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AdWords General Advice
New to AdWords
morty




msg:1128513
 9:41 pm on Nov 29, 2002 (gmt 0)

I'm going to be running my first AdWords campaign. Any general advice to follow? What should I avoid?

Thanks to all replies in advance.

 

buckworks




msg:1128514
 12:53 am on Nov 30, 2002 (gmt 0)

If you're using anything other than specific matches, use the negative keywords feature to exclude inappropriate searches.

For intance, if you're bidding on "widget" or "widgets", blocking words like "free" "sample" "images" etc. would keep your ad from being shown to people looking for things like "free wigets", "widget clipart", or other non-shopping searches.

Careful blocking can conserve your daily budget to keep your ads in front of traffic that is more likely to be productive for you.

Bernie




msg:1128515
 1:38 am on Nov 30, 2002 (gmt 0)

in google adwords the amount of visitors you can get from the campaign is determined by:

- the shape of the banner
- the position of the banner

to increase the click-through ratio i had good results with making specific banners for each keyword and repeating the keyword in the first textline.

the position of your banner is determined by the maximum cpc and by the amount of clicks your banner has already received. that means that it is not necessarily the person who bids the highest who has the banner on top. hence, you may invest some money to get a couple of clicks and then carefully reduce the amount of max. cpc in order to find a good position. (good balance between cost per click and amount of visitors)

in order to increase your conversion rate with the visitors i would go for very specific keywords.

especially because a click in an adwords-campaign can be very expensive i would recommend the usage of a good tracking-tool (hypertracker has been discussed in the tracking and logging forum)

with a tracking tool you can find out the exact number of conversions according to your clicks so you will know the exact cpo (cost per order). if the cpo is as high or higher than your revenue, you should decrease your max. cpc.

you may also track the different campaigns seperatly and find out what the keyword with the best conversionrate is.

google-adwords is extremly useful for these optimisations.

martekbiz




msg:1128516
 4:43 pm on Dec 10, 2002 (gmt 0)

>>with a tracking tool you can find out the exact number >>of conversions according to your clicks so you will know >>the exact cpo (cost per order). if the cpo is as high or >>higher than your revenue, you should decrease your max. >>cpc.

Would anyone happen to know of such a tool?

We have developed one with PHP for our clients sites but I would be interested in seeing if there is something commercial ont he market that A) might be better than what we developed; or B) a way to improve upon what we have already done.

It works quite nicely as is but having had nothing to go by to correlate SE results (free or bid) to orders placed on client site I don't know if its working to its optimum.

Yes I realize you can't measure 100% :)

Thanks.

Aaron

Mike_Mackin




msg:1128517
 4:51 pm on Dec 10, 2002 (gmt 0)

- the shape of the banner
- the position of the banner

Bernie:
You mean "text ad" right?

petertdavis




msg:1128518
 5:05 pm on Dec 10, 2002 (gmt 0)

Bernie,
I don't understand a couple of things you said.

1. "the shape of the banner"
Adwords allows me a title, and two short lines of text. How can you manipulate the size it appears?

2. "the keyword in the first textline"
I was under the impression that repeating violates Adwords rules. In fact, they deactivated one of my adwords because I had a keyword in the title, and in one of the text lines.

I haven't used Adwords that much, so maybe I am just misunderstanding what you're meaning?

webdiversity




msg:1128519
 8:30 pm on Dec 10, 2002 (gmt 0)

petertdavis

You are right. This is one of the real hot buttons that Google have, repetition is taboo, I repeat, repetition is taboo (hehe)

I'm always curious, these guys that start the threads (or girls), it'd be interesting to hear their feedback of their first few weeks.

One of the things I did when we first set up ads was blow a whole chunk of change on far too generic keywords with wishy washy keywords, wish I had come to WebmasterWorld to ask the same question that morty did.

Bernie




msg:1128520
 1:56 pm on Dec 15, 2002 (gmt 0)

sorry guys,

i haven't been following WebmasterWorld for a couple of days. i'll try to answer your questions.

@ martekbiz
i had good results with hypertracker (it was also discussed in the logging and tracking forum)

@ mike_mackin: precisely, i consider them as banner but text-ad is the correct technical google-term.

1. "the shape of the banner"
Adwords allows me a title, and two short lines of text. How can you manipulate the size it appears?

i meant: you can improve the click ratio by writing the most appropriate words and deciding which words are in which line. if you work with different text-ads you will find out that they have big differences in their click ratio.

2. "the keyword in the first textline"
I was under the impression that repeating violates Adwords rules. In fact, they deactivated one of my adwords because I had a keyword in the title, and in one of the text lines.

what i meant is: write the same keyword in the first line of the text-ad you have been creating this text-ad for. e.g. if you create a text-ad for widgets you should write widgets in the first line. (this is what i meant with repeating! Do not write Widgets,Widgets,Widgets!, do not either use capital letters: WIDGETS)

sorry again for the delay
cheers
bernie

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