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Google AdWords Best Practices
Here are some best practices for getting the most out of your Google Ad Words pay-per-click campaign. All of these points are discussed in detail in The AdWords Edge:
Bid on 200 keywords, not 20. Use WordTracker to help brainstorm keywords.
Use broad matching, phrase matching (" ") and exact matching ([ ]) together.
Use negative keywords to reduce irrelevant ad impressions.
Organize your keywords into a number of focused, logical ad groups. You should not have more than a couple dozen keywords or so per group.
Write ads that closely match the keywords in a group. Use your keywords in the title of the ad or the description.
Take visitors from your ad to a specific landing page instead of your home page - home pages are usually too generic to convert well.
Split-test two ads at once. Always try to beat your best ad. Change one word or thing at a time per ad to see what works best.
Set up tracking URLs and monitor conversion rates to action or sales. If possible, track conversion back to the keyword and prune under-performing keywords.
Beat your competition with higher CTR, not higher CPC.
Strive to be in ad position #2 or #3. AOL only shows top 3 or 4 positions.
Increase up your campaign for holidays, events and seasons as applicable.
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