The Google Adwords team has published a number of tips for optimizing your campaigns across 3 verticals: retail, entertainment and automotive.
Here’s a couple of techniques to bump your CTR (clickthrough rate) and conversions:
- Behavioral-based bid management
Research shows that consumers are surfing shopping sites and doing price comparisons during work hours. Bump your ad positions during office hours to get better ad positioning (and consequently, higher conversions).
- Match your consumers stage in the buying cycle
Your keywords determine your websites’ visitor profile. For buyers early in the buying cycle, they’d be looking for information, product reviews, so create an appropriate content site.
Buyers in the later stage, primed to buy, will be looking for coupon codes, bonuses, and other goodies, so a coupon site or inventive site will convert better for that demographic.
- Highly targeted landing pages
Spend more time focusing on targeted and highly relevant keywords. Instead of “holiday events”, shoot for adgroups containing “holiday ice skating show” or “holiday ice capades” pointing at a page containing specific event information and you’ll see your profits spike.
- Specific buy phrases
Especially during the holiday season, consumers might be typing buying phrases like “gifts for dad”, “electronics under $25” or “xbox360 christmas promotion”. Include these in your campaign and get ready for the ka-ching to come in…
For more tips, visit: Industry Newsletters for Holiday Season