Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Tag: google Adwords

Adwords Secrets: Setting Ads Rotation

Understand the Latest Google Adwords Improvement

Google are forever improving their Adwords programme and to be honest it takes some keeping up with.  Here is one of the latest Adwords innovations.


When you set your ads to rotate evenly they used to do this for ever (or until you stopped them), now they only rotate evenly for 30 days and then need resetting.  If you don't reset them they start preferring the ad with higher Click Through Rate.


A lot of people prefer the higher CTR but if you are working on the best conversion rate then you need to pay attention to this change or you will lose out big time.


On ad groups with low traffic, this may work against you.


The best work around this problem is:

Pause your ads then un-pause them, this triggers the 30 day clock to reset.


It is a bit of a pain to have to do this every 30 days so put a note in your diary  or you are likely to forget.


Try it now before you leave this post.

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Adwords: Why Education & Training Searchers Can Cost Your Business Dearly

People searching for Colleges, Education and Training can cost Adwords users dearly unless you use negative keywords   


People looking for college courses or general industry information aren't good news for your Adwords budget unless you are a college or specifically offer some form of education or training.


To stop your ads from running on these generic education and training searches you need to use negative keywords so that your ads aren't triggered by them.


Typical negative keywords will include

college, colleges, school, schools, FE, FHE, training, class, classes, course, courses, book, books, textbook, training provider, university, HE, Higher Education,

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Negative Keywords: Removing Generic Information Searches from Adwords

Saving Google Adword Budgets: Removing General information searches


When searchers make general information searches, they’re almost always at the beginning of the buying cycle. By eliminating these searches from Adwords, you are able to focus your spend on people further into buying cycle.


These searchers are much more likely to convert into hot leads or customers. Stopping general info searches triggering your ads is easy.  Simply add, to your Adwords keywords list, negative keywords like:


what is

what are

how to









Of course if you want people to find your pages that feature “How to” etc these are obvious titles and metatags to do just that and you should be using them on your pages and incoming links. 


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Adwords Marketing: Using Negative Keywords

How to use Negative Keywords in Google Adwords campaigns


If you run Adwords campaigns for small, locally focused businesses you'll probably have a limited budget.  So focusing on people most likely to become customers is vital.  One way to do this is to use negative keywords in your Adword set up.

Negative keywords help you zero in on potential customers whilst preventing those people that aren't good prospects from seeing your ad.  In essence any negative keyword you add will not trigger your ad in a search containing it.


The same principle applies even if your campaign is not locally focused.


How to add negative keywords to your Adwords campaign


Adding negative keywords to your Adwords campaign is very easy.


Here's how.  Scroll to the bottom of the Keywords page of your Adwords campaign, expand the Negative keywords option box and add any words you DO NOT want to trigger your ads. You can use this to manage negative keywords at both ad group and campaign level.


Want to know which keywords I suggest you use in the negative form?  I'm posting those in over the next few days so watch this space.

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