Welcome to part 2 of this 5 part series on Google
Adwords.Google AdWords is one of the best advertising tools
on the Internet, but only if you know how to implement
Adwords properly to achieve maximum potential. So here are
the next ten tips to ensure that you get the best possible
results from using Google Adwords.
1. Organise your campaigns by topic
You don't want to have your health supplements in with your
running shoes now do you? Each campaign should be for a
unique topic. If you sell one type of product then keep to
one campaign unless there is a good reason to do otherwise.
It will be easier to manage this way.
2. Target the right languages and locations
I see this mistake over and over again. You run an ad that
is selling blue widgets and you want to target the ad to
the folks in Kentucky, then what happens? Because you have
your settings wrong, Mr Wong goes onto Google China and
sees your ad for Blue widgets.
You have targeted the wrong country, and the wrong language!
3. Make sure your Ad Groups are highly specific
As with your campaigns, each and every ad group should be
aimed at a unique product or service. Example: Campaign 1 -
Omega 3 Supplements Ad Groups - FISH OIL - all keywords
relating to fish oil EPA - all keywords relating to EPA
(the most important ingredient of fish oil) OMEGA 3 - All
keywords relating to Omega-3 MIXED - Mixed terms relating
to all above If you are very serious about maximising your
profits and really giving AdWords good shot, you will need
to do this for every product or service that you are
advertising. Keep it organised, clean and laser targeted!
4. Optimise all of your Ad including your URL
Let’s say for example you were selling golf clubs.
Think about which URL looks better:
www.sportsshop.com/asp.369£0-/lop0-9823309877654/4/a/0
98665 or SportsShop.com/GolfClubs
You also need to remember that the ad copy is what is going
to make people click through, so make sure it is keyword
rich and appealing In a display URL on AdWords, the domain
name (www.sportsshop.com) must exist, but the extension
(/golfclubs) does not need to exist, so use it as another
opportunity to state your keywords and tell your users that
you have a whole section on this topic.
5. Avoid your home page as your landing page
The landing page is the page that the person who clicked on
your ad will see when they come through to your site. Don't
use your homepage as your landing page unless it deals only
with selling the product you're advertising. For instance,
if you're selling posters, have a landing page for 'flower'
posters and a landing page for 'car'. You can even go one
better and have a landing page for each poster - so you'll
have a page for 'sunflower posters' and 'bmw 5 series
posters'.
Land people in the relevant place.
6. Track conversions
This could actually be the biggest key to helping you
increase your AdWord profits, if you don't know which words
are turning into conversions then you are on a loser right
from the word go! Just because an ad has a high CTR doesn't
mean that it is making you money! How would you know if you
are not tracking it? You can use Google's own conversion
tracking codes, or you can use your own software. Use
Googles as it will be easier! You need to know which
keywords are performing so you can put more money there and
switch off words that are not getting you conversions and
are wasting your money.
7. Work out your cost per sale
Why is this important? If it is costing you $20 to gain a
sale and the profit on that sale is only $15, then you are
losing money! Tracking your cost per sale is easy if you
have the Google tracking code inserted on your site as
Google work this out for you and display the result in the
cost/conversion box on your account.
8. Don't enter into bidding wars
It is easy to get into bidding wars with your competitors.
You want to be number one and so does your competitor. The
best thing to do is to take a step back, ten deep breaths
and consider how important it really is to be in the number
one spot. If you can justify it, fine but otherwise: let
your competitor be number one, sit in the number two slot
and wait. If you have a better product, your click-through
rate will get you to the top - and you'll still be paying
the same as you were in the second position.
More and more people are using automated bidding software.
This software will update at a set interval to keep the ad
in the desired position. Doing battle with this kind of
software is even more frustrating and less rewarding than
trying to outbid a competitor. Bidding software that
targets a certain position can waste a lot of money. You
can be cleverer than that by working out your ROI and
therefore your optimum bid price.
9. Use GeoTargeting for local campaigns
If you are running an Ad Campaign targeting certain
geographical areas for example 'golf course repairs in
Florida', make sure you use the GeoTargeting option. This
will save you a lot of money on useless clicks and help
speed your progress toward successful conversions and,
ultimately, sales.
10. Double-up when GeoTargeting
When running GeoTargeting, always mirror the campaign with
a non-GeoTargeted equivalent with place names in the
keywords. For example, for a Manchester-based IT company,
run 'IT Company' as a keyword in a campaign targeted to
Manchester, and run a country-wide campaign including the
keyword 'IT Company Manchester'.
More Google Adwords Top Tips coming up in Part 3
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Dave McEvoy is an Adwords expert with years of experience
in ppc management. For more information please come and
visit our site http://www.searchlaboratory.com
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