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Proper Management of Your AdWords Campaign

May 1, 2008
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 deciding factor of an AdWords campaign is often found in the position of each ad as compared to other ads utilizing the same keyword. The reason for this is that most keyword searches deliver hundreds of pages of results, particularly the popular ones.

The only way to make a profit is to draw in the greatest possible pool of buyers, and the only way to draw in a large number of potential buyers is to ensure that an ad is in a visible location.

Because a web-surfer has an attention span of only about 6 to 9 pages it is necessary to have ads in the first five pages so that you can catch their attention.

Because nearly every keyword has at least two ads listed on them the one that is first on the list is going to be the one whose author will pay the greatest amount for a click. (Any keyword that doesn't have more than one ad is probably so way-out-there that it is not worth bidding on as the chances of getting a click is remote. Who would think of using it?)

Placing a bid on a keyword can be a ticklish endeavor. The advertisers must take into account the quantity of money being spent by competitors and the size of the budget they have to back them.

In a pay-per-click ad campaign, especially one that uses a broad keyword and shows up in the #1 spot in the 'sponsored links' is going to bring in quite a few false leads mixed in with the good sale producing leads.

It has to be worth it.

If clicking on an ad one hundred times brings you to the limit of your budget then the probability is that you will only get ten sales. Those ten sales need to cover the expenses of your ad campaign and give you a profit also. If it can't do that then it is not enough.

Careful tracking of the number of successful leads brought in by an ad is important as well.

If an ad is attracting a good amount of traffic but it is not profitable traffic (meaning no sales are made off of it) then the ad should be taken out of the campaign and changes made to either the format of the ad or the keyword list.or maybe both.

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 adwords help, he's the man!
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