Real-World Tricks for Google AdWords:
Optimizing Your Campaign

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Although AdWords (Google's Pay Per Click engine) is fairly easy to manage, we recommend you optimize your campaigns on an ongoing basis. Why? Because you will end up using your ad campaign budget much more efficiently. The following tricks will help you achieve a higher level of success:

Your landing page must be a logical continuation of the ad

If your ad is designed to focus on a specific section of your web site, then you shouldn't dump your visitors on the home page and abandon them there. Instead, lead them to the appropriate web section that relates directly to the ad creative. In this example somebody clicking on the Samsonite Suitcase ad should be directed to the Samsonite Suitcase shop area of the www.abc-suitcases.com web site. You cannot afford to lose visitors who stray about the site while trying to find their way to the Samsonite section from the home page.

Within Google AdWords you can set up distinct landing page URLs by creating separate AdGroups or, more surgically, by specifying separate target URLs with each key word. Here is an example:

samsonite suitcase ** ** http://www.abc-suitcases.com/shop/samsonite
delsey suitcases ** ** http://www.abc-suitcases.com/shop/delsey

Analyze your ads

Take a look at the following two ads. Which of the two would have a higher conversion rate? Which one would have a higher click-through-rate?

The right answer is: no idea. Even if you play by the rules, often two ads with only minor tweaks in the creative can have a significant impact on the click-through-rates. We always suggest running two or more ads parallel, tracking the statistics and getting rid of the ads with the lower performance record. And make sure you take into account the conversion rate as well as the click-through rate. Then rinse and repeat as often as you want and you will end up with an optimized ad that will ultimately displace your competitor's. Don't forget that increasing the click-through rate of your ad from 1.0% to 1.4% means that you are attracting 40% more visitors (clicks) to your site as well as decreasing your cost per click. So it's definitely a win-win proposition.

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