|
Google_Adwords_Secrets_ _Tip_1
| Google Adwords Secrets - Tip #1
Tip #1 – Disabling Advert Optimisation
Disable the automatic advert optimisation feature (set in your
campaign settings) to avoid giving away valuable IP to your
competitors.
Visit the following link for an example:
http://www.pdqprospects.com/AdwordsOptimisationScreenshot.html
Why would you want to do this?
Ok - Let's say you are diligently testing 2 adverts side by side
within an ad-group (as you should always be btw).
With optimisation turned on, eventually 1 advert will be deemed
the leader and shown more.
For arguments sake – we will take the keyword ‘marketing’. Your
competitor has 2 split tested Google Adwords adverts which will
show (in a round robin manner) whenever this keyword is searched
for.
You can find out useful information regarding which of the
adverts is performing better by searching for the keyword
marketing, noting the ad results and refreshing the search
results.
Because you get to know the best copy Suppose you do this 4
times (by reloading your webpage) - and 3 times advert 1 is
shown, but advert 2 is shown once - you now know which of these
adverts is the best.
Knowing what adverts are working for your competitors allows you
to start to understand the mindset of your potential prospects
(what's working and what's not to encourage click-throughs).
This of course is very valuable intelligence to have for you to
construct your own adverts - which means you can ultimately have
higher click through rates and as a direct result pay less.
Because ads in Adwords are in the public domain, your marketing
efforts can be gleaned by your competitors and vice versa if you
use the automatic optimisation feature.
You have the choice to set and forget letting Adwords do it's
job but if you want total control and are in a market that is
highly competitive, you may want to manage your campaigns in a
more hands-on fashion.
There is a trade-off for sure but it's up to you as a business
owner to make that decision based on your own risk management
criteria.
In marketing there is only one genius - your customer.
You can always hire someone to create great ads but you have no
guarantees they will produce a winner straight off the bat.
Only putting the ad into the wild will you determine results.
Sidebar
You may peak in terms of achieving
as high a CTR as you can for a particular advert and this could
mean you get lazy and only show the winner all the time. To help
keep your competitors guessing you should continually try new
ads intermittently though.
Indeed therein lies some very valuable self help tips when it
comes to keeping the competitors guessing:
Believe it or not you may want to put a 'worse' advert up to
reduce your CTR thus dropping you down the adwords advert list
to help improve your ROI!
Recommendation
You are best using ad
optimisation for most of your terms - set it, forget it. Some
may need to be broken out into their own campaigns to give you
the granularity you require. It’s a question of finding out
which keywords warrant the extra effort.
About the author:
Tom O'Brien is the director of PDQProspects.com PDQProspects.com
- Specialists in Google Adwords and bringing targeted business
leads to your website, fast. (c)2005 Visit
goarticles.PDQProspects.com to receive the special report: 12
Secrets to improve your Google Adwords Results. You may freely
distribute this article if left intact including this copyright
notice
|
|
| |
| |
