Google Adwords OptimizationAdwords Optimization
1. Check, fine-tune and append to your search results lists
Below is a chart comparing his July 2009 results (in blue) with those of June 2008 (in green) and showing us that the Clickthrough Rate (CTR) has nearly twice as much. Drastic results like these can only be achieved if you never stop optimising. Optimize further and you can always get better results with lower costs per click (CPC) or higher clickthrough rates (CTR).
The following are the 7 steps to AdWords optimization that Tony used to fine-tune his PPC campaigns and grow his businesses in challenging economic environments. After you have tried to optimise a given word, if it has a Clickthrough Rate (CTR) of less than 1%, clear it. Keep in mind that you are placing bids on those catchwords that genuine seekers use and whose appeal changes over the years.
In addition, new catchwords will appear again and again. Ad the new catchwords you find to the current ad groups. When there is no group that is important, launch a new one. Always search your ad groups for catchwords that you can use to launch new ad groups with your own ads and target pages.
In this way, the old and new ad groups can each have advertisements and target pages that are more pertinent to their respective keys. In addition, more pertinent advertisements and target pages mean higher quality results, lower CPC and higher conversion rates. An ad group may include both Marquee Hire Kent and Wedding Catering Kent.
In order to work for these two keyswords, the ad copy must be generically and will have difficulty mentioning both of them. Similarly, the page cannot concentrate on both keys. However, if each of these expressions gets its own ad group, they can have their own ad copy and destination pages that concentrate on their own unique set of words.
Use all your Broad Match catchwords? Ensure that you also use the Phrase Matching and Precise Matching bids modes. Precisely Match is exactly the right word you are looking for and should therefore provide the best answer. For example, I could offer $2.00 for an accurate match with Marquee Hire. That means I'll be paying up to $2.00 just for that specific word.
Offer 75% of your exactly match amount because these are not as good as exactly match and you don't want to spend as much. For example, I could offer $1.50 for a comparison of phrases with Marquee Hire. Significance I am paying $1. 50 for any phrase that contains this precise catchword, e.g. Marquee Hire in Kent, Marquee Hire wedding.
Only make your Broad Match sweeps 25% of the Exact Match amount, as such sweeps are generally the worse. For example, I could offer $0.50 for a broad game with the key word Marquee Hire. This means that I will be paying $0.50 for every sentence that contains these words, e.g. Hire Marquee in Kent and also all the words that Google will decide are similar.
For this reason, our Broad Match bidding should be low. While it may seem complex, it is really easy and makes sure that your ad will appear first for the best search, i.e. Exact Match. However, your ad will only be displayed for less reactive catchwords if it can do so at a much lower price, i.e. you are paying less for phrases and broad matches.
It' s really possible to begin saving cash and increasing the click-through rate (CTR) by adding Broad Match and Exact Match negative words to your phrases and Broad Match ad groups. Instead of being the ones you want to offer, bad ones are the ones you don't want to offer.
I could, for example, have an ad group that contains the following keyswords that I want to offer with a broad match: .... and the following bad keys that I don't want to offer: This means that although they contain the "positive" headwords of my ad groups, I will not offer the following:
At any time it is possible to upgrade your ad copy and raise the Clickthrough Rate (CTR). As AdWords does not bill you for new ad tests, you will always have to test one to three new adverts against your currently most competitive ad. Google's Website Optimizer provides a high performance A/B test of your landing pages and is available free of cost.
As soon as a search word receives 200 images, 200 persons whose search matches your search offer will have seen your ad. When your ad receives less than 1% Clickthrough Rate (CTR), you must either remove the catchword, increase the number of bad catchwords, or enhance your ad text. For example, if a search term receives 200 hits, then 200 persons who saw your ad will click on it and visit your target page.
More than 200 visitors to your page are enough to evaluate the turnover ratio and the resulting return on investment. It is your individual bidding costs, your selling processes and your margin requirements that define the transformation rates needed to make a gain. However, if you convert with less than 1%, it is likely that either something needs to be changed to enhance the translation, or that you should remove the keyboard word.
Most AdWords account have only one single site focused ad campaigns. When your products or services are site-specific, you can use AdWords Site Targeting capabilities to reach only those in the areas you can market to. However, the site services are not flawless because they are IP related and some sites do not correspond to the user's whereabouts.
In order to remedy this, you can run a second marketing with much wider site requirements - e.g. an entire county - but only for those that contain "site words". For example, if you sell a pizza in Chicago, you place your bids only on Chicago words and other words for Chicago places that are related to Chicago.
For example, if you are Tony and sell to Kent and Sussex folks, you are bidding on words that contain these words: An intelligent site target like this should drastically reduce your AdWords cost and improve relevance. Select the register card "Keywords": Have a look at the catchwords keyword and broad match and consider to add them as custom catchwords, maybe with your own ad groups.
All unsuitable catchwords can be added as minus catchwords. Clickthrough rates (CTR) can be increased slightly by ensuring that your campaigns are only active when you get the best results. Don't ever stop optimising your AdWords campaigns. Search periodically for new catchwords that you can include in your ad groups. You can use various matching types of commandments to build a 'Bid Stack'.
Test your ad text and target pages to find higher click-throughs and convert them. Rate your search results by 200 page views. Remove those catchwords for which you can't get better than 1% click rate and convert rate. You can use Positioning to place your advertisements only in parts of the world that are of interest to you.
Execute query reporting to find new catchwords you can offer on. Create tens of thousands od relevent catchwords to enhance your PPC and OR research campaign. Optimise your website contents by using the most favourite catchwords for your products and more.