The 6 Keys to Adwords Management Success and a Lower Conversion Cost
- Getting The Right Keywords
- Landing Pages That Ruthlessly Convert
- Great Account Structure
- Ruling The Content Network
- Knowing and Tracking What Works
Getting The Right Keywords
I’m going to make a hard and fast rule for you right now. Only 10 keywords are to be added to your search campaign a day. That means day one you can have 10. And they better be at least 80% exact match and no broad match. So if you want to add more you need to log in a new day and put them in.
This keep the “Massive Keyword Dump” to a minimum. Google doesn’t like the massive keyword dump so with this rule you can’t do it.
The following days you can add more keywords that are relevant to new adgroups or you can start to add a broad match of exact match keywords that are doing well. I’ll explain more about this in match type madness below. This is going to be a huge key to your adwords management success.
For the content network you can add two add groups of up to 30 keywords a day. It’s ok if they overlap in keywords but you only get two ad groups a day.
Landing Pages The Don’t Convert
The page you send traffic to has one goal. And that is to get the user to do what you want them to do. That can be visiting another page on your site and spending X amount of time on your site, it can be giving you their email address, it can be calling you, it can be buying something or possibly something else. That is the goal and I’d prefer if you would think of it more as your ruthless goal.
So that mean you aren’t going to send them to you homepage probably ever. Besides bidding on your company name which you can send to your home page you will never do this. You will create a specific page for each keyword if necessary and decide for that keyword exactly what you want them to do to achieve your conversion. This is your ruthless goal. Get to it.
Great Account Structure
Ad groups need to never start off with more than 3 highly focused keywords. This rule isn’t some magic trick it just is a great rule of thumb to keep you from doing something bad.
You separate broad, phrase and exact because you have to. Don’t’ fight it just do it.
Cat Food, Dog Food and Parrot food don’t get in the same adgroup
Buy Cat Food, Purchase Cat Food, and Buy Premium Cat Food do go in the same adgroup
Ruling The Content Network
The Content Network is a tricky beast. It’s also the most largest ads network in the planet. And compared to other networks out there it’s super easy to get on. You can be serving ads on it in 30 minutes. Try that with any of the larger networks (to be far MSN and Yahoo aren’t too bad for speed).
So with that in mind we have to figure out this best. First thing to keep in mind is that the content network is “interruption marketing”. It’s a “HEY YOU! I know you are reading about mountain climbing in Europe but take a break and visit my mountain climbing store that sells climbing great. BTW DO THAT NOW!” So keep that in mind. We will talk more about Content Network success more in another post but one last thing before we go.
You need to do placement reports and kill placements or lower your bids. I can almost certainly say that you should start off MySpace with $.05 or less bids. Otherwise you will be paying $.47 a click to have 13 year olds come and look at your site. NOT WORTH IT. So every few days look at the placement reports and just start weeding out the poor performing locations.
Knowing and Tracking What Works
Above I talked about your ruthless goal. You have to track this ruthless goal. Google Adwords and Analytics offers conversion tracking so dig into that help and figure out how to use it.
It’s so clutch to this process. You need to know the RIO on adwords. It’s huge for adwords management success.
Wrapping This All Up.
Adwords is truly a cost effective medium to advertise your business. If done well it can make you a small fortune. If done poorly it will loose you a house. Now for the pitch! If you don’t want to do this yourself. Let’s talk! I do all of the above and more. I’m good at it so you don’t have to be. I understand and love going after the ruthless goal. So if you are ready to grow your business online file out the form below and I’ll be in touch ASAP.