AdWords questions for you knowledgeable folks

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I've started an Adwords campaign after reading Perry Marshall's Adwords book. I know much more than before reading the book but I'm also confused as hell.

My setup:
  • I have one campaign.
  • Within than campaign I have 8 ad groups.
  • Each ad group has between 1 - 4 tightly focused keywords.
  • Also, each ad group has 2 ads which I'm split testing against each other.
  • Each ad leads to its own unique landing page.
  • I'm bidding $1 per keyword

Current results:
  • Keyword Quality Scores range between 4 - 6.
  • Most ads don't show on the first page (I expected this)

My questions:

1) I'm testing the bids at $1 as Perry suggested. At what point should I increase the bids?

2) Should I immediately tweak my ads/landing pages to increase QS, or should I let them run to gather more data before tweaking (it's only been 1 day so far)?

3) How long should I split test ads before declaring a winner?

Before testing Adwords I was clear on how to target a niche, but now I'm all mixed up. Perry advises against using long tail keywords. Instead he recommends going for the larger market, and letting your split testing lead you to what people want.

I take that to mean that instead of using the keyword "weight loss for teenage boys", it means to use just "weight loss".

4) But then, how do you actually target your market that way?

If your product is about weight loss for teenage boys, your landing page will be about that. Which means you ad should be about that. Which means your keywords should be about that. So if you use keywords about just "weight loss" you'll get a low quality score when the ad and landing page are more geared for "weight loss for teenage boys".

5) How do you target your market within adwords then?

Last thing, Perry talked about how many advertisers are in a healthy market, but he didn't say much more. A lot of keyword variations I search on have few, or no advertisers. So I assume there's no money to be made there, thus I skip those keywords.

6) How do you know when a market is healthy enough for you to get in and compete?

Whew. Thanks for taking the time to read and reply!
#adwords #folks #knowledgeable #questions
  • Profile picture of the author sbwebmaster
    1) I’m testing the bids at $1 as Perry suggested. At what point should I increase the bids?

    Why $1? Suggested bids should be based on niche and volume. More importantly, what you are comfortable with in the beginning.

    2) Should I immediately tweak my ads/landing pages to increase QS, or should I let them run to gather more data before tweaking (it’s only been 1 day so far)?

    Wait for more data. I would test for one to two weeks.

    3 & 4) How long should I split test ads before declaring a winner? But then, how do you actually target your market that way?

    I don't agree with his advice. Long tails are what make you money. The more specific your audience, the better for your conversion. It's common sense. Generic keywords can bring a lot of traffic, but you'll be wasting a lot money because many of those visitors won't lead to sales.

    5) How do you target your market within adwords then?

    Check the keyword planner to see which keywords have volume and the competition level. Also, use their keyword opportunities tools for ideas. You can also use a number of free keyword suggestion tools out there. Don't bid on "weight loss"... that's a huge market and you have no idea what those people are really searching for. I'm willing to bet a lot of weight loss searchers are simply looking for tips and not necessarily looking to buy a product.

    6) How do you know when a market is healthy enough for you to get in and compete?

    I'm not sure what you are asking here. You shouldn't be discouraged by any market no matter how competitive. Find your niche. What makes you different? The main criteria for success is that you have a passion for the niche and you execute.
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