Exclusive Interview with AdWords Expert Bryan Todd

Setting up an AdWords account can be a daunting task and turning a profit can be difficult for beginners. Cozy Digital’s SEO manager Kevin Gallagher asked Bryan Todd a leading AdWords expert and co-author of the bestselling book “Ultimate Guide to Google AdWords” three basic questions on how to get the most out of your AdWords account and what the future holds for PPC.

it’s going to become more and more like doing SEO, organic search engine optimization. This is especially true for Google AdWords PPC.

Bryan Todd - AdWords Expert

Kevin: What is the #1 mistake people make when creating an AdWords campaign?

Bryan: The most common rookie mistake we see is not understanding the relationship between a particular keyword, and the ad you have showing for it. Every keyword represents a market. The most trafficked keywords in your list need ads of their own … and probably landing pages of their own, too.

Kevin: Can you offer any insights into what are the best keyphrase matches to use when starting an AdWords campaign for example exact, phrase, broad or all?

Bryan: The ad groups and keywords that perform the best by far, we've always found, are the ones with a relatively small number of keywords (in some cases, fewer than 10), each of which is a perfect match for the 1-2 ads in the ad group. For ad groups that aren't so well set up, we recommend our “Peel and Stick” method, where you pull a poorly-matched keyword out of the ad group it's in, and put it into a new ad group with a pair of ads that match it perfectly. The best case scenario is usually a pair of ads that use the keyword verbatim in the headline.

Kevin: What do you feel the future holds for PPC advertising?

Bryan: PPC advertising is going to have two things happen to it:  (1) it’s going to become more and more like doing SEO, organic search engine optimization. This is especially true for Google AdWords PPC. Google has elaborate systems in place to ensure that keywords match ads and send clickers to relevant, helpful landing pages. And those systems are getting more elaborate, just as Google's systems have been for assuring relevance on the left-hand organic side of the page.  (2) Every little department of PPC will have its own set of experts and specialists. There will be quality score experts. There will be ad copy experts. There will be content network experts. There will be banner ad experts. In fact, there already are such people in each case. Each one will become more and more specialized in his or her topic.

The experts on PPC in each individual market vertical (e.g., losing weight, building guitars, health & fitness, red wagons, clothing styles, music, business advice, etc.) will always be the individuals who know best the exact set of needs and wants and wishes and dreams and hot buttons of the people in their particular market.

Evolution would like to thank Bryan Todd for taking the time to answer these questions and if you haven’t already I would recommend that you read “Ultimate Guide to Google AdWords” as this  book is full of tips and tricks on getting the most out of your Google AdWords account. You can also visit Bryan's page at PerryMarshall.com.

• About the Author
• Latest Posts

About Graham Lyons

Graham is the SEO and Social Media Marketing Manager at Cozy Digital and the editor of the Cozy Digital Blog as well as contributing content for most of our social outlets like Facebook, Twitter and G+. Graham has been working in, and writing for the SEO / SMM industry since 2001 and is still as dedicated and passionate today as he was when he opened his first Website Design, Ecommerce and SEO company in 2004. You can connect with Graham and Cozy Digital via the social media links below:

• Which mobile-friendly web design strategy is right for you? - August 28, 2015
• Errors to avoid in your social media marketing campaign - August 26, 2015
• Three things you must get right to run a successful e-com store - August 20, 2015
• Focus on the smallest details for a more mobile-friendly site - August 18, 2015
• Three reasons why physical retailers need an online presence - August 14, 2015
• Could your Scottish start-up benefit from a new digital grant? - August 13, 2015
• Does Google care if your website is responsive or not? - August 11, 2015
• Three powerful tips to boost your ecommerce conversions - June 15, 2015
• How Googles algorithm changes influence web design - June 7, 2015
• Stay on top of your Social Media Marketing with these 3 tips - June 2, 2015

You may also be interested in:

1. AdWords Modified Broad Match Keywords Now Global Google rollout this new broad match tool to the advertising masses. ...
2. Google AdWords Modifies Broad Match Keywords Google releases new options for limiting broad match keywords...
3. Keywords Diagnosed with New Google AdWords Tool Google now provides a quick way to check your keywords! ...
4. Google AdWords Search-Based Keyword Tool Given its Execution Date Search-based keyword tool to be replaced ...
5. Google Announces AdWords Train & Gain Competition – Prizes! Advertisers get ready to sign up for the easiest AdWords Competition ever... ...