5 Ways to Optimize Your Adwords Campaign
Doug Williams @
5:17 am
This blog entry was posted on June 18, 2010.
You have been running your pay-per-click campaign on Google for months. You were getting good results, so you just left it on autopilot. But you have noticed that your sales are slowly going down with your monthly expense staying at your maximum daily spend.
You need to tune and optimize your campaign. Where do you begin? You have an advantage; you have history and past performance to guide you. To maximize your effectiveness you need to track Adwords conversions. Apply this code to a thank you page that comes up after the sale or sign-up.
- Optimize Keywords: Keep the best keywords and remove the phrases with the lowest performance. If you have phrases receiving clicks and no conversions, then you may need to make changes to your landing page. You can change the form of keyword matching that exists.
Broad match: Phrases contain the words in any order and can contain additional words
Phrase match: The exact phrase and can include additional words before or after.
Exact Match: Contains only the words you are looking for, in the exact order, with no additional words. - Optimize Ads: Use the search phrase in the ad title so your ad attracts the attention of the searcher. Use A/B testing to test out variations of your ads while changing one factor at a time. Delete the under performers and keep the winners. Try changing wording, capitalization, display URL and landing pages.
- Optimize Networks: Track performance between search network and content networks. Separate into separate campaigns so you can manage and run tests separately. Usually the search network converts better than the content network. Always start with ads on the search network and then slowly add in the content network. In the search network you can remove websites that do not convert and keep ones that send you conversions.
- Optimize Time and Rates: You can not only control the days and times your ads appear. You can adjust your bids by raising or lowering your rates for certain days or times. This is controlled under the advanced settings and then selecting bid adjustment inside the ad scheduling area.
- Optimizing Landing Pages: Use A / B split testing to test and optimize your landing pages. Use the search phrase in the page headline. Clearly state your value proposition. Be sure to have a simple focused landing page with a clear call to action to get the best results.
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Filed under: Pay per Click
This entry was posted on Friday, June 18th, 2010 at 5:17 am and is filed under Pay per Click. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.No Comments
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Hm, well thanks for the summary of possibilities and tools. Adwords can be useful when you have a product to sell; but one should not forget that Google organic is still important, too if you want to get people on your site.
Comment by Anna — June 19, 2010 @ 10:59 pm
Anna,
I completely agree with your comment about Organic SEO. But a company should always pursue multiple traffic methods for their website. It would be short sighted to only do Organic SEO and forget about Adwords, Blogging, Article marketing, Affiliate marketing and all the other traffic strategies.
Doug
Comment by Doug Williams — June 20, 2010 @ 5:21 am
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