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Home::Online Promotion
11 Hot Tips to Make Google Adwords Pay - Part 2
Author : Dan Foley
Have you tried Google Adwords and watched your money go down the
drain faster than you ever thought possible? This is the second
in three articles about how to make Google Adwords work for you
instead of watching your hard earned money go to Google Adwords.
Hot Tip # 4 - Edit your campaign with negative keywords
Negative keywords prevent your ads from showing up in searches
that you don't want such as "free widgets". This helps prevent
wasted clicks which tend to do nothing but cost you money. If
you only sell red and blue widgets then you should add yellow as
a negative keyword. You make a search negative by using the
minus sign i.e. "-yellow".
Hot Tip # 5 - Go with your gut
If you are using a tool such as Google Adwords' Traffic
Estimator, realize that it is known for returning less than
accurate results for your keyword. Don't let that be your
decision maker.
Adwords Traffic Estimator is not accurate for narrowly defined
keywords phrases or "niche" words. Go with your instincts and
try it out. Fortunes have been made by people who are willing to
march to a different drummer.
Automated systems are helpful but they are far from perfect.
Hot Tip # 6 - Run lots of keywords
Start out with lots of keyword phrases and monitor them. Not all
people think the same so not all people are going to use the
same search phrases. This way you will catch people who you
normally wouldn't catch. If you find that you are getting few or
no clicks, then pare them like you would the branches on a tree.
Remember to use the exact keyword matches and negative keywords
when doing this.
Hot Tip # 7 - Rotate your ads and split test
Google lets you have more than one ad for your ad group. It then
rotates them and keeps track of which ad gets the higher CTR.
Google Adwords will then begin to show that ad more often than
the ad with lower CTRs.
The best way to do this is to test and run only two ads at a
time. This way you can tightly manage your variables. Some tests
have shown several hundred percent changes in click through
rates just by switching around the first and second lines of an
ad.
If you start split testing more than two ads at a time, the
variables will quickly get out of control.
Hot Tip # 8 - Be Darwinian
Once you have identified that one version of your ad doesn't
work as well as the other version, get rid of it. Now make the
stronger ad your baseline and run another ad against it to see
which is the stronger. What you are trying to do is improve your
ad.
What is the correct sample for testing ads? Top experts say that
50 clicks may be enough but 100 clicks is better. A larger
sample gives more accuracy. You, of course, know what your
budget will allow for.
This is a continuous process that will strengthen your CTR rates
and gain more customers at a continuing lower cost.
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