3 Important Tips For Adwords PPC Management
© Copyright 2005 Tom O'Brien
Adwords PPC Management Tip No. 1
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Setting up an account
If you live outside of the US, different minimum bid prices
hold true given the different currencies involved.
Let's take the UK for example - in the UK the minimum bid
price is ?0.04 whereas the minimum bid price in the US is
$0.05.
This means the cost of bids in the UK when currency is
converted is significantly higher (July 2005), therefore it may
be wise for you to setup an Adwords account which uses
USD.
I say may because you will incur charges for currency
conversions with your bank so you must look at your own
particular financial situation to be sure. The new
So, if you have yet to create an Adwords account - or
indeed even if you have an account (you would have to
shut it down before reopening another) - sign up at
http://www.google.com (not your local Google portal - eg:
.co.uk) and specify dollars as your account currency. It
Ccould make a significant difference to your PPC
management costs.
Adwords PPC Management Tip No.2
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How to increase your business profitability by hundreds of
percent
Ok,
So you get a mere 4 lines of text to play with in Adwords so
every single line counts. Even more than that every single
letter counts (even the Capitalisation of letters will make a
difference to your click through rates believe it or not).
But what's in a name?
Your name in your ad is of course your URL. When crafting
an ad, most people spend a lot of time concentrating on the
headline (well worth doing as it is the most important part
arguably) and on the ad text (also a good thing but not as
important as you'd think).
After the headline, the next thing that prospects eyes are
drawn to is...
Yes you've guessed it - your name - your URL
But what can I do with my URL I hear you say?
Just because you have 1 domain name doesn't mean you
need to use it. There is nothing in Google's T&C's that
prohibits you from using a different display URL to that of
your destination URL (although you will have to own the
display URL and it must resolve to a pertinent page - i.e. If
you're advertising pet food, it must be about pet food and
not resolve to another address dealing with a different
subject entirely.
Hundreds of percent more profitableˇ
We have conducted tests outlined above with some of our
clients. Results have ranged from 46% through to 76%
more profitable domain names. These results are applicable
to your bottom line profitability - remember 76% more traffic
will result in a like for like increase in bottom line profits.
Your results are equally applicable on and offline, whatever
grabs attention online will do likewise in offline print media.
We have also seen a 113% improvement on one of our
tests (with a small sample) but we stopped the test early
because our results were not statistically significant and
waiting for a larger sample was a moot point.
Pop Quiz
One of my clients Jonathan Stanley has graciously allowed
me to show you the results of our tests with him. Consider
the following adverts and their display URL's:
www.TalkingLeadership.com
www.ThisIsLeadership.com
www.LeadSuccessfully.com
www.MyLeadershipCenter.com
www.LeadingEffectively.com
Which of the above display URL's was the winner and which
do you think was the loser and which one do you think was
the winner?
Well, the results are as follows from worst to last:
MyLeadershipCenter.com 9 clicks
LeadingEffectively.com 17 clicks
LeadSuccessfully.com 18 clicks
ThisIsLeadership.com 21 clicks
TalkingLeadership.com 37 clicks
Who would have thought it? I certainly wouldn't but then
that's the point you will never know until you test.
My thanks to Jonathan Stanley once again at
http://www.TalkingLeadership.com for allowing me the use
of this example.
And what else can you do with your text?
And even if you want to use your existing domain there's
plenty you can still do - remember CAPITALISATION? And
then there are sub-domains or even appended directory
names.
All it takes is a little creativity and you'll find your click
through rates reaching new heights with your Adwords PPC
management.
Adwords PPC Management Tip No.3
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Keyword Resources
It's easy to think you have a great list of 50 or 100
keywords and stop there but you'd be missing out on the
thousands of other keywords your competitors may have
researched.
Brainstorming Resources
Here are a few keyword brainstorming resources you
should try to increase your keyword list:
http://www.kwmap.net
http://www.trackingandtesting.com/dystatic/AdwordsVolum
e1Wordtracker.php
http://www.lexfn.com
http://www.goodkeywords.com
http://inventory.overture.com/d/searchinventory/suggestio
n/
http://www.trackingandtesting.com/dystatic/AdwordsTip1Ni
cheDB.php
http://www.nichebot.com
A little note on thousands of keywords:
In theory you have 5,000,000 keywords available to you in
your Adwords account. In practice this if used would
'annoy' Google as their servers would grind to a halt.
Having thousands of keywords is not a good idea from a
testing/tracking or PPC management perspective unless:
* You have a large number of people to conduct said
tracking/testing
* You have the requisite tools to analyse results
* You are extraordinarily disciplined (along with all the
people you have under your command) in implementing
correct tracking URL's
Google will cap the numbers of keywords in your account
around the 50,000 level - they may allow more if your
account history is good.
So don't get too hung up on constructing thousands upon
thousands of keywords - find the ones that work as quickly
as you can and focus on conversion, your time will be well
served.
Bonus Tip
Are you looking for somebody to help you with your
Adwords PPC management? Well, perhaps before you
decide upon who should help you, type in the following
phrase into Google:
"bad ppc management"
Hmmm, makes you think doesn't itˇ
Tom O'Brien turns Adwords PPC management problems into profitable
advertising campaigns. For more free tips on PPC management visit
http://www.pdqprospects.com/index.html
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