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Separate Ad Groups
Create clusters for your ad groups. Each cluster
should contain closely related word groups or
word stems. Write the ad specifically for that
ad group.
Special Landing Pages
Optimize your landing pages for specific keyword
groups. Do not send users to your home page. Send
them to a specific section of the website that
contains the most relevant information.
The Benefits of Negativity
In order to best target your ad, use negative
keywords. This will allow you to filter results
that are less relevant.
Example:
realty software
-free realty software
realty software -Mac
Track
Track which keywords are the most effective in
generating product interest and have the highest
conversion rate.
Location, Location, Location
Track and filter countries that click on your
ad, and even more important track the location
of purchasers! If 80% of your click traffic comes
from India and only 1% of your sales are from
that region, you have a problem. Google allows
you to select the countries from which you want
you ad to appear.
High Click Through Not the Answer
While click through rates are important and can
influence how much you pay per click, keep in
mind the reason you are paying for the click;
sales! Traffic that does not convert is
not worth paying for, regardless of how inexpensive
it might be!
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