I know, I know, using adgroups saves time, sometimes it saves a lot
of time however I'm not in business to make time, I'm in business to
make profit and lots of it and so are you for that fact, so if it
takes some time to properly setup a good Adwords campaign well then
so be it, hence I recommend avoiding the widespread use of adgroups
for all but the very largest of campaigns.
Adwords should be no different than any other advertising campaign
in the sense that you need to track everything and be continuously
testing. Adwords will automatically track clicks, impressions and
clicks through rates from when your ad goes live until either you or
Google pull it. You should constantly analyze these stats for all
your ads, discontinue the ones that are performing badly and raise
your daily budget for the ones that are doing well so as to multiply
However tracking CTR is only half the battle, you'll also want to
track conversion rates from certain ads, that is how many people
that clicked through from one of your ads actually bought the
product the ad offered. This can be done using affiliate software
whereby you could set up a specific tracking URL for each ad and
then refer to your affiliate stats to determine conversion rates
that way. This specific tracking URL would be entered as your
You could also as Google suggests attach an identifying parameter by
putting '?referrer=source' at the end of your destination URL.
Imagine your normal destination URL was http://www.yoursite.com/product
simply turn that into http://www.yoursite.com/product?referrer=source.
The source would be your keywords to enable you to uniquely identify
the ad from which the visitor came. You could then use a web
statistics program to determine how many people that bought your
product where referred by a particular source / ad.
Testing has been the backbone of many great advertising campaigns on
the Internet to date. In Adwords you should test different copy,
keywords, CPC and daily budgets on a constant basis in an effort to
attain the highest click through rates possible.
Run similar ads together for the same keywords to see what little
differences can do to an ads CTR, keep the ads with high CTR's and
pull the ones with low CTR's, create more and more ads to run
against previously successful ones and again drop the ads with lower
CTR's (unless of course the CTR's of these ads is extremely good too
but your others are just better). Don't forget to test different
things on your landing page too, to try and boost your conversion
Google Adwords guide - Conclusion
Google Adwords when utilized correctly can be a great source of new
customers for your business at a very low price. Google doesn't
charge you a cent until your daily budget has been reached so you
could in theory start to profit without spending anything. I fully
endorse Adwords and highly recommend you use it.
Well that's another article finished, its seems to take me longer
and longer to put articles together these days, anyway it's all
good. You have just read approximately 25,000 bytes of thoroughly
researched information regarding the different aspects of Googles
award winning Adwords program. Others charge for information like
this, but not me. Till next time.
Article by David Callan. David is an Internet marketing
professional and webmaster of
Marketing.com webmaster forums. Visit his webmaster forums for
the latest discussions on search engines, website authoring and
Internet marketing related issues and topics.
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