Success Books is a TwitWall listing of Authors & Publishers on Twitter. Support Your Fellow Twitter Authors. Find SUCCESS in a Book. 
AdWords specialists need to ensure they set clients expectations in terms of conversions / sales. It is unrealistic to set up an AdWords campaign and then make sales immediately. It is theoretically possible and I have certainly seen it happen, but it is unlikely.
Why?
Because it is unlikely your campaign will immediately draw in visitors who then part with their money immediately. Both your campaign and your landing page will need some refining first.
- Examine your web tracking. How long did they stay for? If a keyword drew in a visitor that only stayed a few seconds - they weren't interested. Consider a different keyword if this keeps happening.
- Your competitors will visit your website via your ads. Yes they are bound to - wouldn't you? If you discover someone repeatedly clicking your ads, remove them by excluding their IP address in the Tools option
- Examine your landing page. Is it the most appropriate page? Does it persuade visitors to buy? Does it include contact details by email, a form they can fill in AND a telephone number - some visitors prefer different methods of getting in touch!
- Keep working on that landing page - time after time. Consider the Google website optimizer for testing different versions of your page.
- Employ a copywriter if necessary to improve your landing page messages and see if you can get conversion rates up
comments (0)
Like it? ReTweet it!
Click Fraud worries Small Business advertisers, particularly due to the often small monthly budgets involved. They often worry that their competitors will click their Sponsored Listings repeatedly until the daily budget expires.
To watch out for Click Fraud, keep an eye on your web logs and look for repeated visits from the same IP address or range of IP addresses.
it is possible to exclude IP addresses and ranges by going into the Tools option in AdWords, and then choosing IP exclusion. I am careful to do this even at the first visit when I see someone clicking the advert and immediately bouncing off. To me this suggests a competitor who cannot even be bothered to stick around....
There are packages available to track Click Fraud, the one I use and recommend is AdWatcher. This is an excellent tool but the disadvantages are the time taken to set it up. Each destination URL (landing page) for every advert, must be entered to the AdWatcher to their system, and they will give you an alternative URL that must be entered to Google. Note this does NOT affect your quality score, or Google's ability to detect the landing page.
Having fully tested AdWatcher, I noted that for one client's campaigns, one particular competitor seemed to have nothing better to do than sit for hours each night typing in difficult keyword permutations and clicking the adverts. What I am delighted to report, is that Google did not charge me for a single one of these clicks. Their automated systems had in fact ALREADY identified this was a fraudulent IP address, and filtered every single click out.
Another advantage of using AdWatcher is the ability to redirect those who click more than a set number of times (I chose 3 times in 48 hours) to a fraud tracking page. This explains that they are costing you money and if they are a genuine customer, could they please bookmark the page instead.
Overall, I was delighted to note that Google's tools are in fact detecting and preventing Click Fraud.
Please note that there are other categories of Click Fraud that tend to affect larger competitors, with automated systems clicking adverts across the world. This is not usually an issue for the Small Business owner.
Claire offers Google AdWords Courses and Monthly Google AdWords Management for £120 / $200 USD per month
Dynamic Keyword Insertion can be very useful for long lists of related, similar keywords where it is too time consuming to create an ad group for each permutation.
Instead, you can use Dynamic Keyword Insertion in the advert heading, and it will automatically prefill with the keywords the searcher has used.
To use Dynamic Keyword Insertion, do the following:
{KeyWord:Phrase Goes Here}
Note that the reason the words KeyWord are written with this capitilisation, is because this will lead to each word of the phrase the searcher uses being capitalised. This has been proven historically to increase Click Through Rate.
In the example above, use a default keyword phrase where it stipulates Phrase Goes Here above, just in case the keywords used are too long.
But beware - if using for broad / phrase match keywords, you will need a long list of negative keywords in case Google matches your keyword with something inappropriate. This is because the inappropriate keyword would be entered into the heading, misleading the searcher.
You may prefer to use ONLY for exact match keywords instead, to reduce the likelihood of this occurring.
Additional areas you may wish to utilise Dynamic Keyword Insertion are in the main body of the advert, for example:
{KeyWord:Phrase Goes Here}
{KeyWord:Phrase Goes Here} For Sale Here!
Prices From £9.99, Visit Today!
www.ClaireJarrett.com/{KeyWord:Phrase Goes Here}
Adverts as in the above, will HUGELY increase Click Through Rate. They can also impact your Quality Score, as your Click Through Rate will increase substantially, affecting even those phrases you would normally score quite low for.
