AdWords success is an aggregation of marginal gains

AdWords is a competition. You compete against other advertisers to appear in the top ad spots, and get the most clicks for the cheapest possible price.

The only way to win, is to be better than everyone else. More efficient than everyone else. More relevant than everyone else. To have a better offer and a better experience than everyone else.

The only way to be better than everyone else is to execute on every little detail – and to execute it better than everyone else.

This is why I spend so much time paying attention to small details. They are the only thing that will get you ahead.

AdWords success is only achieved through continually working to achieve small, incremental improvements of 1-2%. These small improvements eventually become the most efficient campaign, hitting the most targeted traffic, with the best possible ad copy, at the cheapest cost-per-click.

Castles are built out of bricks, and you’ve got to lay them one by one.

tiny-gains

If you put in the same amount of time and effort as everyone else, you are only ever going to get the same results.

But if you put in that extra 1-2% every day, after even just a few weeks, you’re going to be so far ahead that they can’t catch up.

Are your queries matching to the correct ad group? The other use for AdWords search term reports.

Are you sure search queries matching to the most relevant ad groups and keywords in your account?

This is one of the most overlooked optimisation opportunities I see.

Continue reading Are your queries matching to the correct ad group? The other use for AdWords search term reports.

AdWords Cross-Matching – Why Your Ads Aren’t Being Triggered By The Queries You Think

There are a few techniques that separate average AdWords accounts from great ones. This is one of them.

Most people don’t realise their ad groups are “leaky”. I call this “cross-matching”. It occurs when a search query can match to many possible ad groups. Most accounts I see have a cross-matching bottleneck.

Continue reading AdWords Cross-Matching – Why Your Ads Aren’t Being Triggered By The Queries You Think

“Other search terms” – Sourcing negative keywords beyond search term reports

This is the first in a series of posts on next-level PPC account management. AdWords is a competition, and to win the game, you need to be better than everyone you are competing against. This series of posts focuses on the techniques and methods that I have learned and developed over 10 years to achieve next-level results.

You already know that negative keywords are just as important, if not more so, than positive keywords. But I’ve noticed that most people take the same approach when adding negative keywords to an account – to run a search term report and look for low query search queries that have triggered unwanted clicks.

Continue reading “Other search terms” – Sourcing negative keywords beyond search term reports

Create perfect AdWords ad mockups and previews using Chrome Developer Tools

This post is adapted from an answer I posted to this question on Reddit.

User adwordshalp was attempting to use the Ad Preview tool to take a screenshot of an ad mockup for a client proposal, but was running into some errors.

“All I want to do is see the image of what an ad would look like.”

Continue reading Create perfect AdWords ad mockups and previews using Chrome Developer Tools