ion and also the
lowest click-thru rates. Smart Google Adwords marketers
know that the more specific a keyword phrase is the more
people will click on the ad. People that search for a
keyword like 'widgets' are more likely to skip over an ad
targeting such a broadly targeted keyword. However,
'large
plastic widgets' is much more of a refined search and there
are far fewer advertisers with ads that target that phrase
so you get the double benefit of having fewer ads in
competition with yours and you can also run ad text that
exactly matches that keyword phrase!
Doing keyword research an.compiling a large list of
keywords may be time consuming, but you will run rings
around you.competition if you are willing to do what they
are not.
Secret #6 - Split-test your ads in Google Adwords
As mentioned in Part 1 of this series of articles on Google
Adwords, it is critical to split-test your ads. Google
Adwords has a built-in feature that lets you automatically
rotate the appearance of your ads so different ads can be
shown an equal number of times (or weighted more heavily
toward the ad that gets more clicks if you prefer - you can
change this in the campaign settings). The benefit of this
approach is that you will be able to see which ad gets a
better click-thru rate (CTR).
Since Google Adwords rewards a higher CTR with lower cost
per click (CPC), it is crucial that you know which ad has a
better CTR. Sometimes just swapping the ad text that
appears on lines 2 and 3 will make a big difference in your
ad performance.
Secret #7 - Improve your ads in Google Adwords
So what do you do if you find that after split-testing two
different ads a clear winner emerges? Simple. Chuck the
lower CTR ad, keep the winner, and create a new ad to
split-test against the current reigning champion. By
following this split-test strategy, you will constantly be
improving your ads CTR and lowering your CPC.
How do you know when a clear winner has emerged? Is it
enough to have two ads that both have received 10 clicks
each? Or should you wait until you have 100 clicks each
before making the determination that one ad is superior to
the other? Statistically, a total of 100 clicks between the
two ads will mean the answer is fairly certain, while 200
clicks between both ads is an almost definite certainty.
What's stopping you from finding qualified, motivated buyers
and getting them to your website when they are ready to buy?
There is no better marketplace for this steady stream of
valuable traffic than with Google Adwords. By employing the
tips and strategies outlined in this series of articles, you
will be armed to the teeth to convert those hard earned
dollars spent on Google Adwords into profits for your online
business!
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