2007-06-20 17:27:48
Succeeding In Google Adwords: Keeping it Small
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If you do affiliate marketing in conjunction with PPC advertising, it can be tempting when you first start out just to ram hundreds or even thousands of keywords into each group. The problem is that with Google, you really need to take time and care and nurture your campaign. Google Adwords is definitely a situation where you should be building towards the long-term and not the short-term. If you take your time with Adwords, you will find that eventually your campaigns are just running themselves and you are making money, and probably lots of it.
By keep it small, what do I mean? I mean a few things. First off, each adgroup should be tight and focused, with the ad text clearly reflecting the keywords that are in the group. For instance, let's say that you run a website that sells a certain car part of different cars. Well, you may be tempted to just create an adgroup called "Miscellaneous Car Parts" and jam in every make and model of car that you sell a part for, plus the name of the part that you are selling. For instance, "Mercedes Benz 500 Car Part", "Toyota Corolla CE Car Part", etc. Then, you may be tempted to have an all-encompassing ad that says something like "Need a Car Part? Come to Our Site!"
The problem with this is that the adgroup is too big and the ad is not nearly tight enough. A few poorly converting keywords will drag this entire adgroup down into the muck.
Instead, you should take your time and slowly work your way through each car and its car part, and create an adgroup and ad tailored to the adgroup. For instance, let's say that you are selling specially made tires that will only fit on a Mercedes 500. Well, you should create an adgroup within your overall campaign for your site called "Mercedes 500 Tires", and include keywords specifically pertaining to the Mercedes 500 and its wheels (for instance, "Mercedes 500 wheels", "Mercedes 500 Tires", etc. Now, for your title, you can either choose to automatically insert the keyword into the title using the {KeyWord} option, or write your own title, such as "Need Mercedes 500 Tires?"
The benefits of creating small adgroups is that you can tailor the ad to the keywords in the adgroup, which will dramatically enhance your CTR. Plus, unless your overall campaign is really bad, your adgroups will operate independently of each other and a poor performing adgroup won't drag down your strong ones. Plus, it will make you much more organized, and you will be able to see exactly what is performing for you and what isn't. This takes a bit longer to set up, but you will notice the benefits over the long-term.
If you want to succeed with Adwords, think tight and focused, and work on increasing your CTR's at all times. A high quality score will mean much lower costs to you in the future, and much more money.
Filed under: Making Money Online | Internet Companies
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