Optimising Your AdWords Management Campaign

by Maxine Stirling

Utilizing a PPC (pay per click) service such as Google AdWords presents a very unique opportunity to pay only for the customers that walk through your online door. Of course, this strategy is only cost-effective if you do a good job of converting those customers once you have them. Otherwise, you are just paying for people to click on your link and then disappear forever.

AdWords management optimization can help you get the most bang for your buck and to get great ROI (return on investment) with your PPC campaign. While there are many PPC bid management techniques that you can try in order to increase efficiency, optimizing your campaign starts with your keywords.

The first thing you need to do is pick keywords that are extremely relevant to what you are trying to accomplish with your campaign. If you sell orchids, don’t pick generic keywords like flower. Just because your product or service falls within a particular industry doesn’t mean all the industry’s keywords are specific to you. Make sure you showcase what makes you unique in the keyword and subsequently the corresponding ad. This way, the customers who click on your link will already be on board with what you offer.

Next, you need to remember that probably the most critical aspect of managing a successful AdWords optimization campaign happens on the backend – that is, your end, and has absolutely nothing to do with Google or any PPC provider. Once a prospective customer gets to your website, it is important that the reason they came to your site is right in front of them. Create multiple landing pages if necessary, so that your prospects do not have to dig deep into your site to find what they are looking for. If necessary, have an objective third party or a group of testers come to your site and see if it makes sense to them.

The last strategy you may want to consider is taking a very careful look at where your prospective customers are at when it comes to making a purchase. Many consumers choose to gather information for a certain period of time before they decide to make a purchase. If you are adding words like information onto the end of your keyword phrases, you will likely get clicks from prospects that are in the information-gathering stage. When it comes time to make a purchase, they may or may not come back to your site. To truly optimize your campaign, you may want to exclusively target prospects that are ready to buy.

This is a rundown of some simple pay per click strategies that can pay big dividend when running a Google AdWords campaign. Keep in mind that your website is just as important as your keyword choices in terms of running an efficient campaign. Make sure they are both pulling their weight.

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