Four Simple AdWords Management Strategies
It seems like every day the bid pricing on Google AdWords is getting more and more competitive. While this is true to a degree, the potential effectiveness of an AdWords campaign has also never been greater. If you haven’t had much experience with Google AdWords campaign management, then you may want to remember these four simple AdWords management strategies for your next foray into the world of PPC advertising.
Before you can even start to run an effective campaign, you need to carefully choose relevant keywords. These, after all, will form the backbone of your campaign. Don’t just arbitrarily add keywords to create a broader potential consumer base. And, don’t use a relevant keyword generator unless it really is generating effective keywords. Remember that you only want clicks that will turn into sales. Empty clicks just means money down the drain.
The second thing you should consider is the position of your bid. Many inexperienced PPC campaign mangers think that it is better to bid for the top spot. However, this is rarely the case. Unless you are the undisputed leader of your industry, this is not a good idea. The top spot is a very wasteful place to be. You will get many clicks that have no chance of resulting in sales. Instead, try to bid for the first page, but not the first spot. Use your text ad to sell yourself, not your positional ranking. A higher ranking will mean more clicks, but a lower conversion rating on the backend.
The third strategy for running an effective AdWords campaign is to test, test, and then test some more. Don’t leave your campaign unmonitored and just everything is going to plan just because it did the week before. Your profitability of your keywords will likely be in a constant state of flux. As such, you need to continually monitor and test their effectiveness. PPC advertising is an open marketplace, and so ebbs and flows are to be expected on a monthly, weekly, and even daily basis.
Last but not least, you should consider placing CPM ads instead of just CPC ads. What does this mean? CMP is a term that means cost per thousand, and it refers to impression based pricing instead of cost per click pricing. So, you can place ads on a cost per impression basis on websites that cater to a demographic that may be interested in your product. If you sell lawn mowers, you may want to advertise on a site that discusses lawn maintenance. Where your ads appear is up to you, but it can be a great way to pick up cheap impressions and, ultimately, clicks.
Try using these four simple strategies the next time you manage a PPC campaign. Doing so can increase efficiency and profitability.
