Article Advise

submitted: May 1st 2008 | by: KirtChristensen | Total views: 3 | Word Count: 491 | |

Running a successful AdWords campaign can be a much more difficult undertaking than many advertisers would have you believe. It is not merely a matter of looking at a word and creating a three line ad using it (how many of us have seen those ads and thought that you could make hundreds a day by writing three lines of text?). It is a matter of carefully comparing costs and expenses, bids and sales, and constantly supervising the advertisements in circulation to make changes as soon as possible.

The pivotal point in an Adwords campaign is where the ad shows up as compared to the competing ads that use the same keyword. A search can deliver 100+ of pages of results especially the more popular ones and that is why there is a scramble for the upper positions.

The best way to be profitable is to attract a large group of potential purchasers. The way to do that is to do what you need to do to get your advertisement in a visible and prominent location.

Web surfers have an extremely short attention span, meaning they will only look through the first 5 or maybe 10 pages of search results/ads. This means the most desirable place for an ad is on the first 5 pages.

Since almost all keywords are going to have more than one advertisement making use of them (any less would result in a keyword so obscure that only one in a million browsers would select it, and while that one browser would probably make a purchase it is not enough to justify all of the production costs) the one at the top of the list is going to be the one whose creator is willing to pay the greatest sum of money per click.

The process of bidding on a keyword is a tricky one. It is essential that the advertiser take into consideration not only the amount of money which their competitors are building but the amount of money they have at their disposal to spend.

A pay per click advertising campaign, particularly one using a popular keyword and located at the top of the "Sponsored Links" is going to generate a large potential of false leads in between sales.

Look to the bottom line.

If an ad can only be clicked one hundred times before the advertising budget is reached there are probably only going to be ten sales made. Unless those ten sales justify the amount of money spent on the campaign (as in the case of real estate) it is probably not going to be sufficient.

Charting the amount of viable leads that an ad brings in is very important also.

Ads that are bringing in unproductive traffic (as in all clicks - no sales) will need to be taken off the campaign and changes made to its format or it's keywords revamped.

In any case, micromanaging is what you want to be doing to make your campaign a profitable venture.

About the Author

Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to pay per click account management, he's the man!

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