There are a number of strategies Adwords Management Professionals use to improve their clients’ performance with Google Adwords. Our experience has been that implementing just the small set of strategies listed below typically lowers our clients’ click costs by 37%, and increase click through rates (CTR) by 82%. Of course, many times the improvements are much greater than this!
1. Testing of Ads and Landing Pages
Statistical formulas should be used to verify that a test Ad or Landing Page has bettered a Control in the shortest possible timeframe. By monitoring on a daily basis, this is how PPC Management Professionals can improve click-through-rates and ROI dramatically, in a short period of time.
Due to the time it takes to perform this analysis daily, as it should be, many smart advertisers outsource this kind of task to an Adwords Management Company.
2. Use of the best Keyword List
Have you looked at the keywords being used by your top 5 competitors, as well as the top ranked websites in the organic search results?
A lot of lower-cost traffic can be had easily by building lists of 6,000 or more keywords using strategies like this, and others. This is a critical foundational step to success!
Professionals often use proprietary tools to ferret out these keywords.
Likewise, you should be testing all 3 match types for each of these keywords, as they often produce vast differences in ROI (return on investment).
3. Proper Adwords Ad and Account Structure
Due to recent changes at the Search Engines, each type of keyword must have it’s own ad and adgroup - this is the only way to ensure the lowest possible click costs.
Of course, with large keyword lists this can become quite laborious, which is again why smart advertisers look to outsource this task to a Professional.
Getting the best return on investment also means adding conversion tracking down to the keyword level, as well as separate campaigns for the Content Network, and regular adjustment of bids.
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