google Adword tricks course

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binnie923

Joined: Jul 27, 2006

# Posts: 11

Posted: 07/29/2006 02:38 am

Hi All,

May be rose can answer my questions regarding this, ofcourse all are welcome to give their valuable suggestions about it. I've been through various online course advertsements about tricks to run Google Adwords. These courses promises to improve your CTR and the decrease the cost that you incurr on a particular keyword and also increase the conversions.

I'm new to google Adwords, can you suggest me whether these courses would be beneficial for me in anyways. I'm doubtful about it as the sites that are offering these courses are appearing in google search results, so how is it possible that Google will not be aware of these tricks adn not be prepared for this.

Can anyone help me with this.

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flyingrose

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Joined: Oct 30, 2003

# Posts: 3361

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Posted: 07/29/2006 04:56 pm

Hi Binnie. Although they may call them "tricks" I believe most of them are just helping users best use legitimate techniques that Google provides. Google Adwords is much more complex than most advertisers realize and few understand all the various options much less how to gauge their effectiveness.

I don't actually have any of these courses but I have read the promotional materials on them. Some do contain information that would be very useful for advertisers to understand.

Remember that PPC systems are being changed constantly so anything printed in a physical book can be dated before you get it. E-books are probably a better option but do check when they were written.

Also consider what audience they are intended to attract. Although there would be good information for all, a book primarily written for those promoting affiliate programs would be far more useful to those advertisers than it would be for an advertiser selling their own products online.

Most of the information in these books and courses is available in Google's system too; however, it may not be obvious how to implement it or what good it would be to you and what you are advertising.

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binnie923

Joined: Jul 27, 2006

# Posts: 11

Posted: 07/31/2006 12:47 am

Thanks rose for your suggestions on this topic. I would like to clarify one more thing, I've heard advtisers tend to choose low cost keywords adn low search keywords and do get good amount of conversions on the same in an AdWords campaign. Do you think its actually possible, I'm wondering that how can anyone generate traffic on a low search keyword, to increase the traffic the searches on the same keywords needs to be increased. And also one more thing surprises to me when I read in my one of the researches which I've done on Google AdWords advertisers do keep their Ads live as low as for 0.05 cents. Is that true?

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flyingrose

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Joined: Oct 30, 2003

# Posts: 3361

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Posted: 07/31/2006 08:28 pm

Advertisers cannot usually directly increase the number of searches on any particular keyword phrase. We basically find keyword phrases searchers are using in a research tool or make up combinations that don't appear in the tools and put ads where those searches will see them.

The keywords with the most traffic are the most general. They may apply to things other than what you're advertising and they are usually used by people early in the buying cycle.

For example, if someone searches on "lighting" using just that one word they may be looking at some kind of lighting but neither we nor they know what kind yet. They could be considering buying:

a fixture for the ceiling in their house
a chandelier
a ceiling fan with lights
wall sconces
free standing lamps
full spectrum lighting
outdoor lights for their horse arena, basketball court, etc.
lights for a walkway
lighting for a pool, spa, or watergarden

Because lighting will have a lot of traffic most advertisers will be bidding on it and the cost per click will be higher than for a more specific keyword phrase related to lighting.

You probably only sell one or a few of these types of lighting and have no way of knowing what they're really looking for when you buy that click.

And a person searching for just "lighting" is probably further from making a decision to buy simply because they are searching for such a general term. If they already knew what they wanted they would probably use more than one word to describe it.

So, you're buying more clicks - for more per click - and they're less likely to buy now so your conversion rate will be much lower and your cost per conversion will be much higher.

Not good - and very possibly not profitable - as you could easily spend more on advertising than you make on the sale.

Now let's say we bid on some more specific to VERY specific lighting related phrases. There will be fewer bidders, a lower cost per click, fewer clicks, and a much higher probability of generating a sale.

That adds up to a cost per CONVERSION that can easily be 90% lower and possibly over 1000 times lower. Here are some real numbers:

general keyword, cost per conversion $100+ per sale
specific keyword phrase, cost per conversion $10 per sale
very specific keyword phrase, cost per conversion as little as $0.02 per sale.

It is easy to see that if your average profit per sale is $60 you're losing money on that general keyword, making a nice return on the specific keyword phrase, and making almost pure profit on the very specific keyword phrase.

Once you understand this you can manage your bids accordingly. Add more specific and very specific phrases. Dramatically lower bids or even pause those really general keywords, reduce clicks with different ad wording and add as many negative keywords as you can.

[ Message was edited by: flyingrose 08/01/2006 09:12 pm ]

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binnie923

Joined: Jul 27, 2006

# Posts: 11

Posted: 07/31/2006 10:55 pm

I really appreciate your suggestion. I'll definitely try this method and look forward for some more good results.

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