There are so many things to consider when optimizing your Google Adwords campaign, but at the end of the day you should never forget that you are dealing with real people who are searching for real information.
When you create your first Google Adwords campaign, there are several tips and valuable resources are given to you. Things like the Keyword Tool and the Placement Tool are invaluable to determining both when you want your ad to be displayed as well as where you want your ad to be displayed. If you simply try to get as much exposure for your ads as you can possibly get then your click through rate (CTR) will be very low and your relevancy scores will drop. The better your CTR the more people actually click your ad when they see it. The math for the CTR is Clicks/Impressions.
The way to master the art of advertising is to start with image ads on the display network. Carefully go through Google’s placement tool and find a few websites that you would like to advertise on. If you think that your ad is likely to get clicked when people see it then you are probably right. We decided to put ads for our client A City Limousine on wedding sites and “Stag/Stagette” sites. We looked at the specific positions where the ad was going to be displayed as well as the demographic information provided by the placement tool. Using this information, we created appropriate image ads to be displayed. Configuring the campaign to display on these sites only takes a few moments and we were up and running in minutes.
It takes time for image ads to receive approval from Google so we were forced to wait about three days. Once the ads were approved we were off and running. We were able to achieve a CTR greater than 1% and the phone started ringing for ACLimos.ca. The cost per click started to drop as our relevancy scores went up and up. Eventually we hit relevancy scores of 8 and 9 for some keywords.
Using the stats from the display network and applying this information on to the search network allows you to position your ads for the exact terms that will allow you the highest CTR. Try to define the typical visitors click-path right from the Google search to your telephone. If you can accurately pick the right search phrases and fine-tune your landing pages to the specific desires of each “searcher” then you are sure to get your phone ringing for less than $1 per click.
If you have any questions or comments, please don’t hesitate to ask.
Did you know that the top 2% to 5% of advertisers on Google Adwords get 30% to 60% of the traffic? I am sure that this means that those who master the low-cost high CTR attain some sort of monopoly over keywords. I can see you addressed this issue but I don’t think you put enough emphasis on it! If you don’t get a high CTR you are wasting your money!
That’s true, but I would have to say that it depends on the people. I think that some advertisers forget that they are targeting real people. The two go hand in hand. If you want a high CTR you can simply B/S a little in your ads and landing pages, but you’ll end up with high bounce rates.
P.S. Thanks for the comment Perry!
I would not say it’s BS! It is actually the opposite. People will show that they care about relating to the search words if they create custom landing pages.
Does that make sense??? I dont want to be confusing.
That makes sense. I meant that you could almost trick people into clicking on your ads with things like false promises (you see it all the time “free ipad”). But then you pay because your bounce rate is so high. It’s better to be real but also to be precise. Thanks for the comment Sam!
That’s where conversion optimization comes in.
There are ways in which you can actually place the searched phrases into your ads makIng them seem like the ad is exactly what the person is interested in. What would you say about using them?
It all depends on what the people searching are like. I am thinking about writing full blown article on this topic but I’m pretty busy these days with the OMG-Pack. If there is enough interest, I will.
Excellent post. There are not too many Adwords/Keyword specialists here in Edmonton.
Man, I keep referring back to this post but I need more information. Pete!! HELP
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Simply want to say your article is as astonishing. The clearness in your post is just excellent and i can assume you’re an expert on this subject. Thanks a million and please keep up the rewarding work.
This blog is a little lost. I really like your work but I think that you should take the time to write carefully when you are addressing your readers. I do look forward to learning more about your Google Adwords strategies tho.
Thank you for the constructive criticism. I will probably come up with something a little better in the near future
I honestly just wrote this a little too quickly. Lessons learned
You should seek a professional certification like become a Google Adwords Certified Partner or something. Google Adwords is all good but don’t forget about Bing and MSN
The Google display network placement tool is all good! I use the placement tool all the time. I saw your tutorials on YouTube… Howcome you don’t include the links here? Advertising with google can be a bit challenging but you just gave me some inspiration to dig deeper into Adwords.