How do we make our
Google AdWords
profitable?
Concentrate on Buyers
We need to ensure that the
people who click on our
ads are the ones who are
going to turn into
customers. We don't want
people who are just click
happy and want something
for nothing. We want
people who will either buy
now, or in the future.
So, after we have set up
our campaign using all the
correct keywords and also
all three keyword variations
(broad "phrase" and [exact]
) we need to try and get
only potential purchasers
to click our ad. The use of
negative keywords is also
important - if we only sell
mens shoes then we should
include -women, -ladies, -
female as negative terms in
our keyword lists as we
don't want to be shown for
these terms.
Pre-Qualify
We can try to limit the
people who click on our
ads to people who are
really interested in a
number of ways. The
technical term for this is
pre-qualifying. If we use
broad match options and
the keyword is broad
(digital camera) then it is
more likely that the
searcher is just researching
if we include buying (buy,
cheap etc) terms then this
cuts down likely wastage.
So, we need to focus on
buying terms and product
numbers (buy Canon EOS
XLM). Another pre-
qualifying trick is to
consider putting in prices in
your ads. If we rent luxury
villas in Spain then we can
ensure that only serious
potential customers click
on the ads by putting
prices from xx/ week.
Get emails
Also don't forget that the
vast majority of people
who visit a website do not
buy straight away. So, give
them something of high
perceived value in
exchange for their email
address. That way you
won't have to keep paying
for them through Google
AdWords to visit your site -
you can email them.
Test ads
Have two ads in each ad
group. Look at the
responses (have show ads
equally in your campaign
settings) and replace the
ads which don't perform as
well.
Track Responses
Set up Conversion Tracking
it allows you to track how
effective each keyword is at
producing a sale. But, it
doesn't allow you to work
out how profitable each
keyword is because it
doesn't track sales (only
numbers of conversions).
But what you can do is set
up automatic emails to
come to your inbox for
costs, numbers of
conversions and cost per
conversions and the same
figures for transactions. If
you then open these and
data sort by cost per
conversion and then cost
you can quickly find out
the words which aren't
providing conversions and
delete them from your
account.
To track the profitability of
your Google AdWords
account as a whole and
also the individual
profitability of each
keyword you need Google
Analytics. This is a bit more
tricky to set up but gives
you fantastic information -
All for Free. Then you
simply reduce the bids or
get rid of the keywords in
you Google AdWords
Account which aren't giving
you positive ROI (return on
investment).
Summary
Tips on making your
Google Adwords profitable
1. Choose targeted
keywords but initially use
all 3 matching options
2. Use negative keywords in
your ad groups and/or
campaigns
3. Pre-qualify using buying
keywords in keyword list.
Also consider putting prices
in your ads.
4. Offer something of high
perceived value in
exchange for visitors email
address.
5. Split test each of your
ads and when there is a
winner replace the worst
performing ad with
another test. Keep doing
this
6. Set up both Conversion
tracking in Google
AdWords and also Google
Analytics
7. Track responses in terms
of cost per conversion
(Conversion tracking) and
also return on investment
(Google Analytics).
8. Amend your bids on
keywords which are
bringing in conversions but
not positive ROI and delete
the keywords which don't
result in conversions
9. Join a Social Networking
Group about Profitable
Google AdWords ( http://
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