Advanced
Adwords
The
finer points to running a successful google adwords campaign.
Lets
assume we have our basic adwords campaign setup and running,
The first and easiest thing we can do to ensure better conversion
is to create a better copy for your adwordss. You only get
a limited number of characters so you have to be very concise
and to the point with your ads.
Firstly,
you need to catch the attention of the potential buyer. It
helps if your adwords title appears in bold. This will happen
if it matches the keyphrase the searcher types in. But we
can also make it easier, by using the advanced adwords
{keyword:} function. This will ensure that your title
matches the keyphrase. (more on this in a while).
The
other thing to do to get better conversion is to deep link
to a specific product, and place the price in the headline.
This way people will know exactly what the product cost is
before they even have to click on the adwords ad. This should
stop so many curious poeple who just want to find out the
price, and encourage poeple who are interested in
buying at that price.
Next
you need to add nagative keywords to your campaign, for example
- if you are trying to sell a particular video camera you
don't want everyone who just wants to read a review to click
on your link and cost you money, so you can add some nagative
keywords such as 'review, reviews, parts, spares, etc' these
will help to remove unwanted clicks.
Another
thing worth mentioning with specific products, is that I have
found being at the top spot does not always produce the desired
results. I have found being at the very top, above the natural
placement results has brought a very high click through rate,
but low conversion rate. I believe this is due to more poeple
clicking because they click on the first result, rather than
reading your adwords ad and selecting it because they want
to buy the product, ie - you will possibly have a better conversion
rate by being 3rd or 4th in the adwords column.
Now
something else to look at and confuse things even more!
The
highest bidder does not always get the highest spot!
Why? Because it seems Google gives preference to Adwords
ads that have the highest click through ratio to cost ratio.
In other words, if someone pays £1.00 for an ad but
only gets a 3% click through, and someone else bids £0.50
but gets a 10% ratio, google is making more money from the
lower bid, and therefore seems to give them a higher placement
than the lower performing, but higher bidding adwords ad!
using
the advanced adwords "" and [] quotes around keywords.
By
putting a keyword phrase in quotes "keyword" you
are telling google to only display when the whole phrase is
in the searchers keyword phrase. So if I searched for 'blue
widgets in essex' if I had "blue widgets" as my
keyword in quotes, then I would show for that search, but
if I searched for
Widgets
that are blue, then my adwords wouldn't show unless I removed
the quotes from my keywords blue widgets.
Now
by putting your keywords in square brackets, [blue widgets]
you will only be found when the search query is exactly 'blue
widgets' and 'blue widgets in essex' would not be displayed.
You can use this to your advantage.
Another
thing to consider is where google displays your adwords. Personally
I have found that I get a better conversion rate when only
displaying on the google search network. And not on websites
that display adwords. But it is best to invest a few pounds
and test this for your ads. These settings can be found in
your campaign settings.
Lastly
but very handy is the {keyword:} command in the headline.
If
you have a lot of keywords for a particular adword ad, you
may want the title to change depending on what the searcher
types in. You can make the title change to the searchers keyphrase
by using the {keyword:} command in the title. It works by
typing your default title inside the command, for example
{keyword:Blue Widgets for your car}
Now
if someone types in one of your keyphrases it will appear
as the title to your adword, and as a result will be in bold
and stand out. If someone types a keyphrase that is too long
to fit as a headline, then it will default to 'Blue Widgets
for your car'. You can also capitalize the first letters by
using {Keyword:}
By
using these more advanced tools and ideas and by trial and
error you should be able to make a successful adwords campaign.
Remember that you can lose a lot of money so always review
your adwords campaign performance and target products daily
to ensure you don't waste any clicks.
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