3 Most Important Elements Of Every Google Adwords Campaign
Google AdWords can be a confusing beast to get control of if you’re not following a system for managing your account.
Here’s the 3 Most Important Elements of Every Google AdWords Campaign
1.) Keywords - You need the right keywords and enough of them to effectively reach your potential customers.
2.) Ads - Your advertisements must be written so that your potential customers want to click on them. What benefits are your potential customers looking for? What benefits does your offer contain?
3.) Landing Pages - Design your landing pages with the goal of getting your visitors to take your call to action. Follow proven landing page design techniques.
Look at how your keywords are performing daily. You do not want to spend money on Keywords that are generating clicks but no conversions. Clicks cost money and you want to put your money towards keywords that convert.
If you’re using AdWords to generate sales leads then track how well each of your keywords are converting to leads.
Use keyword matching to gain more control of how your keywords trigger your ads on Google. You can read about keyword matching here - adwords.google.com/support/bin/answer.py?hl=en&answer=6100 You can also save a lot of money by deleting keywords that are generating clicks but no conversions.
Track your Click-Through-Ratios (CTR) on your ads daily. Your goal should be to get a higher CTR over time. Google often rewards advertisers with a higher CTR by increasing the position of your ads without increasing your cost per click. The best way to increase your CTR is by split testing your ads daily and using sound ad copy techniques.
You can increase your CTR’s by split testing your ads. Google allows you to do this automatically. You simply write 2 ads with one ad being just slightly different than the other and let Google split the traffic between them. After a period of time you’ll notice that one ad will most likely have a higher CTR than the other. Go to www.splittester.com and type in the appropriate data from each of your 2 ads and this tool will tell you which ad is the best performer. (make sure that you check the box in your AdWords settings to “rotate” your ads and not “optimize” your ads or the split test feature will not work.)
If you delete the losing ad and start your test over again each time you should start to get higher CTR’s. Never stop this process.
Your landing page should be designed to generate sales leads or sales. Your landing page should have one goal, get the lead or make the sale. You should not offer too many choices on your landing page that could defer your visitor from taking your call to action.
Here’s Google’s guidelines for building landing pages - adwords.google.com/support/bin/answer.py?answer=46675
If you follow the 3 steps in this article you’ll be well on your way to more success with AdWords.
