Addwords campaign, the story so far

Google Keyword Tool - Negative KW Tab
Image by rustybrick via Flickr

Since I’m not an expert in Adwords (and never will be) I was a bit anxious of not getting any results. The tools and information on the web really helped me getting started and improving my campaign.

First results

After 3 days of mediocre results I found out that some of the adds / words where not accepted because of their quality. After reading alot about Adword quality and how to improve I got 300% increase of clicks.  After installing the conversion optimizer I can keep track of real conversions. Clicks do not mean anything without conversions.  We found that the cost per conversion is 30% lower.

Getting better

Since Google is changing their Adwords interface almost every week I noticed the new “possibilities tab”. Here I got almost 16.000 new suggestions and valuable tips. This helps me getting better results every day.Some general tips (by Google) are:

Organize your campaign by theme

In each campaign, create separate ad groups for each of your products, brands, or types of services you offer. Each ad group can then have a highly related set of keywords and ads that match the specific theme. By doing this, your ads can highlight exactly what a customer is searching for.

Choose your keywords carefully

Use specific keywords that directly relate to the theme of your ad group and landing page. Keywords that are too broad can lower your performance by generating many ad impressions but few clicks. One-word keywords are likely to be too generic, so try using two- or three-word phrases. Use the Keyword Tool to generate keyword ideas.

Include keywords in your ad text

Include your keywords in your ad text (especially the title) to show users that your ad relates to their search. If your ad shows when a user searches on a keyword in your ad group, the keyword will appear in bold in your ad text.

Use the right destination URL

Make sure that the destination URL (landing page) you use for each ad is the most relevant page within your website — ideally, a page dedicated to the specific product or service that’s highlighted in your ad.

Track your success

To make informed decisions about how to optimize your campaigns, review your campaign statistics. To measure your success, use conversion tracking to see which ads and keywords bring the most to your business.

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This entry was posted on Tuesday, October 20th, 2009 at 10:56 pm and is filed under data, trends. You can follow any comments to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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