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The budget is where so many advertisers fail. So many users new
to Adwords and Pay Per Click quickly see their budget eaten up
and dismiss the whole Adwords system as expensive and not for
them. When in truth if they understood the system better and
made a few small changes they would see their campaigns improve
and their budget drop.
You could be haemorrhaging cash without even knowing it.
There is a very simple change you can make that will have an
almost immediate effect on your pay per click budget. This could
save you a fortune - Do you advertise on the Adwords 'content
network'? Do you even know what this is? You can find it in
'Edit Campaign Settings' more in a second on how to find it.
The content network will see your ad appear right across the
Internet on sites related to your chosen keywords via Google's
Adsense program.
The problem is that in most cases there's a huge difference
between your ad on the search results page and your ad on
someone else's site. The difference is in the state of mind of
the person that will see your ad. A person seeing your ad in
Google's search results is proactively looking for what you're
offering, at least if you've got your keywords right, they've
just done a search and your ad came up. When they click they're
much more likely to buy or complete an action on your site.
Somebody coming across your ad whilst 'browsing' the Net, and
that's the key difference 'browsing', is much less likely to
complete the desired action. Since they are not proactively
seeking out what you offer but have casually come across your ad
as they surf the Net. Their response will be much poorer.
I suggest you immediately turn off the option to appear on the
content network. It's very easy to do from the 'All Campaigns'
page select a campaign by checking the relevant box next to it.
Once selected click the 'Edit Settings' button at the very top
of all your campaigns. This will open the 'Edit Campaign
Settings' page now simply uncheck the checkbox for 'content
network' found in your campaign settings at the top right under
'Where to show my Ads'.
Why you shouldn't let Google optimize your Ads.
While you are in 'Edit Campaign Settings' at the bottom left
uncheck 'Automatically optimize ad serving for my ads'. Google
may show one ad more than another based on it's CTR(Click
Through Rate). BUT your lesser shown ad could have better
ROI(Return On Investment) and bring in more sales. Google could
be strangling your business right there. Unchecking this will
also allow you to 'split' test ads accurately as a couple of ads
run side by side will be served equally.
How to set your daily pay per click budgets.
Start with a high per click bid and get your ad shown the
maximum number of times. This will build your CTR and you can
then gradually lower your click bid without effecting your
position. Google rewards good CTR by better positioning a good
performing ad. You may want to spend less to begin with but a
better attitude is to spend smarter.
Successful advertisers typically turn the daily budget up to the
"max" in their campaign settings area, based on Google's
suggested daily maximum. Cost control is then achieved through
pausing poor-performing ads and groups, or lowering bids - not
by cutting your daily budget. If you're not appearing on the
front page for a search you can't measure ROI accurately for
your keywords. You must pay through the nose to begin with.
But having said that be careful not to appear in the No.1 spot
as this can attract the casual clicker. Spots 3-5 are the prime
spots. The viewer clicking here has at least considered your ad
copy before doing so.
After initial testing if you've written a good ad and you're
getting good CTR then you should see your ad hold it's own when
you lower your per click budget.
How to work out your daily spend.
This is important so pay attention. If you have a monthly budget
of $600 dividing it by the days in the month 30days you get a
$20 daily budget.
Google will not exceed the monthly figure but they will go over
the daily budget sometimes.
Don't under bid
Don't underbid your Ad group because you're thinking of your
"maximum bid" as your actual bid. The average cost per click on
the group is the figure you should watch.
About the author:
Darren Yates is the creator of PPC Accelerator a software tool
shortcut to fast keyword sourcing, editing, formating and
managing. Stomp on your competition. Watch the video
demonstration - http://www.ppcaccelerator.com
This article comes with reprint rights. You are free to reprint
and distribute it. All that we ask is that you do not make any
changes and that the link above is intact.
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