Learn how to leverage IT resources w/ PPM.
Free White Paper.
* Or implied call-to-action

9.  Keep It Simple
◦ A simple account structure benefits day-to-day
navigation, management & bid optimization
 Consider Separate Campaigns for:
◦ Breaking out geo-targets
◦ Differentiating between different key target metrics
◦ Reporting purposes
 Always run Content Campaigns Separately
◦ This is acknowledged best practices, since Search is
an altogether different medium vs. Content

10.  Download & Use AdWords Editor
◦ AdWords Editor (AE) is useful for:
 Bid optimization
 Ad creation & optimization
 Creating new campaigns & ad groups
 Adding kw’s in bulk to multiple campaigns & ad grps
 Making across-the-board changes to bids, ads, etc.
 Modifying destination URLs for conversion tracking
 Creating ‘child’ ad groups from ‘parent’ ad groups
 And much more…
 Download AdWords Editor (PC or Mac)

11.  Start Simple & Small
◦ Start simple, and go where the data takes you. PPC
is an iterative activity. The data determines where
to go next. If you started with 1 campaign
composed of 5 ad groups, expand the ad group
that shows click and conversion activity and leave
the others for later.
 Move to Complex & Large
◦ Expand kw’s, ad groups, and campaigns based on
what has worked; in terms of time & effort, feed the
winners & starve the losers; I believe this approach
will save you time and make you (or your client)
more money!

12. Terry Whalen CPC Search
terry@cpcsearch.com www.cpcsearch.com
 Principal at CPC Search  Full-service SEM agency
 Certified Google  Google AdWords
AdWords Professional Qualified Company
 Deep expertise in B2C &  Manage campaigns
B2B marketing, landing across Google, Yahoo &
page optimization, and MSN for clients spending
all facets of online $100k to $4m+ annually
marketing  Offices in San Francisco
 UC Berkeley Haas MBA & Santa Barbara, CA