Marketing
Insight - How to Double Your Response in Google Adwords
The #1 mistake that costs online advertisers thousands
95% of advertisers make this mistake. As discusses in my other
article titled “How Google evaluates Your Adwords Campaign”,
Google works very differently from other search engines concerning
pay per click campaigns.
So what's the #1 mistake that costs the average advertiser
thousands? The answer is encompassed in two simple words –
“Content Network”. Google will probably never tell you this
because they make too much money from unknowing novices spending
more than needed, being unaware of their “Content Network”.
When setting up any pay per click campaign in Google (Google
Adwords), there are three main areas in which you can display
your ad:
• Google Search
• Google Search Network
• Google Content Network
Google Search and Google Search Network normally deliver relevant
searchers. By default however, Google already has their Content
Network checked for you on their ad set-up page. But how closely
matched is the Content Network to your Adwords? Usually it's
not well matched at all. You will get lots of clicks from
responders to these extended relevance sites, however, the
quality of this traffic is horrific at best. Not only is the
traffic terrible, your click rate will be much lower when
including the Content Network. What's worse, if you remember
my last article, one of the key factors that affects your
ad position is your “average click rate", so this can be a
double negative whammy. By just de-selecting “Content Network”
(in the “Edit Campaign Settings”) you can significantly improve
the click rate of your campaign which will then also give
you better ad positioning.
Remember, the better your click rate, the higher your ad will
be positioned. If your click rate drops below about 0.5%,
your ad will rarely display at all. On the other hand, if
you have a click rate of 2%, 3% or even higher, your ad will
be positioned much higher than if evaluated by price alone.
One more negative alert – click fraud within the “content
network” is much greater.
Another great way to improve your ROI and lower your cost
per click is to examine where your traffic is coming from
within the Google Search Network. If you determine that a
lot of traffic is coming from partner sites like www.ask.com
for example, you could eliminate the “Search Network” targeting
as well and save some additional money. Advertising on these
partner sites directly will save you about 50% for each click.
The downside, of course, is that it will take more time to
manage the extra campaigns. It also depends on your overall
budget. The more you invest, the more it is worth looking
at the option of eliminating the Search Network as well and
setting up separate campaigns on sites like ask.com.
The bottom-line is that, just by deselecting “Content Network”
you will dramatically improve your results and save huge amounts
of money.
Look for our next article, where we’ll look at the 2nd biggest
mistake when doing Google Adwords. Sign up for our “Marketing
Insight” ezine and be one of the first to view it.
The article is brought to you by Peter Grundner at P&T Enterprises
For more information please visit www.how2succeedonline.net
or www.myedconline.com
Peter Grundner, a top advertising and marketing professional
for over 20 years, has been responsible for the success of
many companies, including a recent stint as Dir of Marketing
for a website that was acquired by a large publisher for tens
of millions of dollars. He is now a full time Home Business
Entrepreneur and founder of www.myEDConline.com & www.How2SucceedOnline.net.
