This is by no means a definitive list। Here are just some straight
forward tips that I have learned over the years from experience with
pay-per-click, AdWords in particular, as well techniques I have
learned from gurus’ books and newsletters.
I am not merely
repeating a combined list. These are in my words, and in no particular
order. I believe in all of these and am currently using or have used
these techniques in the past for multiple client accounts.
Some of
these might require more explanation, which you are welcome to ask for
here.Each are split into categories that should help for
reference.
Improving CTR & Conversions1.) Use
the core/parent adgroup keyword three times in the ad text and display
URL.
2.) Bid on all three match types for every keyword/keyphrase:
broad, phrase, and exact.(This will get you more clicks for your
money).
3.) Bid higher on terms that have been converting
well.
4.) If continual ad performance improvement is one of your
goals, on campaign settings, change Ad Serving to “Rotate: Show ads
more evenly” from the default “Optimize: Show better performing
ads more often. Then A/B split test your ads.
5.) Sign up for
LowerYourBidPrice’s Winner Alert’s, letting you know which ad wins
statistically without having to manually check every adgroup all day
long.
6.) Use a relevant call to action in your ads (Avoid clichés
such as “Click here.” which won’t be approved by Google
anyway).
7.) Here are 13 calls to action verbiage ideas: Browse our
store, Submit Your RFP (RFI), See our client list, Free Shipping,
Order today, ship tonight. Download our brochure, Free Consultation,
Free demo, Free quote, Free Report, Start now, Call 24/7.
8.) Make
ad display URLs more relevant by adding a slash /keyword. Example
Keyword: ladies Kurtis.
ttp://www.swaniexportsindia.com/ladies_top_kurti_exporte
r.htm9.) Make separate ad groups for keyword plurals
for better bolding (note YSM bolds plurals in ads, Google does not,
unless keyword is plural and keyword in ad is plural).
10.) Use
prices in ads if:-Lower than competition-Competitors are not using
prices.-You are selling highly competitive commodity item in which
people shop on price.
*May reduce CTR, but improve conversion rate
by weeding out a certain percentage of non-buyers.
11.) Use
specifics in ads: Percentages, names, product specs. Examples: Raise
profits by 25%. Cut margins by 20%. Decrease skin oil by 10%.
12.)
Use quotes & third party endorsements when factual and can be verified
by Google. Ebert “Best movie 2007.” Oprah “My top five
book.”
13.) From time to time use hyphens instead of commas as a
slightly less common, and possibly more attention grabbing grammar
tool.
14.) Use the words New and Free when true and
appropriate.
Account Efficiency Techniques and Time Savers
15.)
Download the AdWords Editor to copy and paste campaigns and adgroups
easily (a must before doing #16)
16.) Separate & duplicate all
campaigns and use one for Google + search partners and the other for
the content network so you can see how each is doing from quick
bird’s eye view without having to drill into each campaign.
17.)
Clean out account of keywords with zero impressions after two
months.
18.) Cross channel all other ppc platforms in order to see
clicks and conversions from Yahoo!, MSN, Ask, Miva, Business.com, etc,
all from your AdWords interface.
19.) Download account info into a
csv using the AdWords Editor and send it to Yahoo! and MSN so they can
bulk upload it. Do this after thoroughly optimizing the account, so
your other ppc platforms mirror the same structure and keywords as
your efficient AdWords account.
**Yahoo! is doing this for free
just for a limited time because of the platform change. They will
accept bulk uploads regularly if you spend 6k a month for three
months. MSN only offers you one chance to do this. Give them a call
and get the details.
Optimizing & Cutting Untargeted/Wasted
Clicks
20.) Incorporate account wide and adgroup negative keywords
by studying raw query strings which trigger your ads and eliminating
non-relevant terms.
For full article please log on to
http://seo-expert-delhi.blogspot.com/2008/0
6/32-useful-adwords-tips-for-intermediate.html
Thanks & Regards,
Swani Mishra
