Now, I am not a moderator, but I am going to post a few rules to keep this orderly:
1) Do not post your strategies if you cannot accept constructive critcism.
2) If you critique somebody, please do it in a mature and professional manner. We are all here to learn from each other, not to criticize, unless you critize constrcutively.
3) Let us all learn from each other.
4) Most of all, have fun.
I am the webmaster of a specific store selling a large selection of one particular product. Our Adwords campaign just started.
When it comes to targeting, we have one ad campaign for our household market and one for our commercial market. Within those campaigns we have multiple ad groups for categories and specific brands. Since our field is brand driven, most of my ad groups are brand specific with less ad groups for specific categories.
We have only been doing this for less than a week. So, I have no good strategies by way of reporting, but I am looking at the CTR of individual keywords. If the CTR is low, the keyword gets thrown out. If the CTR is HIGH and the conversion rate is low, then I have to do something to increase sales on the web page itself.
We have only been doing this for less than a week. So, I have no good strategies by way of reporting, but I am looking at the CTR of individual keywords. If the CTR is low, the keyword gets thrown out. If the CTR is HIGH and the conversion rate is low, then I have to do something to increase sales on the web page itself.
First off, if you have a good keywored that has a low CTR, then you should work on improving that keywords CTR. You might be throwing away high conversion keywords without giving them a chance.
If I find low CTR keywords, the first thing I do is look at negative keywords to determine when my ad is being shown where its not relevelent, thus improving its CTR. The second is examine ad copy, and create some additional ads to work on the KW CTR.
If you've only been advertising for a week, I personally don't feel any keyword can prove its worthless within a week. Creating a campaign for very high volume keyword to control spending, and letting the keyword go through a montly cycle (even if the KW is only shown for a limited number of searches due to daily budget), will give you better numbers of CTR/ROI/etc.
Secondly, while your stratedgy of improving low conversion keywords is a good one, over time, you'll come to find some high CTR low preforming keywords. Not all keywords can be saved. Determining when to axe a keyword can be a difficult decision, especially if its a high volume one and its enticing to think of how much money it could make if you could make it preform. If, after extensive testing and time, it doesn't preform, it needs togo.
First you need to generate every permutation and combination of keywords from every source you can and dont forget to extract ALL actual search terms used from your log. Word tracker, Oveture Keywords, Google Keyword generator etc.
Put your competiors site through a key word analyser and harvest the 1, 2,3 etc key word grops it throws up.
There are also web site that will crunch out combinations of words from lists. I sell a red widget but have 1300 search terms so far.
Sort them by any theme you think is workable and break them down into 50's or 100's and chunk them in. Let Google tell you what is good and bad. The public can search on what ever they like, they don't have to be smart but you have to match what they do.
Write the best two radically different ads that you can, set the budgets and set em running.
After only a short run, hours or days get in and look for the realy unusual results.
Huge impression rates usually indicate that you have a cross over word that may have meaning you don't expect, maybe an abbreviation or acronym. Kill it off or move it to its own ad group or even campaign.
As it settles dowm look at three things
1) Lots of impressions and a few conversions
These need separating out to a new campaign and you need to start split testing two ads and get the CTR up as high as possible. Rotate the ads with syndication and optimsation switched off and make a decision every 100-200 clicks. Lots of 10% compound inmprovements add up real quick
[splittester.com...] does the business
2) Some impressions but very low CTR. Your ad sucks, scap it and try a radically different ad. Review after a few days and then repeat 1) above. The old slice and dice.
3) NO impression and no click. Dogs. Kill em and drill em but keep a copy of the key words so you don't reinvent them later on.
Completely separate issue is conversion of the click once it arrives at its destination. This is copy writing and direct response marketing skill. Don't confuse the two.
