AdWords strategy

[steadywebber]

There seems to be a lot of questions and comments regarding AdWords strategies on the forum, in terms of what works and what does not. And just like all the helpful posts by other members, I would like to just share what has worked for me. I would go through a type of checklist when I had implemented an AdWords campaign for a site. The criteria would be:

• All keywords are in narrowly defined lists (ie no broad or generic terms)
• Always two Ads are written, tested, then tested again against each other.
• Comprehensive list of negative keywords
• Pages users land on match the ads they clicked on = consistency
• Thorough geographic targeting if necessary
• Always refining to maximise potential - to be filling the number one need of that niche market
• Separate content network keywords from search network keywords for more cost-effective campaigns
  • Always track conversion rates

This is by no means a comprehensive or complete list... but for me it checks off the fundamentals of any AdWords campaign I enter. If these criteria are met, chances are the campaign will have a good chance of being successful.

[forumplace]

Hi,

I guess you are paying high cost per click since you bid for narrowly defined keywords? What is your cost per click?

[steadywebber]

Well, there is no straightforward answer to that...depends on the keyword. But it does not have to be expensive. The keywords can even be long-tail....more specific...and less expensive. What I was really pointing out with this action was that there is avoidance of generalisation.