I have been reading the archives of this great forum for a while now and I think this is the correct place for this post – apologies if not.
My business sells and delivers on line products, software etc. I pick up clients from all over the world, but mainly from where I am – the UK. Many moons ago, it did well on the SE listings I think because there is a lot of free content and advice on the site. However, since Adwords have come in rankings have dropped and sales have petered out. I know my products sell, because they have done so well in the past. But the world has changed and I need to get my head around what the web is about today.
I have found some great advice here from people who know what they are talking about and have spent a while working out a sequence of things for me to do to make better use of Adwords. I have a basic Adwords account which I have spent £100 on just to play around with over the last month or so and explore what it is all about.
Now I need to develop more of strategy, so I was wondering whether anyone could cast an expert eye over my plan for my web site marketing strategy - remember I am an Adwords novice!
Here goes :
Get The Site Optimised
1. I am paying someone more creative than I to redesign the site to give it an up to date look, and a feel that there has been some professional investment in it.
I am also increasing the amount of advice and other free content, and paying my marketing chap to re-write the actual copy on the ‘products’ area of the site.
2. Get my keywords and page titles up to date on the site pages.
3. Get rid of the keywords on one product page which related to a different product on the same site.
4. Re-submit individual pages to search engines.
1. Use overture to drill down into key words to identify them (as per ewhisperer’s excellent e-book advice) - my products are very specific, and I suspect perhaps 6 keywords/search terms account for most searches. I do suspect that one or two might be worth using as exact matches/Phrase matches as well as broad matches.
2. If the search term numbers do not dilute/fall away as I drill down using the overture tool than use that as an exact match keyword.
3. Add in some negative keywords, there are free versions of what I supply out there, they are not great and I think people who want them for free wouldn’t pay anyway.
4. Set Adwords CPC to 'let google optimise' and get rid of the ones which don’t work.
5. Write 3 or 4 ads, for each product group (identified through spidering) and have them land on the actual product page, not the main site page as I do now. I'm waiting for some customer survey data to come in to see what elements of the site I should be driving the main advert themes e.g. downloadable, instant access, qualified professionals etc.
6. Have google cycle the ads on a weekly basis and monitor effect.
7. Focus on those keywords which produce the best CTR. and chase them with higher bids until they exceed the optimal ROI I need.
8. Change one element per week and track effect on CTR, ROI.
9. I would make changes and monitor on a weekly basis - I have read the fascinating information about google starting from scratch each time you modify an advert so I don't want to keeping changing them.
Dos this seem a reasonable approach? What have I missed, what have got wrong?
All criticism is welcome, I’m stumbling into the light here.