If you’re new to AdWords, it’s easy to miss some key features that help you stay ahead of your competition. In this two-part blog, we’re going beyond the keywords to summarize features that help advertisers get the most out of AdWords.
Negative keywords. In order for ads to appear, campaign managers bid on search terms related to their product or service. What about the times you don’t want your ad to appear? Imagine you own a shoe store. You wouldn’t want your ad to show to someone searching for snowshoes. This person isn’t interested in buying the type of shoes you sell, and if they click on your ad, you’ve wasted valuable advertising dollars. You might add “snowshoes” to your negative keyword list.
Keyword search terms report. The keyword search report tells you the exact keywords used to trigger clicks on your ads. If your search term report shows relevant searches—great, you’re on the right track. If your search terms report contains irrelevant keywords, it’s time to reevaluate your match types, keyword list and negative keywords. You can decide which keywords or negative keywords to add from the list. And as a bonus, it’s a great tool for writing new, more relevant ads based on the keywords that perform the best.
Ad extensions. The 35-character per line copy limit might feel constraining. But did you know with Ad Extensions, you can include extra information like a phone number, sitelinks and even your location? Adding this information will give searchers the information they’re looking for right away.
Stay tuned for part two, where we’ll talk about match types, conversion codes and ad groups.