Online Marketing Strategy Blog

Google Adwords Secrets and your Online Marketing Strategy

Michael Pulo - Thursday, March 11, 2010
We've seen it again! Another client attempting to tackle Google Adwords (Also known as Sponsored Search or Pay Per Click) but have done it incorrectly. So what's it matter I hear you say?

What if I told you they are now banned from having a Google Adwords account and they are losing more than 200 sales per day because of it? Ahh... got your interest now...

Google are the kings of making things easy. They do it so well that people spend 4 times more money than should on Google Adwords campaigns. Google makes the process extremely easy to give them your money but bury the facts that can mean all the difference to your bottom line.

So what are the secrets that can make Adwords a profit generator for you? I wish I could share them all with right now. However, my priority is to stop you from making the key mistakes that will have you banned from Google with little or no warning. So here they are:
  1. Read the Google Adwords guidelines. They really do spell out what you need to have in place to stay in the good books.
  2. Do a thorough keyword discovery and prioritisation of exact keywords qualified to your business and group them into similar words or phrases.
  3. Have specific "landing" pages in your website that target each ad group.
  4. Create Google ads for each group of your keywords and have them link directly back to your target pages. Do not point all your ads to your home page!
  5. Ensure your Google settings are correct so minimise spend but maximise return/conversions.
  6. Do not have menu clicks that go to different websites or even subdomains. These are called "bridging" or "doorway" pages and can have you banned immediately.
  7. Ensure your website is secure. PCI Compliance is a mandatory, especially for ecommerce websites.

Lack of regard for the above are exactly why the websites in trouble are in the position in the first place.

So I do wish and hope that you do not make the same mistakes so you can grow your business and not be stopped by innocent mistakes.

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How To Maximise Your Pay Per Click Campaigns

Michael Pulo - Monday, August 31, 2009

Pay Per Click offers quick results as part of your Online Marketing Strategy. Is it worth it?

Maximising the return of your Pay Per Click campaigns can be challenging for a number of reasons, including:

  • It is an auction environment - the more you pay the higher you rank. The trouble is that you and your competitors keep bidding against each other which slowly increases your average bid amount. Eventually it becomes too expensive and you are no longer on the first page of search results.
  • Google Analytics does not give you the exact keyword phrase the person typed in to find your ad. Instead, Google tells you the keyword that you bid on. This can mislead you into really understanding where your visitors come from.
  • The amount you bid immediately eats into your gross profit margin on your products and services. You may make the sale - but for what it cost to bring in the lead (which continues to rise) - you may not make a profit. Each sale begins to lose you money.

So how do you maximise your Pay Per Click campaigns? Follow these few rules to reduce expenses and maximise response rates:

  • Do a thorough keyword discovery on all keywords in your market, not just the high volume terms.
  • Implement these keywords into your full keyword and content strategy.
  • Set your campaigns to Exact Match, Geo targeted and off the content network.
  • Aim to rank for free for your terms so you can switch off your paid searches over time.
  • Monitor your conversion rates and change or turn off poor performers.
  • Ensure each ad is grouped into keywords that can have a common landing page. Point each ad to a specific landing page for that keyword group.
  • Set your budget per click using the formula : Profit divided by 100 divided by 2. This will give you the best chance at making a profit on leads that do come in.

Of course, Pay Per Click should only be part of an integrate online marketing strategy. Many research sources show that paid search can drive only 2.5% of actual first time visits to your website. Higher figures have been stated but these figures include return visitors once a person has seen your brand name several times in free search and other areas on the web.

Eye tracking research shows that only 2.5 to 5% of searches actually look at the Pay Per Click ads in Google.

Stay focused, have a good strategy in place and know your constraints and goals and you will be able to maximise the return on your Pay Per Click campaigns.

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