Proper Management of Your AdWords Campaign
To run a successful adwords campaign and realize a profit is much more work than most marketers want you to believe. It is not a simple job of taking a word and putting together a little three-line ad and build a campaign around it. (Who hasn’t thought about getting paid big bucks for writing those little bits of copy?) The responsibilities are much more complex than that. You have to watch the bids and how many sales you are getting, keeping the costs and expenses in check, and watch constantly the ads you have working and see if they need changes to keep them working efficiently.
One main key to a successful Adwords campaign is the positioning on the search results page of the ad. If a keyword term is popular there can be hundreds of pages of search results, and that means stiff competition for that key position.
The only way to make a profit is to draw in the greatest possible pool of buyers, and the only way to draw in a large number of potential buyers is to ensure that an ad is in a visible location.
Because a web-surfer has an attention span of only about 6 to 9 pages it is necessary to have ads in the first five pages so that you can catch their attention.
Since almost all keywords are going to have more than one advertisement making use of them (any less would result in a keyword so obscure that only one in a million browsers would select it, and while that one browser would probably make a purchase it is not enough to justify all of the production costs) the one at the top of the list is going to be the one whose creator is willing to pay the greatest sum of money per click.
Putting bids on keywords can be tricky to do. The marketer has to keep in mind not only how much money the competition is spending per click but the total amount of money they may have in their budget.
In a pay-per-click ad campaign, especially one that uses a broad keyword and shows up in the #1 spot in the ‘sponsored links’ is going to bring in quite a few false leads mixed in with the good sale producing leads.
The ends must justify the means.
If an ad can only be clicked one hundred times before the advertising budget is reached there are probably only going to be ten sales made. Unless those ten sales justify the amount of money spent on the campaign (as in the case of real estate) it is probably not going to be sufficient.
Keeping close track of the quantity of successful leads attracted by an ad is very important also.
An ad which is generating a great deal of false interest (it is being clicked but no sales are being made) is going to need to be pulled out of circulation and altered, either through a reformatting of the ad or a selection of a totally different keyword.
Whatever the case, micromanagement is the key factor in a successful AdWords campaign.
Filed under: Internet Marketing