Adwords Management Best Practices Ensure Maximum Revenue For Your Business

Google Adwords allows advertisers to bid on particular keywords

. After advertisers identify the keywords that they want to bid on, they enter their maximum bid, which translates into the "cost-per-click." In other words, the maximum bid equals the most that you are willing to pay Google when someone clicks on your ad. When a Google user types in a search query using the advertiser's keywords, then Google triggers an auction. The ranking for your ad will depend on your maximum cost-per-click as well as your ad's quality score. Your quality score is determined by a number of factors including your click-through rate, relevance and landing page. The ads with the highest quality scores along with the highest CPC will be closer to the top of the list.

Adwords management starts with choosing effective keywords. Many companies go into the Keyword Tool, choose keywords and then write web page copy. However, experts recommend that companies write their web page copy first and then brainstorm keyword ideas before using Keyword Tool. Going through this process will help to ensure that your chosen keywords are relevant to your web page, which has a significant impact on your quality score.

Negative keywords will also enhance your ad's conversion rate. Negative keywords ensure that your ad does not show up in search results when users enter keywords that are not relevant to your business. For example, if you sell cloth purses but not leather purses, you would want to ensure that your ad did not pop up when a customer queries "leather purses." Therefore, "leather purses" becomes a negative keyword phrase. Brainstorming and using Google's Keyword Tool will generate negative keywords for filtering.

The next step is to tie your keywords to your landing page. To ensure a high-quality landing page and a higher quality score for your ad, Google asks that your landing page have both unique and relevant content. The purpose of your website should be clear to users and should offer advantages to users that other websites do not. When choosing a landing page for your ad from among the pages on your website, you should choose a page that gives users an easy-to-understand synopsis of your product or service.

For improved Adwords management, websites must be navigable, allowing users to reach the point of service in just a few clicks. Ensuring that your landing page loads quickly will also improve navigability for users. In addition, websites and landing pages should be transparent. For instance, users should know exactly what you will do with any personal information that you collect. Transparency also means that users can easily see pricing information and billing methods.

Periodically, you will need to test ad efficacy as part of your Adwords management strategy. One method that many experts recommend is called A/B testing. With A/B testing, users place two ads with slight variations on one keyword or keyword phrase. A week to two weeks later, users analyze the results for both ads and eliminate the ad that is not performing. Users can choose to build a new ad if the keyword is effective or to move on to another keyword if the keyword is non-performing.

Users can use several metrics to test their ad results. One metric is called click-through-rate, which tests the number of times that people clicked on your ad when it appeared in the search results. Another metric, the cost-per-click, lets you know how much you spent each time the customer clicked on your ad. Also, conversion rate tells you what percentage of the time customers who clicked on your ad actually purchased something from your website.

by: Mark Glendale

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