I see many AdWords accounts that are set up by business owners who are new to AdWords. People are constantly hiring me to dig into their new AdWords accounts and optimize them. And without fail, one of the biggest issues that I see repeatedly from new AdWords users is not taking advantage of keyword match types. This article is going to explain what AdWords keyword match types are, why they are so important, how to use them, and where to get more information about them.
Headed for city lights
Climbed the ladder up to fortune and fame
I worked my fingers to the bone
Made myself a name
Funny I seemed to find
That no matter how the years unwind
Still I reminisce ’bout the girl I miss
And the love I left behind
-Frankie Vallie, My Eyes Adored You, 1975
I’m in an emotional state as I write this post at 12:03am on Christmas morning, 2014. I’m taking stock of my year, and I feel like things are going well. I’m in a great spot physically, emotionally, spiritually, and mentally. I’ve been doing The Daily Practice for around six months now, and doing that has helped me get healthy and maintain my health in all four of those areas.
I’m taking stock of my life and my business tonight because this is the first time in as long as I remember that I’m off the clock and completely taking a break from business. For the past few years I’ve literally worked my fingers to the bone and struggled to create an opportunity for myself. And for a few years I couldn’t figure out it. I was still going through life hating the way I spent my days, and not being healthy in all four of the areas mentioned above.
I’m a huge believer in checklists. I have always been a checklist/to-do list guy, but it wasn’t until I read The Checklist Manifesto by Atul Gawande that I started to apply checklists to my business processes in a serious way. Now almost everything I do related to Rothman PPC is guided by a checklist.
One of the most important aspects of PPC marketing is setting up your Google AdWords campaign. Getting things right from the get-go is critical to your long-term AdWords success. So it is very important that I take the time I need to intensely focus on the initial campaign setup when I’m getting a client started on AdWords. I have to get the setup right in order to lay the foundation for the long-term profitability of the campaign. And since the setup is so important, well, you guessed it – I use a checklist.
My checklists are always open to changes and improvements. But for now, my AdWords Setup Checklist consists of 18 items. In this article we’ll briefly examine each item and why it’s important enough to be on the checklist.
Please note, this list does not contain items about conversion tracking. That’s a separate area and deserves it’s own discussion and checklist.
You could call me a Google AdWords evangelist. I’ve seen the light, and I get it. I get why AdWords has helped Google become a $369 billion company. AdWords, when done correctly, really works. I’ve seen it turn businesses around, and every day I help local businesses make the phone ring with Google AdWords.
But there are still tons and tons of local businesses out there who don’t get it. They don’t understand AdWords, or they haven’t tried it yet. Or maybe they tried AdWords and didn’t have success with it. Regardless of the reason, the majority of local businesses still don’t realize the extent to how AdWords can help their business. In this article I’m going to cover 10 facts about Google AdWords that every small business owner should know. And hopefully reading this article is your first step towards getting Google AdWords.
I’m down here in the trenches of internet marketing. I’m working with real businesses who are real new to AdWords. And over the past year I’ve seen a very common and also very poor AdWords strategy that my clients were using before they hired me. And that strategy is the following: We’re going to use AdWords until our SEO starts working. Once we get organic traffic from Google we’ll stop paying them to run ads. To that strategy, I say the following:
Facepalm!!?!? Stinky farts?!?!? Baby girl, awwww hell no!!!!!!!!!!
This is just a horrible way to approach AdWords, yet I see this strategy over and over from new clients. Let’s explore why it’s such a bad strategy, why so many people use this strategy, and what the right approach to Google is.
I take a very simple, but effective approach when I start a new AdWords campaign for a client. I call it the Shot Gun, Sniper, Jump Shot Approach To AdWords. The goal of this AdWords strategy is to discover high-converting, profitable ad groups and keywords, discover and allocate the maximum budget possible to those profitable ad groups and keywords, and then repeat by “taking shots” and looking for other high-converting and profitable ad groups and keywords. Here’s how it works.
I was lonely.
Here I was. 23. Healthy. Good looking. Gambling day and night. And gambling profitably. Things should have been great. But I was lonely. I needed to meet women.
So what did I do? I took action, did something about my loneliness, and started online dating. Online dating was the perfect solution to my loneliness. I needed a way to meet women, and online dating provide that for me.
I had to market myself. Women weren’t just going to show up at my doorstep looking for love. I ain’t running no Playboy Mansion over here. I’m just a regular guy. Nothing to see here. So how were women supposed to know I was single and looking? The answer is that I had to market myself.
In my experience there are two types of people in business. 1) Those who do what they say they are going to do, and 2) Those that don’t do what they say they are going to do.
To me, that is the primary way I classify people in the business world. Whether they are clients, bosses, coworkers, contractors, partners, or employees, the first question I ask myself is, does this person do what they say they are going to do?
For me, it’s as simple as that. It all comes down to whether or not a person keeps their word. And that’s the way I do business. If someone does what they say they are going to do, if they keep their word, then I’m in. I’m going to at least give that person a chance to do business with me. But if a person doesn’t do what they say they are going to do, if they don’t keep their word, then I’m out. And I won’t go forward in any business transactions with that person, no matter how appealing the business opportunity otherwise might be. In short, I don’t deal with crappy people. I don’t deal with scum.
Today I was in a meeting with a local business owner. This was real, American business. It was our country at it’s finest.
We are a country of reinvention, and this business owner is in a second career.
We are a country of hard workers, and this business owner is working around the clock.
We are a country of grit, and this business owner is gritty. They’re running a statewide business from a little apartment.
I love it.
Last Friday, on July 4th, I did the most American thing I know how to do – I worked. As president Coolidge said, “The business of America is business.” The entrepreneurial journey of starting and running a successful business is a large part of the American Dream for me, so I was happy to spend my holiday making the finishing touches on my website, setting up my accounting books, and launching my new business, Rothman PPC.
What is Rothman PPC?
Rothman PPC is a one-man AdWords management and consulting shop. I wear every hat at Rothman PPC. I’m the president, the account manager, the salesman, and the accountant. And I love it that way! I know every nook and cranny of my business, and everything is run the way that I want it to be run. There’s no fat around here! Democracy works well for governing a county, but a dictatorship is what is needed to run a successful business.