Demographics and AdWords…A Good Combination

Posted under Paid Search Marketing, Pay Per Click, Search Engine Optimization, Search Marketing

 

Google AdWords has been
popular for a while, but it doesn’t always give people the results that
they’re looking for. To get good ads that are well-positioned, a person or a
company has to pay a lot of money. There is money to be made of course,
especially if a lot of people click on your ads and end up making a purchase.

However, if your ads aren’t attracting the right people you aren’t going to
make money, no matter how many people click on them. A lot of companies who
advertise don’t like to adjust for demographics because they feel it’s
unfairly ignoring others who want their goods and services. Specifying
demographics, however, like sites that target certain ages and genders, really
raises the sales numbers.

This doesn’t mean that no one outside of that
demographic group will see your ads. If a man goes to a site that has women as
a targeted audience he may find your ad and you could make a sale that way.
The same is true for age, ethnic makeup, religious preference, or any other
criteria that might affect where your ads go and how much money you make
because of them.

Pay Per Click Strategies

Posted under Business Strategies, Marketing, Paid Search Marketing, Pay Per Click, Search Marketing

1. Put up 3 ads at a time. Let them run a week or so, then look at the numbers. Get rid of bottom 2 — design 2 new ones based on winner, and run them for a week… repeat.

2. Keywords, keywords, keywords. Whenever you think of a possible term someone in your market would type in, email it to yourself right away. Then add it to campaign later. Also… use the word to create new words. There are many paid tools… but Google also has a free built-in tool. Use any tools available to you.

Example: You may think, oh yeah… someone that might buy my product would be looking up the xxxxxxx regulation that applies to their industry/hobby. Add that to the keyword list.

3. Ideally every keyword would have it’s own custom ad. But, that is not realistic. You might end up with 20,000+ keywords. Some of which rarely get traffic, making an ad for each is too time consuming. So you will want to break them into categories and have custom ads for each category.

Example: You may decide basic users/buyers of your product will have concerns about ‘ease of use’ — so that would go into the ‘Easy to Use’ campaign. Some die-hard, serious hobbyists may be more interested in the xxxxx power feature — put that into a different campaign that pushes that specific point in the ad.

Keywords can get moved back and forth. Keywords can each have a custom bid attached to them. (some convert better than others and are worth more).

Let things run a while. You need 1000 impressions to make an informed judgement on ‘click through’ …plus a week of time.

You need at least 100 clicks on a keyword to gadge the value of it.

Be patient, but always take some time to go back to the campaigns and look at the numbers. Make small adjustments, don’t over correct. Little changes here and there will slowly develop a low cost, high conversion campaign that you can profit from.