Sunday, September 20, 2009

Adwords Tune-up

Google Adwords is a powerful tool for search engine lead generation and branding, but it can be easy to waste money, clicks and therefore lead generation opportunities if it is not managed to run at optimal effectiveness, speed and efficiency.

This Adwords Check List comes from a B-to-B perspective, where we're going after niche-services leads and clients.

1. Google Ad Optimization:

a. Is your ad written in a way that best attracts the people you are wanting to capture.

b. Is the ad clear and concise, so you can better filter out the rest of the audience you don't want to attract.

c. Does the ad have an implied call-to-action (given the limited ad space).

d. Are you using enough Negative Keyword Terms to help filter out low quality clicks?

Learn more about the importance of negative keywords at:
http://erikholladay.blogspot.com/2009/06/negative-is-positive-with-google.html

2. Google Ad Position:

a. Being in the top position is not always a good thing - - those ads get more clicks but at a lower quality and higher price.

b. Placement at the 3 or 4 spots mean less visitors but higher visitor quality, and less cost.

3. Define what are the desired "Goals" for your Campaigns:

a. Total Clicks, Leads, Sales?

b. Click Rate (CTR) versus Conversion Rates?

For me, high conversion rates for lead generation are much more important than CTR.

Optimizing any paid search campaigns like Adwords is an ongoing process. Being successful with paid search is not unlike being an active stock trader. The search engine "search-term market" is never ending, and always dynamic and changing.

Victory goes to the methodical, alert, nimble and opportunistic. Victory can be defined in many ways, but the points above give an idea of the creativity, research and work required to make it happen.

Greg Statal has posted an excellent article entitled "What to do when Adwords doesn't get results" on his blog Digital Tonto. He goes into more detail with ideas one should consider in order to make an Adwords campaign more effective.

Best Regards; Erik Holladay