Very often in my line of work I get asked for tips on how to optimize Google AdWords campaigns. I like to give the person asking the question a little scare with my first 3 tips, as these would often run contrary to what many believe to be proper AdWords management.
So basically we all know that to really make the most of your pay per click campaigns you need to be grouping keywords into relevant ad groups, testing ad copy, testing landing pages, making sure everything is relevant, and tracking everything that you do. We can easily find this information online.
So let me give you a few search marketing secrets that might sound a little crazy to some of you.
Starts Bids High
Yes, don’t be shy when it comes to setting the maximum cost per click you are willing to pay. The search marketing miser earns meagerly.
This is especially important when you are rolling out with a new campaign and keywords. You want to improve your quality score fast so that you could bring down bids and lower your cost per click (CPC) sooner, and it starts with getting a good click through rate (CTR).
Granting that your keyword or keywords are relevant to the ad, and your ad is well written, then the only way to ensure a good CTR is to get your ad the best visibility. By visibility, I mean making sure your ad is easily seen or noticed by the search engine user. Your ad position is decided by your Ad Rank, the ad with the highest Ad Rank will appear in the first position. Ad Rank is decided by Quality Score and your bid. So if you have a new keyword with no CTR history to it and likely having a low quality score, the best way to get your ad noticed is to bid high and try to get a good position for your ad.
A lot of people are afraid of bidding high, many don’t realize that it is likely they will not be paying exactly what they bid.
Google AdWords’ Discounter automatically reduces your CPC making you pay the lowest possible price for your ad position. So if you find yourself paying a little too high a CPC for your current ad position, try lowering your bid to bring down position by 1 spot and see if you are paying a significantly lower amount for more or less the same visibility. Your CPC is directly affected by the Ad Rank of the ad one spot below you, so you need to play around with your bids to find what max bid gives you the best position at the lowest price.
Start With a Small List of Keywords
By small, I am talking about the number of keywords you have in your ad group or in your overall campaign. While it is indeed sound practice to put together a huge keyword list, it would not be wise to start out with a big list especially if it is a new campaign since QS is affected by your account history, that in turn is a result of the CTR and performance of all keywords and ads in your account.
Rather than having a huge keyword list at the start, begin with a smaller group of very targeted keywords that would likely get good CTRs and then add more keyword groups later on.
One reason a keyword you are bidding on might be getting a very low CTR is the absence of negative keywords. This is especially important if the keyword or phrase you are using also gets searched for in combination with other keywords or modifiers that make it irrelevant to what you are advertising. In that case, your ad still gets triggered, but since the ad is not relevant to the search engine user it does not get attention nor get clicked.
Increase Your Daily Budget as You Increase Keywords
You can’t expect to get the same number of impressions if you keep adding more keywords to your campaigns but do not increase your daily budget. You simply have to increase your daily budget. Unless, you constantly prune your campaigns, and delete keywords that you find are not converting.
Ippn order to be able to identify the keywords that do not convert you would need to use the built in conversion tracking feature in Google AdWords which tells you which keywords brought in visitors that lead to a conversion. You can also use other ppc tracking software that will offer other valuable data, other than which keywords convert.
Some of these programs can tell you what time of day your conversions occur, which enable you to do time scheduling which can also greatly improve your CTR. The more advanced programs can even split test your landing pages and provide visitor engagement data, information that you can use to further develop your landing pages in an effort to improve conversions.
Learn more about the most popular pay per click conversion tracking software available today on http://www.ppc-conversion-tracking.com. You can also download more AdWords optimization strategies from that site, absolutely free.