My Adword Experiment Results

[joshep]

Thanks for giving good PPC tracking.

[janicejan]

great tips johnny, I am also looking forward on using a group of keyword ad.. hope it works for me the way it works for you.

[KMDAS]

Looks promising might have to utilize these methods in the future. Thanks!

[johnnylew]

Originally Posted by KMDAS

Looks promising might have to utilize these methods in the future. Thanks!

Hopefully some of you have had a chance to tweak your PPC campaigns. Any successes? In December my adwords generated a 3% CTR and a 5% Conversion rate. Of course as a retailer December is the best month, but I have never generated that kind of success in December for PPC.

[Trade]

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

[dpdumas642]

Thanks for sharing. Those are some Great Tips.

[johnnylew]

Hopefully you have had some time to implement the suggestions in this post, how did it go? Did you increase your CTR? Lower your CPC? Increase your Conversion Rate? and/or lower your Cost per Acquistion?

Here is a guide if you failed or want to do better in any of the above areas:

CTR - If you have a low Click Through Rate it is a direct function of your ad...Your ad doesnt match the keywords or you ad is not compelling enough. If you dont or cant put the keywords in the ad itself then you have the wrong ad for your keywords, if the ad matches the keywords then you need to scrap the existing Ad(s) (remember you better be running more than one ad to test which one works) and make it more compelling.

CPC - if your cost per click is too high check to see the averge position. If it is 1 or 2 lower the bid immediatley. I have found that position 3 is by far the best, so shoot for an average of 3 (you never can pin point a position you have to play with it). If your Quality Score is less than a 7 you will have a higher CPC than you should, the landing page or Ad doesnt contain the keywords so strip out the keywords that dont match the ad into its own group and get that QS to at least a 7.

Conversion Rate - If the conversion rate is less than 2.5% your website doesnt carry the message that the ad has. You need to carry on the message in the ad to the website. A poor conversion rate means your website doesnt match the ad. You need to find out why. Is it the wrong keyword set? Does your website make it difficult for the customer to trust you or does your website not have what was promised in the ad. Correct this and the Revenue and Conversion Rates will rise.

Cost per Acquistion - If the cost of the sale is more than the average order size and this happens alot in AW's then either you have a high click through and low conversion rate or your cost per click is too high. Your CPA will naturally correct itself once you find the right balance between CTR, CPC, and CR.

Let me know how your doing out there!

[Sahan Asad]

Hi Johnnylew,

Well said Johnnyle, this is the exact strategy I use.

Remember people only start adwords if you have conversion tracking on. This is very important or you are guaranteed to fail. Because without the statistics how can you improve your ads?

Also always have a fixed daily budget you are willing to spend or you could lose your shirt.

[Sahan Asad]

Hi Johnnylew,

What the name of the tracking tool you use?

[johnnylew]

Originally Posted by Sahan Asad

Hi Johnnylew,

What the name of the tracking tool you use?

I use Google Adwords as the tracking tool, for beginners you dont even have to leave Adwords itself to get very meaningful information. I take it a step further and run a detailed conversion report report (from adwords reporting) and then take the information into excel where I do some filtering to determine whats working and whats not.

One of the best reports you can run is the SEARCH QUERY Report. This will give you the terms people searched to click on your ad. If you use broad or phrase match this is an awesome report to run to make exact matches and to find negative keywords to better your conversion rate.