AdWords Accounts Don’t Have To Stink

Planning, organizing, testing, and updating will help

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A few simple fixes could turn a moribund PPC campaign into a shining beast of profitability, one interactive advertising firm contends.

With SMX Advanced 2008 wrapped up, the firm Fuel Interactive contended the event paid more attention to search engine optimization than the pay-per-click SEM model. They provided some suggestions on the PPC side that may be of use to those who have seen the grass grow under their stagnant campaigns.

First, check out conversion tracking for the campaign, and make sure whatever matters as a key performance indicator matches what is being tracked. The indicator can be lead generation or retail sales, depending on the nature of the site.

Fuel Interactive specified a need for organization, as the demands of geotargeting, or keywords separate by their budgets, dictate where and when ads will be displayed. Those ad groups also need to be checked for similarity, to avoid generalized displays that may generate few quality conversions.

In testing, the firm called for two to four ads per ad group, with two being what Fuel Interactive considers the sweet spot.

“Testing ads is the number one way to win at AdWords, second in importance only to using the right metrics. If you think the existing ad is doing well, test a variation of it,” they said.

Ad success in PPC presents an ongoing process to the advertiser. The need for regular testing means one shouldn’t treat a campaign as a fire and forget option, but one where adjusting one’s position and attack over time yields the best results.

AdWords Accounts Don’t Have To Stink
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  • http://gurureporter.com Christian

    You mention that testing and using the right metrics are the two most important ways to winning with Adwords…I agree.  Starting out small and slowly building on what is working is crucial to succeeding with Adwords.  Many people including myself have been wiped out in the early stages of a marketing campaign because we fail to test and use the right metrics so proceed cautiously and stay humble and you should be fine. 

  • http://goonerblog.com/match-reports/arsenal-3-portsmouth-1/ Gooner

    Adverts are very important in the campaign but to say they are second in importance to just metrics is a bit overstretched. Campaign structure, tight adgroup themes and keyword choice (and match type options) are all vital to any paid search campaign.

  • http://www.earinfectionindogs.com Mark

    I second Gooner..structuring properly the campaign is maybe more important than testing ads in my opinion. Of ocurse both are important, but if I had the time to do only one of them, I’d choose a flawless group structure.

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