Notes for editors: Claire Jarrett is an Expert AdWords Trainer and owns an AdWords Management Company
I have overwhelmed by the number of new clients coming to me as they have experienced the Google Slap in recent weeks.
What is the Google Slap?
It's when Google reduces your Quality Scores overnight, making your minimum bids extremely high, in some cases as high as $10. Some accounts become inactive overnight, even when they had previously been highly profitable for both the advertiser and Google - as the advertiser had been spending $10,000+ per month!
What causes the Google Slap?
Google has now decided they do not want poor quality landing pages, poor quality sites, money making affiliate schemes or many lead generating sites.
If you haven't been slapped yet, you soon will.
How can you get around the Google Slap?
It is necessary to do the following:
- Assess landing pages. Google dislikes one page websites, or websites that ask a user to signup on the landing page. Websites which are highly relevant, and at least 5 pages are the only ones that now work. They should contain Ts and Cs and a privacy policy. Google also dislikes affiliate sites where links on the landing page are mainly to affiliate sites.
- Ensure you have keywords which very closely match each advert. You HAVE to get a Click Through rate of at least 1%, or you will end up with a low Quality Score.
- Keywords need to be moved into extremely focused groups to ensure a high Click Through Rate.
- Write adverts with the main keywords in the headline, and ideally in the main body of the advert too
- Content network should be turned off due to the likelihood they will create a Click Through Rate of less than 1%
- If content network is required, separate campaigns should be run ONCE the quality score issue has been fixed
- If this all fails, the easiest thing to do is move everything to a new account and start again. Quality Score will immediately restart at 5, and providing the keywords and ads are highly targeted, this will fix the issue.
Overall, taking these steps should fix the issue.
Okay, so it can be very dangerous bidding on single keywords in certain markets.
Why? Because Google will broad match it against anything and everything remotely related!
This is NOT always a bad thing though. The key is to ensure you build a HUGE negative keyword list ASAP, and then track any single word conversions to find the exact keywords used. Then add the newly discovered keywords back into your campaign.
Occasionally, hardly anyone is bidding on single word keywords which makes it extremely cheap to bid on!
Claire offers Google AdWords Management, Google AdWords DVDs and Google AdWords Training Courses. Call 0800 3277327 for info.
Have been experiencing GREAT fun with Yahoo setting up multiple user accounts. It IS possible to have one master account with many other accounts within it, but there's precious little information available on the Internet.
Anyway with the "help" of Yahoo's call centre I managed to add in a new client and can now access it from within the Master account. I was then able to set the client with user access to get in to just their campaign.
Really not sure why there is information available, maybe I missed it. Do point me in the direction of any info if you can find it?
I'm now offering Yahoo account management alongside Google AdWords Management for an additional £60 per month
I don't think I've let you know that my book is now in stock for immediate dispatch!
Successful Google AdWords Strategies available NOW...
Don't forget I offer monthly scheduled Google AdWords courses in the UK or onsite anywhere.
I've been astonished to come across cases repeatedly where a PPC account manager refuses to grant the client access to their own AdWords campaign!
This is extremely unethical. It's obviously done to prevent the client from leaving, but surely if you're any good, the client won't leave anyway!
So, c'mon account managers, grant your clients access and don't use the excuse they would be able to see all your other clients campaigns. You should set each client up as a new account, meaning this will never happen....
Case Study - 2 weeks after we take over a client's AdWords campaign
The campaign was optimised to include a new campaign to target local visitors in his area, new keywords plus keyword matching types to bring the Cost Per Click down. Average Cost Per Click currently stands at £1.02. As of today the Click Through Rate stands at 3.85% since we took over the account, an increase of a whopping 381%. Reports go out weekly identifying the Click Through Rate for all keywords, as well as weekly spend.
MarketingByWeb offers Small Business Adwords Management for £120pm, no contract and no set up fee
Is a higher CTR always better? No!
Computer Training Solutions prequalify visitors for their Excel Courses by telling them the price of £250 in the ad!
We therefore put off those looking for evening classes, college courses etc (although of course we also have evening etc as negative keywords)
The end result will be a LOWER CTR as we are saving money by putting visitors off we don't want to attract!
About clairejarrett
- Name Claire Jarrett
- Location Bristol
- Web http://www.HelpWi...
- Bio The number 1 AdWords Trainer in Google worldwide - try it and see! Mum of 3, my youngest is 3 months old. And no, I don't get much sleep.
Links to clairejarrett's Profiles
Walls of clairejarrett's Friends
