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Google says AdWords'
real-time targeting and reporting are ideal for finding an
efficient way to reach customers in the economic downturn.
The company has detailed
six tactics for maximizing your AdWords investment.
1. Focus your ads on low prices and savings.
"Consumers care about prices more than ever,
especially on day-to-day purchases," says Google.
"When someone searches on a particular product, you
know they're interested; by using your ad to tell them
that you've got the highest quality and the best price,
you're more likely to earn their click."
2. Use
value-related keywords.
People are constantly looking for bargains. Google
suggests using keywords that cater to this mentality. The
company recommends using the AdWords
Search-based keyword tool and Search
Query Performance report to find higher-performing
keywords that people are actually searching.
3. Make sure your
ad groups are targeted and relevant.
"Ads perform best when their ad text reflects the ad
group's keywords; this makes ads more relevant to their
intended audience," says Google. "Make sure that
both the text and the keywords in each ad group focus on a
specific topic or product."
4. Don't waste
money on irrelevant clicks.
Google suggests using negative keywords to filter out
traffic from people looking for things that you don't
offer. They use an example that if you sell peanut butter,
you might want to use "allergy" as a negative
keyword.
5. Make it easy for
customers to buy.
This tactic is all bout the landing page. Put some thought
into your landing page, because people don't want to hunt
around trying to find where they need to go to buy the
item they clicked on the ad to buy in the first place. Why
make it hard? It should be as easy a process as possible.
6. Focus your money
on your high-performers.
Google has a free conversion
tracking tool that will let you see what keywords and
ads are performing best. It is wise to focus your time and
resources on the ones you are getting the most value out
of.
That's the six tactics
Google provides for maximizing you AdWords investment.
Performance is more important than ever when there is not
as much money to play around with. If you're using PPC as
an advertising method, focus on eliminating the waste of
money by getting the most you can out of your campaigns.
Google provides more resources for each of these tactics here.
Author Information
Chris Crum has been a part of the WebProNews
team and the iEntry
Network of B2B Publications since 2003. Twitter:
@CCrum237
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