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What’s New with Google AdWords

Google is constantly updating AdWords and it is important to keep up. Google now has account reps and have implemented an outreach program to help their customers keep up. We have been assigned an account rep at Google and here are a few things we have learned.

Negative Keywords

Google has improved the ability to remove negative keywords from your account.  This feature allows you to tell Google what words you do NOT want to bring paid traffic to your site. In the new Google interface you can see what terms people are using to find your site (See Search Terms). You can disassociate certain words from your account and pay for the traffic you want.

Wonder Wheel

You don’t need an AdWords account to see this feature. Do a Google search and just below the Google search you will see a link to more options. This shows you the most common searches related to the term you selected. Essentially this is a keyword research tool without having to set up an AdWords account.

Search Based Key Word Tool

This function works best if you already have an AdWords account. Compares you Google AdWords keywords and scans your Website for what keywords it thinks you should be targeting. Basically, the opposite of the Negative Keywords tool. Finds critical missing key words based on your site content. A great Web marketing tool.

Use of the Content Network for Branding

Ability to put your Website ad on a variety of other Websites (like NY Times etc.) Google is modifying the way this tool works to focus on branding and improve results. You must have a strategy to make this work successfully. If you don’t know your demographics or market segments, then you can spend a lot of money on the wrong traffic.

Historical data on search terms and related terms

Insights for Google search results have been updated and improved. This can show you where the keywords are being used. In lower right corner you can find the “rising trends” area, that identifies new, related keywords getting more traffic. These are called break out terms.  Historical trends also are available.

Improve Google Ads with Call To Action!

Have unique titles and clear call to actions on your ads and a clear reason to visit the Website. Make an offer or other incentive to click on the ad.

Action Item Plan

  • Learn about Google AdWords and how it can help you determine market segments.
  • Set-up strategic campaigns based on your marketing segmentation.
  • Use the keyword tools ( is another good source).
  • Run a simple test program at minimum cost.  Look for coupons from Google too!

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Thomas Young

Thomas Young is the CEO and Founder of Intuitive Websites. He is a consultant, award winning Vistage speaker and author of “Winning the Website War” and “Sales and Marketing Alignment.” Tom has helped thousands of companies succeed online and has over 25 years digital marketing experience.