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Some AdWords Management Optimisation Strategies |
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Written by Maxine Stirling
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Wednesday, 14 May 2008 |
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When you use a pay per click service like AdWords, you have the ability to only pay for customers who are interested in your product or service - a very unique opportunity in the world of advertising. But this is only a cost-efficient method of advertising if your convert your prospects into sales. If you don't, all your efforts are in vain.
by MaxineStirling
When you use a pay per click service like AdWords, you have the ability to only pay for customers who are interested in your product or service - a very unique opportunity in the world of advertising. But this is only a cost-efficient method of advertising if your convert your prospects into sales. If you don't, all your efforts are in vain.
In order to truly run an efficient pay per click campaign, you need to optimize your operation and limit any excess waste. This will ensure that you get the biggest return on your investment. There are different schools of thought on how to do this, but most of them come back to the same starting point - keyword selection.
The first thing you need to do is pick keywords that are extremely relevant to what you are trying to accomplish with your campaign. If you sell orchids, don't pick generic keywords like flower. Just because your product or service falls within a particular industry doesn't mean all the industry's keywords are specific to you. Make sure you showcase what makes you unique in the keyword and subsequently the corresponding ad. This way, the customers who click on your link will already be on board with what you offer.
While we often think about our ads and keywords when worrying about AdWords management optimization, we sometimes forget that some of the most important optimization happens on the backend. Making sure your website is streamlined and easy to navigate is just as important as getting customers to it. This is where you convert potential customers into customers, and how you increase your ROI. You know your products and services better than anyone else, but sometimes it can be helpful to let an objective party look at your site. Do they see the same things you see? You need to know.
The last strategy you may want to consider is taking a very careful look at where your prospective customers are at when it comes to making a purchase. Many consumers choose to gather information for a certain period of time before they decide to make a purchase. If you are adding words like information onto the end of your keyword phrases, you will likely get clicks from prospects that are in the information-gathering stage. When it comes time to make a purchase, they may or may not come back to your site. To truly optimize your campaign, you may want to exclusively target prospects that are ready to buy.
These are just a few of the ways you can optimize your PPC advertising campaign. Remember that there are two main components to conversions - your keywords and ads, and your website. Is one a weaker link than the other? If so, take the appropriate steps, and your campaign efficiency will improve.
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