AdWords Management Optimisation - Strategies to Adopt

May 17, 2008 in Marketing

by Maxine Stirling

Utilizing a PPC (pay per click) service such as Google AdWords presents a very unique opportunity to pay only for the customers that walk through your online door. Of course, this strategy is only cost-effective if you do a good job of converting those customers once you have them. Otherwise, you are just paying for people to click on your link and then disappear forever.

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.

First and foremost, you need to pick extremely specific keywords as a way of maximizing conversion rate. Don’t pick keywords that are generic within your industry, but rather pick keywords that are extremely specific to the exact product or service that you plan to offer your customers. This will help ensure that every prospect that clicks on your link is genuinely interested in what you have to offer. Furthermore, they will know exactly what you offer before they get to your website, so there will be no surprises once they reach your site.

Despite the effectiveness of your keywords, your AdWords management campaign will never be as effective as it could unless you have set things up correctly on the backend. Make sure you set up your site so that it makes sense to the people who come there directly from clicking on your links. If need be, set up several different landing pages that are reflective of the keyword term that brought the prospect to your site. This will help you to maximize your conversions. It may also be a good idea to test your site out with a small quality control group before you launch it on a broader scale.

Lastly, when you optimize your AdWords management campaign, it is important to understand where you customers are at within the buying cycle. That is, are they simply looking for information, or are they ready to get out the credit card. When you attach words like free or information to your keywords, you need to understand the implications of doing so. If you are willing to provide information in order to plant a seed for later, this is a perfectly legitimate strategy. Just makes you understand that it will not be as efficient as only looking for prospects that are ready to buy. To have a truly efficient campaign, you need to understand your goals perfectly, and work backwards from there.

This is a rundown of some simple pay per click strategies that can pay big dividend when running a Google AdWords campaign. Keep in mind that your website is just as important as your keyword choices in terms of running an efficient campaign. Make sure they are both pulling their weight.

About the Author:

Adwords management optimisation expertise by tatstar.com. Our adwords management optimisation services can slash CPC prices and increase sales. Or your moneyback!