13 Tips How to Dominate AdWords Using Close Variants
13 Tips How to Dominate AdWords Using Close Variants
When running a search on Google, often, you may misspell, use an abbreviation or even find that your query has a typo. But even then, the results tend to be precise with relevant ads at the top to boot. For the said ads to show in the SERP, the ad owner leverages close variants which increase ad viewership considerably.
If you have not been using close variants, you have been missing out. Here are 13 tips that will help you dominate AdWords by using close variants.
Go a step further
A while back, Google instituted close variants as mandatory for both phrase match and exact match options. This means that if you opt for any of these options, Google will automatically implement close variants on your behalf.
That said, taking further steps is recommended to get the most out of close variants, and this is precisely what is going to be covered below.
Avoid broad match
Unless the type of campaign – such as an awareness campaign – calls for it, do not go for the broad match option. Rather, choose either phrase or exact match so as to get the flexibility to implement a more specialized close variants strategy.
Besides, broad match will drain your budget quickly while offering a low ROI. Phrase and exact match options are ideal for any campaign that seeks to drive conversions and sales.
Polish up on keyword research
Effective variants come down to doing proper keyword research. Therefore, it is something you have to be good at to get the most out of variants and AdWords in general.
To get close variant insights, go to Google keyword planner and select “search for new keywords.” Enter your main keyword such “children shoes” and then click get ideas. Google Keyword Planner will then serve up several related keywords
Choose high traffic keywords
Select high traffic keywords that will fit the campaign you want to run. Keep in mind that the higher the traffic a keyword has, the greater the competition you will face in getting your ad to show. As you learn the ropes, do not start off with many variants; two to three well-chosen variants will do just fine.
Select natural looking variants
The variants you go for have to look natural and fit impeccably into the ad copy. Otherwise, they will negatively affect the quality of your ad and the end effect will be detrimental as opposed to beneficial. For a keyword such as “children’s shoes,” you can opt for variants such as children’s shoes for sale, cheap children’s shoes, etc., since they will easily fit into ad copy.
Leverage third party tools for in-depth keyword research
To get comprehensive details concerning the metrics a keyword attracts, utilize third party tools. SEM rush, for instance, is one of the more popular tools. In this manner, you will learn the cost per click for the chosen keyword, the competition, related keywords among other details of importance.
Develop several ad copies
With variants at hand, produce ad copy for your main keyword as well as for some of the close variants. You do not have to create ad copy for all variants, but you can do so if you have the drive and the time. Multiple ad copies tied to specific variants will increase CTR and boost keyword and ad copy congruence which impacts quality score positively.
Avoid typo and misspelling based close variants
Close variants include plurals, misspellings, and typos. However, you should leave optimization for these variants to Google to avoid impacting the quality of your ads. Do not take up such close variants for further enforcement or include them in your ad copy.
Utilize negative keywords
Negative keywords are quite essential. To demonstrate: if you are after the keyword “glasses,” negative keywords will ensure your ad does not trigger for eye glasses, or construction glass panes. In short, negative keywords will enhance the efficacy of not only your ad but also your close variants.
Create quality ad copy
The effort you put into close variants will not matter if your ad copy is not top-notch. In fact, poor ad copy will negatively impact your quality score thereby leading to higher ad spend and even possible penalties from Google.
Not all campaigns call for enforcing close variants
It is important to point out that some campaigns, due to simplicity, do not necessitate implementation of an additional close variants strategy. If the campaign involves a keyword such as “laptop repair,” the effort and energy you may use in trying to locate and implement other close variants may be better used elsewhere. Therefore, always consider the type of campaign.
Leverage phrase match for increased flexibility
Phrase match avails greater flexibility for your campaigns and increases ad viewership. After you have set up and saved a campaign based on your primary keyword, go to the AdWords dashboard and choose your campaign. Select keywords and choose the keyword you want to alter by clicking on the checkboxes provided. Then, click edit, select change match types and choose phrase match.
Monitor progress continually
Taking advantage of close variants is a never ending process since the online marketplace changes relatively quickly. You, therefore, have to be committed enough to make relevant adjustments accordingly. Thus, constant monitoring is paramount.
If done right, close variants have the ability to increase ad viewership by 7%. Your budget will drain faster, but it also means that you will get more targeted traffic likely to convert. Remember to pursue a higher ranking for close variants in your SEO strategy too.