Be an Ethical Entrepreneur, Marketer, and Business Builder

Why are my Adwords CPC going up, leads going down, and position getting worse?

This question has come from a few business owners who outsource their Google Adwords management and are wondering why  their average cost-per-click (CPC) has jumped from $3 to $6 or $9.

This blog will actually address a few questions:

  • Why are my Google Adwords CPC going up?
  • At first we got a lot of leads but now it’s dropping off, why?
  • We used to be in the Top 3 paid spots for <favorite search term> but we weren’t yesterday. Why?
  • Is there something my SEM expert can be doing to improve all of this?

These actually seem like a quite broad range of questions but, in fact, they are all related.

Overview of how Google decides which ads to show.

Google Adwords is an auction market… But it’s not a PURE auction where the highest bidder wins. You see Google is in business to generate revenue so they take a bit longer term approach to their auction.

Let’s look at a very OVERSIMPLIFIED example.

WaterMan and WaterBoy are 2 different businesses that are bidding on the keyword “water filters”.

WaterMan is well established and decides to bid $4/click. WaterBoy is just getting started and decides he can only afford $2.01/click.

So which ad does Google show on top???

We don’t have enough information yet… You see, WaterBoy understands how Google works and realizes that if he invests a bit more effort in his ads, he can actually get better placement than WaterMan.

So he creates a Highly Relevant ad that 4% of Google Searchers click on for a 4% Click-Thru-Rate (CTR). WaterMan doesn’t have time to be bothered with all that, puts together a basic ad and so ends up with a 2% CTR.

So let’s do the math for Google to see which advertiser will make Google more money.

  • If Google shows WaterBoy’s ad 100 times, 4 people click on it at $2.01/click for total revenue of $8.04.
  • If Google shows WaterMan’s ad 100 times, 2 people click on it at $4/click for total revenue of $8.00.

In other words, Google can make more money showing an ad with a LOWER bid price.

Again, this is a vast oversimplification, but this helps us answer our first question.

Why are my Google Adwords CPC going up?

Your competition is creating ads that are more relevant (i.e. have a higher CTR) than yours or new competitors have recently entered the market resulting in more people bidding on the same words.

Ok, so let’s take this a step further…

WaterBoy started his marketing at the beginning of the year on January 1 however WaterMan is a bit slow to get on board with new technologies and didn’t get started until June 1st.

So when WaterMan’s ads start running, Google doesn’t yet know if his ads are any good because there is no history. So Google gives the new guy on the block, WaterMan, top placements for his ads until Google has enough data to do the calculations above.

Which answers our next 2 questions –

At first we got a lot of leads but now it’s dropping off, why? –

Google at first gave you the benefit of the doubt and top positions however, over time your competition developed more relevant ads that get more clicks and therefore make Google more money.

We used to always be in the Top 3 paid results for <my favorite search term> but we weren’t yesterday. Why?

  1. Your ad became less relevant compared to your competition.
  2. You competition is now willing to bid more.
  3. More competitors have entered the market to bid on the same keywords.

Keep in mind, not being in the top 3 isn’t always a bad thing and is pretty much impossible to guarantee unless you are just willing to drastically over-bid everyone else. Sometimes it’s just not cost effective to pay $10/click to get top position.

Which brings us to our final and most important question…

Is there something my SEM expert can be doing to improve all of this?

Yes.

Here’s the thing, we hired a new team member to help with copy writing, marketing, and Google Adwords. She’s been with us for about 7 weeks, has received regular training, and is probably 50% up to speed on Adwords.

Of everything we do, Search Engine Marketing is the most complicated and fastest-changing.

Granted, we’re fanatical about being the most knowledgeable around in our given area of expertise so our training and our definition of “expert” status might be a bit higher standard than most.

That being said, here are 4 of the most important things your SEM expert can (and should) do:

  1. Set Benchmarks – The most important is your cost/contact or Cost Per Acquisition (CPA). Know if it should be $10 or $500 by knowing the lifetime value of your customers. The lifetime value can vary significantly for residential, commercial, and industrial clients and so should your CPA.
  2. Become obsessed with testing – We’ve done tests where a single word in the headline of a Google ad can change the click-thru-rate nearly 300%.  If our CTR is going up 300% your CPC is going down but the only way to know which word is going to make that difference is to test.
  3. Adjust your individual keyword bids – This concept is pretty simple but rarely done in small business because it can be time intensive. The idea is that if “water filter” has a CPA of $100 and “water testing” has a CPA of $25 and your target CPA is $50 then you need to cut your “water filter” bid in half and you can afford to increase your bid on “water testing” by double. All words are not created equal and the best words vary from one locality to another.
  4. Build up Negative Keywords – This again takes a lot of work to build up but is crucial. Google allows you to block your ad from showing up when it’s not relevant. For instance, if you sell filters to remove iron from water and bid on the keyword “iron in water” you don’t want your Google Ad showing up when someone types in “can I improve anemia by drinking iron in water?” In that instance, the negative keyword would be “anemia.”

