5 Ways NOT to Manage Your Google AdWords’ Campaign
About the Author
Kevin Gold (77 Posts)
Kevin Gold is Director of Internet Marketing at iNET Interactive, a social media company operating prominent online communities for technology professionals and technology enthusiasts. Kevin is a frequent contributing author to multiple publications including Search Marketing Standard, Practical eCommerce, DIRECT, Entrepreneur.com, ConversionChronicles.com, About.com, and On Target (Yahoo! Search Marketing newsletter).
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Great post, Kevin. I’d add another one: write only 1 ad for each ad group. Google makes it easy to write multiple ads, so why not test 2-3 to find with works best?
Excellent comment Tom!
Absolutely – testing different words within ads is very important. One word can immensely shift not only your click-through rates but also your lead or sales conversion.
Besides just testing different words (like “proven” versus “trusted”) test different offers, calls-to-action, positioning statements and other angles to attract qualified visitors with a higher propensity to act. Make sure to assess your competitors’ bidding for the same keywords and watch what words and angles they take. Don’t necessarily assume that your competitors’ ads are better (they just might not be tracking their performance metrics) but it will least get your brainstorming session moving in the right direction.
Just make sure that you track ads separately using distinct destination URLs. You need to identify which ads are generating conversions (not just which one is achieving a higher click-through rate.)
And I’d add the selection of the “wrong” landing pages. Not related to the content or offer in the ad, not product-specific, not geo-specific, inappropriate link to home page, etc… there’s a lot that can go awry when choosing the best LP for a given ad group!
Plus, similar to the “enter multiple ad texts for testing,” do the same with your LPs.
How about broad-matching keywords? I have a hard time thinking of ways in which that can actually help anyone who wants to see any positive ROI on their campaigns.