| 6:42 pm on Jun 25, 2003 (gmt 0)|
a great little presentation which should be read by everyone, also maybe worthwhile finding out from your local Google office, when they are next holding the Google "adwords" University.
[edited by: Shak at 6:55 pm (utc) on June 25, 2003]
| 6:51 pm on Jun 25, 2003 (gmt 0)|
- Study your referrals (the queries that are invoking your ads) and use negative keywords intelligently
- Experiment with positions 1 through 6 (assuming you are bidding on competative keywords) to learn about the relative CTR for your industry
- Measure everything; a good AdWords campaign is about ROI (return on investment), not just CTR (click through rate)
- Start selling in your AdWords copy to pre-qualify referrals and improve ROI (but don't go mad because remember that your CTR also determines your positioning)
- Continue selling on the landing page - do not expect the visitor to click on anything else - they won't.
| 5:51 am on Jun 26, 2003 (gmt 0)|
>> Study your referrals (the queries that are invoking your ads) and use negative keywords intelligently <<
as dmorison said, it is about ROI. For finetuning my adwords I use a little php-script on my landing page and once per week (depending on traffic) I extract all the search phrases from the tracking file.
Those that come up with my chosen keywords, but are not related to what I offer, are used as negative keywords.
Since my links from the landing page to deep content are also in php I can also track if the user went further into the site.
You can see my little script here [webmasterworld.com]
| 6:35 am on Jun 26, 2003 (gmt 0)|
Cheers Shak, I always wondered what Google sounded like :)
| 8:10 am on Jun 26, 2003 (gmt 0)|
Thanks for the link Shak.
Oh my, Google are just so slick!
| 9:43 am on Jun 26, 2003 (gmt 0)|
Yes, nice link. Install Google toolbar version 2 and Google blocks it's own pop-up!
| 9:52 am on Jun 26, 2003 (gmt 0)|
Nice easy to understand presentation, very slick
| 10:02 am on Jun 26, 2003 (gmt 0)|
glad you all like it.
there is another more detailed presentation in the pipeline, which goes through a lot of whats covered at the Google University.
hopefully we can get the URL for that quite soon