Even though there are dozens of other things you can do to improve SEM, keep your CPC down, and get more leads, these 4 things are important enough that if your current SEM expert was just doing those, your CPC wouldn’t be going up.

If you don’t want to be an Adwords expert, how do you know if your hired expert is doing his job?

If your cost-per-click is going up, your leads are not, and you didn’t have an influx of new competition in your market, then your SEM expert isn’t doing his job and you should replace him or her.

Simple enough?

To your SEM success,
Bryan

The Top 19 Myths of Internet Marketing for Small Businesses

Whether it’s SEM, SEO, or website design, there are a lot of Myths about internet marketing that just don’t hold up to testing so let’s tackle the top 19.

Keep in mind these myths are for service-based small businesses with the primary goal of generating leads. For e-commerce, current customer portals, forums, blogs and other types of websites the answers will be different.

  1. You need to be #1 on Google. In reality, the cost/click to be #1 for all pertinent keywords is generally not cost-effective. My recent blog on Adwords Marketing addresses this in detail.
  2. The goal of a website is to get people to spend time on it. For a service business the goal is to generate a lead and you have about 90 seconds to do that. Sites that get paid based on the ads they show have different goals and lots of time on site is one of them. But you’re not Facebook.
  3. You can save money by putting a phone number in your Google Ad. There’s plenty of proof that this a myth. Google only makes money when you CLICK on an ad so why would they let you put a phone number in an ad if that meant they were going to lose money? They wouldn’t because they test these things.[Edit: In June 2013 Google banned ads with phone numbers so, like all internet marketing, never stop testing. The results may change.]
  4. Google Adwords and SEM is easy. Of every topic I mention in this post, without reservation I would claim that GREAT Google Adwords marketing is the most complicated and time-consuming thing you can do. Not only do you have to choose keywords, you have 5 different types of keywords to work with and 4 different ad types. You have to choose where to market, who to market to, what sites to market on, what problem a customer typing in a certain keyword is actually trying to solve. Dr. Glenn Livingston did studies showing a person searching for “guinea pig”, “guinea pigs”, and “guinea pig care” are all looking for vastly different things and are at different levels in the buying cycle. Then of course you have to understand how to setup scientifically sound tests to actually determine what’s working and what’s not. That’s just the beginning…
  5. You need to invest in more traffic (SEO and SEM). For most websites you first need to invest in converting more visitors to leads. For instance, if your current website converts 3% and you bump that up to 4.5% that’s the equivalent of getting 50% more traffic at no extra cost. (Our best sites in 2013 were converting over 25% in their target market.)
  6. The best way to increase conversion is with a better offer. This could be true however our testing indicates that this is rarely the case. When we create a site with multiple calls-to-action such as “contact us”, “schedule an appointment” and “special offers” almost always the “special offers” gets the least traffic. Your site could perform differently, though.
  7. A video on your website will increase conversion. Generally this is true, however a company that helps people organize their closet space did tests on a lead-capture page with and without a video and found a 439% increase in conversion WITHOUT a video. Does this mean video is bad? Of course not. It just means that there are a lot of other factors to consider.
  8. I need to let my web designer know what to update. That’s like your accountant saying, “hey just let me know how much tax you have to pay this year and then I’ll fill out the forms.” Huh? Your web designer should be saying, “Hey Bob, we just found out that <this> performs better than <that> so add <this> to your next postcard campaign.
  9. You need to follow “best practices” to get the highest conversion. Bottom line is that there’s no such thing. I’ve used the exact same website in the exact same industry in multiple areas in the US and got vastly different results. Sure there are things you absolutely don’t want to do (like riddle your page with typos), but overall, you don’t know until you test.
  10. A great website is all about great content. If you are Wikipedia, of course this is true. If you’re Bob’s Plumbing, then a great website is about giving the customer what he wants; his plumbing fixed quickly and at a fair price. He doesn’t need a video and step-by-step tutorial about how you’re going to do it. Remember, you only have 90 seconds.
  11. A website is going to cost me a lot of money up-front. This is an idea I seriously disagree with. Since great websites can’t be built, they have to be tested, then what in the world are you paying for up-front? A designer’s guess at what your visitors might want to see? Is that really a good investment?
  12. What works in one market for an industry will work in another. In other words, buying a pre-made website for your business doesn’t guarantee the best performance. Every market is unique because you have different income levels, education levels and competition. This basically falls under the category of “best practices” in #9 and they don’t exist.
  13. My website will some day be “done.” If by done you mean it’s now done improving so we’ll leave it alone and watch it’s performance decrease, then I guess it can be done. Otherwise it’s about as done as regular maintenance on your service trucks. Stop servicing your trucks and they stop working. Same thing with your website.
  14. Testing and optimizing for a small business is just too costly. Our plans start at $399/month. That’s dirt cheap for the value you get.
  15. You’ll never be able to fully track or understand how your marketing generates leads. This is what I like to call the “we don’t want to be held accountable” sales pitch. The human mind is indeed a wonderfully complicated thing that we are just barely beginning to understand. However it doesn’t take a brain surgeon to figure out more visitors prefer Graphic A over Graphic B so chances are pretty darn good we’ll get a better response with our offline marketing if we also go with Graphic A.
  16. My business needs to be on Facebook, Twitter, Linkedin, and Pinterest. It only needs to be on social media if your customers are there and you know how to engage them regularly and professionally. It’s not easy. If you think your business could benefit from social media hire a professional.
  17. The best way to increase online leads is to improve my website and get more traffic. If you’re like most small businesses the absolute best way to increase sales is to do effective email marketing. A survey by Marketing Sherpa of over 1600 marketers agree with me on this one and your prospects are begging you to communicate via email.
  18. My web designer should be able to understand what I’m saying. Do you have a well thought out Marketing System including a clear understanding of your target customer, her problems, and your solutions? Ok, then yes, he should get it. If not, make a Marketing RoadMap first.
  19. A website will grow your business faster than any other marketing. Of course this CAN be true. However all different types of marketing work and what works for your business in your market will require some testing and measuring. One study by Marketing Sherpa demonstrated that up to 67% of a website’s traffic can be driven from TV. A well laid out marketing plan, with your website at the core, is often your most powerful approach to lead generation as a service-based small business.

