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Are your AdWords results getting worse?
If you find that your per click prices are going through
the roof while your conversions are going down you should
check your AdWords strategy.
In addition to the keywords that you choose for your campaign,
your landing pages are a very important factor. The landing
pages that you use with your pay per click ads greatly influence
both your conversions and the per click prices.
The following two strategies are often a quick fix for underperforming
AdWords campaigns:
1. Optimize your landing pages for your visitors
Attracting customers to your website through Google AdWords
is one thing. It is a completely different thing to persuade
visitors to your website to fulfill the goal of your landing
page, e.g. to buy your product.
Google AdWords cost you money as soon as a potential customer
clicks on your AdWords ad. It makes no difference whether
your destination URL is up or not, or whether the potential
customer leaves your website prematurely because it loads
too slowly.
If you want conversions, your landing page must have a
clearly defined goal. It must guide the visitor and it
must contain a clear call to action. Your website visitors
must be able to see within seconds what's in for them when
they visit your website.
2. Optimize your landing pages for Google's spider
Google uses the Quality Score to determine the
position and the cost of an ad. If possible, include the
text of the AdWords ad and the most important keywords
on your landing page.
It often helps to optimize the
landing page for the keywords with the highest click through
rate (CTR). A web page that can get high rankings in the
organic search results will also get a high Quality Score
for that keyword.
Google's Quality Score also includes other factors. Actually,
Google uses four different Quality Scores to determine
when and how ads are displayed.
Using tightly themed ad groups with related landing pages
is the first step to get better results with Google AdWords.
Further information on how to find the best keywords for
PPC, how to save weak campaigns, how to write successful
ads, how to write successful landing pages, how to improve
the Quality Score, an explanation of Google's different Quality
Scores, information on which websites will always get a poor
Quality Score and more can be found in our AdWords
eBook.
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