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 (more…)
Here’s a straightforward Monday Question:
“Now that you’re starting to do more PPC (pay per click) traffic. How has it been? Isn’t it a waste of money to pay for traffic, and it doesn’t generate much income, does it?”
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My Answer:
There’s a lot of FUD (Fear Uncertainty and Doubt) being spread, especially by marketers who aren’t using paid traffic, typically certain members of the Web 2.0 fraternity.
Yes, you can lose lots of money, and not generate a single sale, but only if you don’t have a plan in mind. I was in that category before, bidding on low competition keywords, having subscribed to the “long tail keyword” strategy.
The fact is that with quality score playing a dominant role in Google AdWords, you will need to bid reasonable prices to get the conversions.
I have a stock portfolio which generates 10-20% on an annualized basis. If you’ve refined your PPC campaigns and are able to generate at least 50% on a monthly basis, you’ve outperformed most of the mutual funds and equity funds in the market.
So let’s look at some PPC newbie pitfalls:
- Not enough keywords in your adwords campaign
If you’ve only 20-200 keyphrases in your campaign, it might only generate a handful of clickthroughs and even fewer sales per day.
Reasonably you should have at least (more…)