Am I missing any other common myths? If so, comment below or contact me.

To your internet marketing success, Bryan

P.S. If you are working with a website designer, print this out and use it as a cheat sheet when you interview him. Or just Contact Us for a comprehensive online marketing analysis.

Use Google Adwords to know your competitions’ every move!

In the last 2 weeks, my number 1 competitor has been doing more marketing than in the previous 9 months. Ironically, I don’t own a Television, don’t subscribe to the local paper, don’t listen to local radio, haven’t received anything in the mail from his company and none of our prospects have asked about that competitor. So how do I know he’s doing marketing in my area? Google Adwords told me so. As a matter of fact, Google Adwords can be used to track local industry trends, competition, market interest and even key terms (i.e. the words people on the street are using to describe your business or product offering). And the best part is, it can cost you little to no money and you don’t even need a great website to gather this information.

Widen your gaze to see all the benefits of Google Adwords

Here’s the concept. In previous blogs I’ve talked about the free tool at Wordtracker.com to help you determine which keywords are most popular on the internet. The problem with this tool for small businesses is that it’s a global tool. Meaning that it’s tracking keywords all over the world not just in your territory and so what might be a popular phrase or keyword around the world might not be in your area. More importantly, just because, on a global basis, your competition’s franchise is real popular, that doesn’t mean they are in your area. Or how about if your competition is a local restaurant that won’t even register on the tool at Wordtracker.com because only people (i.e. your potential customers) in your local area search for that business name?

Let’s look at a few examples. Keep in mind that this blog assumes you know how to set up a Google Adwords account, create a campaign for a targeted geographic area, and buy negative, broad-match, phrase-match, and term-match keywords. If all of that is foreign to you, check out my blog on Online Ads. Also review some of Google’s resources.

