4 Things Not to Overlook in Google Adwords

Adwords is still one of the most popular forms of digital marketing. If you’re selling a product or service, search ads can help drum up business and put dollars in your pocket.

That being said, there are a few things you should be sure not to overlook when you set up a search campaign. Hopefully, if you follow these 5 steps, you won’t be leaving any money on the table.

1. Your Search Radius Settings

When you set a search radius for your ads, keep an eye on the advanced options of your targeted locations. By default, your ads will be set to not only include people in your search radius, but also people who are searching with interest in your targeted location. These impressions are less likely to convert, so if you’ve got ample traffic, you may want to shut this feature off.

2. Keyword Match

If you’re new to Adwords, you might be inclined to use exact matches for the keywords you select.


The exact match feature should almost never be used — unless you’re using product numbers as keywords, I’d highly recommend against it.

Instead, you should be using a combination of some of the other match types. Here’s a quick rundown of the 4 other types of matches.

1. Broad Match: formal shoes

Also matches: formal footwear, evening footwear, men’s dress wingtips, etc.

2. Modified Broad Match: formal +shoes

Also matches: evening shoes, dress shoes, black dress shoes, etc.

3. Modified Broad Part II: +formal +shoes

Also matches: frmal shoes, formal evening shoes, etc.

4. Phrase Match: “formal shoes”

Also matches: black formal shoes, formal shoes for men, etc.

3. Conversion Tracking

Under the tools section, you’ll find a conversions tab that is extremely important for tracking your efficiency. One of the most overlooked kinds of conversion tracking is phone calls — so be sure to monitor who’s calling from your ads (creating mobile specific ads featuring the phrase, “Call Now!” is a good idea).

In addition, you’ll also want to set up conversions for specific actions that you deem valuable. If you have a landing page after a form is filled out, this can be a way to track conversions — if not, you can always add a snippet of code to specific buttons on your website. It’s all under that “conversion” section in Adwords.

4. Use Capitals in Your Ad Copy

Yep, every word. If you’re running an ad for formal shoes, it should look something like this:

Black Formal Dress Shoes

25 Years In Business, Great Savings

50% Off If You Call Today!

Capitalizing every word helps your ads stand out, giving you a better conversion rate. Early in my digital advertising career, I didn’t believe the Google representative who first told me this so I tested it out, and trust me, it’s the truth. Capitals matter.

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