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10 ways to save money using Google AdWords

by on September 25, 2012 in Google, Lead story, Search Marketing, Small Business, Startups

Via UK Marketing Network’s Blog

With Google AdWords continuously adding new features it is becoming more difficult for novice AdWords users to keep on top of rising costs. In this post Samantha is going to run through 10 ways to save money using Google AdWords using some of the features and tools that are on offer

Samantha is the Digital Marketing Director at Koozai, an agency specialising in Search Engine Optimisation (SEO), Pay Per Click (PPC), Social Media, Brand and Analytics. At Koozai, Samantha oversees all the marketing activity for Koozai and also heads up the Search Team who manage the agency’s client accounts.

Lets get started…

1. Negative Keywords

For those of you who may not know what a negative keyword is, it is a word or phrase that you wouldn’t want your ads to appear on if it was included in a search query. For example, words like ‘free’ tend to be included in a majority of AdWords campaigns as a negative keyword to stop ads from showing if a search is conducted containing ‘free’.

I would expect an average size campaign to contain thousands of negative keywords. Google AdWords allows advertisers to add up to 10,000 negative keywords so we should all be taking advantage of this.

Negative keywords can be added at ad group and campaign level, with campaign level negatives being the most popular to use.

2. Ad Scheduling

If your business can only take orders between a certain time it makes sense to only run your ads during this period so that you are not wasting budget on traffic that you may not be able to convert.

If you think you want your ads running 24/7 the best practice for this is to set the ads to run at all times but use the reporting offered to you in AdWords to check what times of day convert best for you. The reporting will clearly highlight if there are times that you ads are better off not running and using this will help you save money on your PPC campaigns.

Basic ad scheduling allows you to switch campaigns on and off during certain periods of any day of the week. There is another option which gets much more advanced and you can actually increase/decrease your maximum bid prices depending on the time of day or day of the week. This is a great feature if you want to get more exposure at a certain time of the day or want to make your budget last longer.

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