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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]
- 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.
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]