Ensuring a positive ROI for your Google Adwords campaign requires
attention to detail. Following a few simple steps has the potential to
dramatically improve the profitability of your Google Adwords campaign.
1. Defining and Tracking Campaign Objectives
Before any ad campaign can be successful, the goals and objectives must be clearly identified. Typical objectives of a Pay Per Click campaign may include:
* Product / Service sales
* Generate new leads
* Additional site registrations
Once the objectives have been identified conversion tracking of the campaign can be initiated to determine:
* Number of successful conversions
* Cost per conversion / acquisition
* Keywords generating successful conversions
2. Develop Multiple Ad Campaigns
Google Adwords enables you to develop numerous campaigns from within your account.
* Each campaign can have multiple Ad Groups
* Each Ad Group can have multiple keyword based ads
Pay Per Click Management
The importance of developing multiple campaigns is due to how Google Adwords controls the overall budget, geo-targeting and settings of the campaigns. Setting these criteria for individual campaigns develops a better targeted and manageable PPC program.
3. Develop Landing Pages and Sales Funnels
The web page associated with your keyword advertisement has to be 100% relevant to the ads offered if you are to obtain reasonable conversion rates. In general the typical business web page is too generic to offer high relevancy to the specific ad. In addition to lack of relevancy, general web pages often have to many distractions to achieve reasonable success at converting Pay Per Click advertisements.
Ideally the objective of the landing page is to convert the visitor on that page, however at times in the sales process, additional information is required, if this is the case consideration should be given to developing a multiple page ( 3 or 4 ) sales funnel to obtain the desired conversion.
4. Develop and Extensive Keyword List
Keyword research enables you to define the keywords used by Internet users to find the products and service you supply. Developing an extensive list of keyword phrases enables you to target the audience you have identified as your potential customer.
An extensive keyword list allows you to cover numerous possibilities without the expense of utilizing the “Broad Match” function which is likely to prove more expensive due to the poor audience targeting of this method.
5. Use the Negative Word Facility
As good as keywords are in bringing targeted traffic to your web site, negative keywords are beneficial to ensure you are not paying for traffic which is of no value to you. Negative keywords are the keywords specified that shouldn’t't be included in the Search Engine Results Pages which show your ad.
For example if you are selling and do not have any free offers “free” would be the ideal negative keyword to include in your PPC campaign settings.
6. Utilize Multiple Keyword Match Types
Google Adwords offers “Broad Match”, “Phrase Match” and “Exact Match” for the keywords selected for your advertisements.
Using the proper Match for your ad campaign is critical to achieving the targeted traffic you require. Although Broad Match may deliver high traffic volumes this choice should be avoided in favor of the more precise “Phrase Match” and “Exact Match” to bring targeted traffic to your web site. Although your traffic volumes are likely to be lower your conversions are likely to be higher due to the precise targeting of your keyword phrases.
7. Specify where your ads are displayed
Google enables you to determine where your ads are displayed:
* Google search results
* Google search network partners
* Google content network
Google Content Network
There is a significant difference between the behavior of Internet users searching and internet users coming across an advertisement while reading content of interest. Unless you’re a savvy Search Marketer Google’s Content Network has the potential to drive up costs and click through rates while reducing conversion rates.
Although Click Fraud can be a problem for any PPC program due to advertisements being placed within web site owners content, Click Fraud can be more prevalent on the content network than other Google networks. Regardless of where you place your PPC ads, you must constantly monitor and be vigilant for Click Fraud.
8. Use Campaign Settings
The Campaign setting offered by Google Adwords can be used to improve the management of your campaigns and better target audiences. Utilizing these setting may reduce the number of impressions and clicks your ads receive however, the goal of your PPC program is not impressions and clicks, it is high ROI and conversions.
The primary settings to consider are:
* Keyword Bidding: Use manual bidding for increased budget control
* Run Date: Use for special promotions with specific dates
* Ad Scheduling: To schedule ads when the target audience is most active
* Geo targeting: Enables you to target specific geographic regions
9. Don’t Bid For 1st Place
Bidding for first place is not only expensive due to having to outbid all other competitors, but also Internet users out of habit tend to click on the first selection. You may find you get more clicks with a first place position however, on close analysis you may find that these are in fact the clicks which are not converting to sales or leads.
10. Advertise the solution
All too often keyword ads are focused around a product or brand.
It must be remembered that often searchers and customers are searching for a solution to a problem. Considering this when researching your keywords and developing your ad copy can have a significant impact on both the Click Through Rate and ultimately the conversions into sales or leads.
The Last Word
It always pays to be cautious when initiating and running a Pay Per Click Campaign. It is easy to get carried away and costs get out of hand. However, a with high levels of Pay Per Click Campaign Management PPC campaigns are an effective method to build your business and achieve results. Pay Per Click should not be your only method to generate web site traffic however, it does offer numerous benefits to your business when utilized as part of an overall web site promotion program.
Thanks to Pete Hollier from www.seowizardry.ca for this informative post on optimizing PPC search.
yes ,thanks for your share!
I do not know what to say, right to the point. Thank You.