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Adwords Next Step

by hummy
7 replies
  • SEO
    • |
Hi All,

I've been running an adwords campaign for a couple of months now and one the whole i have been quite pleased with how its gone.
I've mainly been focussing on getting a landing page that is well optimised for conversions and have been testing a number of different landing page designs and believe i have now a couple of landing pages that convert well.

I started out with A quick home sale, Fast home sales, Sell your home fast then moved to Sell Your Home Quickly, Sell Home Fast with a Leading Quick Home Sale Specialist | Home Rescue (its not working anymore), then moved to Sell Your House Quickly | Quick House Sales and now finally Sell Your House Quickly | Quick House Sales

The latter 2 seem to get me the better conversions and i am still continuing to test my landing pages. What my question is in that time i haven't really looked at optimising my adwords campaigns further. I have been adding negative keywords from the results of searches in analytics and moving keywords into different ad groups and creating new ad groups with new keywords. I am also testing some of the ads that are running.

I get leads but the quantity of leads is very irregular. Like just as the new year came about i got 4 in one day, but this week i don't think i've had a single lead. I'm trying to build a business on selling leads to investors and so i want to get a good flow of leads coming through on a regular basis.

I am reading Perry MArshalls Adwords guide, and also monitoring what my competition are doing and trying to apply some of those strategies to my campaigns. But i wanted to understand from some other people doing adwords what do i need to continue to do to move up a gear and try and get a regular flow of leads coming through.

I know the niche i am in is quite competitive so i am looking at targetting keywords with slightly less traffic and competition and so far its not worked out too badly.

All advice and comments welcome.

Humayun
#adwords #step
  • Profile picture of the author warteg
    Banned
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    • Profile picture of the author dburk
      Hi Humayun,

      I see that you have been progressing nicely in you landing page optimization, however you still have plenty that you can do to continue your optimization process. You may note that one of the most striking differences between the pages that are converting better is that they have fewer elements than the poorer converters. You need top continue down the path of removing elements from your page. Continue this process until you have reduced all elements that may be lowing your conversions, then ad one new element or change one element at a time to measure the difference in conversions.

      Once you are reasonable satisfied with your conversion rates you should begin the process of optimizing your bidding strategy. You need to measure conversion rates down to the individual bid level and then bid for maximum profit per month for each individual keyword.

      This strategy assumes that you are already split testing ad text and/or creatives for optimum CTR and conversions.
      Signature

      * Get Results - Outsource Your PPC Management |
      *       Don Burk Advertising & Marketing - www.donburk.com

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  • Profile picture of the author hummy
    Thank you Don for your comments. Yes i am planning on continuing to test landing pages. I want to try the last landing page for a little longer to guage results. I have some more ideas to remove elements and try some other things.

    But are there thing i should be doing on my ppc side to obviously make that more focussed. I have landing pages specific to the the ad-groups that i have running. For example one ad group landing page Selling a House With Negative Equity and here is the landing page for another ad group Sell Your House Privately without using any Estate Agents

    Am i doing the right things having a landing page for each ad group or is that a bit extreme. Each of my ad groups have about 6-10 keywords. I am continuinally adding new ad groups and keywords from my research and adding negatives from analytics results.

    My idea for doing seperate landing pages, was to improve Quality score and drive down the Cost per click. So far not sure its working, but i understand there are many factors to quality score like CTR, and ad performance so probably will take a while.

    Thanks
    Humayun
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    • Profile picture of the author dotcomken
      Well for targeting different pages you will need multiple ad groups. These should be their own campaigns. My methodology for ad groups is to separate keyword match types. When dealing with larger size keyword groups this simplifies the process of manual bidding. If you are using a bid management platform like Kenshoo, this method is not really necessary.

      Tip: Segment as much as you can this way you can track which method is converting for you. Content network, remarketing, and keyword match type ad groups are a great way to start.

      For your landing page optimization use Google website optimizer. 5secondtest is also a great test for predicting usability patterns.

      I would like to see this guide you are using. I am working on an ebook of my own which goes into the more advanced methods of managing your campaigns.
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    • Profile picture of the author dburk
      Hi Humayun,

      Yes, you definitely need to be optimizing CTR because you Quality Score is effected by CTR more than any other factor. Sometimes this can be at cross purposes with your overall goal of conversions, since the best ad text for CTR isn't alway great for conversions. You must find a way to balance those factors to reach optimal profits.

      I would recommend smaller ad groups. Split those ad groups with multiple keywords into separate ad groups that share a common landing page. The optimal ad group size is the smallest ad group size which obviously is one keyword per ad group.

      You do need to have different landing pages for different keywords, however if there is no significant difference in a group of keywords they can and should share a common landing page. The important things to keep in mind is relevance to your ad text and keyword as it relates to the searchers intent.

      As a general principal, the more granular your approach to measuring and testing the more you can optimize your tactics.
      Signature

      * Get Results - Outsource Your PPC Management |
      *       Don Burk Advertising & Marketing - www.donburk.com

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  • Profile picture of the author hummy
    i'm just using Perry Marshalls guide, which i was recommended by many people who are doing Adwords, apparently he is the king of adwords.
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    • Profile picture of the author dotcomken
      Originally Posted by hummy View Post

      i'm just using Perry Marshalls guide, which i was recommended by many people who are doing Adwords, apparently he is the king of adwords.
      Why is the "king of adwords" not a certified Google partner? Anyone one who is certified by Google will have credentials. I couldn't find him on any linkedin groups other then his ebook networking group... His Twitter doesn't even have anything Adwords related.

      I'm not trying to slam anyone I just see this going around a lot when someone can write a decent article then be called the highest authority. An 8th grader can write an amazing research paper on click attributions and we'd think the same thing.. When it comes to Google follow the people with credentials to back up their knowledge.

      Google Adwords Certified Finder

      Google Analytics - Will have valid PDF from Google like this
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  • Profile picture of the author hummy
    Obviously that i'm not sure about...why he is not a google certified partner. But everyone i have ever talked about Adwords mentions his name and so i decided to buy his book. I have to say it is a very indepth book and does go into detail about adwords setup and how to build effective campoaigns.
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