How to Effectively Manage a Google AdWords Campaign
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by: dennisrosenberg
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Managing a successful Google AdWords campaign can be a much more difficult undertaking than many advertisers would have you believe. It is not merely a matter of looking at a keyword and then creating a three line ad using it (how many of us have seen those ads that you could make hundreds of dollars a day by writing three lines of text?) but instead really requires carefully comparing costs and expenses, bids and sales, and constantly supervising the advertisements in circulation to make changes as soon as possible.
The deciding factor of an AdWords campaign is often found in the position of each ad as compared to other ads utilizing the same keyword. The reason for this is that most keyword searches deliver hundreds of pages of results, particularly the popular ones. The only way to make a profit is to draw in the greatest possible pool of buyers, and the only way to draw in a large number of potential buyers is to ensure that an ad is in a visible location.
Since the average web surfer has an attention of approximately five to ten pages it is essential that the ad in question be among these first five to ten pages. Since almost all keywords are going to have more than one advertisement making use of them (any less would result in a keyword so obscure that only one in a million browsers would select it, and while that one browser would probably make a purchase it is not enough to justify all of the production costs) the one at the top of the list is going to be the one whose creator is willing to pay the greatest sum of money per click.
The process of bidding on a keyword is a tricky one. It is essential that the advertiser take into consideration not only the amount of money which their competitors are building but the amount of money they have at their disposal to spend. A pay per click advertising campaign, particularly one using a popular keyword and located at the top of the Sponsored Links is going to generate a large potential of false leads in between sales. The ends must justify the means. If an ad can only be clicked one hundred times before the advertising budget is reached there are probably only going to be ten sales made. Unless those ten sales justify the amount of money spent on the campaign (as in the case of real estate) it is probably not going to be sufficient.
Careful tracking of the number of successful leads brought in by an ad is important as well. An ad which is generating a great deal of false interest (it is being clicked but no sales are being made) is going to need to be pulled out of circulation and altered, either through a reformatting of the ad or a selection of a totally different keyword. Which ever the case, micromanagement is the key factor in a successful AdWords campaign.
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About the Author
Learn more about building successful pay per click advertising campaigns with Google, Yahoo and MSN at www.my-adwords-manager.com. With over 25 years marketing and advertising experience, Dennis Rosenberg creates and manages pay per click campaigns for a variety of products and services.
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