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-   -   My Adword Experiment Results (http://www.smallbusinessbrief.com/forum/showthread.php?t=26427)

johnnylew 22nd May 2009 09:29 AM

My Adword Experiment Results
 
I am so excited about what I was able to acheive in a matter of weeks as it relates to Adword performance I have to share it with this group.

In three weeks here are the numbers:

Conversion Rate improved 56% from 1.4% to 2.25%
Cost per Conversion down 37%
Conversions up 63%
Sales $ up 377%
Dollar per Sale up 131%
Vistior Value ($ per Visitor) up 203%
Click through Rate up 285%
Average CPC down 4%

How did this happen? What trick or program did I pay to get these results? None of the above. I took the advice of Perry Marshall that is so simple that I dont want my competitors to ever find out - but if they do my metrics are so good (Quality Score of 10/10 on most of all my ads) they can almost not knock me out without paying 3-4x what I am to get to the top.

Here is the secret - Break your keywords down into tightly fitted groups. If you sell figurienes dolls and stuffed animals, these become your campaign levels - not your ad groups - within your ad groups you are going to fit your keywords so tight that they relate to what your headline will be. If you sell 10 different types of dolls you will have 10 different ad groups.

Within the ad group write a headline that contains the keyword - I know nothing about dolls but if you sell a "raggedy anne doll" then your keywords in this adgroup will containg all variations of raggedy anne doll and this is your headline - if you cant fit a keyword into that headline - this becomes a new group.

Repeat this for all your kw's.

Now the second thing you will do is for every ad group you MUST create two ads. You MUST have conversion tracking enabled and the code Google gives you installed. If you dont - then you cant test - you wont know what your results are and you should basically not use Adwords at all.

Once you have two ads going - after 30 clicks on each ad your going to see which one gives a higher CTR - this is your best performing. Delete the one thats not as good and try to beat the best performing.

Continue this again and again and you've now created a system that feeds on itself.

Take care and let me know what results your getting!!!

Logan 22nd May 2009 02:11 PM

Cheers Johnny. Have a good weekend, Thank You! :usflag:

mzcat 26th May 2009 10:39 AM

Thank You Johnny
 
Quote:

Originally Posted by johnnylew (Post 94611)
I am so excited about what I was able to acheive in a matter of weeks as it relates to Adword performance I have to share it with this group.

In three weeks here are the numbers:

Conversion Rate improved 56% from 1.4% to 2.25%
Cost per Conversion down 37%
Conversions up 63%
Sales $ up 377%
Dollar per Sale up 131%
Vistior Value ($ per Visitor) up 203%
Click through Rate up 285%
Average CPC down 4%

How did this happen? What trick or program did I pay to get these results? None of the above. I took the advice of Perry Marshall that is so simple that I dont want my competitors to ever find out - but if they do my metrics are so good (Quality Score of 10/10 on most of all my ads) they can almost not knock me out without paying 3-4x what I am to get to the top.

Here is the secret - Break your keywords down into tightly fitted groups. If you sell figurienes dolls and stuffed animals, these become your campaign levels - not your ad groups - within your ad groups you are going to fit your keywords so tight that they relate to what your headline will be. If you sell 10 different types of dolls you will have 10 different ad groups.

Within the ad group write a headline that contains the keyword - I know nothing about dolls but if you sell a "raggedy anne doll" then your keywords in this adgroup will containg all variations of raggedy anne doll and this is your headline - if you cant fit a keyword into that headline - this becomes a new group.

Repeat this for all your kw's.

Now the second thing you will do is for every ad group you MUST create two ads. You MUST have conversion tracking enabled and the code Google gives you installed. If you dont - then you cant test - you wont know what your results are and you should basically not use Adwords at all.

Once you have two ads going - after 30 clicks on each ad your going to see which one gives a higher CTR - this is your best performing. Delete the one thats not as good and try to beat the best performing.

Continue this again and again and you've now created a system that feeds on itself.

Take care and let me know what results your getting!!!


Thank you very much for this information. :thumbsup2 Have a blessed day!

Logan 30th May 2009 04:53 PM

I'm going to pile on Johnny's suggestion here, with a recent adwords experiment I've seen good results with. As with Johnny's raggedy ann doll scenario, my ad is for a product (although it costs between 10 to 20k). In this scenario I ran an ad with the following type text

$9995: Complete Type Doll
Call 800-555-1212. Energy Efficient.
Buy manufacturer direct and save.

With my scenario I have Google Shopping results displayed at the top of serps. My dollar offer is much lower than the prices displayed in Google shopping (9995 vs 16995, 16995 and 28,999).

This ad is receiving a 20 to 25% click through rate and generating increased leads/sales consistently above a more generic ad that did not include the price. Key factor here is if you truly are making the best offer on the first page, and make that clear you can see both your click thru rate and sales increase to a point that will make a substantial difference.

When selling a product, compare your offer directly to those available in Google shopping and make sure you are beating the competition silly.

johnnylew 1st June 2009 10:17 AM

Logan - explain the SERPs comment?
 
This is something I did not think about (Google Products Page) - what do you mean by top of the SERPs?

I put my price in all my ads now - I am very competitive on price and putting the $ in ad has been great. Having an ad show up in any of the Shopping Comparison Sites with a price that is lower than all the listings is sure to work.

Logan 2nd June 2009 11:51 AM

Quote:

what do you mean by top of the SERPs?
One of the top results on the results page when you search. SERP is an abbreviation for search engine result page

johnnylew 8th June 2009 10:17 AM

Conversion Rate topping 3% - used to be 1%
 
I am averaging a tad over 3% on my adword conversion rate. I used to get a little over 1%.

How am I doing this? 3 steps.

1. I watch my server logs for every search phrase that people use to come into my site and add to my negative keyword list every term that shows up that is not related to what I sell. Dont have access to server logs? Use the google report on search term phrases...just as good.

2. Write two ads and after at least 30 clicks I delete the worst performing CTR and/or Converting ad and write a new one to try to beat the best performing.

3. I increase my CPC as my visitor value increases. I am doing this to crush my competition and will back down CPC to try to obtain position number 3.

So far so good.

Give this a try and remember you can only do this if you have Conversion Tracking on.

Doug 25th June 2009 12:48 PM

Nice tips there Johnnlew , the beauty about PPC especially with conversion tracking is that it very measurable.

mattcarpet 25th June 2009 04:21 PM

Love to hear stories like this, keep up the amazing work

Hsekhar 28th June 2009 07:25 AM

Those are some real tips, Thank you for sharing them.


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