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Got any top tips re Google Adwords?

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Subject:  Got any top tips re Google Adwords? Russel Potter
Author:   Russell :   view profile | all posts by this author | add to favourites
Date:   19:32:43 27 November 2003
 
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 click. The only companies that lose money on PPC are those that don't track and can't convert.


2. Keyword research is critical

The keywords you choose will determine the success or failure of your campaign. Too broad & you won't get many conversions (sales). Too narrow & you might not get a decent volume of searches.


3. Geo-target your campaigns

If you're only selling to people in the UK, change the AdGroup's default setting to UK only.


4. Use exact match & phrase match

Use a combination of keywords so that you can benefit from the higher CTR's that some keywords will achieve. A higher CTR will result in a better position for that keyword.


5. You can't just outbid for top position

Your ad position is determined by a combination of CTR (click through rate) & CPC (cost per click). If you have double the CTR compared to your competitors, they need to bid more than double your CPC to beat your position.


6. Determine your maximum CPC before you start

If 1 in every 100 visitors convert (ie. book online), and your profit is £250 per booking, you need 100 visitors to make £250. Your maximum CPC to break even is therefore £2.50 (£250/100).


7. Look at lifetime value

If your average customer stays with you 3 times over a period of 5 years, their lifetime value is £750 (3 x £250). You could therefore afford to bid up to £7.50 per click & still break even.


8. Think laterally, but be specific

eg. chamonix snow report, chamonix skiing, accomodation in chamonix, chamonix snowboarding chamonix chalet rental, etc.

What about meribel, courchevel, etc?


9. Use ad copy that works

Keywords in the title get a higher CTR. And use a call to action in the body: "Book online", etc


10. Use a specific landing page for your campaigns

Too many people send visitors to their home page & then expect people to waste time looking for the page they actually want. Always use a specific landing page.


Hope this helps!

Russell


Looking to improve your pay per click performance?
http://www.roitrack.co.uk <=Click here
 
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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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