Jennifer Yaniz: Getting the Most Out Of Your Google Pay Per Click Campaigns


Trying to increase leads and lower your costs on Google AdWords, check out our tips:

1. Do a search query report you would be surprised by what terms Google will display your ad with
Go to the reporting tab on your main Adwords interface and then click on reports, you will see a hyperlink to create a new report, Click on that, on report type choose Search Query Performance. To get the best idea of total queries set the period for at least a thirty days and click create report. You may find yourself surprised at what you are paying for.
After you have found keywords you would like to omit such as free, advice etc go back into your keywords tab click the hyperlink that says negative keywords and add those keywords to the list. You can exclude them on either the campaign or the ad group level. If you know that, you do not want your ads being shown when “free” is typed in combination with one of your keywords in the entire campaign then exclude them at the campaign level. If you want your ads to be shown when free and your keyword is queried in one ad group then just go to the ad group level exclusion.
2. You don’t have to be #1
The old adage is that in order to get the most traffic from your campaign you need to be number one. Studies have shown that ads in positions 2, 3 and 4 get about the same number of customers for a lot less per click. In fact I have found that customers that found my ads in positions 2,3 and 4 actually converted more often.
3. Use combinations of exact, phrase and broad matches when selecting keywords for your campaign
I usually like to stick to combinations of exact and phrase match as it avoids me paying for clicks that were generated by keywords I did not want. You will eventually see what keywords convert better.
4. Revamp your ads
If you have done all this and are still not getting the results you want, it may be your ads. Take a look at how your competition puts together ads to give yourself an idea. Try dynamic ads these tend to get more clicks for information on how to create dynamic ads or ads with automatic keyword insertion please see http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996.
5. Use long tail keywords
If you’re working on a tight budget look for long tail keywords, they tend to convert better because they are more specific. If I bid on “books” vs. “science fiction books” which do you think will convert better?

I hope that this advice will help you improve your existing pay per click campaigns. Pay per click advertising is a great way to drive instant traffic to a website that is not ranking, test out a new product or offer and expose your product to a new market.
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