Once you have mastered Google AdWords basics, you can move on to some of the more advanced strategies to optimize your campaigns and improve your ROI. As I mentioned in the previous section, AdWords rewards smart marketers. The more you know about how AdWords works and how to use it to your advantage, the more you’ll be rewarded.
Ideal Bid Position
Many new online advertisers assume that the best position for an ad is at the top (#1 spot). This may be true if your goal is to get the most clicks, but if your goal is to maximize profits, you should consider lower ad positions. The problem with the top ad position is that you will often attract more browsers than buyers. This is because people will often click on the first ad without even reading it. They assume that the first result returned is the most relevant to their search. I refer to this as being “click happy”. When your ad is in a lower position, there is a better chance the user will actually read your ad copy first; instead of indiscriminately clicking on your ad. Another good reason to avoid the top position is that it costs more. In essence, your paying more money for less value. Positions 2-10 cost less money, and often convert much better.
Bid at the Keyword Level
When you’re setting up your campaigns in Google, you create groups of related keywords known as Ad Groups. Each Ad Group has it’s own ad copy, keywords, and maximum cost per click (CPC). Here is an example of how a Google account is structured:
After you have set a maximum CPC for your Ad Group, you’ll have the option of setting a maximum CPC for individual keywords within the Ad Group. Most advertisers overlook this and use the default maximum CPC for all their keywords. I highly recommend that you specify separate bids for each keyword in your Ad Group. This will allow you to more accurately control your costs, and determine your ROI. To enable separate keyword bids; navigate to the Ad Group, select your keywords, and click on the “Edit Keyword
Settings” button. You should see a screen that looks like this
Update the Search Bid for each of your keywords, and then click the “Save Changes” button. If you don’t specify a bid for a particular keyword, the maximum CPC for the Ad Group will be used. Use Dynamic Keyword Insertion To increase the click-through rate of your ads, I recommend that you use dynamic keyword insertion. When you set up your Ad Groups, you write one ad for an entire group of keywords, as shown in Figure 5.3.2.b. The problem with this is that since you only have one ad, you can’t use your all of your keywords in the ad copy; this then negatively effects your click-through rate. To get around this problem, Google created dynamic keyword insertion. This allows you to dynamically insert your keyword into your ad copy when a user’s search query contains that keyword. To use dynamic keyword insertion use the following syntax in your ad:
{KeyWord:Default Ad Text} acts as a place holder for your keyword. When your ad is triggered for a keyword in your Ad Group, {KeyWord:Default Ad Text} is replaced with your keyword. If your keyword exceeds the character limit, the Default Ad Text is used (you specify what the default ad text is).
For example, if you were using dynamic keyword insertion and somebody searched for DaVinci Code, {KeyWord: Default Ad Text} would be replaced with the keyword DaVinci Code as shown in this example:
Many new advertisers will create separate Ad Groups for each keyword, rather than use dynamic keyword insertion. This creates unneccessary Ad Groups, and also makes your account difficult to manage. For large groups of related keywords you should always use dynamic keyword insertion. Create Multiple Ads
Google allows you to create multiple ads for each Ad Group. This is a very powerful feature that allows you to simultaneously test different versions of your ad copy. By running multiple ads you can quickly determine which ad copy has the best click-through rate. You can also run tests to determine which ad copy results in more sales.
Summary
I encourage you to try all of these strategies on your own campaigns. Test each one, and analyze the results carefully. Remember that even small improvements to your campaign can make a big difference to your bottom line.
Powerd By. http://internet-content.blogspot.com
Ideal Bid Position
Many new online advertisers assume that the best position for an ad is at the top (#1 spot). This may be true if your goal is to get the most clicks, but if your goal is to maximize profits, you should consider lower ad positions. The problem with the top ad position is that you will often attract more browsers than buyers. This is because people will often click on the first ad without even reading it. They assume that the first result returned is the most relevant to their search. I refer to this as being “click happy”. When your ad is in a lower position, there is a better chance the user will actually read your ad copy first; instead of indiscriminately clicking on your ad. Another good reason to avoid the top position is that it costs more. In essence, your paying more money for less value. Positions 2-10 cost less money, and often convert much better.
Bid at the Keyword Level
When you’re setting up your campaigns in Google, you create groups of related keywords known as Ad Groups. Each Ad Group has it’s own ad copy, keywords, and maximum cost per click (CPC). Here is an example of how a Google account is structured:
After you have set a maximum CPC for your Ad Group, you’ll have the option of setting a maximum CPC for individual keywords within the Ad Group. Most advertisers overlook this and use the default maximum CPC for all their keywords. I highly recommend that you specify separate bids for each keyword in your Ad Group. This will allow you to more accurately control your costs, and determine your ROI. To enable separate keyword bids; navigate to the Ad Group, select your keywords, and click on the “Edit Keyword
Settings” button. You should see a screen that looks like this
Update the Search Bid for each of your keywords, and then click the “Save Changes” button. If you don’t specify a bid for a particular keyword, the maximum CPC for the Ad Group will be used. Use Dynamic Keyword Insertion To increase the click-through rate of your ads, I recommend that you use dynamic keyword insertion. When you set up your Ad Groups, you write one ad for an entire group of keywords, as shown in Figure 5.3.2.b. The problem with this is that since you only have one ad, you can’t use your all of your keywords in the ad copy; this then negatively effects your click-through rate. To get around this problem, Google created dynamic keyword insertion. This allows you to dynamically insert your keyword into your ad copy when a user’s search query contains that keyword. To use dynamic keyword insertion use the following syntax in your ad:
{KeyWord:Default Ad Text} acts as a place holder for your keyword. When your ad is triggered for a keyword in your Ad Group, {KeyWord:Default Ad Text} is replaced with your keyword. If your keyword exceeds the character limit, the Default Ad Text is used (you specify what the default ad text is).
For example, if you were using dynamic keyword insertion and somebody searched for DaVinci Code, {KeyWord: Default Ad Text} would be replaced with the keyword DaVinci Code as shown in this example:
Many new advertisers will create separate Ad Groups for each keyword, rather than use dynamic keyword insertion. This creates unneccessary Ad Groups, and also makes your account difficult to manage. For large groups of related keywords you should always use dynamic keyword insertion. Create Multiple Ads
Google allows you to create multiple ads for each Ad Group. This is a very powerful feature that allows you to simultaneously test different versions of your ad copy. By running multiple ads you can quickly determine which ad copy has the best click-through rate. You can also run tests to determine which ad copy results in more sales.
Summary
I encourage you to try all of these strategies on your own campaigns. Test each one, and analyze the results carefully. Remember that even small improvements to your campaign can make a big difference to your bottom line.
Powerd By. http://internet-content.blogspot.com
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