To run a successful adwords campaign and realize a profit is much more work than most marketers want you to believe. It is not a simple job of taking a word and putting together a little three-line ad and build a campaign around it. (Who hasn't thought about getting paid big bucks for writing those little bits of copy?) The responsibilities are much more complex than that. You have to watch the bids and how many sales you are getting, keeping the costs and expenses in check, and watch constantly the ads you have working and see if they need changes to keep them working efficiently.
The pivotal point in an Adwords campaign is where the ad shows up as compared to the competing ads that use the same keyword. A search can deliver 100+ of pages of results especially the more popular ones and that is why there is a scramble for the upper positions.
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.
Most every keyword is going to have more than one ad wanting to be displayed along with the search results. (If a keyword doesn't have more than one advertiser bidding on it, it is probably too obscure to be of much value.) The ads that are found at the top of the list, the first pages of search results, are in the most desirable position. This coveted spot is going to go to the guy who will pay the highest price per click.
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.
The ends must justify the means.
If an ad can only be clicked one hundred times before the advertising budget is reached there are probably only going to be ten sales made. Unless those ten sales justify the amount of money spent on the campaign (as in the case of real estate) it is probably not going to be sufficient.
Charting the amount of viable leads that an ad brings in is very important also.
Ads that are bringing in unproductive traffic (as in all clicks - no sales) will need to be taken off the campaign and changes made to its format or it's keywords revamped.
Whatever you do it is important to see to the details in order to have an Adwords campaign that is profitable.
The pivotal point in an Adwords campaign is where the ad shows up as compared to the competing ads that use the same keyword. A search can deliver 100+ of pages of results especially the more popular ones and that is why there is a scramble for the upper positions.
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.
Most every keyword is going to have more than one ad wanting to be displayed along with the search results. (If a keyword doesn't have more than one advertiser bidding on it, it is probably too obscure to be of much value.) The ads that are found at the top of the list, the first pages of search results, are in the most desirable position. This coveted spot is going to go to the guy who will pay the highest price per click.
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.
The ends must justify the means.
If an ad can only be clicked one hundred times before the advertising budget is reached there are probably only going to be ten sales made. Unless those ten sales justify the amount of money spent on the campaign (as in the case of real estate) it is probably not going to be sufficient.
Charting the amount of viable leads that an ad brings in is very important also.
Ads that are bringing in unproductive traffic (as in all clicks - no sales) will need to be taken off the campaign and changes made to its format or it's keywords revamped.
Whatever you do it is important to see to the details in order to have an Adwords campaign that is profitable.
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 campaign management, he's the man!
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