Thursday, September 25, 2008 | 1:30 PM
In last week's NTEN webinar, AnnMarie and German from our Grants team discussed the heart of AdWords advertising: keywords. We covered basic optimization techniques and why optimization is so crucial to the success of your Grants account. And we shared tips and best practices for creating and maintaining effective keyword lists. The Q&A portion of the session was especially helpful for attendees, who raised tons of great questions.
In thinking about this session, I took away these major points:
- Optimizing is simply modifying your account to improve its performance. Optimizing can take many shapes and can involve just a few minor tweaks or mass changes.
- Before optimizing, take some time to define your optimization goals - improving account quality, site traffic, conversions (donations, volunteer sign-ups), account manageability, etc.
- Use these best practices to optimize your keywords: steer clear of very general keywords; include negative keywords; avoid duplication of keywords across Ad Groups; and include all variations and common misspellings of your keywords.
- Once you've optimized, you're not entirely done! Be sure to monitor performance after two weeks and refine your campaign based on analysis of what is and isn't working.
To register for or learn more about our webinar series, including the next three sessions, please visit NTEN's site.