There seems to be a lot of questions and comments regarding AdWords strategies on the forum, in terms of what works and what does not. And just like all the helpful posts by other members, I would like to just share what has worked for me. I would go through a type of checklist when I had implemented an AdWords campaign for a site. The criteria would be:
- All keywords are in narrowly defined lists (ie no broad or generic terms)
- Always two Ads are written, tested, then tested again against each other.
- Comprehensive list of negative keywords
- Pages users land on match the ads they clicked on = consistency
- Thorough geographic targeting if necessary
- Always refining to maximise potential - to be filling the number one need of that niche market
- Separate content network keywords from search network keywords for more cost-effective campaigns
- Always track conversion rates
This is by no means a comprehensive or complete list... but for me it checks off the fundamentals of any AdWords campaign I enter. If these criteria are met, chances are the campaign will have a good chance of being successful.
08-11-2009, 03:33 PM
PPC AdWords Strategy 