  1. Local Industry Trends – Everyone has competition. And sometimes your direct and indirect competition might not be who you think. For instance, if you own an upscale restaurant who is your competition? You might say your direct competition would be the other upscale restaurants in town, however you would be missing out on a large part of your competition. Call it “indirect”, but any place where someone might spend discretionary income would be competing with you. After all people don’t go to your restaurant because they’re hungry. They can cook for themselves or eat fast food. They go to an upscale restaurant for a social experience. If you’re an accountant, you might consider other accountants in town as your direct competition however accounting software and people who do their own taxes are also your competition. For the water treatment industry, everyone else who sells water softeners and drinking water systems would be your competition however all the soap companies who sell people on the idea that more soaps and lotions are all they need to solve their problems are also competition. You get the point. With Google Adwords, in addition to buying your competitors’ business name as a keyword, you also need to buy all of the keywords that describe your indirect competition. You’ll catch the trends as to what’s popular in your area almost immediately and then be able to use that information in your marketing to better TALK directly to your prospects in the words they are using.
  2. Competition – As I mentioned above, my top competitor just started marketing (through a direct sales telemarketing approach that’s very hard to track) in my area in the last month. How do I know this? I bought the keywords for his business name for the geographic territory that I serve about 10 months ago and in the last month more people searched for his business name than the other 9 months combined. The logic is quite simple. People are only going to search for things they’ve heard of so, one way or another, they’ve heard of his business and are doing some background checks via Google.
  3. Market Interest – As you can tell, all 4 of these benefits are tightly related and so this one just builds on the last 2. Quite simply, if you’re tracking your direct and indirect competition as described in steps 1 and 2, you can gauge total market interest by simply monitoring the fluctuation in the number of searches for each term. If more people are searching for “Tax Software” than last month or last year, you better have a page on your website that directly addresses why your accounting firm is better and more cost-effective than off-the-shelf software.
  4. Key Terms – The internet is an unparalleled testing ground for marketers. You can test creative, copy, calls to action, offers, coupons and just about anything else that can potentially improve your marketing. Now, with the help of Google Adwords, you can track common phrases. Last week my ad agency sent me creative on a newspaper insert we are working on. This ad agency works with dozens of franchises similar to mine around the US and part of the wording on the ad included the term “Water Analysis”. I’d been buying that keyword phrase along with a common synonym, “Water Test”, for months so I logged into my Google Adwords account to see, in my area, which was more popular. Turns out people search for “Water Test” or “Water Testing” 11 times more often than “Water Analysis”. Analysis just isn’t a word people use. So we updated the marketing to reflect the phrase that is already on prospects’ minds. The goal being that, as they’re sorting through their newspaper, they’ll be more likely to notice the term “Water Test” as they’ve already given that phrase a position in their mind. Make sense?

Now that you’re tracking all of this information, what do you do with it? You respond to their problems and let people know why your solution is the best to solve their problems. In marketing we can break up any individual marketing creative into 3 basic pieces:

  1. The Target Audience – This is the MOST important piece. You can be running a buy 1 get 1 free deal on Harley’s but if you’re doing so in People or Home and Garden magazine your marketing isn’t going to perform as well as if you put it in American Motorcyclist.
  2. The Copy – This is what you say and how you say it. Whether it’s written words or video or an audio recording.
  3. The Offer – or Call to Action. This is what you use to try to make the prospect “Act Now.”

With the Google Adwords system I describe above, we can improve each item to maximize our conversion rate.

  1. Target Audience – We are only marketing to people who search for the keywords related to your business or competition. It doesn’t get much better then that.
  2. Copy – With information on local industry trends, competition, and key terms, your website can directly talk to your prospects in their own words. More importantly, you can create individual mini-sites to address each competitor or trend that might be taking business away from you. Again, you can specifically target and respond to the EXACT problem that you can solve for the prospect.
  3. Offer – The possibilities are, of course, endless. If you can pinpoint your competition and why people are choosing them over you, you can easily structure a risk-free offer to get them to choose you. For the restaurant you can describe how the quality of food, waitstaff, atmosphere etc. far exceeds anything else in town. With testimonials and specific examples of the painstaking processes you use to hire chefs and maintain the utmost food quality. Put yourself head-to-head with your competition and show how you’re better. Now that you know exactly who your direct and indirect competition are, you can really get into the minds of your prospects.

This is a huge topic to cover in a blog. The ways you can leverage the information Google Adwords can provide for you are nearly endless. It’s a marketer’s dream-come-true. The best (or worst part if you sell Google Adwords services) is that it’s not complicated, would take a few hours to setup, and maybe an hour or 2 per month to maintain to garner all of the important information you can use.

