How to Do Google AdWords Optimisation

The benefits of Pay Per Click (PPC) paid advertising with the search engines compared with normal methods is just this: almost all normal methods are broadcast methods to users who have demonstrated next to no interest in buying your service. Think of flyers through doors etc. They are all broadcast ads. Sure there some directed than others, if you are selling marketing services to firms, you put adverts in a marketing magazine, but that's a crude technique these days.

Search Yahoo for "cars" and down the right hand side, you'll see links by websites who are paying them to have their advert and site shown there on the first page of results. This is Paid Advertising on the Search Engines and this is why Google now leads the search engines!

Compare that to someone searching MSN for "what is the best truck manufacturer"? That's a person that right at that absolute moment in time is interested in finding out a very specific thing. If you expect to offer a product that can help, you'd better hope that you're on the first page of Google or which ever Search Engine you prefer. What's its value to you to have that person visit your webpage within four seconds of entering that into Yahoo?

You could search engine optimize your website to make sure you have Better Search Engine Placement for your term, but it takes time and effort and a reasonable investment in cash. This is where PPC marketing really starts to shine, and is poorly utilised in my opinion. Your site could be on the first page of Yahoo the same day for that search term for a bargain budget. In a short time you'd have some inclination of how many people that will definitly look for that term, go to your website, and purchase your product. This is up to date, market research for a small budget that you simply can't get any other way.

Let's say that the campaign costs you 20p per click, and 500 people click your link making a total spend of 100. Lets say the conversion rate is a reasonable 1%, so you've got five new sales and more importantly 5 extra customers that you can now sell to again. All this for just 100 spend! What is your typical user worth to you? It's attractive isn't it?

One key thing to understand is how the Search Engine ranks the paid for Pay Per Click marketing Adverts. In essence it is an auction in real time. The top bidder comes out on top. If you bid 20p and someone else bids 25p, they will rank higher than yours. It is in fact a lot more in depth than that: if you have a better quality Pay Per Click ad campaign, it's definitely possible for you to rank above the 25p ad because Google will give performance increases to better performing Pay Per Click Adverts. What this means is that if your Pay Per Click (PPC) Advertising Company knows what they're doing with PPC bid management, it is probably you will achieve higher rankings (i.e. additional traffic) for less money. So your valuable online website promotion budget works harder and you save budget. Equally, if your Pay Per Click ad campaign is administered by someone who doesn't know their job, it will cost you real money.

Here are some of the tasks a specialist Google Advertising Professional should be doing (Like Intrinsic-Marketing.co.uk who do Keyword Analysis Research) whilst managing your account, and if yours isn't, we strongly recommend you get a PPC review of your online marketing campaign today:

Be in It to Win It - The objective of PPC advertising campaigns is to get on the very first page of your order:, :2:3:search engine etc fast. However, where there's more than eight (typically) even Pay Per Click Adverts can drop off the first page. Where there is competition such as this, there's definitely no point doing a Pay Per Click marketing campaign if you're not on the 1st page, so either boost your Cost Per Click (CPC) values, or there is no point.

Track Your Conversions for Improved Website ROI - This is high technology marketing, this is not conventional marketing, so you can use that to your benefit. The technology exists to track each and every sale and from where it comes. You can learn exactly which ad converts to sales and which do not. Remember, it's one thing to get significant people visiting your website, it is another to have lots of sales. What would you prefer to have for PPC internet advertising: an ad that generates a thousand clicks and one percent sales, or one that generates a hundred leads but 10% sales? For both you achieve the same sales, but the 1st costs you 10x the price in PPC advertising budget.

Match the Landing Page - A very common mistake is not matching the webpage that people see when they click your ad, to the words found in your advert; which definitely should be targeted at what the consumer searched for. This just means that when the user clicks your Advert, they get to see what they want to. Did you know that internet users are lazy? Incredibly did you know that 1/2 of all internet consumers exit a website in less than eight seconds just because they do not discover what they expected! This is more fundamental than Keyword Analysis Research

A/B Splt Testing Your Ads - This is good Pay Per Click technique and simply involves having more than one advert and testing which one works best. Here is one example, we had two adverts which were identical in every way except the beginning of the top title. One began "Learn to Prevent . . ." and the other started with "Stop . . ." Split testing found that 5% of the consumers who saw the "Learn to Prevent . . ." clicked it. BUT 8% of the people who saw the "Stop . . ." advert clicked that one. Guess what, we dropped the first one and got a better quality advert which in the end Google promoted to the top advertising slot on the page, for the same Price Per Click!

Have Many Ad Groups - The basic amateur mistake is to group every keyword together to feed a single advert. This is usually bad. Keywords must be split up into separate groups with Ad text that reflects the keywords searched for.

Exact Matching/Broad/Phrase - Google Pay Per Click Advertising allow three alternative ways to match search terms to your keywords, but many online marketers just go for the basic matching option. You could significantly increase your targeted traffic from clever use of the other options which many lazy Google Advertising Professionals do not even bother with.