1. Be Negative…

Negative keywords can help divert unwanted traffic, so you don’t appear for search terms that are not relevant to your product or service. This will help reduce costs and filter traffic which is unlikely to convert.

2. Be Relevant

Use the same keywords (in the same format) in your ad creative. Then make sure that keyword appears again on your landing page (again in the same format). This will mean your visitors will not lose the ’scent trail’ to finding what they want.

3. Organise your Keywords

When keywords are separated into the appropriate adgroups they can have a much more effective AdCopy. For Example: "Womens Denim" and "Womens Jeans" should be two different AdGroups. When keywords are grouped into appropriate adgroups the AdCopy will be more relevant to the keyword list and help you better track the results. This can also increase your quality score and ranking whilst keeping costs low.

4. Switch Off Content Match

When creating new campaigns on Adrowds or Adwords editor remember to switch off the content network. The content network can be deactivated from the campaigns level, click on the "settings" tab and under the Networks and devices column click through and un-tick the "content network".

5. Campaigns for Content

People that click on Content Ads are typically not searching for a specific product or service and are generally not in the mindset to convert. If you must be on the Content network, it is definitely best practice to create a separate campaign and dedicated adgroups. make sure to separate the AdGroups: One AdGroup for Search This way it is easier to track the performance from search and content of each campaign.When creating campaigns it is important to note that brand or competitor names, as keywords are ineffective and should not be used.

If you require any more information in regards to the Pay Per Click services we provide at 4Ps Marketing, contact us at marketing@4psmarketing.com