Granted, as easy as it is to track, I’ve never heard another Google Adwords guru describe this power for small businesses. They all focus on online businesses so if you’re looking for more ideas on small business marketing in today’s  marketplace be sure to follow my Facebook Fan Page or sign-up for my email list in the upper right.

To your Google Adwords marketing success, Bryan

P.S. If you don’t even have a website you can still use everything I described. Just place your bids so low that your ad will show up on page 4 and never be read. If you’re looking to bring a new product to market or start a new business, this is a great way to determine current market interest.

Internet Marketing for Small Business – Google Adwords

Sorry for the delay in continuing our series on Internet Marketing for Small business however I’m back and ready to roll!

In my last 2 blogs we reviewed the 3 pieces of your small business’ online presence:

  1. Traffic
  2. Website
  3. Commitment

We then reviewed the 3 primary ways to get Traffic and of course reviewed videos explaining some basics of Viral Marketing and Search Engine Optimization for Small Business:

  1. Search Engines
  2. Online Ads
  3. Viral Marketing

This time around we’re going to take a closer look at online advertising and, in particular, Google Adwords so that if your website isn’t perfectly optimized it still pops up as the answer to searches by effective Google marketing.

Firstly, there are thousands of website to advertise on so why focus on Google? That answer is quite simple. Google is the internet search juggernaut. Over 80% of internet searches are performed on Google so why focus on the 20% when you can cover 80% in one fell swoop?

Secondly, this is not a tutorial on setting up a Google Adwords account and campaign. It’s very simple to do, however so if you’re looking for some hand-holding check out Google’s resources.

Finally, this post is about getting the best results out of your Google Adwords campaign. If you’re currently paying someone else to handle all of your Adwords marketing, I highly recommend you either take it over yourself or at the very least verify that they’re applying the principles I’m about to cover.

If at all possible, as a small business owner, leader, or manager you really should be handling your adwords campaigns yourself and here’s why:

  1. It’s not that hard to get started. As a matter of fact, in a lot of respects it’s probably a lot easier than most other forms of marketing. Have you ever tried to produce a TV commercial? Now that takes work!
  2. It’s the future. Let’s face it. Google is still growing and online marketing is here to stay. From my talks with marketers in TV, Radio, and Newspaper all of those mediums are in very difficult circumstances right now. Why? Because the marketing isn’t targeted. Broadcast or print advertising blankets thousands to millions of people of which a very small percentage “might” be interested in your product. Google Adwords allows you to only show your ads to people searching for your product (if you know what you’re doing). It’s much better bang for your buck!
  3. You’ll learn lessons that can be applied to all of your marketing. Things like: which promotions draw the most attention and which headline phrases elicit the best response. Heck, even which words people are using to find you. This information can then be carried over to your email marketing, direct marketing, broadcast marketing and everything else because then you’ll know which headline will give you the best response.

Though I do claim that Google Adwords marketing isn’t that hard to get started, it can be quite complex to become a top Google Adwords marketing expert. Lucky for you, your small business competitors aren’t even remotely savvy on Adwords, let alone master marketers, so all you need to know are the top most important pieces that I’m about to cover to set yourself apart.

So here are the most important parts to your Adwords campaign that you must implement:

  1. Split test
  2. Mimic the keywords in your ad
  3. Direct them to a page that answers their question
  4. Use broad-match, match phrase, match term, and negative keywords
  5. Track your results

That’s it. Five relatively simple pieces to becoming an Adwords guru. Let’s look at each in more detail.

Split-testing – This is the same thing in the online world as it is in the physical world. In the physical world of marketing this would be like creating 1 direct mail marketing letter with 2 different headlines and determining which one had a better response. With Adwords this means you setup 2 different ads at all times for each Ad Group. The 2 ads will alternate and after a few dozen people clicking on your ad, you’ll know which one generates a higher Click-Thru Rate (the number of people who click on your ad/the number of people who see your ad). A high click-thru rate is very important because the higher percentage of people who click on your ad the cheaper your marketing will be. Part of Google’s formula for determining your cost-per-click is to include your Click-Thru Rate. For instance if your ad has a click-thru rate of 1% and you pay $2/click, your competitor with a click-thru rate of .5% will have to pay $4/click. Google does this because they want to offer the most relevant content so the more people who like your ad the more relevant they consider your content. Your goal is not more impressions. It’s more clicks with less impressions.

