Desperately Need Some Adwords Advice

[JDSalinger]

I am a basically an adwords noobie and need help from the pros on this forum. Currently, I am running an ad campaign using exact match only for a product that has a fairly high gravity score. This is being done only on the Search network and not the content network. In addition, I am following standard ad advice using under 20 keywords with each ad group and all the words are closely grouped as recommended. Also, I am trying to get all the keywords into the 1 to 5th place Ad range.

Now, for the brass tacks: For Yesterday, I had under a 1% CTR and had just over 1500 impressions. This CTR and impressions number is for about 25 ad groups. I have done some tinkering with rotating a few ads; however, the differences so far are negligible.

My question is whether I first need to work on the CTR or do I need a larger number of impressions to make the call here?

For example, I could open it up to phrase match as recommended by WA and/or I could even switch the ad service to the accelerated format over the standard throughout the day format which I have it set at now? Also, I currently am only promoting the product in the US and could open this up to the All countries options. Basically, I am curious what these outcomes might have on the account results or whether my focus needs to continue to be on keywords and split testing ads for these words.

Thanking everyone in advance who helps here. I know I have got a lot to learn here and truly appreciate any help you can give.

[scorpions84]

Ok, I'm also an Adwords noob user, but I think you should focus on split-testing first. For the countries, if you can sell your product to all countries why not. But try from few countries first then expand when you know your product sells.

[Aster Brittan]

Hi JD,
I only select english countries ie: Aulstralia, New Zealand, Canada, United States and United Kingdom. I find it best to target folks who can understand your product. You still can get a visitor from Japan who is english for example they can still find you.

Jd are you adding negitive keywords..often a common mistake with newbies. just as much research should go into your neg keys because you will filter out lookie loues and create a more targeted campaign. unessisary impressions can hurt your quailty score and dilute your testing/assesing your CTR.
best of luck... never give up and strive for more education.
Aster

[JDSalinger]

Aster and Scorpion,

I currently am not doing negative keywords because I am only doing exact match at the moment. Since I posted this thread I purchased James' Double Digit CTR and he touches on a lot of the things I had questions about. I agree with what you guys are saying about sticking with the big four US, Canada, UK and Australia...actually I will key first on US and Canada only. I have decided to do some more ad testing and go with the accelerated model and see what happens. I am hoping this will show me some potential winning keywords of which I will refine from there.

Best,

[profedu]

I'll recommend Ewen chia's Newbie cash machine

[KirkMcD]

Originally Posted by JDSalinger

Now, for the brass tacks: For Yesterday, I had under a 1% CTR and had just over 1500 impressions.

But how well is it converting?
A higher CTR might actually decrease your conversion ratio and then you may just be wasting your money.

For example, I could open it up to phrase match as recommended by WA and/or I could even switch the ad service to the accelerated format over the standard throughout the day format which I have it set at now? Also, I currently am only promoting the product in the US and could open this up to the All countries options. Basically, I am curious what these outcomes might have on the account results or whether my focus needs to continue to be on keywords and split testing ads for these words.

You should do all of these things, but there is no way of telling what will happen until you've tried them. Doing A doesn't always cause B.

PPC is not a childs game and it's not something to "try out." You need to be prepared to spend a lot of money testing things. What worked on one campaign may not work on another.
On one of my campaigns, I make the most money if I'm in the #1 spot. On another I make the most if I'm on the second or third page.
And then there is the merchant, I was testing two merchants, they sell the same product line. One converts at about 1.5% the other 0.25%. I was spending the same amount on both campaigns.

So what's my point?
Have a large cash reserve and be prepared to spend a lot of money testing things until you find the sweet spot.
And don't be afraid to drop a losing campaign. It doesn't matter how much money you've sunk into it.

[Trebor_Revo]

Kirk,

Great advice!

I would love to hear what you look at as a "lot of money".

Hundreds or thousands?

Also, in your experience, how many markets/products does one need to experiment with before they hit a winner?

Finally, how much time in days/months to truly create a winning campaign.

I love hearing your reality based perspective vs. the sales copy hype.

My favorite quote from your post...

PPC is not a childs game