GOOGLE
ADWORDS - A STRATEGY TUTORIAL
I wrote the following
tutorial on Google Adwords strategy for a customer (https://home.mods4.net),
and decided to cross post it here, as it may be useful for any budding
intrepreneurs out there. You can change the figures/keywords shown here
to suit your actual project and budjet, but the thoery remains
constant...
Introduction
For each site I wish to promote I create 2 adword campaigns - one
called whatever_hi and another called whatever_lo.
The _lo campaign contains very specific keywords (eg "Renault Clio
Modification") that are very low in terms of cost per click (CPC) but
also have less predicted traffic. The _hi adverts contain more generic
keywords (eg "Car Parts") that have a much higher CPC but are more
commonly typed into Google (so more traffic).
_lo Ads
The very specific keywords in the _lo campaigns should always
generate an advert to us. They represent the best chance of a sale
because the browser is searching for EXACTLY what we provide. To ensure
that this is the case I set the budjet for _lo campaigns artificially
high, at £100/day, so that we never lose potential sales on these
keywords.
However, Google estimates that the _lo campaigns are likley to generate
less than £10 of (well qualified) clicks per day, so even if
there were
10 times the normal daily rate of searches on these keywords we would
still capture all of them.
_hi Ads
The _hi campaigns contain common (fiercly competitive, which
increases the CPC) keywords. These keyords generate a lot of traffic,
but require a lot more clicks/actual sale. This is because hundreds of
people may type just "subaru" into Google before there is one who both
owns the car and who is looking to modify it.
That said, we still need to advertise to people who just type "Subaru"
into Google, because any of these searches may be from a potential
customer, but from a return on investment (ROI) perspective the larger
the proportion of our budjet that can be spent on the _lo ads the
better.
Budjet Considerations
So we pay for our _lo ads first, and then we buy as many _hi ads as we
can afford from whats left of our budjet afterwards. There will
therefore be a continual tweaking process (especially to start) to make
sure that we are within our budjet.
If we exceed budjet on a given day we can reduce the _hi budjets for
the following day as neccecary. When the daily budjet of a _hi ad is
reached Google simply stops showing it till the next day.
[The customer] has suggested a £200/day budjet, so I have also
set
£100 each on each live _hi ad (Home and Subaru). We will ammend
this
figure as we see how much we are spending on their respective _lo ads.
Original Tutorial
Submitted by ntsa for TheTAZZone-TAZForum
Originally posted on March 7th, 2006 here
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