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Managing A Profitable Google Adwords Campaign
he ever evolving world of can be a lot higher than the
pay-per-click advertising estimated cost provided at setup.
offers incredible It’s very important to spend some
opportunities to internet time every single day reviewing
marketers but the level of savvy your actual cost per click.
is directly correlated to the
degree of success these marketers Long-string word phrases will
achieve. Done poorly, cost you less than short-string
pay-per-click advertising is an individual words or short 2-word
easy way to spend all your money phrases. And when managing an
without getting anything in Adwords campaign based on
return. This article discusses long-string phrases, you’re much
some basic requirements to better off to enter multiple
managing a profitable similar but not identical
pay-per-click campaign. phrases, allowing you to maximize
impressions over time. When
Since Google remains the market evaluating your campaign each
leader in this category, we will day, you will quickly notice that
refer to such programs some of your phrases are costing
collectively as the Google you more than others. You will
Adwords program. also notice that some phrases
prove more successful in getting
When you first setup your Adwords the user to click on your ad.
campaign, the Google platform
provides an estimate of the cost The key to a profitable Adwords
per click you can expect from the campaign is calibration,
words or phrases you have chosen. calibration and more calibration.
The intent here is obviously good You should constantly test new
but the actual cost per click phrases and delete unproductive
once your campaign has launched ones. Everyday, if possible, see
which phrases are pulling your your product has a gross margin
overall campaign down and of $50 and your actual cost per
eliminate them, leaving only the click is 50¢ and your conversion
productive ones behind. ratio is 1 to 60, it would cost
you $30 for each sale. Since each
Google has a free keyword tool on sale leaves you with a $50 gross
their Adwords platform that will margin, you would make a $20
provide long lists of related profit on each sale. On the other
searches for every word or phrase hand, if your actual cost per
you enter. Take your most click was $1, each sale would
profitable phrases and enter them cost your $60 and you would lose
into the tool, allowing you to $10 on each unit sold.
discover other potential winners.
There are three variables and
This process will allow you to each one needs to be managed
systematically lower your actual carefully. A larger gross margin
cost per click. That’s critically will benefit your bottom line, as
important because it’s that cost will a better conversion ratio or
combined with your conversion a lower actual cost per click.
ratio that must remain lower than Monitor each one closely and
the gross margin on the product never stop calibrating your
you’re selling. In other words, campaign. With a good product and
if your product has a gross some dedication, you’ll find a
margin of $50 and your actual winning combination that will
cost per click is 50¢, your leave you with a consistent
conversion ratio better be better profit.
than 1 to 100. If not, you’ll be
losing money.
Let’s consider an example. If
type="text/javascript">
google_ad_format = "728x90_as"; type="text/javascript"
google_ad_type =
"text_image"; src="http://pagead2.googlesyndica
tion.com/pagead/show_ads.js">
google_ad_channel
="3545651507";
google_color_border = "FFFFFF";
About the Author:
Tactical Execution with Patrick Schwerdtfeger is a strategic company focused on growth marketing and program implementation across business markets.
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