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10 Powerful Tips to Optimize your
Google AdWords Campaign
by Alex Timaios
Google announced in January 2005 significant changes in
their popular AdWords Pay-per-Click System (PPC). In future
only unique URLs per page will be displayed. If several
advertisers uses the same URL (i.e affiliates of the same
program), only the one with the best Ad will be displayed.
It is obvious that Google is trying to maximize the diversity
in their AdWords results. Very popular Affiliate Programs,
like Amazon.com, lead to hundreds of affiliates showing
the same product with different Ads. For the affiliates
using this system the "easy way to get money with
affiliate programs" is now over, since it will be
practically impossible to advertise just the affiliate
link. Significant more effort, but also significant changes
are the consequence.
The following tips can help you to get maximum benefit
of your AdWords Campaigns.
1) Build your own unique "landing page" for
your product. Remember that 99% of Internet users are
looking for Information and thus, expect unique content
from your side. Include Product pictures, Product reviews
and interesting content related with your product. Use
illustrative images of your product, trying to keep the
load time of your "landing page" low.
2) Include a form allowing the visitor to enter his/her
e-mail address in order to get more information about
the product or service you are promoting. Do not sell,
pre-sell. Try to build a long term "trused relationship"
with your visitor. Offer free gifts or freebies to motivate
your visitor to enter his/her e-mail address. Of course,
consider this information confidentially. Use an autoresponder
to follow-up your potential customer.
You could dedicate one e-mail to describe your product
or service in detail, enhancing the value for your potential
customer. Explain why this product or service will add
value. If you convince your prospect that your product
of service will deliver the desired value, you will make
real customers from your prospects.
3) User Ad Groups to manage "keyword families".
Each Ad Group should be dedicated only to one Keyword
family, i.e. all variants of a Keyword choosen to advertise
your product. Example, if your Keyword is "shoes",
try an Ad Group with "Blue Shoes", "Red
Shoes", "Mountain shoes" and so on. Use
http://Wordtracker.com to find Keyword families. Use a
high number of negative keywords to avoids clicks with
no sales (i.e. -free to prevent freebies seekers to click
on your ad). With the time, create a good number of selected
negative keywords for your campaign.
4) Include in the text of your Ad the Keyword choosen
in 3) This (key)word will be printed highlighted and will
lead to a higher CTR (Click Thru Rate), lowering your
costs.
5) Include in the text of your Ad a line for the Benefit
of your Product, i.e. Discount, short term opportunity.
Explain in few words why the customer should click your
Ad.
6) Mention explicitely the price of your product or service.
This will prevent freebies seekers to click on your Ad
and generate costs and no sales.
7) Create at least 20 different Ad versions per Keyword
Group. Monitor the CTR of each ad and finally delete all
versions with low CTR, keeping the most successful Ad
versions. Experts create usually hundred of variations.
Experiment, test, evaluate, change and keep only the best
results.
8) Exclude the "content search" option to reach
highly targeted traffic. Only in the case you have an
amazing conversion rate, activate this option to maximize
your profits.
9) Calculate the value per visitor on a regular basis.
Just divide the achieved earnings in a given period (i.e.
weekly) thru the clicks in the same period. This is your
maxium CPC (Cost per Click). Adjust your maximum bid accordingly.
Try to maximize profits, not just to lower the CPC.
10) Track your ads carefully. Google provides a tracking
facility you can ad in your "thank you" page
after each sale. Monitor closely which keywords convert
and which not. Delete Keywords which obviously do not
convert.
If you monitor your Ads on a regular basis and take care
of the topics mentioned here, you may have a great benefit
also from the new system used by Google. Try to differentiate
yourself with high quality and content from your competition
and enjoy your profits!
About the Author
Alex Timaios is an international Internet Marketer based
in Germany.
He is the publisher of the the Ezine "Marketing Tips
that Empower Success"
http://www.101homebiz.com/MarketingTips |
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