June 3, 2014

PPCOne of the most recent surges in advertising expenditures in the last decade is Google Adwords – where you pay Google to advertise for certain search terms of your choice.

Google makes tens of billions of dollars in revenue alone from Adwords – but the real question is – are you getting as much as you can from your campaigns?

There is a real benefit from taking time out to analyse how your campaigns are doing on Google Adwords instead of just throwing tons of your hard earned revenue at it.

My advice to you is this – set up a spreadsheet so you can see how much is going to each campaign.

How many clicks is it receiving and how much is it costing you?

A lot of clicks you receive may be from people searching for something that is similar to your product but you don’t offer this – meaning that you have paid for a click that was a complete waste of money.

As a result you should be campaigning your negative keywords on a weekly basis.

This is where you gather these similar, and sometimes irrelevant, search terms that are wasting you hundreds, maybe even thousands, of pounds annually.

Put them in a shared library that covers all campaigns in your Adwords account.

It’s important when carrying out any marketing that you can easily measure the response from your marketing campaigns.

See if your search terms are converting to sales. As previously mentioned – monitor how much you are spending and whether it Is beneficial to be paying so much for search terms that are bringing in so little.

Just a simple cost per click calculation can see how much you are paying on average. Compare this to previous weeks and see why your cost per click is up or down.

Many businesses who opt to use PPC marketing ended up wasting huge amounts of their marketing budgets on Google Adwords, but with a bit of extra time spent every week monitoring and adapting your search terms and keywords – you will see a direct correlation of improvements in your click throughs and conversions.



Ben Lyons copy

Ben Lyons

Marketing Assistant

The Internet Marketing Academy


(Image courtesy of Sailom at FreeDigitalPhotos.Net)

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