Mimic the keywords in your ad – This simply means that your ad must answer the question to the search someone typed in. For instance, if you’re selling clothing for dogs, and you purchased a keyword for “Dog Sweaters”, your ad better have the words “Dog Sweaters” in it somewhere. If you also bought the keyword for “dog collars” you better show a completely different ad touting “dog collars”. In Google Adwords there is an organizational hierarchy that includes a few pieces:

  1. Your account
  2. Campaigns – for budget, language, and territory restrictions
  3. Ad Groups – primarily for grouping similar keywords
  4. Ads – to split-test 2 ads against each other

Your account can have multiple campaigns, campaigns can have multiple ad groups, and each ad group can have multiple ads. For each set of similar keywords, you’ll have a single Ad Group. For instance the following keywords may all be in one Ad Group: “dog collar”, “dog collars’, “decorative dog collars”, “fashionable dog collars”, “unique dog collars”. Keep in mind that Ad Groups will have 2 ads to split-test headlines, promotions, benefits, domain names, or features. You will then create another Ad Group for your keywords related to: “dog sweaters”, “dog sweater”, “pink dog sweaters”. Again, each group of similar keywords requires its own Ad Group with 2 ads competing for the highest click-thru rate.

Direct them to a page that answers their search – People search for answers so whatever you do, don’t direct your traffic to your home page. If they search for “dog sweaters” then send them to the page that talks about your high-quality dog sweaters. Don’t send them to your home page which they now have to take time to navigate to find more information on dog sweaters. In your hiearchy, this will be done at the Ad Groups level. Both ads that you’re split testing within an Ad Group should point to the same page on your website. If you need a different Ad Group to answer the customers’ search, you need a different landing page on your website.

Use broad-match, exact-match, exact-term and negative keywords – Your main reason for doing this is to only show your ads to people who are actually interested in what you have to offer. This will in turn drive down your cost-per-click and improve your click-thru rates. Let’s look at each one:

  1. Broad-Match – (simply type the keyword to make it broad-match) if anywhere in a search your words are found, your ad will be displayed. So, for instance, if someone searches for: why do people put stupid sweaters on their dogs? Your broad-match keyword for dog sweaters will display your ad. Now do you think the person who typed in that search is going to click on your ad or have any interest in your product??? Of course not. But he will drive your cost-per click up because he just saw your ad and didn’t click on it.
  2. Term-Match – (put brackets around your [keyword] to make it term-match) this means that your ad will ONLY be displayed when that exact search is typed in. If your term-match keyword is [dog sweaters], the only time someone will see your ad is if they type in dog sweaters exactly as you have it in the brackets. Generally you can get lower costs-per click and higher click-thru rates with these type of keywords because you can target your ad to answer a very specific question.
  3. Phrase-Match – (put quotes around your “keyword” to make it phrase-match) this means that your ad will be displayed in any search where your exact phrase is found. If your phrase-match keyword is “dog sweaters” then your ad would be displayed if someone searches for: sign a petition to ban dog sweaters. Again, not a likely customer for your business.
  4. Negative-Match – (put a negative sign before your -keyword to make it negative) This is where you can really optimize your campaign to target just the people interested in your products. In the examples above for broad-match and phrase-match if -ban and -stupid were negative keywords, your ad would not have been displayed. Now there are potentially millions of keywords that could be negative so how do you determine which ones to add to your group? You use the free keyword tool we talked about in my last blog to determine the most common phrases people are searching related to each of your keywords. Simply type your keyword dog sweaters into wordtracker’s search tool and add negative keywords to your Adwords campaign for every search that doesn’t sound like a likely customer. For instance the second most popular search including the term dog sweaters is dog sweaters pattern. If you don’t sell dog sweater patterns you’d add –pattern as a negative keyword.

Track your results – This is the easiest one because Google provides you with all of the reports and graphs that you need. For the most part you only need to look at your click-thru rates for each keyword, each ad group and each ad. You look at click-thru rate for:

  1. Each keyword to determine if your ad is catching the attention of people searching for that word.
  2. Each ad group to determine if that overall group of keywords is adequately being addressed by your ads or if you need to break up your keywords into smaller more specific Ad Groups.
  3. Each ad to determine which one had the higher click-thru rate in your split-test so you know which one to keep and which one to ditch for a better one.

Though learning and implementing all of these tactics in your Google Adwords campaign isn’t overly complex, it certainly takes some time and effort. After you’ve setup a few, you can easily go from nothing to a new account, campaign, half-dozen ad groups and dozen ads in half an hour. Make the effort to learn these rules and your business will improve.

To your Google Adwords success, Bryan