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Some Google AdWords Tricks To Improve Your Ad Positions

Friday, January 19th, 2007

Below are some simple and easy to implement tips that will allow you to get better Google AdWords positions while paying less:
 
* Don’t target your ads on general keywords. Use specific phrases with two or more keywords instead. This should increase your CTR and get you more targeted traffic that’s much easier to convert into signups or sales.
 
* Make use of all keyword matching options: Broad-, Phrase, Exact- and Negative Match.
 
* Make sure your keywords relate to your product or service
 
* Use keyword variations, such as plurals, misspellings and synonyms.
 
* Don’t put all your keywords into one single Ad Group. Create several Ad Groups with tightly focused keywords.
 
* Write compelling ads: Put your keyword into the title, specify a compelling benefit in the first line of your ad, put a clear call to action into the second line (Download Now!, Grab your free report…).
 
* Take your site visitors to specific landing page (don’t direct all clicks to your homepage – set up a landing page for each ad group). Your landing page has to deliver on the promise of your ad.
 
Split Test your ads: Run two ads per Ad Group in parallel. 
 

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AdWords and automatic ad optimization

Tuesday, January 2nd, 2007

I recommend you disable Google AdWords automatic ad optimization.

Why? Because Google will display those ads with the highest CTR most often and not the ads with the highest ROI.

You don’t want your ads to be optimized for CTR but for ROI.

You could have an ad with a staggering CTR but with a lousy ROI – thousands of people might click on your ad, but no one might signup or buy from you. And that’s not good at all – you spend a lot of money without getting anything back.

Pay Per Click is a lot about testing and tracking… and that’s exactly what you should do. Continuously split test your ads to find the real winners, those with the best conversion and highest ROI and don’t let Google decide which ones are the big hitters.

There is another reason why you shouldn’t use automatic ad optimization:

You won’t get accurate results with your split tests. For example, when split testing ad A against ad B, ad A might get displayed 75% of the time (because Google says that’s our winner) while ad B shows up only 25% of the time. That way it’s impossible to get statistically exact results – both ads need to get displayed equally often to find out which one converts better.

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