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Got any top tips re Google Adwords?

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Subject:  Got any top tips re Google Adwords?
Author:   warrencowan:   view profile | all posts by this author | add to favourites
Date:   11:20:46 26 November 2003
 
Hi Sam,

before you roll your sleeves up, I'd sit down and have a long hard think about what you mean by 'get the best results'. Do you 'get the most traffic' for least outlay, 'Get the most conevcrsions' for the least outlay.

Granted Chamonix, chalet etc are going to be big winners traffic wise, but chances are the popularity of the terms will spiral your cpc upwards, as well as resulting in a lot of clicks... and hey...if you've only got the one chalet, it could be taking sledgehammer to a walnut, so traffic volume may not be what you want.

A thorough keyword analysis will help uncover some of the more qualified phrases your desired audience will be typing, and will likely help in sourcing the right people. Take note of Googles matching filters too, as these can help control / exclude words you want or don't want to show your ad for. Most people opt for a broad match, but that can lead to unqualified ad impressions and excess clicks.

Another wining strategy is the ad copy in your listing. Google doesn't really give you much space to play with your creative and messaging, so getting the copy right will pre-qualify/filter your visitors and drive the right clicks.

Use that 'Hot tub' USP in the copy. Positive differentiaition is a powerful driver of click through when all the other listings kind of blur into saying the same thing, and will help you maximise clickthrough when its cluttered and those ad impressions are scarce and thin on the ground, especially in the lower traffic niche keyword stakes.

Also... Don't lead with offers you can't fulfil. If you have just the one chalet, chances are people will likely want to book it at the same time or closely overlaping. If you cover a date, you may want to give thought to crowbaring that into the ad copy, or your just going to get x,000 clicks for everyone looking to book the 1 chalet over Xmas & new year. Draining budget without hope of a sale!....which on a general marketing note...would make it a good idea to try and partner with a couple of other peopel in your space, to strike a deal for passing on leads you can't fulfil

Which brings me on to my last point...be prepared to revisiit the creative and the campaign & test test test.

Good luck with your campaign sam...and maybe I'll take the Chalet next year...


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  • Got any top tips re Google Adwords?, Sam , 25 Nov 11:38
    Calling all Google Adword experts: I'm about to do some advertising on Google for the first time. Who can give me some tips on how to get the best, most targeted results for the ...
    • RE: Got any top tips re Google Adwords?, Ashley , 26 Nov 10:45
      Hi Sam I'm not a search engine expert but we have done a fair bit of this ourselves (both 'organic' / 'algorhythmic' / 'editorial' / 'free' listing and pay-per-click) and my few ...
      • RE: Got any top tips re Google Adwords?, Webby, 26 Nov 12:03
        Ashley makes some good suggestions. especially using the trial versio nor forking out a few bucks for a more detailed analysis at wordtracker.com. Do be sure to cross reference the ...
        • RE: Got any top tips re Google Adwords?, teddie, 27 Nov 10:29
          Adwords are really interesting. The success is quite closely linked to the editorial. If you get it right you can really reduce the CPC. A simple free trick to manage your a ...
          • RE: Got any top tips re Google Adwords?, Russell , 27 Nov 19:22
            > 'Chamonix' and 'chalet' will be most in demand and hence expensive. I agree. They'll also have a poor click-through & conversion rate compared to highly targeted terms (& ther ...
    • Got any top tips re Google Adwords?, warrencowan, 26 Nov 11:20
      Hi Sam, before you roll your sleeves up, I'd sit down and have a long hard think about what you mean by 'get the best results'. Do you 'get the most traffic' for least outlay, ' ...
    • Got any top tips re Google Adwords?, Russell , 27 Nov 19:32
      Dr Potter's top tips for AdWords success: 1. Track your results Yes, this really is number one! If you're not tracking results, save yourself some money & don't do pay per cl ...
      • Got any top tips re Google Adwords?, webdiversity, 28 Nov 10:04
        Russell comes up with some excellent actions and I totally agree that tracking results is the secret to success. However, Google's system is a bit like an onion and often you ne ...
        • Got any top tips re Google Adwords?, leedle, 28 Nov 17:49
          Everything I've read so far makes perfect sense, but take care not to underestimate the true value of negative keywords. Good negative keywords can turn around even the broade ...
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