Google Adwords provides great possibilities for the advertiser. It can and has transformed the fortunes of many businesses. In my own experience its where the majority of new business leads and sales come from for many of those who have embraced its ability to put their product message and usp's in front of literally thousands of potential customers per day, whilst only paying for traffic received.
Google has become such a common part of peoples online shopping and research experience that there arent many of us in the modern world who wont use to it to help find our next holiday deal or ease the burden of our Christmas shopping. This all of course means that Adwords as an advertising medium cannot be ignored by any business looking to attract new sales.
Though no-one could not deny the fact that the World Wide Web provides a cheaper alternative for other advertising mediums, such as TV and radio, the costs have also risen for the past few years. A good example is the Google Adwords advertising. That’s why it’s very important that you manage your Adwords campaign effectively or get a 3rd party expert to do it for you.
Top Tips in Adwords Management
1. Keyword research. You should undertake extensive keyword research initially to help work out which keywords to bid for. There are sophisticated resources available that will allow you to identify keyword competitiveness and cost. It is often a good idea to list a large nunber of phrases and phrase extensions as often niche keywords can produce the best and most cost effective results. Keywords research is vital. Listing the most obvious keywords will usually mean listing the most expensive ones which are unlikely to generate a good return.
2. Know what your cost per conversion needs to be. A common mistake is always bidding too high for keywords when the conversion rate is such that you will be making a loss on any purchase resulting from Adwords. Know what your cost per sale needs to be, identify your conversion rate and from this you will know what your cost per click needs to be.
3. Select the ideal landing page. You need to monitor which ads produce the highest clickthrough rate and which produce the best conversion rate. Adwords allows you to show ads with different landing pages in rotation so it is very easy to work out which landing page produces the best results. Similarly make sure your landing pages have good call to actions otherwise conversion rate will always be weak.
4. Use the matching options. Google Adwords allows you to use different matching options on the keywords listed. Most wont take advantage of this feature and will suffer as a result. It is imperative that negative keywords are used as these will increase both clickthrough rate and quality score.
5. Measure, measure, measure. If you can understand what is affecting the conversion rate you can manipulate it. High conversion rate means lower cost per conversion means greater profit. Use Google Analytics to help you work out what is and isnt working with the campaign.
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