You’ve been testing new adverts for years, making ever-smaller refinements as you close in on that holy grail, the ‘perfect advert’. Suddenly, and without warning, your clickthrough rate crashes. You try tweaking various aspects of your adverts, rolling back to your last few versions, but nothing helps. Your advert is officially pants. (more…)
Author Archive
How Not To Delete A Bad Keyword
Monday, February 1st, 2010In a nutshell, my approach to managing my Ad groups has always been to group similar keywords together, and if I see a subset of these keywords performing differently, split them into their own Ad group.
For example, if I was advertising Sony Digital Cameras, I may include… (more…)
Standing Out In A Crowd
Wednesday, December 9th, 2009PPC, PPC Campaigns, PPC Optimisation
On paper, your PPC advert looks great. It’s got the phrase that people were searching for in the title, it makes some compelling arguments for why people should click on your advert, and you’re anticipating a great clickthrough rate.
So you put it live, and it bombs. Your clickthrough rate is horrific, and you’re left wondering why….
The problem is that your advert looks good on paper, but adverts don’t run on paper. Your advert may be great in the middle of a blank sheet of paper, but how does it look, when there are ten other PPC adverts surrounding it? And what about the ten natural search results just to the left? Does your advert still stand out? (more…)
Pay-Per-Click And Website Optimisation – A Marriage Made In Heaven
Tuesday, September 1st, 2009Conversion Rate, Google Adwords, Google Adwords Blog, Website Optimisation
One question that I get asked a lot by advertisers is what they can do to improve their PPC performance. PPC is a level playing field (on paper, at least), but the days of making easy money are gone.
There are simply too many advertisers, bidding too much for PPC to be highly profitable for every advertiser – in short, it’s becoming a dog-eat-dog world. Every sale that you make is one that your competitors don’t get, and vice-versa.
Once you’ve got your account in order, optimised your keyword list, grouped it into nice, neat Adgroups, tested many adverts on each, found your sweet-spot for each Adgroup (the most profitable bid) and tested the Content Network and all the various options that Adwords et al offer, eventually, your account’s performance is likely to plateau.
(cookies - breakfast of champions)
Thanks for the fantastic write up!!
no comments