Jun
24
Pay per click advertising (Google ads) must have caused more elation and sleepless nights than anything else on the web. By employing the right pay per click management program the ‘I wish I were dead’ moments would be far less frequent.
Market research,organising a list of relevant keywords, writing the ads and getting them uploaded to the web requires a lot of effort. If you do not have the right bidding plan in place it’s at this point that you could begin to punch a large hole in the household finances.
So your ads are on display, but in what position and are you paying too much per click ?
I will now describe my own method for opening the bidding on my keywords, this is the plan I employ successfully with all of my campaigns. This method works – well certainly for me – but I am not claiming that you will make money or that there are not other ways of reaching the same end that you may prefer.
To begin with I would have around 150 ad groups in my ppc campaign, there would be one keyword in every group in the three formats available. With two ads, you keep an eye on the ‘click through rate’ of them both so that you can replace the poorest performing one. Your keyword must be the headline of your ad and where it is more than twenty five characters long it will be substituted with a suitable phrase you have ready. I referred to the three versions of the keyword, these are “broad”, [exact] and broad – which has no embellishments.
My opening bid is 2% of the profit I will generate from a sale – what does that mean ? Lets take a situation where my profit on a sale is $30, two per cent of that is sixty cents – my first bid.
In your adwords account, locate and click on ‘edit campaign settings’. My campaigns are usually targeted at North America, Great Britain, Australia and New Zealand so I select those at the bottom of the ‘campaigns settings’ page. Set your ads on ‘rotate’, turn off the ‘content’ and decide on your daily budget. Think very carefully about what you enter here, don’t max out the credit card, start low !
I find that having my ads in position 3, 4 or 5 is best, you should get plenty of clicks and will be paying less, often a lot less, than those ads in positions 1 and 2. Getting your ads just where you need them to be and reducing your costs per click will be the subject of another article.
Making good money by advertising using Google Adwords ads is possible but only with the right per per click management strategy.
